Two businesses, cleanly separated.
Jamming ran B2B and B2C through a single tangled workflow and paid for several tools that did the same job. We split the two motions, cut the overlap, and rebuilt the operation on a stack of four.
Separate the motions, then cut the waste.
The situation
B2B and B2C were tangled into one workflow, which made it impossible to optimise either side on its own. The company paid for overlapping tools with redundant functionality, conversations with leads and clients ran across channels nobody managed, and there was no structured lead capture or internal communication framework.
The work
We documented every workflow on both sides, then designed two separate process architectures, each with its own pipeline logic and team workflows. The tool audit that came out of it turned a scattered set of subscriptions into a focused stack: HubSpot for CRM and automation, Slack for internal operations, WhatsApp for multi-channel customer conversation, and Google Workspace for a secure, unified workforce platform.
The handover
Both motions run on their own pipelines with their own logic. WhatsApp conversations are managed at scale from HubSpot, landing pages capture leads in a structured way, and Slack carries the internal coordination that used to happen nowhere in particular.
Map, separate, consolidate, build.
As-is process mapping
Documented every workflow across both B2B and B2C, identified where the two overlapped, and mapped the full tool landscape — what was used, what was redundant, what was missing.
To-be design and gap analysis
Designed separate process architectures for each motion, then designed the streamlined stack that removed the redundancy without losing capability.
Tech stack optimisation
Consolidated the tooling budget into four platforms: HubSpot, Slack, WhatsApp and Google Workspace, each doing one job.
Implementation and automation
Built both pipelines with distinct logic, WhatsApp automation for conversation at scale, landing pages for structured lead capture, and Slack workflows for internal coordination.
The pieces the team now owns.
Process architecture
A B2B pipeline with enterprise logic, a B2C pipeline with consumer workflows, explicit boundaries and handoff rules between them, and team workflows per unit.
HubSpot and automation
Dual pipelines with distinct stage logic, WhatsApp automation for lead and client conversation, landing pages for structured capture, and multi-channel conversation management.
Stack consolidation
A tool overlap audit and the eliminations that followed, a reduced tooling budget, and a Google Workspace migration for workforce security.
Internal operations
A Slack communication framework and channel structure, onboarding flows for the new processes, and a reporting structure that spans both motions.
What the team runs now.
- A clean separation of B2B and B2C, with dedicated pipelines and team workflows on each side.
- Overlapping tools eliminated and the stack consolidated to four platforms.
- Multi-channel conversation managed through HubSpot and WhatsApp automation.
- Structured lead capture through purpose-built landing pages.
- Internal coordination running on Slack as the communication backbone.
- A secure, unified workforce platform on Google Workspace in place of fragmented tools.