Redesign of CRM Architecture for Alignment with Professional B2B Standards (HubSpot-like)
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Edoardo Di Coste
Dear GHL Development Team,
I am writing as a partner with significant business experience and a vertical focus in the B2B sales sector. Our community of professionals and agencies agrees that, while GHL is an exceptional platform, its current CRM implementation represents a critical bottleneck for managing complex and professional sales processes.
The current structure seems more geared towards mass acquisition and is not optimized for the Consultative Selling typical of B2B.
đź’ˇ The Need: HubSpot-aligned CRM Architecture for Professional Selling
To transform the GHL CRM into a truly professional and high-performing tool for B2B, we strongly recommend adopting a data and management architecture similar to that offered by industry-leading platforms such as HubSpot.
🎯 Key Proposed Improvements:
- Simplified and Interconnected Data Management (Contact ↔ Company ↔ Opportunity):
Contact (Lead/Person): The individual.
Company: The legal entity.
Opportunity (Deal/Affair): The object of the sale.
Fast and Bi-directional Association: The ability to quickly create and associate a Contact with a Company and simultaneously with one or more Opportunities (and vice-versa), with a clear and immediate view of all relationships.
Benefit: Allows B2B sales teams to track the complex decision-making journey within a company (multiple stakeholders).
- Complete Data Customization (Custom Fields):
Mass Customization: All data fields (Contact, Company, and Opportunity) must be fully customizable (Custom Fields) and not constrained by predefined lists, to adapt to any market vertical (e.g., company size, industry sector, estimated budget).
Benefit: Transforms the CRM into a flexible system, capable of modeling data exactly as required by each company's unique sales process.
- Optimization of View and Speed of Use:
The User Interface (UI) and User Experience (UX) must be optimized for speed and clarity. Information entry, modification, and consultation must be frictionless, allowing the salesperson to dedicate more time to selling and less to data entry.
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Dave Reed
Amen!
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Monica Hemingway
Yes! This is the #1 reason we don't use GHL ourselves. It's a frustrating experience and the communications view on a laptop is abysmal.
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Will R
Completely agree, this would save so much time & hassle
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Configure Me This Tech Team
Absolutely agree. This is the no. 1 reason we lose sales and clients from GHL.
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Alexandra Perkins
Edoardo, I completely agree with your request for HubSpot-style B2B CRM architecture. The Contact ↔ Company ↔ Opportunity structure with bi-directional associations and full customization across all objects is exactly what professional B2B sales requires.
I want to add a critical operational component that would complete this transformation:
Unified Communication View by Company:
When managing enterprise accounts with multiple decision-makers (CEO, CFO, Operations Manager, etc.), we need ALL communications with that company in one consolidated view. Currently, each contact creates a separate conversation thread - a text from the CEO appears in one thread, a call with the CFO in another, an email to Operations in a third. For B2B consultative selling, we need to see the entire relationship with the COMPANY, not fragments across individual contacts.
Activity Tracking at Company Level:
B2B sales management requires account health visibility, not just contact engagement. We need:
Account-level activity metrics aggregating all touchpoints with ANY contact at that company
"Last contact date by company" regardless of which individual was contacted
Dashboards showing "Accounts with no contact in 30+ days" for neglect prevention
All calls, texts, emails, and meetings rolled up to company level for reporting
Sales Territory Management:
Assign companies (not just contacts) to sales reps
Reps see dashboards of THEIR accounts with consolidated activity
Leadership sees enterprise view across all territories
Why This Matters:
We're evaluating GHL for clients leaving Salesforce due to cost. The hesitation is always "Can it handle B2B account management?" If GHL implemented your proposed architecture PLUS company-level activity consolidation, it becomes a genuine Salesforce replacement for mid-market B2B.
The platform is so close. These improvements would unlock a massive market currently feeling GHL isn't ready for professional B2B sales.
Thank you for leading this charge.