Fronza & Francis Builds Multi-Layer Aviation CRM with 35% Faster Deal Cycles
Fronza & Francis, an aviation infrastructure operations firm managing billion-dollar airport development projects, partnered with HubsPlanet for a comprehensive CRM transformation. Despite having HubSpot Sales Pro, the platform sat underutilized -- unable to handle their complex contract hierarchies, multi-site operations, and extended sales cycles spanning 12-24 months. HubsPlanet architected a custom four-level CRM structure that finally unlocked the platform's potential, resulting in 35% faster deal cycles, 60% faster reporting, and 100% organization-wide adoption.
35%
Faster Deal Cycles
60%
Faster Reporting
100%
CRM Adoption
Company Overview
Company
Fronza & Francis
Industry
Aviation Infrastructure
Company Size
50-150 employees
Location
United States
An aviation infrastructure operations firm managing billion-dollar airport development projects across multiple regions. They handle complex contract hierarchies, multi-site operations, and extended sales cycles spanning 12-24 months.
The Challenge
Operating within the aviation infrastructure ecosystem, Fronza & Francis manages large-scale airport and aviation development projects worth billions of dollars, with individual contracts running into the millions. Their sales cycles naturally span 12-24 months due to the complexity of aviation procurement, regulatory requirements, and multi-stakeholder negotiations. They had HubSpot Sales Pro in place, but the out-of-the-box configuration couldn't accommodate their layered contract structures, site-specific engagements, and diverse partnership models. The CRM sat largely unused while the team defaulted to spreadsheets, email threads, and fragmented document storage -- making it nearly impossible to get a unified view of their extended pipeline.
- •Existing HubSpot Sales Pro license underutilized -- team defaulted to spreadsheets due to poor fit
- •Billion-dollar aviation projects with 12-24 month sales cycles impossible to track in standard pipeline stages
- •Complex contract hierarchies (direct client, prime contractor, sub-partner) couldn't be modeled in flat CRM structure
- •Multi-site aviation projects across different airports managed in disconnected spreadsheets
- •15+ hours per week spent on manual data entry, contract tracking, and status reporting
- •Zero real-time visibility into extended pipeline health or revenue forecasting across long deal cycles
- •Fragmented stakeholder data across email, documents, and personal notes -- no single source of truth
- •Inability to associate operational requirements with the correct contract, site, and corporate entity
The Solution
Over an extensive engagement, HubsPlanet transformed their underutilized HubSpot Sales Pro into an enterprise-grade four-level CRM architecture purpose-built for aviation infrastructure operations. The transformation included upgrading to HubSpot Enterprise, building real-time revenue calculation engines at both project contract and corporate revenue levels, and integrating with QuickBooks for financial sync and resource management platforms for operational alignment.
Sales Pro to Enterprise Transformation
Upgraded from underutilized Sales Pro to a fully architected Enterprise-grade CRM ecosystem
- ▸Comprehensive audit of existing HubSpot Sales Pro configuration identifying critical gaps for billion-dollar project tracking
- ▸Strategic upgrade to HubSpot Sales Hub Enterprise unlocking Custom Objects, advanced workflows, and enterprise reporting
- ▸Re-architecture of the entire CRM foundation to support aviation infrastructure operational models
- ▸Enterprise-grade security and permission structures for multi-stakeholder access across project sites
Four-Level CRM Architecture
Built a hierarchical CRM structure mirroring how aviation infrastructure engagements actually operate
- ▸Level 1: Corporate Entity records tracking organization-wide partnerships and strategic relationship health
- ▸Level 2: Project Site entities for independent tracking of each airport/aviation location with site-level reporting
- ▸Level 3: Custom Contract Object supporting direct client, prime contractor, and sub-partner agreement types
- ▸Level 4: Operational Requirement tracking via HubSpot Deals tied to contracts, sites, and corporate entities
Real-Time Revenue Calculation Engine
Built dual-layer revenue tracking providing instant visibility at both project contract and corporate revenue levels
- ▸Project contract level: Real-time revenue calculations per contract with milestone-based recognition tracking
- ▸Corporate revenue level: Aggregated revenue dashboards rolling up from contracts to sites to corporate entities
- ▸Weighted pipeline forecasting based on contract stage probability and historical win rates
- ▸Multi-currency support for international aviation infrastructure engagements
Custom Contract Pipeline (12-Stage)
Designed a comprehensive 12-stage contract lifecycle pipeline tailored for aviation project engagements
- ▸Full lifecycle tracking: Lead > Initial Engagement > Needs Assessment > Evaluation > Qualified Opportunity
- ▸Mid-stage management: Solution Design > Proposal Development > Client Evaluation > Contract Negotiation
- ▸Closing stages: Project Preparation > Closed Won / Closed Lost with automated outcome workflows
- ▸Stage-specific automation triggers for task creation, notifications, and data association
QuickBooks & Resource Management Integration
Connected HubSpot to financial and operational systems for seamless data flow across the organization
- ▸QuickBooks integration: Automated invoice sync, payment tracking, and revenue recognition alignment
- ▸Resource management platform sync: Real-time visibility into project staffing and capacity planning
- ▸Bi-directional data flow ensuring CRM, finance, and operations always have consistent information
- ▸Automated reconciliation workflows flagging discrepancies between systems for review
125 Custom Workflow Automation Framework
Built 125 automated workflows creating a fully autonomous operational ecosystem
- ▸Lifecycle automation: company stages update automatically based on contract engagement progress
- ▸Auto-association: contracts and operational records inherit relationships with organizations and project sites
- ▸Task automation: stage-based task creation for project managers at each pipeline milestone
- ▸Alert system: automated notifications to leadership for high-value contract stage changes
- ▸Cross-system triggers: workflows connecting HubSpot actions to Microsoft 365, QuickBooks, and resource platforms
Microsoft 365 Integration Suite
Deep integration with Microsoft 365 ecosystem for seamless team collaboration and communication
- ▸Outlook integration: Email tracking, meeting scheduling, and contact sync directly within HubSpot
- ▸Microsoft Teams: Automated notifications, deal alerts, and collaboration triggers in team channels
- ▸SharePoint & OneDrive: Document association and contract file management linked to CRM records
- ▸Calendar sync: Bi-directional calendar integration for project milestones and stakeholder meetings
The Results
125
Custom workflows built
35%
Faster deal cycles
100%
Organization adoption
60%
Faster reporting
Real-Time
Revenue visibility
5+
System integrations
Before & After Transformation
Before
- ✕Manual tracking across spreadsheets and email threads
- ✕Fragmented data across teams with no project hierarchy
- ✕Limited -- leadership relied on weekly verbal updates
- ✕Manual reports taking 10-15 hours per week to compile
- ✕HubSpot Sales Pro underutilized -- team defaulted to spreadsheets
- ✕Zero real-time view of contract stages or deal health
After
- ✓Centralized 12-stage pipeline with automated lifecycle management
- ✓Structured four-level hierarchy: Corporate > Site > Contract > Operations
- ✓Full lifecycle tracking with real-time dashboards and alerts
- ✓Instant real-time dashboards -- reporting automated end-to-end
- ✓100% organization-wide adoption within 30 days of launch
- ✓Complete visibility with weighted revenue forecasting by stage
Technologies Used
HubSpot Sales Hub Enterprise
CRM Platform
HubSpot Custom Objects
Data Architecture
HubSpot Workflows (125)
Automation Engine
HubSpot Reporting
Analytics & Dashboards
Microsoft 365 (Outlook, Teams)
Collaboration Suite
QuickBooks Online
Financial Integration
Resource Management Platform
Operations Integration
HubSpot Operations Hub
Data Sync & Quality
Our Team
CRM Solutions Architect
Designed four-level CRM architecture and Custom Object schema
RevOps Strategist
Developed contract lifecycle pipeline and revenue operations strategy
HubSpot Automation Engineer
Built 125 automated workflows and cross-system integration rules
Integration Specialist
Connected Microsoft 365, QuickBooks, and resource management platforms
Dashboard & Reporting Specialist
Created real-time dashboards and analytics framework
Training & Adoption Lead
Conducted training and drove 100% organization-wide adoption
"We had HubSpot for years but it just sat there -- it couldn't handle our billion-dollar projects with 18-month sales cycles. HubsPlanet spent extensive time understanding our aviation operations and built 125 workflows that actually work for us. For the first time, leadership can see every contract, every site, and every multi-million dollar requirement in one place. The custom architecture mirrors exactly how our engagements work."
Maria Rios
Vice President, Fronza & Francis
Key Takeaways
- →HubSpot Sales Pro often goes underutilized in complex industries -- strategic Enterprise upgrades unlock true potential
- →Industries with 12-24 month sales cycles and billion-dollar projects need purpose-built pipeline stages, not standard templates
- →Real-time revenue calculations at both project contract and corporate levels transform financial visibility
- →QuickBooks and resource management platform integrations create a unified operational ecosystem
- →Billion-dollar project tracking requires custom hierarchical architecture -- flat CRM structures fail
- →Deep implementation work combining automation, integration, and strategy drives maximum adoption and value
Services Delivered
HubSpot Enterprise Transformation
Custom Object Implementation
Real-Time Revenue Calculation Engine
QuickBooks Integration
Resource Management Platform Integration
Workflow Automation
Operational Pipeline Design
Reporting & Dashboard Development
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