Rebuilding a Fragmented Sales System into a Connected CRM, Reporting and Marketing-Attribution Platform

Client: TPG Disability Aids
Sector: Mobility, Accessibility & Home Adaptations
Technology: Node.js, Express, TypeScript, PostgreSQL, DigitalOcean, HubSpot and Google Ads

Project Snapshot

TPG Disability Aids is a UK specialist in mobility equipment and home adaptations, supporting customers with solutions including:

• stairlifts
• through-floor lifts
• hoists
• access ramps
• bathroom adaptations

The project involved rebuilding an early browser-based prototype into a secure, shared operational platform that connects lead management, sales activity, reporting and marketing attribution.

The result is a single source of truth that can be accessed by authorised team members across devices, while giving the business clearer visibility into where enquiries come from and whether they convert into sales.

The Client

TPG Disability Aids supports elderly, disabled and vulnerable customers who require carefully considered adaptations to improve safety, mobility and independence within their homes.

Purchasing decisions in this sector are rarely immediate. They may involve family members, occupational therapists, local authorities, funding bodies and other referral partners.

That makes accurate lead, pipeline and sales data particularly important.

The business needs to understand not only how many enquiries are generated, but:

• where each lead originated
• which service it relates to
• how it progresses through the pipeline
• whether it becomes a completed sale
• which marketing channels generate genuine commercial value

The Challenge

TPG already had the beginnings of a useful internal workflow, but the platform had been created as a browser-only prototype rather than a shared business system.

Every board was saved within one browser using localStorage, spread across approximately 22 separate data keys.

This meant:

• data was tied to one browser and device
• staff could not reliably share live information
• there was no central database
• backups depended on manually exporting JSON files
• a browser failure could put operational data at risk

Two competing application shells were also attempting to run the same underlying boards, creating duplication and inconsistency.

A missing core dependency meant several pages relied on functionality that was not reliably available.

The static platform also had no secure method of connecting with external systems such as HubSpot or Google Ads. Marketing spend, enquiries, sales outcomes and revenue therefore existed in separate silos.

The key objective was clear:

Create one coherent platform where the business could manage its pipeline, control user access and understand which marketing activity resulted in real sales.

Our Approach

We did not replace the workflows the client already understood.

Instead, we preserved the existing board designs and operational logic, then rebuilt the technical foundations underneath them.

This avoided forcing the team to learn an entirely new way of working.

The project was delivered in structured phases:

1. platform and database foundations
2. deployment and shared access
3. system integrations
4. marketing attribution
5. reporting and user-experience refinement

Features were released, tested and verified continuously against the live product rather than developed in isolation against a fixed specification.

This allowed the platform to evolve around genuine operational use.

Services Delivered

This project combined CRM development, marketing attribution and solutions architecture to transform an early prototype into a scalable business platform.

Solutions Architecture
Designing a connected system that brings sales, operations, reporting and marketing data into one shared platform

CRM & Pipeline Development
Rebuilding browser-based sales boards around a secure REST API and PostgreSQL database

Marketing Attribution
Connecting lead-source information, advertising spend and closed sales to create more accurate channel reporting

HubSpot Integration
Bringing HubSpot contact and lead data into the wider sales and reporting environment

Google Ads Integration
Connecting Google Ads performance with genuine sales outcomes to calculate defensible cost-per-lead and return-on-ad-spend figures

User Experience Design
Creating a consistent and responsive platform that can be used by different departments across desktop and mobile devices

Rebuilding the Platform Around a Shared Database

The first priority was moving operational data away from browser storage.

Each existing board was migrated from localStorage into a proper PostgreSQL database accessed through a secure REST API.

This changed the system from a single-device prototype into a live shared platform.

The new setup provides:

• one central source of truth
• live data across users and devices
• improved backup and recovery
• stronger data consistency
• a foundation for reporting and integrations

This is a strong example of how solutions architecture can turn a useful prototype into a scalable operational platform.

One Secure Operational Hub

The two competing application shells were consolidated into one login-protected system.

Rather than staff navigating between fragmented tools, the new platform provides a consistent environment for managing the full customer and job lifecycle.

The system is accessible across approved devices and gives users one clear place to view and update operational information.

This reduces duplication and ensures teams are working from the same live data.

Role-Based Access

The platform supports five defined user roles.

Permissions are enforced on the server rather than relying solely on what is displayed in the browser.

This ensures that teams including:

• sales representatives
• installation staff
• finance users
• operational teams
• administrators

only have access to the areas and actions relevant to their responsibilities.

This improves usability while strengthening security and accountability.

A Pipeline Built Around the Real Customer Journey

The CRM reflects the way TPG’s enquiries and projects actually progress.

The pipeline includes dedicated stages and boards for:

• initial intake
• direct marketing leads
• self-funded customers
• local authority work
• quotation tracking
• long-term opportunities
• snagging and quality management

Jobs can also be moved between boards when circumstances change.

For example, a project delayed by groundworks can move into a different workflow without losing its history or context.

This allows the platform to support the realities of considered purchases and complex home-adaptation projects rather than forcing every enquiry through a rigid, linear process.

Dashboards & Reporting

The platform includes reporting tools designed for both day-to-day management and leadership oversight.

These include:

• financial growth reporting
• executive summaries
• monthly snapshots
• pipeline reporting
• predictive forecasting

Staff can now access current information directly rather than manually compiling spreadsheets or reconciling information from separate systems.

This supports faster decisions and reduces repetitive administrative work.

Turning Marketing Data into Commercial Insight

The marketing-attribution work became one of the most important parts of the project.

Previously, the business could see advertising activity and overall revenue, but it could not reliably connect individual leads and sales back to their source.

This made it difficult to answer questions such as:

• Which channel generated the enquiry?
• Did the enquiry become a sale?
• How much did that sale generate?
• What was the true acquisition cost?
• Which campaigns should receive further investment?

The new platform connects marketing information with the operational sales pipeline.

This changes reporting from activity-based measurement into commercial intelligence.

Mandatory Lead-Source Capture

Lead-source capture was made a required part of the intake process.

Rather than allowing new enquiries to enter the CRM without attribution, users are prompted to record how the customer heard about the business.

This creates a much stronger foundation for reporting across:

• Google Ads
• referrals
• HubSpot activity
• direct enquiries
• other marketing channels

An unattributed-leads prompt also surfaces missing data so the team can resolve gaps before they become embedded within reporting.

This supports a more reliable conversion-tracking and CRM strategy.

Connecting Google Ads, HubSpot and Closed Sales

Google Ads and HubSpot data were brought into the same reporting environment as the sales pipeline.

This allows TPG to compare:

• advertising spend
• clicks
• leads
• sales
• attributed revenue

within one connected view.

The platform uses email-first matching to connect marketing contacts with CRM records wherever possible.

This provides a far clearer picture of the customer journey from initial interaction through to sale.

Rebuilding Return-on-Ad-Spend Reporting

One of the most important discoveries involved the existing return-on-investment calculation.

The original report divided all company revenue by Google Ads spend.

We rebuilt the calculation so that it includes only revenue linked to Google Ads-attributed leads.

The platform can now provide more credible measures such as:

• cost per lead
• cost per sale
• attributed revenue
• channel-specific return on ad spend

This gives the business a far more realistic basis for marketing and budget decisions.

It also demonstrates why website and marketing reporting should be connected to genuine sales outcomes.

Engineering for Data Integrity

The rebuild also addressed technical risks within the original platform.

A significant issue was identified where an open board could silently overwrite newer data following an import.

We introduced concurrency protections to prevent outdated browser data from replacing more recent database changes.

The wider engineering approach focused on:

• typed application code
• server-side permission enforcement
• safe database updates
• consistent API behaviour
• reliable deployment processes

This strengthened the platform’s ability to support multiple users working simultaneously.

Responsive Design System

The user interface was refined into a consistent design system supporting both light and dark modes.

Boards, dashboards and reports now follow the same visual and interaction patterns.

The platform is designed for use across:

• desktop computers
• tablets
• mobile devices

This is particularly important for staff who may need to access job or customer information away from the office.

Technology & Deployment

The platform was developed using:

• Node.js
• Express
• TypeScript
• PostgreSQL
• DigitalOcean
• HubSpot
• Google Ads integrations

GitHub is connected to the deployment process, allowing approved code changes to deploy automatically to the live environment.

This provides a more controlled and repeatable release process while supporting continued iteration.

Results & Impact

The new platform has transformed how TPG manages operational and marketing data.

Confirmed outcomes include:

• one shared source of truth
• live data across approved users and devices
• reduced reliance on manual JSON backups
• role-based team access
• full pipeline visibility
• marketing spend connected to closed sales
• more accurate return-on-ad-spend reporting
• self-service dashboards and reports
• improved data integrity
• a scalable foundation for future integration

The business is no longer one browser failure away from losing access to critical operational information.

It now has a connected platform capable of supporting better reporting, stronger accountability and more informed commercial decisions.

What This Demonstrates

This project highlights The DM Lab’s ability to combine:

• Solutions Architecture
• CRM Development
• Marketing Attribution
• HubSpot Integration
• Google Ads Reporting
• Process Automation
• User Experience Design
• Data Engineering
• Digital Transformation

to turn fragmented internal tools into connected operational platforms.

What Comes Next

The platform has been designed to support continued development.

Future opportunities include:

• two-way HubSpot synchronisation
• GCLID-level Google Ads attribution
• further automation of lead matching
• expanded predictive reporting
• deeper campaign and channel analysis

This ongoing roadmap will continue to strengthen the link between marketing investment, operational activity and sales performance.

Final Thought

The TPG Disability Aids project demonstrates what happens when marketing, sales and operational systems are designed as one connected platform.

By preserving familiar workflows while rebuilding the architecture underneath them, we created a system that gives the team better access to data, more reliable reporting and a clearer understanding of what genuinely drives revenue.

The result is not simply a new CRM.

It is a connected commercial platform that helps TPG manage enquiries, understand performance and make better-informed decisions.

If your organisation relies on fragmented spreadsheets, browser-based tools or disconnected reporting, we can help you design a more scalable approach.

Speak to The DM Lab