# From fragmented data to a 360-degree view of the customer: building Caterham's global HubSpot Enterprise CRM. Steven 29 June 2026 [Insights](https://rk.rikadigital.co.uk/news) ![](https://rk.rikadigital.co.uk/media/yootheme/cache/6d/Caterham-620-Article-Hero2-6df7f4ab.jpg) Rika partnered with Caterham to overcome a fragmented, decentralised lead management process through a heavily-bespoke HubSpot Enterprise CRM rollout, built on custom API integrations, purpose-built custom objects, and automated lead routing across 30 independently run retailers. **The Challenge** Caterham is an iconic British automotive brand, best known for its lightweight sports cars, motorsport heritage, and passionate global driving community. The business sells through a network of 30 independent retailers across the UK, Europe, the US, and international markets, ranging from family-run dealerships to large multi-franchise dealer groups. This distributed model created genuine technical complexity. Before HubSpot, enquiries arrived through a legacy dealer portal plagued by duplicated records, spam and delivery failures. Customer communications lived in a black box of emails, WhatsApp messages, and spreadsheets. There was no single view of the customer and no reliable way to track a prospect from enquiry through to order. Buying a Seven is a considered, discretionary purchase, the average customer journey spans approximately nine months from first interaction to placing an order. Across that period, website and campaign enquiries were handled inconsistently, often going untracked. Manual lead distribution to retailers created delays and lost opportunities at the very top of the funnel. As a result, HQ had no visibility into dealer activity, no insight into appointments, test drives, or sales outcomes, and no direct access to the end customer. Sales were driven entirely through the retailer network, leaving Caterham unable to communicate directly with prospects or understand customer buying behaviours firsthand. Our challenge was to design a HubSpot environment that could track every opportunity, deliver a single view of the customer to HQ, and enforce centralised governance and reliable reporting, while remaining flexible enough for independent retailers with their own systems, habits, and commercial priorities to actually adopt and use. **The Solution** Rika consolidated Caterham's fragmented and disparate digital stack, designing and implementing a fully customised HubSpot Enterprise platform, Caterham's first CRM system, combining Marketing Hub Enterprise and Sales Hub Enterprise into a single connected operational system. This standardised lead management and provided real-time intelligence across the sales funnel for the first time, sunsetting Mailchimp and the legacy dealer portal in the process, reducing technical debt and licensing costs. ![](https://rk.rikadigital.co.uk/images/Screenshot%202026-06-30%20at%2012.04.26.png) **Fig1:** Our approach connects fragmented customer data, builds usable segments, and activates them across marketing, sales and reporting workflows. **Integration and data architecture** Caterham's customer enquiries arrive from multiple distinct touchpoints: website contact forms, vehicle configurator submissions, events and campaign activity. Rika built custom API integrations between the Caterham CMS and HubSpot, routing every enquiry into the platform with enriched data fields. Every enquiry was automatically captured, routed to the right retailer, and tracked from the moment it entered the system, without the need for manual intervention. Rika also built custom objects for the range and for retailers, allowing Caterham to associate specific models and configurations with individual customer records, and gave each retailer a distinct entity with its own properties and routing logic. Combined with the custom API integrations from the Caterham's CMS, this gave the platform the data structure it needed to route, track, and report accurately across a global network, and gave Caterham a 360° view of the customer for the first time. **Governance, monitoring, and adoption** Getting independent retailers with their own processes and no incentive to change them onto a single platform required accountability to be built into the system itself. SLA-driven workflows introduced a 72-hour response framework. Any lead not contacted within that window triggered automated escalation sequences and notification alerts to Caterham HQ. Open lead monitoring dashboards gave Caterham a real-time view of retailer engagement across the entire network, making inactivity visible and actionable. Alongside the platform build, Rika delivered tailored onboarding and best practice sessions with each regional retailer to ensure processes were understood and followed and so no enquiry would go untracked or unlogged. **Data consolidation** Rika removed more than 8,500 spam contacts, merged approximately 5,500 duplicate records, and resolved formatting inconsistencies across more than 3,000 additional records, creating a clean, structured customer database capable of supporting accurate reporting, segmentation, and automation. **AI Implementation** Rika deployed a Breeze AI agent on Caterham's finance offers page to qualify inbound enquiries before they reach the retailer network. The agent confirms finance intent, captures contact details, and collects model interest and location, creating a fully enriched contact record in HubSpot and triggering the retailer routing workflow automatically. Every finance enquiry entering the system arrives with purchase intent confirmed and the data needed to route and action it without delay. ![](https://rk.rikadigital.co.uk/images/Screenshot%202026-06-29%20at%2020.38.20.png) Breeze Co-pilot is deployed internally, supporting the Caterham team with dashboard reporting, summarisation of customer interactions, and pipeline visibility across the retailer network. **The Results** Full CRM adoption across Caterham and all 30 retailers was achieved within 60 days. Every lead is now tracked across all markets, giving Caterham complete visibility from first interaction to closed deal for the first time. Lead response rates improved significantly through automated workflows, with SLA-driven follow-ups ensuring no sales opportunity was left unactioned. By centralising all customer interactions in HubSpot, Caterham gained direct customer insight that had never previously existed, enabling marketing personalisation, accurate media attribution, and full-funnel transparency across the retailer network. The success of the implementation led directly to Rika being appointed by one of Caterham's official retailers to implement its own dedicated HubSpot instance. With the data architecture and workflow governance in place, Caterham can now pursue AI-assisted lead scoring and predictive pipeline reporting in a way that wasn't possible before. View the full case study [here](https://rk.rikadigital.co.uk/success-stories/transforming-customer-relationships-lead-management-for-caterham-cars-with-a-custom-hubspot-enterprise-crm-implementation) --- ## More from this category [ ![](https://rk.rikadigital.co.uk/images/News%20and%20Articles/Drum-Indie%20100-Article%20Hero.jpg) ](https://rk.rikadigital.co.uk/news/ten-years-of-rika-and-a-place-in-the-drums-global-indie-100) 15 September 2026 ### [Ten Years of Rika and a place in The Drum’s Global Indie 100](https://rk.rikadigital.co.uk/news/ten-years-of-rika-and-a-place-in-the-drums-global-indie-100) [Read more](https://rk.rikadigital.co.uk/news/ten-years-of-rika-and-a-place-in-the-drums-global-indie-100) [ ![](https://rk.rikadigital.co.uk/images/blogs/Caterham-PSF-Partnership.png) ](https://rk.rikadigital.co.uk/news/rika-nominated-for-excellence-in-client-relations-in-the-drum-awards-2025) 10 October 2025 ### [Rika nominated for Excellence in Client Relations in The Drum Awards](https://rk.rikadigital.co.uk/news/rika-nominated-for-excellence-in-client-relations-in-the-drum-awards-2025) [Read more](https://rk.rikadigital.co.uk/news/rika-nominated-for-excellence-in-client-relations-in-the-drum-awards-2025) [ ![Rika 2025 Wrapped header graphic](https://rk.rikadigital.co.uk/images/blogs/News-Article-Header.png) ](https://rk.rikadigital.co.uk/news/2025-wrapped-rika-project-highlights) 10 December 2025 ### [2025 Wrapped: Rika project highlights](https://rk.rikadigital.co.uk/news/2025-wrapped-rika-project-highlights) [Read more](https://rk.rikadigital.co.uk/news/2025-wrapped-rika-project-highlights) [ ![](https://rk.rikadigital.co.uk/images/News%20and%20Articles/01%20Drum%20Image.jpg) ](https://rk.rikadigital.co.uk/news/drum-predictions-2026-fundamentals) 02 February 2026 ### [The Drum Predictions 2026: Why the fundamentals matter more than ever](https://rk.rikadigital.co.uk/news/drum-predictions-2026-fundamentals) [Read more](https://rk.rikadigital.co.uk/news/drum-predictions-2026-fundamentals) ## Subscribe to Our Newsletter ### Ready to work together? 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