---
title: "NI Chamber: Sales & Marketing Alignment | Lockview"
description: How Lockview, a Belfast HubSpot Platinum Partner, aligned NI Chamber's sales and marketing in HubSpot, growing membership and beating targets.
image: https://www.lockview.co.uk/hubfs/Blue%20on%20white%20logo%20landscape%20transparent-2.png
---

[![Lockview Business Solutions](https://www.lockview.co.uk/hubfs/Blue%20on%20white%20logo%20landscape%20transparent-2.png)](https://www.lockview.co.uk/en/?hsLang=en)

[Home](https://www.lockview.co.uk/en/?hsLang=en)Services

[All services](https://www.lockview.co.uk/services?hsLang=en)[Business and sales consultancy](https://www.lockview.co.uk/sales-consultancy?hsLang=en)[HubSpot onboarding](https://www.lockview.co.uk/hubspot-onboarding?hsLang=en)[HubSpot optimisation](https://www.lockview.co.uk/hubspot-optimisation?hsLang=en)

Case studies

[All case studies](https://www.lockview.co.uk/case-studies?hsLang=en)[NI Chamber](https://www.lockview.co.uk/case-studies/ni-chamber?hsLang=en)[Vyta](https://www.lockview.co.uk/case-studies/vyta?hsLang=en)[Quadra Consulting](https://www.lockview.co.uk/case-studies/quadra-consulting?hsLang=en)[Todd’s Leap](https://www.lockview.co.uk/case-studies/todds-leap?hsLang=en)[Silotank](https://www.lockview.co.uk/case-studies/silotank?hsLang=en)[carbonfit](https://www.lockview.co.uk/case-studies/carbonfit?hsLang=en)

[Blog](https://www.lockview.co.uk/blog?hsLang=en)[Contact](https://www.lockview.co.uk/contact?hsLang=en)

[← All case studies](https://www.lockview.co.uk/case-studies?hsLang=en)

![NI Chamber logo](data:image/png;base64,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)

NI Chamber · Sales and marketing alignment

# Getting marketing and sales pulling in the same direction

NI Chamber brought Lockview in because its marketing and sales teams were working in silos. Marketing was generating leads, but they weren’t the leads sales needed. Today both teams work from one HubSpot setup, with website interest turned into the right conversations with the right people.

The problem

### Two teams, two agendas

Marketing measured leads. Sales needed new members. Nothing connected the two.

The fix

### One shared process in HubSpot

Agreed lead routes, member-aware follow-up and reporting both teams trust.

The result

### More members, targets exceeded

Membership up, accurate forecasting and better cross-team working.

The challenge

## Marketing was busy. Sales wasn’t getting what it needed.

Each department was working in its own silo. Marketing was doing its job: running campaigns and generating leads. But the leads coming through weren’t the ones the sales team needed, so they weren’t being followed up with any conviction.

Existing members were landing in the same pile as genuine prospects. Sales couldn’t easily see who was showing real interest, and marketing had no clear view of what happened to the leads it handed over. Each team saw the other as part of the problem.

HubSpot was already in place, delivered by a marketing agency, but it was being used differently by each team and the reporting didn’t connect marketing activity to membership sales.

### What was getting in the way

- Marketing and sales working to different goals.
- Leads passed over that sales didn’t want.
- Existing members treated as new prospects.
- No shared view of what happened to a lead.
- Inconsistent use of HubSpot across the teams.

What we did

## One process, built around what sales actually needs

Adrian started with a full review of the HubSpot setup and its costs, then sat down with both teams, collectively and one to one, to understand how each worked and where the handover was breaking down. The aim was simple: marketing should only pass sales the leads sales would act on, and sales should be able to see exactly where those leads came from.

HubSpot was reshaped around that shared process. Website activity from identifiable visitors is now matched to membership records, so existing members are recognised and handled differently from genuine prospects. Leads are routed to the right representative, and AI agents start relevant communications with eligible non-members, working alongside the sales team rather than replacing them.

Shared reports and dashboards give both teams the same picture: pipeline, forecasting, close rates and deal velocity. Sales meetings now start from one set of live numbers instead of two opinions.

How it works now

## From website interest to a membership conversation

1

### Spot real interest

Website activity is connected to a known visitor or organisation where tracking and identification allow it.

→

2

### Check membership

Membership records separate existing members from potential members, so sales only gets genuine prospects.

→

3

### Follow up together

Eligible non-members get AI-assisted communication, with the assigned representative taking the conversation forward.

Identification depends on available tracking, consent and record matching, so not every anonymous visitor can be identified. Outreach follows agreed eligibility, communication preferences and review rules.

The outcome

## Two teams working as one

Marketing and sales now share one process, one set of data and one view of performance. Marketing effort goes into leads that sales wants, and sales has the context to act on them quickly.

Membership growth has multiplied. Forecasting is now accurate, and the team has exceeded its targets. Automation saves time and helps win additional sales.

> “With their assistance and product knowledge, we activated recently purchased software more effectively, streamlined our internal processes and improved collaboration across teams… Ultimately, it has increased membership and improved member engagement with our services.”

Chief Executive, NI Chamber

Where next

### Sound familiar?

See how we align sales processes with what the business needs.

[Sales consultancy →](https://www.lockview.co.uk/sales-consultancy?hsLang=en)

### Already on HubSpot?

Fix the setup so both teams trust the data.

[HubSpot optimisation →](https://www.lockview.co.uk/hubspot-optimisation?hsLang=en)

### Thinking about AI?

How we assess AI agents like the ones NI Chamber uses.

[AI readiness →](https://www.lockview.co.uk/ai-readiness?hsLang=en)

## Are your marketing and sales teams working together?

Talk through where the handover is breaking down and what a shared process could look like for you.

[Book a conversation](https://www.lockview.co.uk/contact?hsLang=en)

### Lockview Business Solutions

Business and sales consultancy, HubSpot onboarding and optimisation, and independent support for business owners.

Based in Belfast, supporting businesses across Ireland and the UK.

### HubSpot Platinum Partner

![HubSpot Solutions Partner Program Platinum badge](https://www.lockview.co.uk/hs-fs/hubfs/SolutionPartnerTierBadges_FINAL_PLATINUM_TEAL.png?width=140&height=140&name=SolutionPartnerTierBadges_FINAL_PLATINUM_TEAL.png)

### Contact Lockview

[028 9600 9275](tel:+442896009275)  
[Send an enquiry](https://www.lockview.co.uk/contact?hsLang=en)

[Book a call with Adrian](https://meetings.hubspot.com/adrian327)

[Read our HubSpot reviews](https://ecosystem.hubspot.com/marketplace/solutions/lockview)

© 2026 Lockview Business Solutions Ltd.