HubSpot Optimisation for Panaz

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See how Panaz enhanced their sales performance with smarter workflows, real-time reporting, and clearer revenue forecasting...all within HubSpot.
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From Disconnected Pipelines to Data-Driven Sales

Panaz, a leading supplier of high-performance fabrics for the hospitality, healthcare, and corporate sectors, partnered with Forbidden to optimise their HubSpot CRM.

The project focused on redesigning sales pipelines, automating reporting, and streamlining workflows to better reflect how the business actually sells. The result? A single, unified pipeline, real-time sales insight, accurate forecasting, even for multi-phase projects, and a smoother, smarter way of working for the entire sales team.


Logo - Panaz

Panaz

The Challenge

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Panaz delivers high-performance fabrics across complex, multi-phase projects worldwide. But their CRM setup wasn’t built to handle that kind of complexity.

The sales team had multiple HubSpot pipelines for different deal types and regions, which soon became confusing. Smaller or international deals were often missed because they didn’t fit internal KPIs. Weekly reporting was time-consuming and manual, relying on spreadsheets with no real-time insights. Revenue forecasting struggled too as multi-phase deals with split payments weren’t tracked properly, and deal notes were logged too late, losing valuable insights.

Key challenges included: 

  • Multiple pipelines causing confusion and missed deals 
  • Manual reporting consuming hours each week 
  • Inaccurate revenue forecasting due to split payments 
  • Poor deal logging leading to shallow sales insights 


Panaz didn’t need new software. They needed their HubSpot setup to work smarter. 

Panaz

What we did

Forbidden stepped in to simplify and streamline everything, without forcing big tech changes.

  • 1

    Consolidated the pipelines

    We merged multiple pipelines into one unified, logical sales flow. Now all deals, big or small, UK or international, are tracked in the same place, with full visibility from first touch to close. 

  • 2

    Automated reporting

    We replaced the manual reports with real-time dashboards tailored to the way Panaz sells. These include: 

    • Live pipeline visibility 
    • Custom filters for region, deal size, and stage 
    • Easy access to conversion rates and trends 

    No more Friday reporting marathons. Leadership now has sales insight on demand. 

  • 3

    Improved deal logging behaviour

    We introduced workflows that prompt reps to log highlights and lowlights at the right time. It’s now baked into the process, so insights are fresher, more accurate, and easier to use for retros or forecasting. 

  • 4

    Designed a “Phase Splitter” for multi-stage deals

    To solve the revenue mismatch issue, we built a custom workflow that splits large, multi-phase deals into separate, trackable stages based on payment milestones. That’s given finance and sales a single source of truth for revenue forecasting. 

  • 5

    Reframed KPIs to reflect real selling

    We worked with the team to ensure smaller and international deals were no longer dismissed just because they didn’t meet arbitrary thresholds. Every win counts and now, every win is captured. 

Panaz

The impact

The transformation was immediate. 

  • One clear pipeline covering every deal
  • Reporting time slashed from hours to seconds
  • Accurate forcasting, even for complex deals
  • Higher-quality sales insights captured in real-time
  • Stronger alignment between sales, finance, and leadership

Panaz now has a HubSpot setup that reflects the reality of their business, not a theoretical sales model. Salespeople can focus on selling. Leaders can trust the numbers. And revenue no longer falls through the cracks. 

What used to be a patchwork of manual processes is now a clean, connected sales engine, with automation, visibility, and insight built in.

Hazel, Sales Director at Panaz

“Forbidden helped us turn a messy sales process into a streamlined, insight-driven system. We finally have the clarity we need to scale with confidence.” 

 


Panaz - Hazel Cook

Case studies

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