11-15%
Email Open Rate Improvement
Across target audiences
2-4%
Sales Sequence Response Rate
From zero responses previously
3
Hubs Implemented
Marketing, Sales, Content Hub
Complete
Website Migration
WordPress to HubSpot Content Hub
The Challenge
Where Things Stood Before
A Platform Full of Potential, Going to Waste
Sonar Software had HubSpot. They had Marketing Hub. They had a growing team. What they didn't have was a system that worked.
Their portal was disorganized. Contact data was scattered, reports were nonexistent, and their Sales Hub hadn't even been set up yet. Meanwhile, their website was still running on WordPress, disconnected from everything else in their marketing stack.
The marketing team was capturing leads but had no system for putting that information to work. Contacts came in and sat there. No automated outreach. No nurture sequences. No way to tell who was ready to buy versus who downloaded something once and disappeared.
On top of all that, the team was resource-constrained. They'd tried to figure it out themselves, but the learning curve for setting up HubSpot the right way was steep, and they didn't have the bandwidth to climb it.
The burden was landing on too few humans. The team was getting stressed, feeling overworked, and spending their days on manual tasks that should have been automated months ago.
The Solution
What We Built Together
Building the Foundation They Were Missing
George and the Sidekick team started where they always start: understanding the business, the team, and the goals before touching a single setting.
First, the website. They migrated Sonar off WordPress and onto HubSpot's Content Hub, giving the marketing team full control of their site inside the same platform they use for everything else. No more jumping between tools. No more disconnected analytics.
Then, the Sales Hub. George built out a complete sales playbook inside HubSpot, with deal stages, sequences, and pipeline visibility that the reps could actually use. Before this, sales outreach was essentially flying blind. Now every rep can see exactly where their deals sit and what to do next.
Reporting came next. Dashboards that showed what was working and what wasn't. For the first time, the team had real visibility into their marketing and sales performance, not gut feelings, but actual data.
George also optimized their marketing outreach: email sequences, automation workflows, and segmentation that turned a pile of contacts into an organized, actionable database.
But what Lindsay's team appreciated most was how George thinks beyond the technical setup. He brought strategic recommendations for driving top-of-funnel traffic, optimizing for search engines, and even preparing for LLM-driven discovery. He wasn't just configuring HubSpot. He was helping them rethink how they go to market.
The result? A team that went from working in the trenches to working on the business. George and the Sidekick team lifted the operational burden so Sonar's humans could focus on strategy instead of manual work.
The Results
The Transformation
Numbers That Tell the Story
Email open rates improved 11 to 15% across target audiences. That's not a vanity metric. That's more humans actually reading what Sonar sends, which means the messaging, segmentation, and timing are all working together.
Sales sequences went from zero responses to a 2 to 4% response rate. Before George, sales emails were going into the void. Nobody was replying. Now reps are getting consistent engagement, and the pipeline is moving.
But the numbers only tell part of the story. The bigger win is what happened to the team:
Time back. Tasks that used to eat hours are now automated. The marketing team isn't copy-pasting data between tools anymore.
Confidence. The team can see what's working. They're making decisions based on dashboards, not guesses.
Strategic thinking. With the operational burden lifted, Lindsay's team can focus on campaigns, partnerships, and growth instead of fighting their own tools.
This is an ongoing partnership. George and the team continue to work with Sonar, bringing new ideas, optimizing what's already built, and helping the team grow into their platform. The relationship isn't a project with a finish line. It's a sidekick partnership that keeps delivering.
“George is a true partner to us. He has taken the time to understand our business, hear our challenges and our pains. He has taken the time to get to know everybody on our team who he works with and continuously offers suggestions for how to improve our marketing and sales efforts. His helpfulness and willingness to work with us is unlike any other consultant I've ever worked with in over 30 years. He's a true gem and an amazing helpful human.”
Lindsay Kelley, VP of Sales and Marketing, Sonar Software
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