Sentry Self Storage: Modernising Sales and Marketing Across a Large Self Storage Estate

Industry: Self Storage
Scale: ~25 sites
HubSpot Stack: Sales Pro, Marketing Pro
Third-party platforms: SpaceManager, PandaDoc, Aircall, Zapier

Overview

Sentry Self Storage operates a large, multi-site self storage estate with a more traditional, site-led operating model. The engagement focused on modernising sales and marketing processes using HubSpot, while supporting change management and gradual adoption across the organisation.

The objective was to demonstrate the commercial and operational value of HubSpot in a larger, less tech-forward environment, and to establish scalable foundations for future centralisation and automation.

Sales process transformation

• Introduction of structured, stage-based sales pipelines in HubSpot.
• Standardised deal stages and qualification criteria across sites.
• Improved pipeline visibility and forecasting at group level.
• Clear ownership and accountability for follow-up.

This replaced inconsistent, site-specific sales handling with a consistent commercial framework.

Marketing and lead management

• Centralised lead capture and routing through HubSpot.
• Improved visibility of enquiry sources and lead performance.
• Foundations put in place for campaign tracking and attribution.
• Better insight into which sites and channels drive revenue.

This allowed Sentry to move away from fragmented, site-led marketing activity towards a more coordinated group approach.

Change management and adoption

A key part of the engagement was working with a leadership team that was less tech-forward:

• Education on what modern CRM and marketing platforms can support operationally.
• Gradual rollout of processes to avoid disruption.
• Focus on practical wins rather than large-scale platform change.
• Building internal confidence in using HubSpot as a commercial system of record.

This approach helped align the platform with real operational maturity, rather than forcing a one-size-fits-all model.

Operating model impact

• Group-level visibility across a ~25-site estate.
• More consistent sales execution across locations.
• Clearer understanding of marketing performance.
• A scalable foundation for future centralisation and automation.

Need help with HubSpot?

If you’re using HubSpot in self storage, you already know it can go far beyond basic CRM. The challenge is designing it to support real operational workflows – not just sales tracking.

I help self storage operators use HubSpot to run centralised sales and service, manage inventory visibility, automate arrears and customer comms, and integrate HubSpot with platforms like SpaceManager, Stora, Stripe, GoCardless, and access control systems.

If you want HubSpot to support growth across multiple sites without increasing headcount, I can help you design and implement a structure that fits how your business actually runs.

Get in touch to discuss how HubSpot could support your self storage operation and whether my HubSpot consulting approach is a good fit for your goals.