The Challenge

Theatre Safe Australia has built an outstanding reputation across the entertainment industry, delivering everything from safety inspections and rigging solutions to performer flying systems and show automation for venues, production companies, and schools across the country. With recent acquisitions and a growing product and services portfolio, TSA was entering a new phase of growth — but its sales processes had not kept pace.

The team was managing leads and opportunities through a patchwork of spreadsheets, email threads, and manual follow-ups. There was no single source of truth for the sales pipeline, making it difficult to track where deals stood, who had been contacted, and what follow-up was required. Quoting was inconsistent, forecasting was largely guesswork, and valuable leads were falling through the cracks — particularly as the team juggled project-based work alongside product sales and ongoing service agreements.

With five team members actively involved in sales across different regions and service lines, TSA needed a system that could bring structure and visibility without slowing down a team that thrives on being hands-on and responsive. They needed a CRM that worked the way they worked — not the other way around.

The Solution

MyScale Solutions partnered with Theatre Safe Australia to implement HubSpot Sales Hub Professional across five sales seats, giving the team a purpose-built platform to manage their pipeline from first enquiry through to closed deal.

The implementation began with a thorough discovery phase to understand how TSA’s sales team actually operated day to day. Rather than imposing a generic CRM structure, MyScale mapped out TSA’s unique sales workflows — accounting for the different ways the team sells products, project-based services, and ongoing maintenance agreements. This informed how the deal pipeline stages, properties, and automation were configured.

Key elements of the implementation included custom deal pipelines tailored to TSA’s distinct revenue streams, automated task creation and follow-up reminders to ensure no lead goes cold, standardised email templates and sequences for consistent outreach, a reporting dashboard giving leadership real-time visibility into pipeline health and sales activity, and a structured onboarding and training programme to get all five users confident and productive from day one.

Throughout the project, MyScale took a hands-on, collaborative approach — working closely with the TSA team to refine workflows, test configurations in real scenarios, and ensure the system felt intuitive rather than burdensome.

The Results

Since going live with HubSpot Sales Hub Professional, Theatre Safe Australia has transformed how its sales team operates. Early results include:

Complete pipeline visibility: Leadership can now see every active deal across all five reps and all revenue streams in a single dashboard, replacing scattered spreadsheets with a real-time view of the business.

Faster follow-up: Automated reminders and task sequences mean leads are contacted promptly and consistently, with [placeholder: e.g. a 40% reduction in average response time to new enquiries].

Improved forecasting: With structured deal stages and weighted pipeline reporting, TSA can now forecast revenue with far greater confidence — critical as the business scales.

Team adoption: All five sales seats are actively using HubSpot as their primary tool for managing deals, with [placeholder: e.g. 95%+ daily active usage within the first month].

Consistent outreach: Standardised templates and sequences have brought professionalism and consistency to TSA’s client communications across all regions.

“Before working with MyScale, our sales process was scattered across spreadsheets and inboxes — we were growing fast but had no clear picture of our pipeline. Now, every deal is tracked, every follow-up is automated, and our team is working from one system instead of five. It’s completely changed how we operate day to day.”

- Tim Francis, Theatre Safe Australia

What’s Next

With the Sales Hub foundation now firmly in place, Theatre Safe Australia is well positioned to build on its CRM investment. Future phases may include expanding into HubSpot Marketing Hub to support lead generation and brand awareness campaigns, integrating quoting and invoicing workflows to further streamline the sales-to-delivery handoff, and leveraging HubSpot’s reporting capabilities to drive data-led decisions as the business continues to grow nationally.

MyScale Solutions continues to support TSA as a strategic partner, ensuring the platform evolves alongside the business.

If your business is facing similar challenges with disconnected sales processes and limited pipeline visibility, we’d love to have a conversation.

Get in touch at duncan@myscalesolutions.co