In the latest episode of PodSpot, Jon Pittham  is joined by Darren Scott, Intermediary Insight and Performance Consultant at Accord Mortgages, to explore how the lender is turning HubSpot data into meaningful commercial intelligence.

Since introducing HubSpot to its sales team in 2019, Accord has moved beyond simply recording customer interactions. By connecting sales, marketing and service data, the business has developed a clearer understanding of its broker network, uncovering patterns and opportunities that were previously difficult to identify.

But making data commercially valuable isn't always straightforward, particularly within a regulated financial services organisation. Darren shares how Accord has approached CRM adoption, data governance and personalisation, and why asking the right questions of your data can be just as valuable as collecting it.

Jon and Darren also explore the potential of AI to make commercial intelligence more accessible, helping sales teams recognise opportunities sooner while maintaining the personal relationships that matter.

For businesses using HubSpot but wondering whether they're getting enough from their CRM investment, this conversation offers a compelling look at what becomes possible when data starts informing decisions rather than simply documenting activity.

Listen to the full episode to discover how Accord Mortgages is getting more from HubSpot and what other businesses can learn from its approach.