Double Funnel, Double Trouble: Solving for Candidates and Clients in One CRM

Alexandra Whitmore (00:00)
Welcome to SmartBug on Tap, the podcast where we unpack smarter strategies for growth using HubSpot and beyond. I’m Alexandra Whitmore, VP of Sales here at SmartBug Media, and I’m excited to be your host today.

I’ve spent the last several years working with companies across industries—especially staffing—helping them navigate the messy middle of sales systems and scaling. If your CRM feels more like a time suck than a growth engine, this episode is for you.

Today we’re diving into the double funnel challenge—why staffing firms struggle to manage candidates and clients in one CRM, the mistakes to avoid, and how HubSpot can be a game-changer for scaling without chaos.

Joining me is someone who knows CRM strategy inside and out: Sandy Moore, our Senior Director of Account Strategy at SmartBug. Sandy’s helped countless clients streamline workflows, clean up messy tech stacks, and transform underperforming CRMs into revenue-driving machines. Sandy, welcome to the show!

Sandy Moore (01:32)
Glad to be here, thanks for having me.

Alexandra Whitmore (01:35)
Let’s start by setting the stage. Staffing firms often struggle with adopting and using CRMs effectively. One big challenge is the “double funnel.” What is it, and why does it create operational friction?

Sandy Moore (02:10)
The double funnel refers to running two funnels in parallel: one for clients (companies hiring) and one for candidates (job seekers). The issue is that most CRMs aren’t built to handle both journeys effectively. Clients and candidates move through completely different stages, and when firms try to force them into the same process, things break.

That leads to mismanagement, reporting problems, and an incomplete picture of what’s working—or what isn’t.

Alexandra Whitmore (03:18)
That makes sense—recruiters use the CRM differently than sales teams. What are some of the common mistakes firms make when trying to manage both groups together?

Sandy Moore (03:35)
A few big ones:

• Trying to shoehorn both journeys into one generic process.

• Treating candidates like customers, which doesn’t work.

• Building workflows that aren’t distinct to either side.

• Mixing metrics—recruiters need “time-to-fill” and candidate stages, while sales needs revenue forecasts, deal stages, and likelihood to close.

When you blur those lines, everything gets messy fast.

Alexandra Whitmore (04:42)
Right—and that’s where clean data and aligned workflows are critical. How do legacy CRMs fall short in supporting both sides?

Sandy Moore (05:16)
Most legacy CRMs either lack customization or require expensive, complex workarounds. Many can’t support dual pipelines without third-party add-ons.

HubSpot, on the other hand, allows for multiple pipelines and custom objects—so you can track clients and candidates separately while still connecting the data. Plus, its automation and reporting features can be segmented to match each side’s needs.

Alexandra Whitmore (07:11)
So with HubSpot, staffing firms can structure their CRM around both client acquisition and candidate placement. How should firms design those processes?

Sandy Moore (07:26)
Start with separate pipelines:

• One for client acquisition, from prospect to partner.

• One for candidate placement, from sourced to hired.

Then layer in visibility between both, so teams can toggle between them. Add segmentation, ownership rules, and dashboards for each group. That ensures recruiters, sales, and leadership all see the data that matters most to them—without stepping on each other’s toes.

Alexandra Whitmore (10:39)
That ties into my next question: how can recruiters, sales reps, and marketers work from the same CRM without overlap?

Sandy Moore (10:50)
Two things: permissions and automation.

• HubSpot’s team permissions let you control who can view or edit certain data.

• Automated handoffs and tasks ensure candidates go to recruiters, prospects go to sales, and nothing slips through the cracks.

That way, collaboration feels seamless instead of chaotic.

Alexandra Whitmore (12:11)
And what about ATS systems? Do staffing firms need to replace them with HubSpot?

Sandy Moore (12:43)
Not necessarily. Many firms integrate their ATS with HubSpot so candidate applications flow directly into the CRM. For those moving away from ATS, HubSpot can replace much of that functionality with candidate scoring, custom objects, and automated workflows.

Either way, it creates one source of truth that supports both funnels.

Alexandra Whitmore (14:16)
Let’s get tactical. What’s one quick win staffing leaders can tackle this week to improve CRM performance?

Sandy Moore (14:20)
Audit your current system. Look at your pipelines and workflows—are they too complex, not being used, or missing automation? Even simplifying one pipeline stage or adding a single automated reminder can increase adoption and reduce missed follow-ups.

Alexandra Whitmore (15:18)
And what about a long-term shift to prevent “double funnel burnout”?

Sandy Moore (15:26)
Stop duplicating efforts. Too often, departments work in silos and repeat each other’s work. Collaboration and clear communication across teams prevent wasted effort and keep the system clean.

Alexandra Whitmore (16:10)
Love that. So how can SmartBug help staffing firms optimize HubSpot for this use case?

Sandy Moore (16:20)
We specialize in helping firms set up HubSpot for both sales and recruiting. That includes CRM audits, onboarding, building custom pipelines, integrating ATS systems, automating handoffs, and creating reporting dashboards.

Whether you’re brand new to HubSpot or looking to optimize, SmartBug helps staffing leaders turn their CRM into a true growth engine.

Alexandra Whitmore (17:39)
Perfect. Sandy, thank you so much for joining me today—your insights are incredibly valuable.

Sandy Moore (19:27)
Thanks for having me!

Alexandra Whitmore (19:35)
And thank you to our listeners. If your CRM feels more like a data graveyard than a growth engine, it’s time for a reset. SmartBug has helped staffing firms of all sizes make the switch to HubSpot and see results fast. Check out the link in the description to connect with our team.