Vikingbus is the result of a merger of 17 local bus companies from across Denmark. The transformation wasn’t just about new logos and visual identities on the buses – it was a much deeper organizational shift that required a complete rethinking of how the business operates. Most importantly, Vikingbus needed to establish a scalable sales and marketing setup to support growth, deliver a unified customer experience, and ensure operational efficiency across regions.
One of the key pressure points was the high volume of daily customer inquiries. Vikingbus received between 500 and 700 requests every day via email and phone – from schools, businesses, and private customers seeking quotes for bus transportation.
But without a unified system and with differing workflows across departments, it was nearly impossible to ensure that everyone received accurate and timely responses. The quoting process also required significant manual follow-up because customers often didn’t provide sufficient information initially.
Sunrise helped Vikingbus unify their entire commercial organization in one central CRM system: HubSpot. All sales departments now work with the same structure, pipeline, and quoting process – regardless of location.
A cornerstone of the solution was the development of a custom form, accessible directly from the homepage of vikingbus.dk. The form is tailored to Vikingbus’ wide range of transportation services and guides users to provide the necessary information that the sales team needs to issue an accurate quote – eliminating the need for back-and-forth communication.
Once submitted, each lead is automatically created in HubSpot, assigned to the correct department, and turned into a deal ready for follow-up.
We also integrated both the company’s production system and website with HubSpot, allowing the sales team to access availability, pricing, and route information directly in the CRM. This enables quick, accurate, and high-quality quoting.
Lastly an automated NPS was setup to be sent to all customers who ended a trip. In this way Vikingbus has a clear feedback loop and can act on any good or bad feedback they receive in the market.
Over DKK 17 million in revenue generated directly from the website form, in first 5 months of 2025
Significant increase in quote conversion rate – better qualified leads result in more closed deals.
Efficient handling of 500–700 daily inquiries – without manual follow-ups or errors.
Unified sales process across all departments – same pipeline, same templates, same follow-up approach.
Full transparency and real-time data – leadership now has a clear view of pipeline and performance nationwide.
Scalable setup – HubSpot has become the central platform enabling both growth and operational efficiency.
