Overview

When two connected business units in the healthcare and payments space began to grow rapidly, their systems couldn’t keep up. Each operated in its own silo, separate CRMs, manual quoting, disconnected onboarding, and fragmented visibility between teams. What should have been a shared growth engine had become a tangle of duplication and delay.

The goal wasn’t just to replace systems; it was to unite them. We architected a single HubSpot ecosystem that allowed both brands to scale independently while sharing the same structured data model, workflows, and reporting layer. Every interaction, from first lead to post-onboarding support, now lives inside one connected platform.

With automation replacing manual admin and clean data powering every decision, both business units gained the discipline of an enterprise system with the agility of a startup.

Problem Statement

Disparate systems made collaboration impossible. Sales teams couldn’t see marketing activity; onboarding teams were stuck in manual processes; leaders couldn’t measure performance across brands. Without standardised workflows or data hygiene, visibility was lost and growth was capped.

What We Implemented

The transformation built a shared HubSpot foundation spanning Sales, Service, and Marketing Hubs:

• Unified CRM and data architecture for both business units

• Automated pipelines for sales, partner management, and onboarding

• Ticketing workflows for service teams, complete with SLA tracking and customer updates

• Lifecycle-based marketing automations for lead nurturing and re-engagement

• Shared dashboards and reporting aligning sales, service, and marketing outcomes

The Approach

1. Discovery & Design: Mapped both teams’ end-to-end processes, identifying where systems overlapped and where autonomy was essential.

2. Architecture Build: Created a shared data schema with brand-specific filters, ensuring governance and flexibility.

3. Automation Layer: Introduced routing rules, approval workflows, and escalation logic to replace manual intervention.

4. Enablement: Embedded process playbooks and Supered training directly into HubSpot to drive consistent adoption across both teams.

This wasn’t a one-size-fits-all CRM; it was an adaptive framework that scaled with each brand’s needs while maintaining a single source of truth.

Use Cases

• Sales Acceleration: Automated deal creation and approvals reduced quoting turnaround time.

• Customer Onboarding: Tasks and updates now trigger automatically, ensuring smooth handovers.

• Partner Management: Shared visibility across both brands improved communication and accountability.

• Reporting Clarity: Leaders can compare brand performance in real time with unified dashboards.

What We Solved For

• Eliminated redundant tools and fragmented data silos

• Created full visibility across both business units

• Reduced manual overhead through workflow automation

• Delivered consistent, measurable customer experience

Business Impact

The unified system streamlined how two growing brands operate, sell, and support customers. Collaboration is now built into the process, not bolted on later. Leadership finally sees one complete view of performance, while each team retains the autonomy to innovate.

This build set a new standard for how multi-brand organisations can scale, simple, governed, and intelligent from the start.

Future State

With data alignment and automation in place, the next phase introduces predictive analytics, financial integrations, and AI-driven forecasting to tie revenue attribution directly to operational activity. What began as a consolidation project evolved into a long-term growth architecture.

Conclusion

This wasn’t just about connecting systems, it was about connecting strategy.
Now, every brand, pipeline, and process feeds one central source of truth, powering better decisions, faster execution, and a customer experience built on precision and trust.