Overview

We helped a multi-brand organisation unify its disconnected global systems into one scalable HubSpot environment, connecting sales, marketing, and service operations across multiple regions. The project eliminated data silos, enabled automation at scale, and gave leadership the visibility to make data-driven decisions for the first time.

In industries where fragmentation slows growth, this transformation created the clean foundation required for sustainable, insight-led expansion.

Problem Statement

The organisation had outgrown its legacy CRM tools. Each brand and region operated in isolation, with separate data models, sales pipelines, and marketing platforms.
As a result:

• Reporting was unreliable and manually compiled.

• Leads were duplicated or lost between systems.

• Marketing and sales operated from different datasets.

• Customer experience varied dramatically between teams and regions.

Without a single source of truth, the business struggled to scale or understand which channels, campaigns, or regions were truly driving performance.

What We Implemented

We rebuilt the company’s CRM and marketing infrastructure inside HubSpot, delivering a unified ecosystem that could support multiple brands and geographies, while preserving autonomy where it mattered.

The implementation included:

• Centralised CRM architecture covering all brands and regions

• Scalable sales and onboarding pipelines with automated workflows

• Marketing automation, lifecycle nurturing, and engagement scoring

• Data governance and permissions model for regional control

• Integrated reporting linking marketing, sales, and revenue outcomes

• Embedded training and enablement for in-portal adoption

The Approach

We took a “Think Global, Act Local” approach, balancing centralised architecture with local execution flexibility.

1. Discovery & Mapping

   • Conducted deep-dive workshops across three regions to capture data structures, handover points, and existing automation gaps.

   • Mapped every lead and customer journey from marketing to service, identifying bottlenecks and duplication points.

2. Architecture & Design

   • Designed a universal HubSpot schema to connect contacts, companies, deals, and tickets.

   • Built a property framework to standardise reporting and ensure regional consistency.

3. Implementation & Automation

   • Deployed automated lead assignment, deal creation, and onboarding workflows.

   • Consolidated customer data and removed redundancies from prior CRMs.

   • Enabled cross-hub visibility through shared dashboards and role-based access.

4. Adoption & Enablement

   • Embedded Supered in-app training modules directly into HubSpot for each role type.

   • Delivered live workshops and playbooks for self-sufficiency and long-term scalability.

Use Cases

1. Global Marketing Coordination
Campaign performance is now tracked in real time across brands, revealing which content, channels, and regions drive the most conversions.

2. Unified Sales Forecasting
Sales teams can view regional pipelines within a single dashboard, enabling accurate forecasting and faster handovers between marketing and sales.

3. Automated Customer Onboarding
New customers are automatically routed into tailored onboarding workflows, with tasks, emails, and surveys triggered based on lifecycle stage and region.

4. Leadership Insight
Executives can now view consolidated revenue, conversion, and retention metrics across all global markets from one dashboard.

What We Solved For

• Fragmented Data: Multiple CRMs and spreadsheets consolidated into one source of truth.

• Manual Admin: Automated deal creation, assignment, and reminders reduced manual tasks.

• Lack of Visibility: Unified reporting created a single, reliable dataset for decision-making.

• Inconsistent Experience: Automated nurturing and onboarding improved customer consistency.

Business Impact

Within months of go-live, the organisation achieved:

• Centralised data across all brands and markets

• Faster conversion cycles through automated handovers

• Improved reporting accuracy and leadership visibility

• Reduced manual admin by over one-third

• Measurable uplift in customer engagement and retention

The business now operates as one connected ecosystem, with every brand, region, and team contributing to a single, reliable view of performance.

Future State

The unified HubSpot architecture now serves as the foundation for AI-led decision-making and predictive analytics. With automation and governance in place, the business can:

• Launch new regions or brands without reengineering its CRM

• Layer on advanced integrations (ERP, finance, and customer portals)

• Use AI to predict churn and optimise campaigns dynamically

What began as a system migration became a transformation of how the business sells, markets, and measures success globally.

Conclusion

This project turned complexity into clarity, replacing scattered systems with one global, insight-driven CRM.
With automation, enablement, and data discipline embedded at its core, the organisation is now positioned to scale faster, smarter, and more sustainably.