CRM Implementation Case Study: How to Consolidate Data into a Unified System
"Libraries are just tools. They won't complete the task if the data is in different CRM systems, especially if the data is "dirty" – with mixed up fields, duplicates, different date and number formats and no clear structure" we replied to our client after the consultation.
We are starting to review our projects.
Let’s begin with the case that had the largest scope of work – a major SaaS company with multiple business units. The team handles complex projects involving 3D visualizations and supports clients from various countries. We'll share how we identified potential issues in advance and prevented them during the optimization of the company's processes – all thanks to the creation of a unified ecosystem based on HubSpot.
The Challenge
The company relied on several disconnected systems, including Excel, Freshworks, and a separate CRM used by the sales team. As a result, management lacked access to accurate, up-to-date reporting, while employees spent significant time manually processing data.
The situation reached a critical point when the employee responsible for reporting left the company. Reports stopped arriving, visibility into sales performance disappeared, opportunities stalled, and leads began to go cold.
The team realized they could no longer rely on knowledge concentrated in a single person. They needed a unified platform that would continue to operate effectively regardless of staff turnover.
Issues Identified During the Audit
- Duplicate contacts
- Inconsistent date formats
- Unlinked company records
- Incomplete customer profiles
- Lack of a standardized data structure
Why the Client Chose HubSpot
The company evaluated several CRM solutions, but HubSpot stood out by providing sales, marketing, analytics, and automation capabilities within a single platform.
This allowed the organization to eliminate data silos, improve collaboration between teams, and create a scalable foundation for future growth.
Results After HubSpot Implementation
- Microsoft Teams replaced Zoom, reducing software costs while adding call tracking, conversation transcripts, and direct phone number integration.
- A single customer database was created, giving every team access to the same information, eliminating duplicate records, and reducing the time spent searching for data.
- No additional manager was required. Automation took over many manual tasks, allowing the business to continue operating efficiently without increasing headcount.
Next up, we’ll take you behind the scenes: how we tackled budget constraints, and built a roadmap tailored to their real-world needs. Stay tuned!