Transforming with HubSpot CRM | A Global Manufacturer Case Study

Case Study: Comprehensive CRM Migration & Integration for a Global Manufacturing Company

Where: Global operations spanning the Americas, EMEA, and APAC regions.

When: Legacy quoting platform established 10+ years prior; phased CRM transformation recently completed in 2024 with ongoing enhancements continuing.

Why: To improve quoting, sales processes, CRM adoption, reporting, and overall software investment reduction.

Challenge: The previous solution was built on Salesforce and deeply integrated with their day-to-day processes.

The Challenge: Outdated Quoting Platform and Limited Sales Visibility

This global sales organization was relying on an outdated, custom-built quoting platform layered over Salesforce. The legacy system restricted direct access to Salesforce, severely limiting flexibility, customization, and reporting capabilities for its large, distributed sales teams.

The quoting tool was narrowly tailored for custom quoting and did not support standard products, samples, or budgetary quotes, forcing team members across regions to create manual workarounds. Additionally, years of fragmented legacy information within the system made it difficult to standardize processes or maintain data accuracy. This slowed productivity, increased administrative overhead, and provided minimal visibility into the global sales pipeline, making it challenging for leadership to effectively manage large-scale sales operations.

The Solution: A Fully Customized HubSpot CRM

We developed and implemented a fully customized CRM solution using HubSpot, designed to replicate and enhance the existing quoting process while providing comprehensive CRM functionality. Our initial discovery phase involved a detailed analysis of current system usage and the broader sales processes neglected by the legacy platform.

Despite restricted direct Salesforce access, historical data stored within Salesforce was migrated smoothly using HubSpot's native integration tools for all basic legacy data and SyncMatters was utilized to migrate PDF attachments, maintaining associations with the proper records. To ensure alignment with current and future business processes, we created new custom objects within HubSpot, capturing and structuring data more effectively.

Following the migration, comprehensive automated reporting, KPIs, and dashboards were established. Previously, manual, weekly reporting tasks were now fully automated, saving significant administrative hours each week.

The system rollout followed a phased global approach—beginning with the Americas, then expanding to EMEA, and finally APAC. We supported the transition with region-specific group training and personalized, one-on-one sessions as needed. A dedicated ticketing system was established post-launch to quickly address user inquiries and ensure ongoing support.

The Results: Streamlined Global Sales Operations & Enhanced Visibility

User Adoption: Achieved rapid adoption across all regions (180 users) within weeks of rollout.
Time Savings: Automated reporting saved significant hours weekly.
Pipeline Visibility: Real-time dashboards provided unprecedented visibility into global sales activity.
Future-Ready: Prepared for ERP and data warehouse integration to further enhance operational transparency.

Within months of implementing the customized HubSpot CRM, this manufacturer transformed its sales operations from a fragmented, manual process into a centralized, data-driven system. User adoption was highly successful, driven by an intuitive user experience and responsiveness to evolving business needs and feedback. The CRM system continues to evolve, and the next phase is currently underway—integrating real-time ERP and data warehouse information. This integration will significantly enhance transparency and communication between account managers and customers, moving beyond pipeline visibility to a fully integrated operational view.