Overview
Industry
Martech
Region
Global
Company Size
500-1,000 Employees
Featured Solution
HubSpot Audit and SFMC Migration Readiness
About the Client
The client is a marketing intelligence and measurement platform that helps organizations unify marketing data, measure campaign performance, optimize investments, and make more informed business decisions. Through advanced attribution, forecasting, marketing mix modeling, and revenue intelligence capabilities, it enables enterprise organizations to maximize the impact of their marketing efforts.
When Two HubSpot Instances Stand Between You and a Unified CRM
Growth often brings complexity.
As the client expanded its operations, it found itself managing two separate HubSpot environments: one for marketing intelligence and another for its AI solutions. While both systems supported their respective business functions, they also introduced challenges that made long-term CRM consolidation increasingly difficult.
Different data structures, custom properties, workflows, and reporting frameworks had evolved independently across the two portals. As the organization explored consolidating both environments into a single Salesforce account, critical questions emerged.
Which records should be migrated? Which properties were still relevant? How much duplicate or obsolete data existed? What risks could impact reporting accuracy and business continuity after migration?
Without clear answers, moving forward carried significant uncertainty.
"We knew consolidation was the right strategic move, but we needed a complete understanding of our CRM landscape before making migration decisions."
The Challenges of Consolidating Multiple CRM Environments
Bringing together two independent CRM ecosystems requires far more than simply transferring records.
The client needed a clear understanding of the current state of both HubSpot instances before committing to a Salesforce consolidation strategy.
Several challenges stood in the way:
Disconnected CRM Structures
Both HubSpot portals had evolved differently, resulting in variations across properties, workflows, lifecycle stages, and reporting configurations.
Data Quality Concerns
Duplicate, outdated, and inconsistent records created uncertainty around what data should be migrated and retained.
Limited Migration Visibility
The team lacked a complete picture of which assets, records, and processes could be successfully consolidated into Salesforce.
Reporting Risks
Differences in CRM architecture increased the risk of reporting discrepancies after migration.
Potential Data Loss
Without a detailed assessment, important records, historical context, and operational processes could be lost during consolidation.
The Solution: A Comprehensive HubSpot Audit and Salesforce Readiness Assessment
To help the client make informed CRM consolidation decisions, our team conducted a structured audit and assessment of both HubSpot environments.
Here’s how we approached the engagement:
- Audited Both HubSpot Portals
Performed a comprehensive review of both HubSpot instances to understand the overall CRM architecture and data landscape. We analyzed contacts, companies, deals, custom properties, workflows, lifecycle stages, and reporting frameworks across both environments.
- Assessed Data Quality and Migration Readiness
Identified duplicate records, obsolete properties, unused assets, and potential data integrity issues that could impact migration outcomes.
- Reviewed Integrations and Dependencies
Evaluated integrations and operational dependencies to understand how existing processes would translate into Salesforce.
- Created HubSpot-to-Salesforce Mapping Recommendations
Developed recommendations for field mapping, object alignment, and data standardization to support a smoother consolidation process.
- Identified Migration Risks and Cleanup Requirements
Documented areas requiring remediation before migration, helping reduce the likelihood of data loss, reporting issues, and operational disruptions.
- Delivered a CRM Consolidation Roadmap
Provided strategic guidance, best practices, and implementation recommendations to support a phased and structured Salesforce consolidation initiative.
The Impact: Greater Clarity, Lower Risk, Better Decisions
The audit provided the client with a complete view of its CRM ecosystem before initiating migration activities. By understanding the structure, quality, and readiness of data across both HubSpot instances, the team gained the visibility needed to make informed consolidation decisions with confidence.
The assessment also highlighted critical cleanup and standardization requirements, helping reduce migration risk and improve long-term CRM governance. With clear Salesforce readiness recommendations in place, stakeholders across Revenue Operations, Sales, and Marketing were aligned on the path forward.
"The audit gave us a clear picture of our CRM landscape and helped us understand the best path forward for Salesforce consolidation. The recommendations significantly reduced migration uncertainty and risk." - Head of Revenue Operations
Highlights
Audited two independent HubSpot environments
Evaluated CRM architecture, workflows, and data structures
Identified duplicate and obsolete data across systems
Assessed migration feasibility and readiness
Conclusion
Successful CRM consolidation begins long before data migration. It starts with understanding the current state, identifying potential risks, and creating a roadmap that supports long-term scalability.
Through a comprehensive HubSpot audit and Salesforce readiness assessment, our team helped the client gain the clarity needed to approach consolidation with confidence. With actionable recommendations, improved visibility, and a structured migration strategy, it is now well-positioned to build a unified CRM foundation that supports future growth.
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