Cabcharge empowers their sales team with sales Hub

Case Studies

Cabcharge empowers their sales team with sales Hub

Narrate this article

0:49

Industry

Transport & Logistics

HubSpot Licensing

Sales Hub Professional, Operations Hub Starter

About the business

Cabcharge offers payment technology, financial services, and transportation solutions for managing travel expenses and supporting the taxi industry efficiently.

Project Timeline

3 months

Integrations

Dynamics 365 to HubSpot

Cabcharge

Cabcharge is a pioneer in Australia’s transport payment space, delivering fast, secure, and seamless transaction solutions for taxis and rideshare operators. With over four decades of expertise and innovation, Cabcharge is a household name, evolving alongside the digital economy to serve both commercial fleets and everyday commuters.

As their sales operations grew, they faced an all-too-familiar roadblock: siloed data and inefficient processes were stalling their journey toward scalability. They needed a smarter system—and a partner who could drive transformation without slamming the brakes on what was already working.

The problem

Cabcharge was navigating a complex landscape: siloed customer data in Microsoft Dynamics 365, growing account volumes, and a reliance on manual processes that slowed sales performance and reduced visibility. Sales agents struggled to track the full customer journey and lacked the tools to act on real-time data—making it difficult to scale or personalise outreach.

Problem 1:

Dynamics 365 functioned as the system of record, but without a flexible engagement layer, sales teams were stuck manually managing interactions—impacting productivity, accuracy, and follow-up consistency.

Problem 2:

Without an intuitive CRM interface, reporting was cumbersome and inconsistent. Cabcharge needed clearer insight into deal progress, customer behaviour, and agent performance to make better, faster decisions at scale.

The solution

Engaging.io implemented HubSpot Sales Hub Professional and Operations Hub Starter as Cabcharge’s front-line CRM, designing a centralised sales pipeline to handle over 8,000 accounts. With real-time sync from Dynamics 365 via a native connector, Cabcharge maintained its core system of record while unlocking a more intuitive, data-driven sales environment.

The Strategic Plan

The Implementation

Align Sales & Systems

Automate & Scale

Empower Data-Driven Sales

Align Sales & Systems

Connect HubSpot and Dynamics without compromising on data integrity.
Build a single source of sales truth for transparency and efficiency.

Align Sales & Systems

Connect HubSpot and Dynamics without compromising on data integrity.
Build a single source of sales truth for transparency and efficiency.

Automate & Scale

Replace manual admin with smart automation to free up agent time.
Implement scalable processes for account management and lead allocation.

Empower Data-Driven Sales

Build dashboards that provide real-time insights into deals, activity, and engagement.
Ensure the team knows how to use them effectively with hands-on training.

The Implementation

The project began by defining the ideal sales pipeline structure—one that reflected Cabcharge’s business logic while being easy for agents to use. This became the backbone of the HubSpot build, centralising accounts and surfacing key details without overloading users.

To prepare for the Dynamics 365 integration, we mapped out data structures, cleaned legacy fields, and ensured HubSpot would complement—not conflict with—existing workflows. The native Dynamics connector enabled bidirectional sync, ensuring real-time updates between platforms without disrupting operational continuity.

Automation was introduced to handle lead allocation, deal progression, and follow-up tasks. Custom sales dashboards gave sales managers and reps instant access to performance data, forecasts, and engagement history.

We also rolled out a UAT Documentation Library and created a Shared Inbox for collaborative selling—empowering teams with the tools and training to own the platform from day one. Live enablement sessions and resources ensured rapid adoption and long-term usability.

The impact and results

Cabcharge’s new CRM environment was like switching from dial-up to fibre optic—fast, efficient, and crystal-clear.

Manual data entry was reduced by ~50%, freeing up valuable sales time.
Sales teams now operate with real-time visibility, leading to better decision-making and faster conversions.
Automated processes removed bottlenecks, allowing the team to scale outreach and engagement without adding headcount.
Custom dashboards transformed reporting, giving leadership the insights they need at a glance.
Integration with Dynamics 365 retained operational continuity, while unlocking new capabilities in HubSpot.

With the foundation laid, Cabcharge is now primed for future growth—particularly through Marketing Hub integrations and data-driven campaigns.