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From Complex to Cohesive: How One Global Tech Company Revamped Their Sales and Marketing Engine
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A multinational company specialising in data and analytics was ready to level up their internal systems. With teams spanning regions and a high volume of leads moving through their ecosystem, they needed tools that could match their pace—and their ambition.

While the business had a strong foundation, its internal marketing and sales systems were showing signs of strain. Manual processes, disconnected data sources, and a growing demand for automation meant their teams were working harder than necessary to achieve results. What they needed wasn’t a full reset—it was a smarter, more scalable way to work.

What they wanted:

  1. A modern CRM that could replace their legacy system without disruption
  2. Streamlined campaign delivery across regions
  3. A scalable marketing engine that nurtures leads intelligently
  4. Sales-marketing alignment through a single source of truth

What they needed:

  1. A strategic migration plan from their legacy CRM
  2. Custom integrations to unify internal tools
  3. Automation workflows for lead management and campaign delivery
  4. A flexible platform that could scale across global operations

The problem

As the business grew, so did the complexity of its systems. While their legacy CRM had served its purpose, it lacked the agility and user experience needed to support fast-paced, modern operations. Marketing campaigns took too long to launch, regional teams were operating in silos, and maintaining data accuracy required far too much manual effort.

These challenges weren’t due to a lack of expertise—the team knew what they wanted, they just needed the right tools and guidance to bring it to life.

The solution

Recognising the need for a solution that could evolve alongside their business, the company partnered with Engaging.io to reimagine their marketing and sales infrastructure. The goal wasn’t just to switch platforms—it was to future-proof their operations with a solution that balanced global scale, automation, and user empowerment.

Together, we delivered a powerful HubSpot implementation that connected fragmented systems, eliminated manual bottlenecks, and gave every team—from Sydney to San Francisco—a shared, real-time view of the customer journey.

The business transitioned from a legacy CRM to HubSpot without losing a single byte of valuable history. Custom field mapping ensured that historical lead and contact data was accurately preserved, while smart migration scripts streamlined the process and reduced the risk of downtime.
Several bespoke internal tools were integrated using secure, scalable APIs, allowing real-time syncing of contact data, deal stages, and key engagement metrics. These integrations were designed to minimise data silos and give every team a consistent experience, regardless of which system they worked in day-to-day.
We implemented programmable automation to simplify complex internal workflows. This included automatic lead rotation, contact lifecycle stage progression based on engagement triggers, and smart deduplication of records—removing hours of manual effort and ensuring clean, consistent data across the board.
Campaigns that once took days to build can now be launched in hours. We set up flexible nurture workflows, intuitive segmentation, and lead scoring models tailored to each region’s goals. The result? More relevant messaging, faster handoffs to sales, and better lead-to-close velocity.
While the system runs on a single HubSpot instance, we designed it to support decentralised execution. Each regional team operates independently—with their own pipelines, content, and workflows—while leadership retains high-level visibility across the business. It’s global cohesion with local control.
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The business transitioned from a legacy CRM to HubSpot without losing a single byte of valuable history. Custom field mapping ensured that historical lead and contact data was accurately preserved, while smart migration scripts streamlined the process and reduced the risk of downtime.
Several bespoke internal tools were integrated using secure, scalable APIs, allowing real-time syncing of contact data, deal stages, and key engagement metrics. These integrations were designed to minimise data silos and give every team a consistent experience, regardless of which system they worked in day-to-day.
We implemented programmable automation to simplify complex internal workflows. This included automatic lead rotation, contact lifecycle stage progression based on engagement triggers, and smart deduplication of records—removing hours of manual effort and ensuring clean, consistent data across the board.
Campaigns that once took days to build can now be launched in hours. We set up flexible nurture workflows, intuitive segmentation, and lead scoring models tailored to each region’s goals. The result? More relevant messaging, faster handoffs to sales, and better lead-to-close velocity.
While the system runs on a single HubSpot instance, we designed it to support decentralised execution. Each regional team operates independently—with their own pipelines, content, and workflows—while leadership retains high-level visibility across the business. It’s global cohesion with local control.

The impact

The result is a fast, frictionless internal system that empowers both marketing and sales to do their best work. With automation now managing the heavy lifting, teams can focus on strategy and customer experience instead of repetitive admin.

Campaigns are launched faster, insights are easier to surface, and regional collaboration is at an all-time high. Most importantly, the team now works from a centralised platform that grows with them—no more tech bandaids or workarounds.

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