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From complex to cohesive: how one global tech company revamped their sales and marketing engine

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From complex to cohesive: how one global tech company revamped their sales and marketing engine
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A global leader in data and analytics, the client operates across multiple regions with high lead volumes and a complex internal ecosystem. While their legacy CRM had delivered value in the past, it was no longer fit for a fast-scaling operation. With growth accelerating and inefficiencies stacking up, they partnered with Engaging.io to build a smarter, more scalable CRM engine—without disrupting business as usual.

The problem

As the company expanded, so did the cracks in its internal infrastructure. Despite a capable team, the tools at hand couldn't keep up with the business’s evolving needs.

Problem 1:

The existing CRM had become a bottleneck. Its outdated structure slowed campaign delivery, siloed regional teams, and lacked the automation needed for modern lead management.

Problem 2:

Multiple tools across different teams meant inconsistent data, duplicated efforts, and time-consuming manual work to align marketing and sales.

The solution

Recognising the need for scale and cohesion, the company partnered with Engaging.io to reimagine its marketing and sales infrastructure. The goal wasn’t just to migrate systems—it was to create a platform that could keep up with a global business, empower regional teams, and eliminate inefficiencies.

We delivered a robust HubSpot implementation, connecting fragmented systems, automating lead management, and ensuring every team—from Sydney to San Francisco—had real-time visibility of the customer journey. Using Operations Hub and custom API integrations, we unified data across internal tools, streamlined campaign delivery, and built automation workflows to take the heavy lifting off the team.

While the company now runs on a single HubSpot instance, we designed the system to support decentralised execution. Regional teams manage their own pipelines, campaigns, and workflows, while leadership retains high-level oversight. It’s the perfect balance: global cohesion with local control.

The Strategic Plan
The Implementation
Seamless CRM Migration

  • Preserved historical contact and lead data with custom field mapping

  • Automated the process with migration scripts to reduce error and downtime

Seamless CRM Migration
Seamless CRM Migration

  • Preserved historical contact and lead data with custom field mapping

  • Automated the process with migration scripts to reduce error and downtime

Custom Integrations
Custom Integrations

  • Developed API connections to internal tools

  • Created a single source of truth across systems

HubSpot Hub Setup
HubSpot Hub Setup

  • Deployed Marketing Hub and Operations Hub Professional

  • Structured for global campaign rollout and multi-region workflows

Automation Workflows
Automation Workflows

  • Lead routing, campaign triggers, and nurture flows all automated

  • Reduced manual admin time and increased campaign speed

Scalable Global Structure
Scalable Global Structure

  • Configured the platform for international teams

  • Enabled cross-regional collaboration and visibility

The Implementation

 

The implementation phase focused on precision, continuity, and long-term scalability. First, Engaging.io led a carefully orchestrated migration from the client’s legacy CRM into HubSpot. Rather than risk data loss or disruption, smart scripts were developed to automate the process, preserving every byte of historical lead and contact data. Custom field mapping ensured segmentation logic and intelligence were carried over seamlessly, enabling teams to hit the ground running.

Once the CRM was live, attention turned to integrations. The Engaging.io development team built custom APIs to connect internal systems directly into HubSpot. This allowed the client to maintain existing workflows without requiring their teams to learn new platforms or face operational downtime. With the technical foundation set, we configured HubSpot’s Marketing and Operations Hubs to support the client’s global scale. Campaign delivery structures were tailored to allow regional variations while maintaining centralised oversight.

Automation was introduced to reduce manual admin across lead management, campaign triggers, and internal communications. These workflows gave back hours of productivity each week and drastically improved time-to-response for inbound leads. Finally, the platform was structured to enable clear cross-regional collaboration. Real-time dashboards and shared data views meant that teams across continents could access the same metrics and insights, creating alignment between marketing and sales like never before.

 

The impact and results

The migration and system overhaul transformed the way the business operates. With HubSpot now powering their CRM, the client has shifted from a reactive, manual approach to a proactive, insight-driven model.

In the short term, campaign speed increased significantly—teams can now spin up regionally tailored campaigns in days, not weeks. The automation layer has removed friction from lead routing and follow-up, boosting marketing efficiency and sales readiness.

In the long term, the business now operates from a scalable, centralised platform that supports growth across any region. No more duplicated data, siloed teams, or last-minute scrambling. Sales and marketing now share the same metrics, the same tools, and the same goals.

This transformation didn’t just improve operations—it empowered people. Teams now spend less time on admin and more time on strategy, collaboration, and customer experience.

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