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From Salesforce to HubSpot with Race Roster

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From Salesforce to HubSpot with Race Roster
1:02

Race Roster supports race organisers with tools to manage, market, and deliver endurance events at scale. To keep pace with growth, they needed a CRM that simplified operations, automated processes, and improved the customer experience—all in one place.

The problem

Race Roster had outgrown its legacy CRM. Salesforce, once fit for purpose, had become too costly, too rigid, and too complex for their expanding operations. As the business scaled, the cracks became clearer: the system couldn’t support evolving customer journeys, workflows became clunky, and data only grew more disorganised.

Problem 1:

Salesforce was too rigid and resource-heavy - Salesforce was over-customised, expensive to maintain, and hard for non-technical users to navigate. Marketing, sales, and CX teams were struggling to stay aligned, and workflows were being duplicated—or skipped entirely—because of a lack of user adoption.

Problem 2:

Fragmented data and disconnected teams - With data split across multiple tools and spreadsheets, there was no single source of truth. Reporting was inconsistent, and teams didn’t have a clear view of the customer lifecycle. It was hard to track performance, harder to automate, and nearly impossible to scale.

The Solution
A clean break and a smarter build

Engaging.io helped Race Roster implement HubSpot across Marketing, Sales, and Service Hubs—giving them a complete view of their customer journey. We started with a major data cleanup to ensure a smooth migration.

In Marketing Hub, we built branded templates and landing pages, along with training for Race Roster’s team to manage them independently.

In Sales Hub, we introduced four dedicated pipelines and over 60 workflows to automate lead assignments, nurture deals, and streamline renewals.

In Service Hub, we replaced seven disconnected inboxes with three centralised pipelines and launched a ticketing system, onboarding automations, and cross-team access to ensure seamless support and renewals.

Finally, we leveraged HubSpot’s native reporting to roll up data across parent-child structures, giving Race Roster real-time insight into events of all sizes.

The Strategic Plan
The Implementation
Customer Journey Mapping

  • Defined and documented the ideal customer journey

  • Built reports in HubSpot to monitor and optimise performance

Customer Journey Mapping
Customer Journey Mapping

  • Defined and documented the ideal customer journey

  • Built reports in HubSpot to monitor and optimise performance

Sales Process Automation
Sales Process Automation

  • 4 dedicated pipelines designed for events, renewals, onboarding, and timers

  • 60+ workflows automated to improve accuracy and lead assignment

Service Hub Implementation
Service Hub Implementation

  • Ticketing system rolled out with 3 dedicated service pipelines

  • Automated onboarding ensured consistency and no missed steps

Reporting and Visibility
Reporting and Visibility

  • Parent-child company associations created for large events

  • Native HubSpot reports provided clearer, faster insights

The Implementation

The migration from Salesforce to HubSpot started with a comprehensive data cleanup. Years of duplicate records and inconsistent formatting were addressed before import, ensuring Race Roster began with a clean, trustworthy CRM foundation.

We then configured Marketing Hub, equipping the team with reusable email and landing page templates, plus training to manage them independently. The customer journey was mapped into HubSpot, with reporting built to provide visibility across campaigns.

In Sales Hub, we streamlined processes by creating four dedicated pipelines—covering new events, renewals, onboarding, and timer coordination—and added more than sixty automated workflows. Lead assignment, once complex and manual, is now handled automatically based on factors like event type, location, and participant numbers.

Service Hub centralised seven disconnected inboxes into three pipelines, supported by a ticketing system that categorises and tracks issues. We also gave select service staff access to sales tools to streamline renewals, while an automated onboarding process ensures new customers are guided consistently from day one.

Finally, we implemented reporting and parent-child association structures, giving leadership real-time insight into large-scale events like Ironman. Dashboards now consolidate marketing, sales, and service data, providing clarity that was previously impossible in Salesforce.

The result is a cohesive, automated CRM system aligned with Race Roster’s processes and growth ambitions, supported by staff training to ensure adoption and long-term success.

The Impact and Results

The move to HubSpot transformed Race Roster’s operations. Marketing gained the tools to run campaigns with consistency. Sales became faster and more efficient, guided by pipelines and automations that reduced errors and manual work. Service gained a centralised support system that improved response times and freed sales reps to focus on new business. Reporting now provides clarity at every level, from individual leads to parent company performance.

Overall, HubSpot has given Race Roster a scalable, intuitive CRM that aligns with their growth ambitions—delivering efficiency, insight, and a better experience for both staff and customers.

This is a testimonial from the client in the case study. If there is no testimonial the testimonial will not appear. We also need to make sure the testimonial is not too long - short and to the point is best!

Brian Brown
CEO, Achieve Australia

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