---
title: From Salesforce to HubSpot with Race Roster
description: "Salesforce out, HubSpot in: How Race Roster migrated CRMs and gained total visibility without losing momentum."
image: https://www.engaging.io/hubfs/pexels-runffwpu-2402734.jpg
---

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[Case Studies](https://www.engaging.io/case-studies)

# From Salesforce to HubSpot with Race Roster

Narrate this article

From Salesforce to HubSpot with Race Roster

1:02

![](https://www.engaging.io/hubfs/pexels-runffwpu-2402734.jpg)

###### Industry

 Software / SaaS

###### HubSpot Licensing

 Marketing Hub Professional, Sales Hub Professional, Service Hub Professional

###### About the business

 Race Roster is a global event management platform helping organisers plan, promote, and deliver world-class endurance events such as marathons, triathlons, and charity runs.

###### Project Timeline

 Approx. 4 months (data cleanup, migration, implementation, and training)

###### Integrations

 Salesforce → HubSpot full migration

###### [Race Roster](https://raceroster.com/)

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

Sales Process Automation

Service Hub Implementation

Reporting and Visibility

Customer Journey Mapping

- Defined and documented the ideal customer journey
- Built reports in HubSpot to monitor and optimise performance

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

- Ticketing system rolled out with 3 dedicated service pipelines
- Automated onboarding ensured consistency and no missed steps

Reporting and Visibility

- Parent-child company associations created for large events
- Native HubSpot reports provided clearer, faster insights

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.

#### Related Case Studies

#### [HubSpot onboarding with business units for Janison Janison is a global education technology company that provides digital assessment solutions for schools, governments,... See More](https://www.engaging.io/case-studies/onboarding-janison)

#### [From spreadsheets to scalability: how one global VC... This globally active venture capital firm backs the world’s most ambitious founders from day zero. Operating across 25+... See More](https://www.engaging.io/case-studies/from-spreadsheets-to-scalability-how-one-global-vc-firm-transformed-its-crm-operations)

#### [From fragmented to flourishing: how HubSpot... The client manages and sells advertising space across retail locations, offering brands prime opportunities to reach... See More](https://www.engaging.io/case-studies/from-fragmented-to-flourishing-how-hubspot-streamlined-advertising-operations)

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[GET IN TOUCH](https://www.engaging.io/contact-us)

## SOLUTIONS

- [Fragmented Customer Systems](https://www.engaging.io/solutions/fragmented-customer-systems)
- [CRM Replacement and Consolidation](https://www.engaging.io/solutions/crm-replacement-and-consolidation)
- [Customer Data and Integration](https://www.engaging.io/solutions/customer-data-and-integration)
- [Adoption and Optimisation](https://www.engaging.io/solutions/crm-adoption-and-optimisation)
- [AI Readiness](https://www.engaging.io/solutions/ai-readiness)

## SERVICES

- [AI Services](https://www.engaging.io/services/ai-services)
- [Custom Integrations & Configuration](https://www.engaging.io/services/custom-hubspot-integrations-and-system-sync-solutions)
- [CRM Migration & Onboarding](https://www.engaging.io/services/crm-migration-to-hubspot-onboarding-implementation-services)
- [Custom Membership Portals](https://www.engaging.io/services/custom-hubspot-membership-portals-secure-self-service-platforms)
- [Data Migrations](https://www.engaging.io/services/crm-hubspot-data-migrations)
- [Data Cleansing](https://www.engaging.io/services/data-cleansing)
- [Data Lakes & Architecture](https://www.engaging.io/services/enterprise-data-lake-architecture-build)
- [Digital Transformation & Change Management](https://www.engaging.io/services/digital-transformation-services-change-management)
- [Websites](https://www.engaging.io/services/hubspot-cms-websites)

## INDUSTRIES

- [Sports and entertainment](https://www.engaging.io/sports-and-entertainment)
- [Travel and Experiences](https://www.engaging.io/experience-and-travel)
- [Property and Real Estate](https://www.engaging.io/property-development-and-real-estate)
- [Medical and health](https://www.engaging.io/medical-and-health)
- [Education](https://www.engaging.io/education)
- [Restaurant and clubs](https://www.engaging.io/restaurants-and-clubs)
- [Finance](https://www.engaging.io/finance)

## PRODUCTS

- [JinnSync](https://www.engaging.io/our-products/jinnsync)
- [MailSync](https://www.engaging.io/our-products/mailsync)
- [Real Estate Syncer](https://www.engaging.io/our-products/real-estate-syncer)

## COMPANY

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