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Case Studies

Full CRM migration for a fast-growth Experience Co

Narrate this article
Full CRM migration for a fast-growth Experience Co
1:00

$75k

Saved in process efficiency

$45k

Saved in system redundancies

122%

Increase in website revenue

7%

Increase in overall database growth

Experience Co is one of Australia’s leading adventure tourism companies, offering unforgettable experiences across land, sea, and sky. But behind the thrills was a challenge: how do you unify multiple newly acquired businesses, each with its own systems, into one scalable platform that supports marketing, sales, and service without slowing teams down?

The problem

Experience Co’s rapid expansion through acquisitions brought with it an increasingly complex operational environment. Each new brand came bundled with its own CRM, booking system, and marketing tools, which led to duplicated efforts, fragmented data, and a serious lack of cohesion. What should have been a period of exciting growth quickly turned into a logistical challenge—with inefficiencies that threatened both customer experience and internal productivity.

 

Problem 1:

With multiple legacy systems in play, there was no single platform uniting customer data across brands. Staff were constantly switching between tools and re-entering the same information in multiple places, draining time and increasing the likelihood of error.

Problem 2:

Customer insights were trapped in individual systems, making it nearly impossible to cross-sell between brands or understand a customer’s full journey. This severely limited the business’s ability to personalise marketing or identify new revenue opportunities.

Problem 3:

Reporting was labor-intensive and inconsistent. Without unified dashboards or automated insights, leadership lacked visibility into key metrics like customer engagement, team performance, or the ROI of marketing campaigns—making strategic decision-making difficult.

Problem 4:

As more brands joined the portfolio, the absence of a repeatable, scalable CRM structure made integration slow and inconsistent. Each new acquisition added more complexity, with no easy way to align systems or workflows under a centralised strategy.

The solution

To unify Experience Co’s growing portfolio of adventure brands, Engaging.io implemented a scalable, centralised CRM solution using HubSpot Business Units—transforming a fragmented tech stack into a single source of truth.

Starting with a full integration audit, we restructured their systems to consolidate customer data, align marketing and sales processes, and automate manual workflows across the business. Key booking platforms were integrated directly into HubSpot, while custom workflows, branded assets, and NPS survey tools were rolled out to improve cross-sell opportunities and customer feedback loops.

Crucially, we empowered internal teams with personalised training and a train-the-trainer approach, ensuring the CRM could evolve alongside future acquisitions and support Experience Co’s continued growth with clarity, consistency, and confidence.

The Strategic Plan
The Implementation
Consolidate Disparate Systems

  • Audited and mapped existing CRMs, booking platforms, and marketing tools across all acquired brands

  • Identified redundancies and removed outdated systems to streamline operations

  • Unified contact data into HubSpot to serve as a single source of truth across the business

Consolidate Disparate Systems
Consolidate Disparate Systems

  • Audited and mapped existing CRMs, booking platforms, and marketing tools across all acquired brands

  • Identified redundancies and removed outdated systems to streamline operations

  • Unified contact data into HubSpot to serve as a single source of truth across the business

Implement Service User and Accomidation custom objects
Implement Business Units

  • Set up distinct Business Units in HubSpot to reflect individual brands while maintaining central oversight

  • Enabled brand-level segmentation, email assets, and reporting within one CRM ecosystem

  • Built a repeatable template for onboarding future acquisitions seamlessly

Automate and Optimise Workflows
Automate and Optimise Workflows

  • Developed workflow automations around deals, survey feedback, and web engagement

  • Reduced manual data entry and admin tasks, increasing efficiency and accuracy

  • Enabled cross-brand campaign triggers and lifecycle nurturing based on user behaviour

Enable Internal Ownership
Enable Internal Ownership

  • Delivered tailored “train-the-trainer” sessions to build internal capability and self-sufficiency

  • Created documentation and custom views to help teams manage their own pipelines and assets

  • Positioned CRM champions within Experience Co to support adoption and ongoing evolution

Enable Real-Time, Cross-Brand Reporting
Enable Real-Time, Cross-Brand Reporting

  • Built unified dashboards for leadership to monitor performance across Business Units

  • Streamlined reporting on customer engagement, sales activity, and marketing ROI

  • Enabled data-driven decisions with real-time visibility into what’s working—and what’s not

The Implementation

Our work kicked off with a full scoping and integration audit to understand how different business units interacted with their systems—and how HubSpot could bring order to the chaos. We collaborated across teams to redesign processes from the ground up, using workshops and data mapping to shape the CRM structure.

Each Business Unit was set up with clear segmentation, automated workflows, and brand-specific assets. We also restructured deal pipelines, integrated third-party booking tools, and configured Net Promoter Score (NPS) surveys to capture and act on customer sentiment.

Training wasn’t an afterthought—it was baked into the strategy. We equipped key Experience Co users with the tools, knowledge, and confidence to maintain their own CRM architecture, helping ensure long-term sustainability and adoption.

The impact and results

The results speak for themselves: Experience Co is now operating with a unified CRM that connects brands, customers, and internal teams in one powerful platform. Manual, repetitive tasks have been eliminated, saving over $75,000 in labour hours. Redundant systems were decommissioned, delivering an additional $45,000 in cost savings.

Website revenue grew by 122% across Business Units, driven by smarter cross-promotion, better email segmentation, and automated follow-up sequences. Their contact database grew by 7%, and total marketing contacts more than doubled—all while maintaining cleaner data and fewer errors.

Leadership now has access to clear, centralised reporting, and onboarding new brands is faster, smoother, and fully scalable. Most importantly, the team can focus on what they do best—helping more people escape the ordinary and experience adventure.

Having recently acquired several business units under our company umbrella, we knew it was going to be a tall order to integrate all our brands and multiple tech stacks into HubSpot. Fortunately, Engaging came highly recommended to us, and we could not have asked for a more supportive team to guide us through the process. From the outset, the team went out of their way to get to know our business and our needs, enabling them to design tailored solutions which were right for us. Michelle, Dani, Ralph, James (and the rest of the Engaging team) have always been very responsive, highly professional, extremely knowledgeable and just lovely people to work with. I would highly recommend working with the Engaging team if you have the chance.

Leigh Stirling
Revenue Systems & Project Manager, Experience Co

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