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Case Studies

Replacing Klaviyo and Pipedrive with HubSpot in three regions

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Replacing Klaviyo and Pipedrive with HubSpot in three regions
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Our client sells and rents premium wellness equipment to direct customers and businesses, on an international scale. Running across three markets, Australia, New Zealand and the United States and expanding into Europe, the business had grown quickly but unevenly, with each region building its own version of the same tools. Their business required many custom and bespoke workflows, and the tools they were running it on - Klaviyo, Pipedrive and Shopify were painting different pictures by region and user. Our client were looking to streamline their tech stack, elevate their processes and service offering and future proof for the complexity that was creating extra admin and workarounds.

The problem
When every team is working from a different system, no one is seeing the full picture. 

Before this project, marketing, sales and the service team were each working from a different system, with no shared view of the customer and no way to see the full picture across the business. That gap showed up everywhere: in reporting that never quite matched, in handoffs that dropped or duplicated work, and in the everyday chaos of just trying to get a straight answer.

Problem 1:

Operating across three markets, the client's tech stack had grown without consolidation - resulting in three instances of Klaviyo, and no shared view. Contacts could be duplicated across them, and segmentation became a manual process to answer basic questions. With a hard deadline approaching for peak season, pressure was on to create efficiencies by bringing all the data into one system.

Problem 2:

A sales process Pipedrive couldn't keep up with The client sold in three very different ways: direct to consumers online, through a commissioned sales team into gyms and studios, and through wholesale and franchise partners reselling the product. All three ran through one Pipedrive instance that had grown to fit none of them well. Deal names and owners were updated by hand, quotes were built from a folder of Word documents rather than shared templates, and sales leadership had no visibility into how many leads were coming in or how they were converting across regions.

The solution
One platform, one source of truth, built around how the business actually works.
We brought marketing and sales onto one HubSpot instance built around how the client actually sells, not how their old tools happened to be configured. That meant unifying three regional Klaviyo instances into a single source of truth, replacing Pipedrive with pipelines mapped to the client's real sales motions (direct, wholesale and commercial), and sequencing the entire migration around a fixed go-live deadline ahead of the client's peak trading period.

We deliberately scoped this as phase one, marketing and sales first, and held service-desk work for a later phase, so the team could get a clean, working platform live before their busiest weeks of the year rather than attempting a full-stack cutover under deadline pressure.
The Strategic Plan
The Implementation
The process
  1. Before touching any system, we mapped how the business actually worked.
  2. Direct-to-consumer sales, wholesale accounts and commercial/franchise partnerships were three different motions that had been squeezed into one generic pipeline.
Map the real sales model, not the old tool's model
The process
  1. Before touching any system, we mapped how the business actually worked.
  2. Direct-to-consumer sales, wholesale accounts and commercial/franchise partnerships were three different motions that had been squeezed into one generic pipeline.
Unify three regions, one customer record
The process
  1. We connected all three regional Shopify stores into a single HubSpot instance, so a contact record meant the same thing everywhere, rather than three different things in three different systems.
Rebuild pipelines around real deal flow
The process
  1. Lead, deal, onboarding and maintenance stages were rebuilt as distinct pipelines matched to actual handoffs in the business, including the point where a sales rep passes a customer to the account management team post-sale.
Protect deliverability before launch
The process
  1. Rather than switching on new sending infrastructure overnight, we ran a structured warm-up program in the weeks before go-live, prioritising the client's most engaged contacts first, so the new platform would be trusted by inboxes when peak season hit.
Hand back a self-sufficient system
The process
  1. Training, permissions and templates were built so the client's marketing and sales teams could operate day to day in HubSpot without leaning on an external partner for every change.
The Implementation

Consolidating three regions into one HubSpot instance meant more than a straightforward data import. Each regional Shopify store ran its own product catalogue, tagging system and shipping rules, so before any sync could go live we had to standardise how delivery types, customer types and engagement windows were tagged across all three, then map that structure into HubSpot properties the whole team could actually use for segmentation and reporting.

On the commerce side, we connected all three regional Shopify stores through a native sync into a single HubSpot instance, then layered in custom property mapping to handle regional differences, delivery methods, order fulfilment triggers and wholesale versus retail tagging, that the generic connector wouldn't pick up out of the box.

That Shopify sync also captured behavioural signals the client could act on for the first time, including abandoned cart activity across all three stores, which now flows into HubSpot as usable segmentation rather than sitting inside three separate, disconnected storefronts. We also integrated Coupon Carrier into the client's HubSpot workflows, giving the marketing team a way to generate unique discount codes for individual contacts directly from a workflow, as part of the client's broader marketing strategy.

On the CRM side, we rebuilt the pipeline structure rather than replicating Pipedrive's own. The client's previous Pipedrive setup had grown organically and mixed leads, deals and onboarding into a single long pipeline. We split this into lead, deal, onboarding and maintenance pipelines in HubSpot, each matched to a real handoff point in the business, and used custom scripts to migrate historical deal data across from Pipedrive cleanly rather than relying on manual re-entry.

We also made a deliberate sequencing call: get marketing and sales fully live on HubSpot first, and hold service-desk migration for a later phase. Attempting a full-stack cutover in the same window as a hard trading deadline would have added risk without adding value against the client's most immediate priority, being ready for peak trading.

Finally, we ran a dedicated domain and IP warm-up program ahead of go-live, sending an increasing volume of email to the client's most engaged contacts over several weeks, so mailbox providers had time to trust the new sending domain before full-volume sending began.

 

The Impact and Results
Multiple teams and regions finally working from one shared truth.

 

Marketing, sales and service now run on one HubSpot platform, with a single, shared record for every contact and deal across all three regions. What used to be three separate versions of the truth, one per market, is now one, so a lead created in Australia means the same thing as a lead created in the US, and reporting numbers actually reconcile.

That shared view has also closed the gap between sales and service. A deal logged by sales is the same deal service picks up at handover, not a second one recreated from scratch, so the duplicate work that used to happen at that handover point is gone.

The manual workarounds are gone too. Marketing no longer rebuilds lists by hand before every send, and with Klaviyo and Pipedrive both fully retired, the business runs on one consolidated platform instead of stitching three systems together by hand. Abandoned cart activity across all three Shopify stores now feeds straight into that same shared platform as usable segmentation, and the team can generate unique, trackable discount codes for individual contacts directly from a HubSpot workflow, adding another lever for personalised campaigns without extra manual admin. The teams are live and working from that shared platform now, and the go-live itself was clean.

Looking ahead, the consolidated data and pipeline structure gives the client a foundation to keep expanding its wholesale and franchise network without adding a new data silo every time a new market or partner comes on board.

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