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Case Studies

How Evergreen unified ERP, Shopify, and revenue reporting in HubSpot

Narrate this article
How Evergreen unified ERP, Shopify, and revenue reporting in HubSpot
1:35
3x

Shopify

Stores
Clean and structure

12 Million+

Records
Automation design

60+

Workflows

Evergreen Enterprises operates a sophisticated ecosystem of B2B wholesale and D2C brands, including Evergreen, Plow & Hearth, and Team Sports America. Following an initial HubSpot implementation delivered by another agency, the business reached a point where further progress required deeper technical expertise and stronger delivery structure. Engaging.io was brought in to re-establish momentum, rebuild trust in the platform, and translate complexity into tangible outcomes.

The problem
Fragmented data across critical systems

Evergreen’s customer, company, and order data was spread across a proprietary ERP, Shopify, EMUN, Power BI, and HubSpot, with over 12 million contact records accumulated over time. An initial implementation delivered by another agency had introduced partial integrations and nightly flat-file transfers, but inconsistent identifiers, duplication, and limited validation eroded trust in the data. As a result, sales, marketing, and leadership teams were interpreting different versions of the truth, at a time when the business needed rapid clarity, confidence, and a fast turnaround to stabilise operations and unlock value from HubSpot.

Problem 1:

Sales teams operating outside the CRM: While HubSpot was in place, it wasn’t the day-to-day system for Evergreen’s B2B sales teams. Reps relied heavily on Power BI, spreadsheets, and ERP views to understand accounts, territories, and order history. Activity tracking was inconsistent, and critical context was often missing when ownership changed or accounts moved between inside and outside sales.

Problem 2:

Limited visibility into the customer journey: On the D2C side, multiple Shopify stores, shared audiences, and disconnected email and order data made attribution unreliable. Marketing could send campaigns at scale, but couldn’t confidently answer which brand, channel, or touchpoint was actually driving revenue. Lifecycle stages existed in theory, but not in a way that supported automation or insight.

The solution

Engaging.io was engaged to bring clarity, structure, and momentum to a complex HubSpot environment that had grown faster than the underlying foundations supporting it. Our approach combined deep technical remediation with disciplined project management and close collaboration to rebuild trust in both the platform and the process.

We designed and implemented a HubSpot-first architecture that respected Evergreen’s operational reality while removing unnecessary complexity. The ERP integration was rebuilt from the ground up, with clear data ownership models, enforced unique identifiers, and well-defined association logic across contacts, companies, orders, and loyalty tiers. This was critical in restoring confidence after years of inconsistent data flows.

For sales, HubSpot was established as the primary CRM for execution, not just reporting. Territories, zones, and ownership logic were aligned to how Evergreen’s teams actually sell, enabling a single, reliable view of the customer. Aircall activity tracking was corrected, task automation introduced, and reporting restructured to reflect real-world sales prioritisation.

On the marketing side, we assessed Evergreen’s multi-store Shopify setup, addressing shared SKU complexities, variant-level data gaps, and inconsistent subscription syncing. Lifecycle stages were redesigned to support abandoned cart, dormant customer, and past customer journeys, laying the groundwork for scalable, cross-brand automation. Custom revenue attribution reporting provided clarity on how marketing efforts were contributing to revenue across brands.

Throughout delivery, technical execution was paired with enablement and relationship management. We invested heavily in communication, alignment, and education to ensure Evergreen’s teams understood not just how HubSpot worked, but why it was structured the way it was, rebuilding confidence and adoption alongside the platform itself.

The Strategic Plan
The Implementation
The process
  1. In parallel with the technical strategy, a deliberate focus was placed on change management and relationship rebuilding. Following an extended implementation period with another agency, confidence in both the platform and the delivery process had understandably eroded.
  2. Engaging.io prioritised transparent communication, clear milestones, and hands-on collaboration to reset expectations, rebuild trust, and create momentum. This approach ensured stakeholders were aligned, teams were brought along through the change, and technical decisions were understood, adopted, and supported across the business.
Rebuild trust through change management and delivery discipline
The process
  1. In parallel with the technical strategy, a deliberate focus was placed on change management and relationship rebuilding. Following an extended implementation period with another agency, confidence in both the platform and the delivery process had understandably eroded.
  2. Engaging.io prioritised transparent communication, clear milestones, and hands-on collaboration to reset expectations, rebuild trust, and create momentum. This approach ensured stakeholders were aligned, teams were brought along through the change, and technical decisions were understood, adopted, and supported across the business.
Rebuild ERP → HubSpot integration using clean templates and unique IDs
The process
  1. We re-engineered the ERP to HubSpot integration using standardised data templates and enforced unique identifiers to ensure consistent record matching across systems.
  2. This eliminated duplication, reduced sync errors, and created a stable foundation for bi-directional data flows as the business scales.
Establish HubSpot as the system of record for performing sales activity
The process
  1. HubSpot was deliberately positioned as the primary system for all sales activity, with ERP reserved for downstream operational and financial processes.
  2. This ensured sales teams worked from a single, trusted interface while preserving data integrity and avoiding conflicting updates across platforms.
Redesign lifecycle stages across B2B and D2C
The process
  1. Lifecycle stages were redefined to accurately reflect both B2B and D2C buying journeys, accounting for differences in sales velocity, deal complexity, and customer intent.
  2. This enabled clearer pipeline visibility, more accurate forecasting, and lifecycle-driven automation that aligned with how customers actually engage.
Rationalize Shopify integrations across multiple brands
The process
  1. We consolidated and rationalized multiple Shopify integrations to reduce redundancy and ensure consistent data structures across brands.
  2. This approach simplified maintenance, improved data quality, and ensured ecommerce activity flowed cleanly into HubSpot for marketing, sales, and reporting use cases.
Create a scalable reporting and attribution framework
The process
  1. A scalable reporting and attribution framework was designed to support multi-brand, multi-channel performance analysis without manual intervention.
  2. This provided leadership with reliable insight into revenue contribution, campaign effectiveness, and customer behaviour, while remaining flexible enough to evolve with future growth.
The Implementation

Implementation focused on restoring stability and confidence while executing a complex transformation at scale. Given the volume of data and the history of partial solutions, delivery required careful sequencing, rigorous validation, and strong stakeholder alignment at every stage.

Custom FTP pipelines rebuilt and manually validated
Custom FTP pipelines were rebuilt to enforce consistent file structures, field mappings, and validation rules before data entered HubSpot. Each pipeline was manually tested and reconciled to confirm record volumes, associations, and update behaviour, ensuring accuracy at scale and rebuilding trust in automated data from day one. 

Millions of unusable legacy records safely removed
A controlled data hygiene program was executed to identify, archive, and remove millions of legacy records that no longer met quality or compliance standards. This significantly improved portal performance, reduced reporting noise, and ensured teams were working with relevant, actionable data only.

Association labels and ownership logic implemented
Custom association labels and ownership rules were implemented to reflect real-world relationships between contacts, companies, deals, and ecommerce activity. This ensured clear accountability across teams and enabled downstream automation, reporting, and permissions to function reliably across teams.

Shopify integrations audited and restructured
All Shopify integrations were audited to assess duplication, data flow quality, and alignment with the revised HubSpot data model. Connections were restructured to standardise object mappings and event handling, ensuring ecommerce data was consistent, usable, and future-proofed.

Custom revenue attribution reports created
Custom revenue attribution reports were developed to trace revenue back to meaningful marketing and sales touchpoints across brands and channels. This replaced manual reconciliation with trusted, repeatable insight to support decision-making. Building trust in the data quality and clear oversight for stakeholders allowed Evergreen to gain trust in the system, and in our partnership. 

Sales and marketing workflows tested and deployed
Sales and marketing workflows were rigorously tested in controlled environments to validate triggers, edge cases, and handoff logic before deployment. This reduced operational risk at go-live and ensured automation supported teams without disrupting existing processes.

 

The Impact and Results
Turning complexity into a scalable growth platform

 

Evergreen now operates from a single, trusted customer platform, with HubSpot firmly established as the source of truth across sales, marketing, and ecommerce. Teams no longer need to reconcile data across systems to understand customer history, engagement, or ownership, and leadership has clear, reliable visibility into performance across brands and channels.

In the short term, the impact was immediate and tangible. Sales operations were centralised, data quality improved dramatically following large-scale cleanup, and activity tracking became consistent across teams. Just as importantly, confidence in the platform was restored, allowing teams to rely on HubSpot as part of their daily workflow rather than working around it.

Long term, Evergreen now has a durable foundation for scale. The data architecture supports automation, advanced attribution, and cross-brand engagement without introducing technical debt. New brands, channels, and revenue streams can be onboarded without reworking core systems.

Crucially, the success of the project extended beyond the technical solution. Strong relationship management, clear communication, and disciplined project leadership played a central role in aligning stakeholders, rebuilding trust, and driving adoption. The outcome was not just a better HubSpot implementation, but a partnership grounded in understanding how people work, how decisions are made, and how platforms succeed when teams are brought along with them.


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