Michael Cassel Group is one of the world’s leading theatrical production companies, responsible for delivering globally acclaimed productions including Hamilton, MJ the Musical, Titanique, and Harry Potter and the Cursed Child. With productions spanning continents and involving thousands of stakeholders across cast, crew, agents, investors, and audiences, the organisation operates at a scale where operational precision and strong systems are essential.
As their productions and international footprint expanded, Michael Cassel Group recognised that their existing Salesforce environment could no longer support the complexity of their workflows. The system relied heavily on workarounds and manual processes, limiting flexibility and reporting while making it difficult to manage the layered relationships inherent to the theatre industry. Seeking a platform that could better reflect the realities of their business, they partnered with Engaging.io to migrate to HubSpot and design a CRM architecture capable of supporting production operations, ticketing intelligence, publicity workflows, and large-scale audience engagement.