HubSpot Migration
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How we helped a financial service business build a stronger, smarter foundation.
Building a Stronger & Smarter Foundation
Overview
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New Direction Trust Company's teams were struggling to work with outdated legacy CRMs. The CEO's data-driven vision was being held back, so it was time to move.
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We helped define internal procedures, not only to align the tech with the teams, but unlock insights from their data.
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Oh, and we saved them $600K. 😎
The Design Process & Challenges
Building a Stronger & Smarter Foundation
Process Modeling
We realized the problem was the process under the data: It couldn't handle unique workflows, so the team was forced to "hack" their way through inconsistent statuses, with personalized one-off workarounds. The tech didn't support how real work actually got done.
So we rolled up our sleeves and mapped the full investment lifecycle. After validating the risks, we aligned leadership with our plan for a full CRM migration.
Building a Stronger & Smarter Foundation
Data Modeling
One point of confusion was that the old CRM lumped requests and transactions into the same bucket. We split the data into two clear types inside HubSpot.
We wrangled around 850,000 activity records, then categorized each as a call, task, note, ticket, etc.
It was messy work, but the end result worth it: Clean, structured data that actually made sense.
Building a Stronger & Smarter Foundation
Systems Integration
We made sure everything functioned the way real users need it to. QA and UAT sessions helped us catch issues early and confirm that features felt right in practice.
We took advantage of HubSpot's new feature in renaming native objects: their "Deals" became NDTCO's "Transactions."
Now, the CRM speaks the client's language.
By launch, everything clicked together like it was born to work this way.
Building a Stronger & Smarter Foundation
Project Management
"Project management didn't need to be a heavy-handed approach," BearPeaker Mik Nielsen explained. "Especially since it is a small company." So she focused on the basics:
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A project plan
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A light-weight schedule
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R.A.C.I. to identify team members and approvers
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Monthly executive updates
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... and a weekly meeting with the core team.
Instead of reinventing what the client already had, we built on their existing roadmap to fit how they worked naturally.
"Best. Collaboration. Ever."
- Kevin Dodson, CEO of New Direction Trust Company
The Results
After months of fine-tuning, data wrangling, and teamwork, here’s where we landed:
5 Million
Data records migrated
$600k
Saved for the client
86%
Cleaner, more actionable data
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Solid foundation 🎉