Building a Single Source of Truth through Data Integration and Operational Enablement

Background

During a rapid growth phase in healthcare DX, customer data was fragmented across more than ten locations, including internal databases, kintone, and Excel files.

The marketing team was spending a significant portion of its time on operational work such as compiling the latest contact lists and cleaning data, leaving limited capacity for higher-value activities such as campaign planning and strategy development to improve LTV.

Objective

Consolidate fragmented customer data into HubSpot and establish a Single Source of Truth that could be shared across marketing and sales.

Automate data management and extraction processes so that the team could shift its focus from operational tasks to more strategic work.

Challenges

• Data silos: Customer information was fragmented across departments, making it difficult to maintain an accurate view of each account and contact.
• Operational overload: More than 30% of working time was spent on duplicate entry, manual cleanup, and list preparation.
• Reduced campaign precision: Without real-time access to updated data, nurturing efforts were delayed and less effective.
• Operational dependency: Complex logic for linking healthcare facilities, physicians, and related entities depended heavily on specific individuals.

Approach

This project was positioned not as a simple tool implementation, but as a redesign of the data flow and operating structure.

• Data integration design: Consolidated customer data from multiple systems into HubSpot.
• Relationship modeling: Recreated the complex many-to-many structure between facilities, physicians, and agencies required in the healthcare industry.
• Automation setup: Built automated integrations with systems such as kintone to reduce manual updates and data handling.
• Operational enablement: Provided training and adoption support so the team could actively use the new data foundation in daily operations.

Results

• Reduced workload: Cut data management and extraction work by approximately 65%.
• Role transformation: Enabled the marketing team to shift from operational work to more strategic execution.
• Improved campaign precision: Made it possible to execute more personalized initiatives based on customer attributes and relationships.
• Real-time visibility: Enabled real-time tracking of ROI by initiative.

Core Value

This project was not just about integrating data.

It redesigned how the organization operates and makes decisions.

By establishing a Single Source of Truth, the company created a foundation for consistent decision-making and more effective execution, significantly improving both productivity and scalability.

Applicable Scenarios

• Organizations with customer data fragmented across multiple tools and internal systems
• Lean marketing teams overwhelmed by operational workload
• Industries such as healthcare, real estate, and education that require complex B2B relationship management
• Companies seeking to improve both data integration and operational adoption at the same time