| Tools | HubSpot, Salesforce, Sansan, GA4 |
| Key Challenges | Operational dependency, fragmented data, lack of system integration |
| Industry | Consulting (DX and digital marketing services) |
| Company Size | Approx. 150 employees |
| Timeline | 2025 (approx. 9 months) |
| Scope | MA migration design, website integration, data pipeline development |
Background
The client, a leading consulting firm with strong expertise in digital transformation, had implemented advanced marketing automation using Marketo.
However, increasing complexity led to operational dependency on specific individuals and fragmentation across systems.
In particular, the lack of integration between the website and CRM resulted in incomplete visibility of customer behavior, limiting the ability to connect marketing activities to outcomes.
To address these issues, a full migration to HubSpot and a redesign of the underlying architecture were initiated.
Objective
- Migration: Transition data and operational logic from Marketo to HubSpot
- Integration: Unify website, marketing automation, and CRM into a single system
- Alignment: Rebuild data integration with Salesforce and Sansan
Challenges
- Structural complexity: Workflows became overly complex and difficult to manage
- Data fragmentation: Website and CRM data were not synchronized
- Operational dependency: System operation relied on a single specialist
- High maintenance cost: Multiple tools and custom integrations increased overhead
Approach
Rather than a simple tool migration,
we redesigned the overall marketing architecture and data structure.
- Architecture redesign: Simplified workflows into a manageable and scalable structure
- Data integration: Rebuilt connections with Salesforce and Sansan to ensure consistency
- Website integration: Consolidated the website into HubSpot CMS to unify tracking and data
- Migration management: Executed a phased migration without interrupting ongoing operations
Results
- Unified data foundation: Integrated website, MA, and CRM into a single view
- Reduced operational burden: Enabled multiple team members to manage the system
- Improved data consistency: Established a reliable data flow across all systems
- Flexible infrastructure: Built a scalable foundation adaptable to business growth
Core Value
This project was not just a migration.
It rebuilt the foundation that connects fragmented systems and enables marketing operations to function as a cohesive whole.
By removing complexity and ensuring data consistency,
the organization achieved a sustainable and scalable operating model.
Applicable Scenarios
- Organizations struggling with overcomplicated MA systems
- Companies with fragmented website, MA, and CRM environments
- Teams planning to migrate to HubSpot while redesigning their architecture
- Businesses seeking to maintain Salesforce integration while improving usability
