Type of SaaS
Financial (FinTech)
SERVICES PROVIDED
HubSpot Management: full CRM migration, workflow automation, and reporting build-out
Results Window
3-month migration build • HubSpot management ongoing
The Situation
A growing FinTech SaaS serving financial services firms had outrun its first CRM. The legacy platform had carried the company through the early founder-led sales years, but as the team scaled paid media and other acquisition channels, the cracks showed up everywhere data needed to be trusted. There was no lead attribution layer. Every new contact landed in the CRM with no source attached. Meeting scheduling, email marketing, and CRM ran as three separate tools with separate logins, reports, and contact databases and no shared definition of “a lead.” And inside the database itself, duplicates and spam had built up to the point that no one trusted the contact count, the company count, or the pipeline math built on top of them.
The measurable state going in: roughly 40,000 contact and company records in the prior CRM, with an unknown share duplicated or junk. Zero source data on any incoming lead. PPC and paid social performance running in dashboards that did not connect back to the CRM. A sales team spending hours each week stitching together pipeline reports by hand and manually entering data in various systems. The client did not need a new tool review. They needed a single source of truth and the discipline to keep it clean.
Key Results
| METRIC | BEFORE | RESULT |
|---|---|---|
| Marketing and sales platforms in use | 3 separate systems (legacy CRM + standalone meeting scheduler + standalone email marketing tool) | 1 unified system in HubSpot, with PPC and Paid Social integrated directly into the CRM for the first time |
| Records migrated to HubSpot | 40,000 contact and company records in the prior CRM (composition unaudited) | 40,000 records imported and cleaned in-flight before they reached the new CRM |
| Duplicate and junk records resolved during migration | Volume not tracked (never audited in the prior CRM) | 4,967 records resolved: 2,884 duplicate companies, 1,262 duplicate contacts, and 821 spam/junk records, resolved via manual review and automated workflows |
| Workflows for data hygiene, routing, nurture, and attribution | Existing workflows in the prior CRM (count not documented) | 111 purpose-built HubSpot workflows, including 26 dedicated to lead attribution |
| Weekly sales reporting time | Manual compilation (time spent not tracked) | 2 hours per week returned to the sales team via automated dashboards |
What We Did
Audited 40,000 records and built the de-duplication logic before anything moved.
Before importing anything into HubSpot, we ran a full audit of the prior CRM database: every contact, every company, every spam record cluttering the pipeline. We mapped the duplicate patterns and built the de-duplication rules into the migration plan so we could clean the data on the way in, not after.
Migrated all 40,000 records into HubSpot with de-duplication running in parallel.
Over 3 months, we imported the full contact and company set into HubSpot and ran cleanup on two tracks: 1,175 duplicate companies and 903 duplicate contacts were resolved through automated workflows. The remaining 1,709 companies and 359 contacts were manually reviewed. Another 821 spam and junk records were removed before they reached the new CRM. The result: a clean HubSpot instance on day one of go-live, not three quarters into the engagement.
Built 26 lead attribution workflows to fix a missing source-of-truth layer.
The client had been running paid media for years with no source data on any incoming contact. We built 26 workflows that capture lead source on contact creation and write that data into every new record, so attribution is set at the record level instead of guessed in dashboards. PPC and paid social were integrated directly into the CRM for the first time in the client's history, which means campaign performance and lead quality now live on the same record.
Consolidated three platforms into one and rebuilt the workflow stack.
Meeting scheduling, email marketing, and CRM had been running as three separate tools. We migrated all three into HubSpot (saving the client a line item, a login, and a sync problem on each) and built 111 total workflows covering data hygiene, lead routing, demo nurture, and marketing nurture sequences. The workflow layer is what makes the consolidation hold over time: it's the difference between a single platform and a single source of truth.
Stood up full marketing and sales reporting dashboards.
Sales reporting that used to be compiled manually now runs as a HubSpot dashboard, returning 2 hours per week to the sales team. More importantly, every metric on the dashboard ties back to a workflow and a source. There is no untracked data feeding the numbers.
What The Data Tells Us
The strongest signal in the numbers is not the 111 workflows. It is what those workflows are doing in combination. 26 of them attribute every new contact to a source. The rest enforce data hygiene, route leads, and run the demo and marketing nurture sequences that the prior stack didn’t reliably support. Pair that with the 4,146 duplicates and 821 spam records removed before migration, and the same conclusion holds from two angles: this engagement was not a CRM swap, it was the construction of a measurement system. Clean inputs feed attribution workflows. Attribution workflows feed dashboards. Dashboards return decisions to the team instead of asking for cleanup first.
For a FinTech SaaS, that infrastructure is not optional. Lead quality, channel performance, and pipeline forecasting are the metrics that boards and investors probe. None of them survive a CRM full of duplicates, untagged contacts, and disconnected paid media. By consolidating three tools into HubSpot and building attribution at the record level, we replaced a reporting habit with a reporting system. The 2 hours per week returned to sales reporting is a side effect, not the headline. The headline is that every dashboard the team now looks at is wired to data they can trust.
Bay Leaf Digital on HubSpot Management
We build HubSpot programs for B2B SaaS companies that need attribution, automation, and reporting working as one system. You get a CRM that reports honestly because the data behind it is clean, the workflows are purpose-built, and every channel you run is wired into the same record.