NetSuite Migration Merges Two Sales Teams into HubSpot
SRP Companies migrated from NetSuite CRM into HubSpot CRM
OVERVIEW NetSuite to HubSpot CRM Migration for General Merchandise Manufacturer
Following a high-stakes merger between legacy competitors Solaray and Pugs, a new market leader emerged in the general merchandise sector. SRP Companies, with a combined history spanning 30 years and a collective 100 years of market experience, the newly unified entity faced a critical cultural and operational pivot. Their mission was to transition from two independent, "competitor-against-competitor" sales forces into a single, cohesive engine capable of dominating new territories across the United States.
CHALLENGE Legacy Fragmentation & Conflict
The merger inherited massive technical debt and operational friction that threatened to stall the integration of two distinct sales cultures. Both teams operated within fragmented silos with zero cross-brand visibility. Key pain points identified in the SOW included:
- Legacy System Fragmentation: Data was trapped in disparate, unoptimized instances of NetSuite, leading to 45k contacts with high duplication rates.
- Territory Conflict: A lack of centralized data led to "Double Prospecting," where reps from both legacy brands unknowingly pursued the same accounts.
- Manual Friction: Sales enablement was virtually non-existent, leaving reps to rely on manual follow-ups and "gut-feel" outreach rather than a standardized, data-driven process.
- Historical Data Gap: Pricing structures and customer history were isolated, preventing leadership from identifying immediate cross-sell synergies.
SOLUTION The Instrumental Solution: Engineering a Unified Intelligence Hub
Following Instrumental's award-winning Pioneer’s Approach for implementation success, we architected a comprehensive HubSpot Sales Hub Enterprise implementation to serve as the organization's "Single Source of Truth." The technical build focused on collapsing boundaries through sophisticated configuration:
- CRM Consolidation & Data Migration: We executed a complex data cleanup and NetSuite migration to unify all legacy records into a single instance of HubSpot, utilizing Business Units and Team-Based Partitioning to maintain historical context while enabling global oversight.
- Automated Sales Architecture: We built a library of standardized HubSpot Sequences and automated workflows to replace manual outreach, ensuring a consistent brand voice across all new territories.
- Custom Pipeline Engineering: Instrumental configured specialized deal stages and Custom Properties that reflected the new unified sales motion, eliminating territory friction.
- Asset Recreation: All core sales collateral was modernized and transitioned into dynamic, trackable HubSpot Templates and Documents, allowing for real-time engagement analytics.
RESULTS The Results: Real-Time Visibility and Sales Velocity
The transformation from fragmented rivals to a unified sales force delivered immediate, high-impact business outcomes:
- 375% Surge in Sales Outreach: By removing manual data entry hurdles, the team's prospecting volume skyrocketed.
- 704% Increase in Call Volume: The centralized system and automated dialer logging drove unprecedented rep accountability and activity.
- Unified Market Intelligence: Leadership gained a 360-degree view of the combined pipeline, allowing for strategic territory reassignments based on data rather than legacy tenure.
- Elimination of Internal Competition: Automated collision detection in the CRM stopped "Double Prospecting" in its tracks, preserving brand reputation in the field.
- C-Suite Level Visibility: provide the Executive Team with the visibility they'd been longing for. We added to the technology stack with HubSpot's Reporting add on. The ability to customize reporting modules based on the metrics important to executives with automated delivery put the insights in their inbox at whatever frequency they wanted.
"I have been working with Instrumental for the past several years. They never cease to amaze! Awesome creations for my sales team! Their expertise in sales and marketing is always spot on!"
SUMMARY A Foundation for Growth
With all the pieces, people, and tools in place SRP Companies has the necessary foundation for scale. They're able to manage their nationwide new business efforts better than ever before. In short, they're able to:
- Manage all sales activity for both organizations managed in one CRM
- Report all metrics through a single dashboard
- Access a centralized set of sales tools from a single portal
By replacing NetSuite legacy chaos with a modernized HubSpot sales architecture, this organization has achieved a level of commercial agility that was previously impossible. The sales team now operates with a "Future Positive" narrative, no longer bogged down by the friction of the merger, but empowered by a scalable system that makes their continued market dominance inevitable. For the end-users, HubSpot is no longer just a database; it is the map they use to pioneer new territory.