Orchestrating a Multi-Hub Enterprise Migration to Scale North America’s Premier Tile Importer
Bedrosians leverages Aircall and HubSpot for a fully integrated communication and relationship management system.
OVERVIEW The Vision: Modernizing the Tech Stack to Drive Global Organizational Value
Bedrosians Tile & Stone is a titan of the American design and construction industry. As one of the largest independent porcelain tile and stone importers in the U.S., they operate at the intersection of artisanal quality and massive distribution.
Led by Chief Digital & Technology Officer Nirbhay Gupta, the organization recognized that its existing infrastructure could no longer support its sophisticated market position.
The goal was clear: leverage the expertise of a certified implementation team to re-platform and modernize the tech stack to drive organizational value and provide a seamless experience for a global customer base.
CHALLENGE The Friction: Overcoming Decades of Technical Debt and Disconnected Data Silos
Before partnering with Instrumental, Bedrosians’ growth was anchored by Platform Complexity. The internal team was fighting against a fragmented architecture that made real-time decision-making impossible.
- The Legacy Divide: Sales operations were trapped in Pipedrive, while marketing engagement lived in Mailchimp. This disconnect created a "black hole" in the customer journey, leaving leadership without clear attribution.
- Operational Friction: A lack of automation meant that high-stakes promotional windows, specifically the Black Friday season, required manual intervention, risking data integrity.
- Data Stagnation: With hundreds of thousands of records scattered across tools, the organization lacked a "single source of truth," making it impossible to scale personalized customer service or targeted sales outreach.
- Disconnected Telephony: With a legacy analog phone solution, Bedrosian's lacked the ability to integrate a critical communication channel into its CRM.
SOLUTION The Architecture: Executing a High-Volume Migration and API-Driven Data Strategy
Following our Pioneer’s Approach, we architected a hardened, enterprise-grade engine. We executed a total multi-hub migration to HubSpot Marketing, Sales, and Service Enterprise, centralizing every touchpoint.
The Technical Build:
- High-Volume Pipedrive Migration: We utilized Migratr tooling to transition ±350,000 records from Pipedrive to HubSpot. This included all users, people, organizations, deals, and engagement history (emails, calls, files, attachments, and notes).
- Mailchimp Consolidation: We surgically migrated 100,000 marketing contacts, cleaning the data foundation and mapping them into Smart Lists for immediate automated nurturing.
- Custom Website API Integration: We co-piloted with Nirbhay on a one-directional API sync between the Bedrosians website and HubSpot, ensuring web-lead data flows into the CRM with zero lag for immediate sales follow-up.
- Marketing, Sales, and Service Hub Configuration: A complete, best-practice configuration of the three primary HubSpot Hubs was included. The configuration matched each team's production workflow, empowering successful operations.
- Strategic Stack Alignment: Unified internal/external communications by procuring, onboarding, and integrating Aircall for superior telephony and Microsoft Teams for real-time internal deal collaboration.
RESULTS The Impact: Achieving Elite-Level Agility and Unified Customer Intelligence
The transformation moved Bedrosians from manual chaos to a state of "Elite-level" operational agility. By the time the Black Friday rush arrived, the system was optimized and battle-ready.
- Consolidated Intelligence: By retiring Pipedrive and Mailchimp, Bedrosians achieved a 360-degree view of their customers, eliminating data silos and reducing the total cost of ownership.
- Zero-Lag Lead Flow: The website integration allowed the team to process thousands of leads with zero manual friction, ensuring no high-value opportunity was missed during peak seasons.
- Visibility at Scale: We deployed Custom KPI Dashboards providing real-time visibility into sales velocity, marketing ROI, and service ticket resolution times.
- Hardened Data Foundation: Through rigorous Migration Audits, we mapped over 40 custom fields, ensuring that the ±450k total records migrated were clean and actionable at launch.
- Integrated CRM + Telephony: By adding both HubSpot and Aircall to the technology stack and leveraging the dynamic integration capabilities to centralize and streamline communications.
SUMMARY The Future: Making Complex Systems Simple and Success Inevitable
By replacing fragmented legacy tools with a unified HubSpot foundation, Bedrosians Tile & Stone has "pioneered" a new standard for their industry. They no longer operate in the dark; they operate with a system as refined and durable as the stone they distribute.
Through Deep-Tier ADKAR Training and an Essential Optimization Plan, the Bedrosians team is empowered to act as a true partner to their customers. They have the agility to pivot with market trends and the technical infrastructure to ensure that as they grow, their system scales with them.
For Bedrosians, the complex has become simple, and their continued market dominance is now a matter of execution, not luck.