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Vested Marketing helped a post-acquisition organization consolidate two legacy HubSpot portals into a single, clean CRM and marketing system designed for its new brand, leadership structure, and growth strategy. |
Instead of merging legacy portals and inheriting technical debt, the company launched a new HubSpot portal that preserved historical data while enabling standardized processes, accurate reporting, and long-term scalability.
The company faced significant operational and reporting challenges after its acquisition due to operating two separate HubSpot portals tied to different legacy companies, brands, and workflows.
This fragmented setup created operational friction, reporting inconsistencies, and limited visibility for leadership and investors.
Key challenges included:
Disconnected CRM systems: Two HubSpot portals operated independently, each with conflicting pipelines and lifecycle stages.
Inconsistent processes: Sales and marketing teams followed different workflows depending on the legacy system they used.
Duplicate and unclear data ownership: Records were duplicated across portals, making it difficult to determine source of truth or accountability.
Low reporting confidence: Leadership and investors lacked trust in reporting accuracy due to inconsistent data structures.
Legacy system risk: Existing portal structures were not aligned with the new brand and risked carrying forward outdated processes.
The organization needed a unified CRM built for the new company, not its legacy systems. We’ve seen this same challenge across engineering and industrial organizations, including firms like PES, where underutilized CRM systems and fragmented digital strategies limited efficiency until HubSpot was fully implemented and aligned with how the business actually operates.
Vested Marketing recommended a new HubSpot portal instead of merging portals to avoid inherited technical debt and align the CRM with the new company’s structure and processes.
From a cost, scalability, and data-integrity perspective, a clean portal provided a stronger foundation.
Our approach allowed the company to:
Avoid inheriting technical debt
Redesign pipelines and lifecycle stages correctly from day one
Align HubSpot with the new brand and sales motion
Create clean, defensible reporting for leadership and investors
Preserve historical data without compromising future workflows
Vested guided leadership through the decision-making process to ensure the long-term implications were fully understood before moving forward.
Vested Marketing executed the HubSpot migration and consolidation through a structured, end-to-end implementation that included a full portal migration, pipeline consolidation and redesign, and strategic process consultation aligned with the new brand and sales motion.
The new portal included:
HubSpot Sales Hub Professional
HubSpot Marketing Hub Professional
All contacts from both legacy portals
Historical deal, activity, and engagement data
Historical data was intentionally mapped into the new structure so reporting remained meaningful without cluttering current workflows.
Two legacy sales pipelines were merged into one unified pipeline aligned with the new sales motion.
This included:
Rebuilding deal stages with standardized definitions
Accurately placing historical deals for reporting continuity
Eliminating redundant or outdated stages
Rather than copying old workflows, Vested partnered with leadership to redesign sales and marketing processes aligned with the rebranded organization.
This ensured:
Teams could move forward without losing historical context
Processes supported future growth, not past constraints
HubSpot reflected how the business actually operates today
Vested Marketing delivered scalable, role-based dashboards that improved reporting clarity, visibility, and trust for sales teams, leadership, and investors.
Reporting included:
Sales team dashboards for pipeline visibility and activity tracking
Leadership dashboards for forecasting, conversion rates, and revenue insights
Investor-ready reporting for high-level growth and performance visibility
All reports were designed to be intuitive, reliable, and scalable as the company grows. With clean data and trusted reporting in place, teams are better positioned to take advantage of HubSpot dashboards, reporting, and AI tools to drive ongoing performance and accountability.
After unifying HubSpot, the company achieved immediate operational clarity and long-term confidence through standardized processes, clean data, and reliable reporting.
Key outcomes included:
This project positioned the organization for sustained growth following its acquisition and rebrand.
Other post-acquisition teams can achieve the same results by resetting their CRM foundation with a clean HubSpot implementation instead of forcing legacy systems together.
Vested Marketing’s proven approach of discovery, strategic consultation, clean implementation, and enablement ensures HubSpot is built to support future growth, investor visibility, and operational clarity. This same methodology has been successfully applied across complex, mission-driven organizations, including in our case study on how a clean energy cooperative unified sales operations with HubSpot Sales Hub Professional, where replacing fragmented systems with a single CRM created immediate consistency and long-term scalability.
To clearly illustrate the impact of this approach, the table below highlights how an organization’s sales and marketing operations change before and after unifying HubSpot under a single, purpose-built system.
For teams that already have HubSpot in place but aren’t confident they’re using it to its full potential, auditing your portal is a critical next step. In our guide on how to evaluate your HubSpot investment and maximize ROI, we break down the core tools such as data management, deal flows, workflows, integrations, SEO insights, and dashboards that should be reviewed to ensure your portal is actually supporting growth, not creating friction.
Vested Marketing is a HubSpot Diamond Partner that helps organizations modernize sales and marketing operations during periods of change.
After this successful migration and rebrand, the client continued working with Vested as their ongoing HubSpot partner. Today, we provide continuous support across Sales Hub and Marketing Hub, helping the team refine processes, build new reports, and adapt HubSpot as the business evolves.
If your organization is preparing for an acquisition, rebrand, or CRM consolidation, let’s build a HubSpot system you can trust. Contact Vested Marketing to get started.
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