What we learned transforming our sales operations with HubSpot

As a HubSpot Platinum Solutions Partner, we help organizations get more value from HubSpot through everything from implementation and custom integrations to martech enablement and revenue operations (RevOps) consulting.

But we've also experienced many of the same CRM challenges our customers come to us with.

As New Era grew, so did the complexity of managing sales activity across our global organization. Different business units were using different CRM platforms and processes, making it harder to collaborate, report consistently, and get a clear view of sales performance.

So, we put our own HubSpot expertise to work.

We migrated more than 150 sales users to HubSpot Sales Hub Professional, creating a more unified and scalable foundation for our sales organization. Here's what we learned along the way — and what other organizations considering a CRM transformation can take from our experience.

Growth can expose the gaps in your sales operations

Like many businesses experiencing rapid growth, our teams had developed different ways of working across different business units. Multiple CRM platforms and processes created silos that made it increasingly difficult to operate as one connected sales organization.

This created several challenges:

• Duplicated effort: Teams could recreate the same opportunities across different pipelines, limiting our ability to measure performance consistently.
• Reporting headaches: Creating a company-wide view of sales activity meant bringing together information from spreadsheets stored in different locations and with different access permissions.
• Platform limitations: ConnectWise played an important role within our business, but it wasn't designed primarily for sales operations. Sales users needed capabilities such as outreach activity tracking, email integration, enrichment tools, and greater pipeline visibility.

Why we chose HubSpot

We needed a true CRM that could scale with our organization, be customized around our requirements, and help bring teams and data together.

HubSpot was a natural fit for several reasons.

Our marketing team was already using HubSpot Marketing Hub Enterprise, while our inside sales teams had experience using Sales Hub for prospect outreach. Expanding our use of the platform offered an opportunity to create stronger alignment between marketing and sales.

We also needed greater flexibility around customization and reporting. For example, rather than relying on scattered checkboxes to categorize opportunities, we could use HubSpot's native "Deal Type" property to create a more consistent view across different revenue streams.

Most importantly, our sales users would have a CRM designed around the work they actually do — giving them somewhere to log activity, collaborate across business units, understand their pipelines, and identify cross-sell opportunities.

Putting our HubSpot expertise to work

Our own digital practice, which supports customers with HubSpot implementations and onboarding, handled the configuration and deployment.

That gave us an unusual advantage: the people implementing our CRM weren't simply familiar with HubSpot. They were certified consultants accustomed to helping other organizations solve many of the same challenges.

The migration of more than 150 users was completed in approximately two months.

There were several important elements behind that approach.

Start with people, not configuration. We began by training key stakeholders and gathering feedback from users. That helped us understand where processes could be unified and where different teams genuinely needed different ways of working.

Test before you scale. A pilot group of around 15–20 users took part in a soft launch, giving us an opportunity to test the platform, gather feedback, and fine-tune the experience before expanding it across the wider sales organization.

Configure around the business. We developed custom dashboards, established permissions, configured pipelines, and worked with a third-party vendor to integrate HubSpot with ConnectWise.

The goal wasn't simply to reproduce existing processes in a different CRM. It was to use the move as an opportunity to simplify how our teams worked together.

What changed after the move to HubSpot

Sales reps now have personalized dashboards, centralized reporting, greater pipeline visibility, and a clearer view of opportunities across the business — reducing reliance on disconnected spreadsheets and making it easier for teams to collaborate.

As New Era Account Executive, Laura Justham, explains:

"Transitioning to HubSpot has been very smooth, and I feel that it will streamline our workflows. The intuitive interface and features have made it easy to adapt quickly. I look forward to seeing productivity gains with so many 'at a glance' features through the dashboard."

What our own HubSpot transformation taught us

Our own transformation reinforced an important lesson: CRM transformation is a business project, not simply a technology project.

Success depends on aligning the platform with your people, processes, data, and growth objectives — and continuing to evolve it as the business changes.

Putting our experience to work for our customers

Our own HubSpot transformation reinforced something we already knew from working with customers: CRM success isn't simply about choosing the right technology. It's about aligning the platform with your people, processes, data, and growth objectives.

As a HubSpot Platinum Solutions Partner, New Era helps organizations do exactly that.

Our HubSpot specialists support organizations across areas including custom integrations, martech enablement, and RevOps consulting. We can also help connect HubSpot with the wider technology ecosystem, including integrations with Microsoft Dynamics.

Whether you're considering HubSpot for the first time, planning a migration, or looking to get more value from an existing investment, our team brings both hands-on platform expertise and the experience of having undertaken the transformation ourselves.

We've been on both sides of the journey.