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Case study

Transforming Townsend Energy’s Sales and Service Ops with HubSpot

Re-Architecting Systems and Workflows for Speed, Visibility, and Scale

Industry
Energy Distribution
Duration
3 months
Type
B2B
Solutions
Salesforce Migration, Custom Cargas Integration

HubSpot products used

MarketingHub_Icon_Gradient_RGB_24px
Marketing Hub®

Professional

Product_Icon_Only_Sales_Hub
Sales Hub®

Professional

Product_Icon_Only_Service_Hub
Service Hub®

Professional

Townsend Total Energy is a longstanding provider in the energy sector, delivering reliable, efficient services across New England. Known for their commitment to customer satisfaction, Townsend provides tailored energy solutions that meet the diverse needs of homeowners and businesses. 

Facing mounting operational inefficiencies and limited system integration, Townsend partnered with accelant to modernize their infrastructure—migrating from Salesforce, connecting deeply with their ERP, Cargas Energy, and unlocking automation across their sales and service pipelines. In just four weeks, accelant delivered a scalable HubSpot build designed to streamline workflows, improve data integrity, and support future growth. 

“

I am incredibly satisfied with the accelant team and their consultative, solution-oriented approach. They were able to help us navigate challenges effectively and brought a wealth of both technical & practical experience to bear on the project. I look forward to future projects with the accelant team and would happily recommend them as a partner.

Cory Grimm, Chief Information Officer

THE CHALLENGE

Townsend Energy confronted several critical roadblocks that hindered both efficiency and visibility:

Fragmented Systems: The company relied on Salesforce alongside Cargas Energy as sources of data truth. However, due to integration limitations, Salesforce and Cargas operated in silos, preventing a unified view of the customer journey. Additionally, marketing was working out of HubSpot, while sales operated entirely from Salesforce.

Data Structure Complexity: The core data model in Cargas did not align with HubSpot’s native association-based structure. Customers, locations, and equipment had to be reimagined within HubSpot to maintain relationship integrity and historical visibility. This made native syncs impossible and required custom architecture. Prior to the migration, Salesforce held no location data—a critical gap for a business where service and billing are tied to physical properties.

Case Study Diagrams - Townsend Energy

Inefficient Sales Workflows: Reps had to toggle between platforms, leading to manual data entry, missed opportunities, and inconsistent lead handling. Doubling manual entry time for their sales team.

Lack of Automation: Scheduling, follow-ups, and field-to-sales handoffs were heavily manual, leading to missed cross-sell opportunities and a disjointed customer experience.

No Central Customer View: Without an integrated system, teams lacked visibility into past interactions, property history, or open service issues, slowing down every touchpoint.

Underutilized Marketing Data: With marketing and sales data split across systems, campaign influence and ROI were impossible to track. 

 

THE SOLUTION

Phase 1: HubSpot Implementation & Core Integration 

  

accelant built a fully custom HubSpot system to match Townsend’s service model and business logic—linking customers, locations, and deals into a unified system:

System Architecture Aligned to Customer Journey: Lifecycle stages, lead statuses, and qualification workflows were restructured into pipelines aligned with Inside Sales, Equipment, and Propane/Multi-Fuel divisions.

Case Study Diagrams - Townsend Energy (1)

Real-Time Integration with Cargas: Using middleware (n8n, Pipedream), data now syncs seamlessly between HubSpot and Cargas, including core records for customers, locations, and equipment.

Case Study Diagrams - Townsend Energy (2)-1

Contact & Location Sync: Enabled clean, bi-directional association between service locations and customer profiles—a previously unavailable view in Salesforce.

Case Study Diagrams - Townsend Energy (3)-1

Operational Safeguards: Validation rules and sync logic were implemented to prevent incomplete data from triggering customer creation or deal closure.

"One of our goals in switching to HubSpot was to be more self-sufficient. During implementation, we realized just how much control and visibility this gave us. I made a change and saw it work within minutes—that’s a big deal."

Judy Rivera, Customer Success Manager

 

Phase 2: Deepening Capabilities & Usability 

  

Move-In / Move-Out Interface: To maintain data integrity as consumer addresses change, accelant developed a custom “move in / move out” interface directly within HubSpot. Built as a center-panel card, this tool allows reps to activate or deactivate customer-location relationships, maintaining historical delivery and billing continuity while syncing updates back to Cargas. 

This eliminated the need for error-prone manual tracking and gave both inside and field teams immediate insight into location status.

image (18)

image (19)

Sales Automation: Field Notes → Deals 

To capture cross-sell opportunities uncovered during service visits, accelant created an automation that scans Cargas for notes tagged as “Sales Lead.” When found, HubSpot automatically generates a deal with all relevant context—no manual entry or internal calls required. 

Field techs—who don’t use HubSpot—can now flag sales leads directly in Cargas. Previously, they’d have to call the office. Now, those opportunities flow automatically into HubSpot for the sales team to act on immediately. 

This ensures that service-triggered leads (e.g., “your furnace is 30 years old”) are captured and pursued in real time. 

Installation Alerts & Coordination 

Additional workflows were implemented to surface installation reminders and status changes in both systems, aligning operations and scheduling without double entry. 

Forecasting & Reporting Enhancements 

HubSpot’s pipeline dashboards were customized to reflect deal probabilities, job cost fields, and timelines—helping Townsend forecast revenue and manage pipeline health with greater precision.

image (17)

 

This build gives us visibility we’ve never had before. It’s intuitive, automated, and lets us focus on the customer—not the system.

Kristen Reppucci, Townsend Energy

 

Closing the Loop with Customer Surveys

 

To capture real feedback and improve service quality, accelant configured three types of automated surveys in HubSpot: 

  • Installation Satisfaction Survey: Triggered upon job completion, collecting customer feedback tied to the deal record. 
  • Net Promoter Score (NPS): Sent on a recurring basis to measure loyalty and overall satisfaction. 
  • Custom Feedback Survey: Based on their legacy Google Form, this version includes targeted questions tied to communication, billing, and cross-sell prompts like "Do any rooms in your home not heat/cool effectively?" 

Survey logic included dynamic follow-ups, team notifications based on sentiment, and dashboard visibility—giving Townsend a scalable way to listen and act.

image (20)

 

THE RESULTS


  • HubSpot fully implemented and integrated with Cargas in just 4 weeks
  • Improved data integrity
  • Manual field-to-sales handoffs have been eliminated 
  • Sales reps now act on cross-sell leads faster and with better data 
  • Move-in / move-out is fully automated and synchronized across systems 
  • Sales workflows are consistent, reportable, and aligned to operations 
  • High adoption across teams and strong internal ownership of the system

Interested in learning how your organization can benefit from accelant’s customized HubSpot solutions? Contact us to discover how we can streamline your operations and help you achieve your business goals.