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Case study

Financial Services Firm Unifies Operations and Accelerates Growth on HubSpot

Industry
Financial Services
Duration
8 weeks
Type
B2B
Solutions
Digital transformation & system architecture, HubSpot implementation, Strategic revenue operations & reporting, Automated digital document management

HubSpot products used

MarketingHub_Icon_Gradient_RGB_24px
Marketing Hub®

Pro

Product_Icon_Only_Sales_Hub
Sales Hub®

Enterprise

Product_Icon_Only_Service_Hub
Service Hub®

Pro

Product_Icon_Only_Operations_Hub
Operations Hub®

Pro

Acclarity, a private equity-backed financial services provider, embarked on a transformational journey to consolidate and scale its operations following a series of strategic acquisitions. With six firms already integrated, Acclarity’s leadership recognized the need for a unified, scalable platform to manage revenue operations across sales, marketing, and customer service. 

In partnership with accelant, Acclarity reimagined its systems and processes around HubSpot—implementing a robust infrastructure to accelerate growth, ensure operational consistency, and improve visibility across the customer lifecycle and pipeline. The initiative spans sales pipeline redesign, CRM governance, lifecycle mapping, and digital contracting within OneFlow to position Acclarity for agile scale. 

THE CHALLENGE

 

Each acquired firm brought distinct systems, sales styles, and operational workflows. This fragmentation presented challenges such as: 

  • Siloed Operations: Disconnected teams led to duplicative work, inconsistent experiences, and unclear ownership across functions. 
  • Inconsistent Sales Processes: Multiple pipelines and divergent qualification standards created confusion and limited oversight. 
  • Manual, Risk-Prone Contracting: Contracts were drafted manually using static Word docs with inconsistent formatting and slow internal review cycles. 
  • Limited Data Visibility: Leaders struggled to forecast pipeline or assess true sales performance due to fragmented and unstructured data. 
  • Scalability Gaps: The lack of standard systems and playbooks made scaling the go-to-market model with each acquisition increasingly difficult. 

Acclarity’s goal was bold yet clear: create an intelligent, scalable revenue operations engine to support future acquisitions and fuel long-term growth.

THE APPROACH

Optimizing CRM structure for scalability and efficiency with advanced configurations 

 

accelant led a multi-phase implementation focused on usability, unification, and extensibility. Key focus areas included: 

1. Standardizing the Sales Process in HubSpot 

Acclarity now operates from a single, standardized sales pipeline with defined deal stages and embedded automation. This consolidation enables consistent seller workflows and clearer reporting across deal types. 

Sales reps work from intuitive playbooks and deal record layouts that reflect a unified model across all acquired teams. This makes onboarding new reps and scaling proven processes significantly faster. 

 

2. Enforcing Qualification Standards Using MEDDIC 

To speed deal velocity and minimize time wasted with unqualified leads, accelant embedded the MEDDIC methodology directly into the HubSpot experience. Reps must: 

  • Identify the Economic Buyer 
  • Document the Decision Process and Decision Criteria 
  • Capture stakeholder insights and pain points 

Advancing from early deal stages now requires clear input on buyer roles and qualification criteria—built through custom workflows that ensure quality without slowing down reps. 

3. Aligning the End-to-End Customer Journey to Lifecycle Stages 

Acclarity's sales, marketing, and service teams now track every contact’s movement through HubSpot's native lifecycle stages, creating a shared understanding of where each client is in their journey.  

 

From initial interest to closed deal and beyond, lifecycle stages help: 

  • Segment leads for targeted nurture 
  • Align handoffs across GTM teams 
  • Forecast growth across each lifecycle phase 

This alignment is especially critical as more acquisitions onboard and new contacts enter the CRM. 

4. Oneflow Integration: Accelerating the Close 

Prior to this transformation, Acclarity’s contracts lived in disconnected Word documents—slowing deal closure, creating inconsistency across acquired brands, and risking compliance missteps.  

Oneflow is a digital contract management platform that replaces static PDFs and Word files with dynamic, interactive contracts. By integrating Oneflow with HubSpot and automating the full contract lifecycle, Acclarity’s has witnessed the following impacts: 

  • Scope, pricing, and contract language auto-populate from deal and playbook data—removing the need for repetitive manual entry. 
  • Custom properties in HubSpot define the engagement’s terms, including timelines, pricing, and deliverables. 
  • Line items are required on every deal, capturing precise services, rates, and margins—driving consistency and margin visibility. 
  • All stakeholders review and sign contracts from one centralized location, eliminating delays from email chains and disconnected systems. 


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This integration has not only reduced legal overhead and manual rework—it’s equipped Acclarity’s sales team with a faster, smarter way to close deals, align internal stakeholders, and deliver a unified client experience across all business units.

“Oneflow centralizes and automates what used to be scattered across docs, inboxes, and guesswork. Now, a single playbook entry updates the contract, informs resource planning, and closes the deal.

Laura Conway, Account Strategist at accelant


5. Data Clean-Up and Governance 

accelant led a CRM audit and cleanup, consolidating legacy data sources and standardizing record formats across contact, company, and deal records. This effort included: 

  • Required association of contact roles (e.g. Economic Buyer, Champion) 
  • Deal tags for missing data or compliance gaps 
  • Standardized naming conventions and deal segmentation 

These hygiene practices give leadership confidence in forecasting and performance data. 

6. Performance Reporting & Forecasting 

accelant built tiered dashboards for every key stakeholder group: 

  • Executive View: Pipeline health, win/loss trends, deal velocity 
  • Finance/CFO View: Revenue forecasting, aging pipeline, close rate analytics 
  • Sales Management: Market leader and CSL goal tracking via HubSpot’s forecasting tools 

Data visibility is no longer siloed or spreadsheet-dependent—every team now speaks the same metrics language.

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CLIENT TESTIMONIALS


Unmatched Support

Laura has been an incredible asset to the Acclarity team. Her extensive knowledge, ability to train, and patience throughout our team’s migration/learning process have helped us better understand the capabilities of our HubSpot instance and leverage it to the fullest. Five stars to Laura & accelant!

Rachel Miles

Marketing Lead

Thank You!

Laura was incredibly knowledgeable about HubSpot and was able to make changes to our design needs during our training! She was very patient and attentive to our questions and requests for help.

Curtis Reinhart

Senior Managing Director (CSL)

Great experience and ongoing support from Laura

Laura recently assisted our sales team with HubSpot onboarding/training. She was extremely knowledgeable, patient, and receptive to our questions and feedback throughout the training. In addition, she has continued to be responsive to one-off questions post training. I'd highly recommend Laura and Accelant to anyone considering HubSpot onboarding!

Melanie Gerosa

Sales

Wonderful and easy experience with Laura

Our HubSpot training and onboarding experience with Laura was fantastic. She was incredibly friendly, patient, and hands-on throughout the entire process. Laura provided our team with numerous tips and tricks that have made using HubSpot much more intuitive and efficient. Her approach really helped set us up for success.

Raul Acosta

Sales

Excellent Guide for HubSpot Onboarding

Laura was instrumental in helping our sales team get up to speed with HubSpot. From account setup to automating engagement letters, she ensured our team was well-versed in the platform and that all our questions were thoroughly addressed.

Sean Feeley

Sales

THE RESULTS

  • Faster Time-to-Close: With Oneflow and automated contracts, reps move deals forward without bottlenecks or formatting delays. 
  • Stronger Sales Execution: Standard pipelines, MEDDIC qualification, and real-time visibility into pricing and roles improve accuracy and confidence at every stage. 
  • Better Forecasting: Reporting tools provide tailored views for leaders and frontline teams alike—eliminating shadow systems and guesswork. 
  • Scalable Infrastructure: With standardized playbooks, product catalogs, and CRM structures, Acclarity can onboard new firms and teammates without reinventing the wheel. 
  • Reduced Manual Effort: Automated contract generation and synced data across lifecycle, pipeline, and revenue systems cut busywork for all teams. 

With unified data, integrated tools, and seller-centric workflows, the company is no longer just reacting to growth; it’s architecting for it. 

As acquisitions accelerate and teams expand, their new digital foundation ensures they can sell better, faster, and stronger—no matter how complex the journey ahead. 

Next Steps

Over the next 12–24 months, Acclarity’s transformation will expand to include: 

  • Marketing Automation & Campaign Attribution: Supporting a full-funnel revenue strategy 
  • AI Enablement: Leveraging OpenAI and Fathom for insight extraction and seller coaching 
  • Custom BigTime Integrations: Automating project setup and finance workflows 
  • Service Hub Activation: Launching feedback loops via CSAT and NPS surveys