Leading Manufacturer’s Digital Transformation: Fueling Scalable Growth with HubSpot

OVERVIEW

Our client is a premier U.S. manufacturer of self-unloading trailers. With six business units—including financing, rentals and parts—our client has matured into a complex, mid-market organization. Their growing operations demanded better systems for collaboration, visibility, and data integrity. However, legacy tools fractured their workflows and limited their ability to scale. 

With accelant as their strategic partner, the client launched a full CRM migration to HubSpot. What began as a technology overhaul evolved into a company-wide transformation in process—fueling faster sales cycles, stronger internal alignment, and a furtherance of the client's commitment to customer-first operations. 

THE CHALLENGE

Missed Opportunity for Integrated Growth 

Despite a well-integrated portfolio of products and services, our client lacked the digital infrastructure to support internal referrals and drive holistic growth. This limited the team’s ability to effectively cross sell out in the field. 

Siloed Systems, Fragmented Workflows 

Sales, service, and marketing operated in disconnected tools. From Salesforce to local spreadsheets, communication breakdowns and redundant data entry were the norm. Cross-functional referrals were slow and leads sometimes fell through the cracks. 

Lack of a Unified Customer View

With data split across multiple systems such as loan applications, warranty records, and service histories, no team had full visibility into the customer journey. This not only hampered customer experience but also limited the client’s ability to identify cross-sell and upsell opportunities. 

Gaps in Reporting and Executive Visibility 

Without real-time dashboards, marketing attribution and sales performance had to be stitched together manually. Strategic insights were delayed, and sales-marketing alignment suffered. 

THE SOLUTION

Phase 1: Strategic Discovery 

accelant conducted org-wide discovery to uncover inefficiencies and align every team around a shared HubSpot architecture and roadmap. This phase unearthed critical insights, including the need for stronger referral architecture and use of a pre-pipeline Lead Object, and laid the groundwork for deep process redesign. 

Phase 2: Salesforce Migration and CRM Overhaul 

• Full data migration from Salesforce: contacts, accounts, and opportunities, along with the activities, cases, attachments, and tasks that recorded historical customer interactions. 
  
  

• Re-architecture of HubSpot to support the client’s business units, with pipelines for sales and pre-owned, parts, and financing. 
  

• Lead routing logic, territory assignments, and deal-based automation were established to support end-to-end collaboration. 

• Embedded attribution reporting and campaign tracking through Marketing Hub Enterprise.
• Migrated support processes from Salesforce Cases to HubSpot Service Hub.
• Integrated forms and email-based intake into ticketing workflows.
• Customized role-specific dashboards and Kanban boards for support reps.

Phase 3: Capital Migration

The client migrated its complex loan financing arm to HubSpot. This process involved: 

• HubSpot Sensitive Data Properties to ensure compliant handling of sensitive information
• A Custom Loan Applications Object to track detailed intake forms
• Separate Lead and Deal pipelines, with automations
• An executive Dashboard to track team activity 

Change Management & Training 

A critical factor in our client’s successful digital transformation was a commitment to and championing of change from their executive leadership. Their team recognized the complexity and scale of the digital transformation they were undertaking and invested in thoughtful, high touch change management in partnership with accelant.  

From the start, accelant recognized that providing enablement support to the client’s teams, many of whom were field-based, fast-moving, and juggling complex sales motions, was essential to adoption. 

To meet diverse team needs, accelant designed a custom onboarding curriculum tailored to each business unit. Training sessions were team-specific, allowing participants to explore workflows, ask targeted questions, and gain confidence using HubSpot in their day-to-day operations. Office hours following the dedicated trainings provided needed support as users started actually using the new system. 

These trainings delivered: 

• Curriculum design and custom decks with relevant talk tracks for each division
• Team-specific live training sessions to foster deeper engagement and context
• Office hours and managed service check-ins post-launch for continued support
• User-centric assets such as SOPs, presets, and playbooks for ongoing enablement 

THE RESULTS

In just 12 weeks, the client transitioned from fragmented systems to a unified, fully integrated HubSpot ecosystem, laying the groundwork for scale, visibility, and cross-functional collaboration. 

Climbing Referral Revenue 

A single checkbox on a Deal record now routes internal referrals between teams—like a financing or parts need on a trailer sale. This simple automation has already generated more than $50k in revenue and is expected to scale as adoption grows. 

Improved User Experience and Adoption 

Sales reps, many working remotely or on the road, quickly embraced HubSpot. Success was driven by team-specific training, a custom onboarding curriculum, and ongoing office hours, all tailored to each business unit’s unique workflows. 

Enhanced Collaboration and Visibility 

With marketing, sales, and service now operating from a shared customer journey data source in HubSpot, cross-functional alignment has improved. Teams now work together more effectively, with fewer silos and better customer insight. 

Built for Scale 

HubSpot is now fully tailored to the client's complex structure. Role-based views, scalable pipelines, and smart automations equip every team for future growth.