Springline Advisory Unifies and Scales Operations Across Six Firms

Industry: Professional Services

Duration: Ongoing

Type: B2B

Solutions: HubSpot implementation, CRM architecture and strategy, custom project management integration

HubSpot products used

: Marketing Hub®

Enterprise

: Sales Hub®

Enterprise

: Service Hub®

Enterprise

: Data Hub®

Enterprise

: Content Hub®

Enterprise

: Commerce Hub®

Enterprise

Springline Advisory is a financial and business advisory firm on a mission to redefine the middle‑market accounting and advisory landscape. The firm combines the personalized service and culture of a boutique practice with the capabilities, scale, and infrastructure of a larger national organization.

By partnering with entrepreneurial, people-first firms, Springline is expanding its national reach while delivering broader expertise and deeper advisory support than traditional regional models allow.

To support this vision, Springline needed to integrate a wide range of systems, workstreams, and team structures into a single, streamlined operating model. This meant aligning technology, operational processes, and people across six founding firms to create a more consistent, scalable, and efficient way of working.

Springline partnered with accelant to implement an enterprise-grade HubSpot platform that could serve as a single source of truth across the organization.

THE CHALLENGE

Springline Advisory was poised for aggressive growth, but their internal systems weren’t built to scale with them. Each founding firm operated independently, with its own tools, data structures, and processes. Without a shared CRM or reporting model, Springline struggled to gain visibility, unify operations, or onboard new firms effectively.

Siloed CRMs and data systems across entities

Each of the six founding firms relied on different combinations of STAR (a practice management system), CCH Axcess (a tax and accounting solution), and partially configured HubSpot or other CRM instances. Without a shared system of record, sales, delivery, and marketing teams lacked a unified view of the customer or lifecycle.

Inconsistent processes slowed scaling

Sales pipelines, customer lifecycle, and partner ownership models varied widely between entities. This made it difficult to onboard new reps, maintain process integrity, or scale shared best practices.

Lack of centralized visibility and reporting

Key business data—including billing, engagement status, and delivery timelines—lived in STAR and CCH, disconnected from HubSpot and other systems. Without integrated tools or shared data definitions, leadership couldn’t rely on consistent metrics or access a clear view of client health, performance, or pipeline activity.

Adoption risk across a growing organization

Even with strong leadership buy-in, Springline needed a way to drive long-term adoption across departments, regions, and future acquisitions. Without scalable training, governance, and change management, the risk of CRM underutilization remained high.

THE SOLUTION

To help Springline scale with clarity and confidence, accelant applied its structured delivery methodology to ensure every step of the digital transformation aligned with Springline’s long-term vision and organizational structure.

The engagement was delivered in four strategic phases. Each one built on the last to deliver early impact, reduce friction, and prepare the organization for growth.

Phase 1 — Building a Unified Foundation for Founding Firms

The engagement began with a strategic M&A prototype that validated HubSpot’s potential. accelant then expanded into a full-scale implementation and CRM architecture across all six founding firms.

Conducted business-led discovery to inform architecture, permissions, and reporting
Designed unified HubSpot data architecture aligned to Springline’s partner-led sales model
Standardized lifecycle stages, deal pipelines, and commercial workflows
Delivered first value within 120 days and supported a full enterprise suite rollout

This phase established a scalable baseline for how Springline’s firms could operate as one, creating immediate value while setting the tone for future adoption.

Phase 2 — Custom STAR Integration for Full Lifecyle Visibility

To close the gap between delivery and revenue teams, accelant supported the design and implementation of a custom integration between HubSpot and STAR, Springline’s legacy practice management system.

Partnered with Springline’s engineering team to develop a custom STAR integration
Mapped jobs, client records, and financial data into HubSpot using custom objects
Documented sync rules, data structures, and object relationships for accuracy
Enabled sales and leadership teams to view client health, delivery progress, and billing status directly from HubSpot

By connecting STAR and HubSpot, Springline moved closer to a fully integrated system architecture that could support both strategic oversight and day-to-day coordination.

Phase 3 — Departmental Expansion

As adoption increased, Springline expanded use of HubSpot across additional departments and leadership tiers.

Equipped Corporate Development with a qualification engine for acquisition sourcing, leading to a Marketing Hub Pro upsell
Delivered campaign, lead quality, and demand generation reporting for Marketing
Built customized dashboards for Managing Partners, individual Partners, and executive leadership

This phase deepened alignment across departments and extended the CRM’s role as a centralized platform for business operations.

Phase 4 — Training & Enablement

As Springline prepared for continued acquisitions, accelant focused on building the infrastructure needed to onboard new firms efficiently and support long-term platform adoption. Central to this phase was a robust training and enablement program designed to help teams operate confidently within HubSpot, no matter their role or business unit.

Delivered role-based training aligned to sales, marketing, and operations teams
Launched a branded digital training hub to support ongoing adoption and self-serve enablement
Created structured onboarding and data migration playbooks to guide new firm integrations

This final phase established the infrastructure, governance, and training foundation needed to support Springline’s next wave of growth and technology maturity.

CLIENT TESTIMONIALS

Unbelievable Onboarding Training with Katlynne

“We are in the middle of our implementation with accelant and below is an excerpt from an email already shared with the team about Katlynne: We want to thank you for your outstanding approach to the HubSpot training—your expertise, professionalism, and positive energy made a real difference, shifting the team’s attitude and engagement, and setting us up for strong adoption moving forward. You made the content approachable and relevant, helping us with the rollout. I don’t know if I’ve ever heard as many positive compliments about a trainer throughout my career.”

Todd Oliverio

CRM Project Manager

Phenomenal Business Partner

“Highly recommend! From strategic consulting and training to tactical data migration, they’ve been an incredible business partner!”

Brad Kuglin

SVP, Head of Growth & Commercial

THE RESULTS

Springline’s reimagined CRM operating model now spans six legacy firms and enables the organization to grow with confidence. HubSpot serves as the system of record across departments, creating shared visibility, aligned processes, and scalable infrastructure for continued expansion.

One unified CRM across all founding firms

All six legacy firms now operate from a single HubSpot environment. Lifecycle stages, pipelines, and partner workflows are standardized, making cross-firm collaboration and onboarding more efficient.

Full lifecycle visibility for sales, delivery, and finance

With STAR integrated into HubSpot, teams have access to client health, billing status, and project data—enabling more informed, coordinated decision-making across departments.

Role-specific dashboards for partners and leadership

accelant developed tailored reporting for managing partners, individual producers, and executives. Each group now has real-time access to clean, reliable performance data without relying on manual reporting.

Faster onboarding and operational consistency

Structured playbooks and repeatable CRM architecture allow newly acquired firms to be integrated efficiently, without starting from scratch or retraining teams on new processes.

Enablement infrastructure built to scale

Live training, a branded digital training hub, and role-specific resources ensure Springline’s teams are equipped to adopt, manage, and evolve the platform as the organization grows.