About the client
Company: US healthcare provider
Industry: Healthcare and regenerative medicine
CRM stack: Salesforce to HubSpot Sales, Marketing and Revenue Hubs
Project: Complete HubSpot implementation with Salesforce migration, lead management, sales automation, payments and reporting
Cellaxys needed to move its commercial operation from Salesforce into HubSpot while redesigning the sales process around how its patient-care and sales teams actually work.
This was not simply a data import. The new portal needed to capture and qualify leads, route them between setters and closers, manage appointments, issue quotes, take refundable deposits, nurture lower-intent prospects and give leadership reliable pipeline reporting.
The challenges
- Salesforce held the existing commercial records, but the new HubSpot system needed a clean data model rather than a copy of the old setup.
- Leads arrived through multiple routes, including website forms and Meta, without one consistent qualification and ownership process.
- Setters and closers needed different responsibilities, scoring thresholds and handoff automation.
- The team needed separate in-person and virtual booking routes with confirmations and reminders.
- Quotes, signatures and refundable deposits needed to live inside the commercial workflow.
- Lifecycle stages, lead stages and deal stages needed to work together without becoming interchangeable.
- Leadership needed reporting across lead volume, conversion, pipeline health, revenue forecasting and rep activity.
- Clinical information needed to remain outside HubSpot, with HubSpot holding commercial and contact information only.
The solution
1. Process mapping and CRM architecture
I started with a live sales-process workshop and mapped the journey from first enquiry through qualification, consultation, deposit and closed deal.
The approved process became a complete CRM architecture map in Miro. This allowed the data model, automation and reporting to follow the real operation rather than HubSpot defaults.
2. Salesforce to HubSpot migration
I migrated the active commercial records from Salesforce into HubSpot, covering Contacts, Companies and open Deals.
The migration included:
- Exporting the relevant Salesforce records
- Mapping Salesforce fields to the new HubSpot data model
- Standardising the core contact, company and opportunity information
- Preserving useful historical information where it was available in the source export
- Testing the migration in stages before final validation
- Keeping Salesforce available as the historical record rather than filling the new pipeline with dead leads and closed historical opportunities
The key principle was to migrate what the team still needed to act on, rather than reproducing every legacy record and reporting problem inside HubSpot.
3. Lead capture, scoring and routing
I built the lead-management system around HubSpot's Leads object:
- Website form submissions create or update Contacts, associate Companies and create Leads
- Email and company-domain rules support contact and company deduplication
- Original and latest source information is retained for attribution
- Fit and engagement scoring identifies sales-ready prospects
- Lower-intent leads enter nurture rather than being discarded
- Leads route to setters first and move to closers when the agreed qualification threshold is reached
- Round-robin scheduling distributes qualification calls across the setter team
- Qualified Leads become Deals while carrying the relevant information forward
4. Pipeline, quotes and deposits
I configured the deal pipeline and stage probabilities around Cellaxys's actual commercial process.
The revenue flow includes:
- A structured HubSpot product library
- Quotes with line items and electronic signature
- Refundable deposit collection through HubSpot Payments
- Automated deal progression after payment
- In-person and virtual meeting schedulers
- Booking confirmations and reminder emails
This keeps the journey from qualification through quote, signature and deposit inside one system.
5. Marketing, calling and reporting
The build also brought the surrounding sales stack into HubSpot:
- Meta lead syncing and field mapping
- Aircall connection for automatic call logging
- Nurture workflows for prospects who are not yet ready to book
- Executive reporting for lead volume, source, lead-to-deal conversion, pipeline movement, forecasting, wins and losses, and rep activity
- Written documentation and live training for the team
The outcome
Cellaxys now has a HubSpot system designed around the complete commercial journey rather than a collection of disconnected tools and records.
The delivered system provides:
- A clean route from Salesforce into HubSpot
- One defined process for capturing, scoring, assigning and converting leads
- Clear setter-to-closer handoffs
- Automated nurture for lower-intent prospects
- Connected scheduling, quoting, signature and deposit collection
- Meta and Aircall activity feeding the CRM
- Leadership reporting built on clearly defined lifecycle, lead and deal stages
- Documentation and training so the team can manage the system after handover
Most importantly, the Salesforce migration was treated as part of the wider HubSpot implementation. The data, processes, automation and reporting were designed together, so the new CRM supports how the business intends to operate going forward.
What made the migration work
- Mapping the sales process before configuring HubSpot
- Designing the target data model before importing Salesforce records
- Migrating active, useful records rather than treating every historical record as equally valuable
- Separating lifecycle stages, lead stages and deal stages
- Testing the migration and automation in controlled stages
- Treating team adoption, documentation and training as part of the build
- Keeping clinical information outside HubSpot while using it as the commercial system
Timeline
Engagement length: Six weeks
Planning a Salesforce to HubSpot migration?
If you are moving from Salesforce or another CRM into HubSpot, I can help map the process, clean up the target architecture and build the migration around what your team actually needs to do next.