Rennie Salesforce to HubSpot CRM Migration

BFJ Digital migrated Rennie from Salesforce to HubSpot, rebuilt the sales pipeline to align with the business's current sales approach, and integrated approval steps into the deal process to ensure pricing decisions receive the necessary sign-off before an opportunity progresses.

Rennie's Salesforce environment had grown costly to run and complicated to report on, which meant the sales team had stopped following a consistent process. Years of customer and opportunity data sat inside it, and none of that history could be lost in a move.

Underneath the platform question sat a commercial one. Pricing decisions were being made inside deals without a structured review point, so margin was exposed at the moment it needed the most protection.

Rennie needed to migrate its historical data without loss, bring the sales team back to a consistent process, tidy the opportunity pipeline, build deeper deal management and put proper commercial controls around pricing and margin.

We designed and built a HubSpot CRM that aligns with Rennie's commercial operations, encompassing the CRM strategy, the full Salesforce migration, and the deal architecture that sits on top of it.

The build gives Rennie a platform the sales team will use and a set of controls that protect margin inside the sales process. Email marketing moved across at the same time, so campaign activity and sales activity now sit against the same customer record.

Salesforce migration

We handled the full Salesforce to HubSpot migration and restructured the data as it moved, so Rennie started on a clean structure suited to how it reports now.

The historical customer and opportunity records came across intact, which meant the team could work entirely in HubSpot from day one without keeping a legacy system open for reference.

Pipeline and automation

We designed custom deal stages that reflect the way Rennie's opportunities progress, which gives the team a clearer read on where an opportunity sits and what has to happen next. A pipeline that matches the real sales process is also a pipeline that leadership can forecast from.

Automated workflows tightened follow-up and took manual administration off the sales team, so the time between deal activity and the next action came down.

Margin control and deal approvals

We built gated deal checkpoints and approval workflows across Rennie's service lines. Margin reviews and approval steps trigger at set points in the deal, so pricing decisions receive the right sign-off before an opportunity can move forward.

This gives Rennie commercial control inside the sales process. Discounting is visible while a deal is live, which means the margin is managed during the sale and reported on afterwards.

Sales engagement scoring

We built Rennie a custom engagement scoring model that measures what each salesperson does across the life of a deal. Leadership can see who contributed to a win and how, which supports fairer recognition and shows which behaviours are present in the deals that close.

Email marketing consolidation

We moved Rennie's email marketing out of Mailchimp and into HubSpot, and built new marketing email templates. Campaign activity now sits against the customer record, so the sales team can see what a contact has received before making the call.

Rennie runs sales and marketing from one platform with the full customer history intact. The pipeline is easier to read because the deal stages match the way the business sells, and margin is protected by approval steps built into the deal process.

Outcomes

• Customer and opportunity history migrated from Salesforce intact
• Clearer visibility across the sales pipeline
• Margin protected through structured approvals
• Salesperson contribution is measured across the deal lifecycle
• Email marketing and CRM running on the same platform
• Less manual administration through automation