Canadian SaaS Firm Scales Sales With HubSpot Onboarding

The challenge: from spreadsheets to strategy

For many mid-market businesses, sales operations are held back by outdated tools and disconnected processes. That was the case for a Canadian-based SaaS provider specializing in sales acceleration for companies that sell through independent retail channels. Their sales team relied heavily on Excel spreadsheets to manage contacts and deals and used external tools for outreach. Without a centralized system, they struggled with data integrity, limited visibility into new leads, and no reliable reporting to measure performance.

The company faced three key hurdles:

• Disorganized processes: Sales activities were fragmented across Excel, MixMax, and manual tracking, leaving no single source of truth for deals.
• Data migration headaches: Importing legacy data was painful, with duplicates and errors undermining confidence in the system.
• Lack of automation and reporting: The leadership team knew they needed automation and better reporting but lacked a roadmap to get there.

The solution: building a foundation in HubSpot

• Strategic pipeline setup: A customized deal pipeline was built in HubSpot, reflecting the company’s actual sales stages from “Discovery Call” through “Proposal Sent.” A workflow was also created to automatically generate deals from meeting bookings—an essential step to ensure consistency and visibility.
• Data governance and migration: Using HubSpot’s deduplication tools and spreadsheet formatting best practices, the team built confidence in their data. This governance-first approach laid the groundwork for trustworthy reporting.
• Automation and training: A sample email sequence with A/B subject-line testing was created to teach the team how to use automation effectively. Hands-on training empowered sales reps to build their own workflows, sequences, and reports instead of relying on outside help.

The results: clarity, efficiency, and scalability

• Functional sales system: A clear, customized process eliminated manual tracking and gave leadership visibility into the pipeline.
• Cleaner data, better decisions: Deduplication and structured imports reduced errors and improved the accuracy of reports.
• Empowered team: Sales reps became self-sufficient, using HubSpot’s prospecting, reporting, and automation tools daily to streamline their work.

The result was not just the elimination of administrative headaches but the creation of a scalable sales foundation. With a reliable CRM and stronger data discipline, the company positioned itself to expand into new verticals like veterinary and pharmaceutical retail while maintaining lean operations.

Key metrics and company snapshot

Takeaway

This transformation shows what’s possible when a growing company replaces patchwork sales processes with a unified, data-driven system. By focusing first on governance and training, the SaaS provider didn’t just get a new CRM—they got a roadmap for growth that scales.

At media junction®, we help companies like this turn disorganized systems into streamlined sales engines. If your team is stuck in spreadsheets and manual processes, now is the time to build a foundation that supports growth.