Overview
For nearly 40 years, this medical device manufacturer has been a trusted partner to healthcare providers across the country. Known for its sterile surgical products and custom procedure trays, the company has built its reputation on precision and reliability. But when it came to managing its sales process, things weren’t quite as streamlined.
Despite a growing product line and a team preparing to expand, the company was stuck in outdated systems that simply couldn’t keep pace. They knew it was time for change—and they chose HubSpot to help them scale smarter.
The challenge
Manual systems slowing growth
Leads were captured in Google Forms and tracked in spreadsheets. While this worked when the sales team was small, it quickly became unmanageable as they planned to grow from six to ten reps. Disorganized tracking, duplicate data, and no central visibility left opportunities slipping through the cracks.
A messy migration ahead
Moving from a free CRM setup to a paid HubSpot subscription meant migrating more than 18,000 records. On top of that, user permissions and seat assignments were tangled, and the team’s sales process didn’t fit neatly into HubSpot’s default structure.
No reliable reporting
With inaccurate Salesforce integration, the team struggled to measure performance. Emails were logged as calls, reports didn’t match reality, and leadership had no reliable data to guide decisions.
The solution
The answer wasn’t just moving systems—it was designing a process that set the team up for long-term success.
Automating the sales workflow
Instead of juggling spreadsheets, the company now uses HubSpot forms and workflows to automatically route leads, create follow-up tasks, and capture campaign data in one place.
Cleaning up data and governance
The migration included correcting user permissions, building custom pipelines, and training the team on tools like Playbooks and bulk editing. This not only gave reps better visibility but also empowered them to keep their own data clean.
Testing with a pilot program
Rather than flipping the switch for the entire team, the rollout started with one experienced rep. This pilot approach allowed the company to test new features—like the Sales workspace and quote creation—before rolling them out to everyone.
The results
The transformation delivered both immediate improvements and a clear roadmap for the future.
- Streamlined sales operations: Automated workflows replaced manual tracking, saving reps time and ensuring no leads slipped through the cracks.
- Accurate, actionable reporting: Fixing the Salesforce integration gave leadership reliable performance insights. They now track activity, lost deal reasons, and team performance with confidence.
- Ready to scale: By the end of onboarding, the company had a fully functional HubSpot CRM, a rollout plan for the entire sales team, and tested strategies for scaling adoption.
Why it matters
For decades, this company has thrived by delivering products that healthcare providers can trust. But behind the scenes, outdated sales systems were holding them back.
By investing in HubSpot and adopting a phased approach to change, the company now has a sales process that’s as precise and reliable as the products they deliver. With a stronger foundation in place, they’re ready to scale their team, grow their customer base, and continue supporting the critical work of healthcare providers.
