The Challenge
When The ASB App and CMSG merged, the combined business inherited two distinct approaches to managing customer relationships. CMSG had its own systems, while the ASB App's records existed only in spreadsheets. Neither side had visibility of the other's customers. There was no consistent way to track a prospect through to becoming a customer, and basic questions about the sales pipeline required digging through multiple files rather than getting a straight answer.
With growth plans on the table, CMSG needed a single system that reflected how the newly merged business actually worked, rather than two disconnected ways of working stitched together.
The Solution
Fresh B2B implemented HubSpot CRM for CMSG, built around the core objects the business needed: contacts, companies and deals.
The first step was to understand how CMSG's team worked day to day, not just how a generic CRM assumes a sales process should look. From there, Fresh B2B configured deal pipelines and stages to match CMSG's real sales process, so the system fit around the business rather than the other way round.
The bigger task was consolidating everything into one place. That meant migrating and cleaning records from CMSG's existing system and the ASB App's spreadsheets, removing duplicates, standardising how information was recorded, and ensuring nothing valuable was lost in the process. The result was a single, unified view of every contact company and deal, regardless of which side of the merger they'd originally come from.
Getting the system live was only half the job. Fresh B2B has provided ongoing, hands-on training for CMSG's team - in person and over Teams - helping them become comfortable working in HubSpot day to day, rather than simply handing over a configured system and stepping away.
The Results
- Two previously separate sets of customer records - one system, one set of spreadsheets - unified into a single CRM
- A consistent, single view of every contact and company across the merged business
- Deal pipelines and stages that reflect how CMSG actually sells, not a generic template
- A clean, de-duplicated database the team can trust
- Improved efficiency with a reduction in time spent on administrative tasks, allowing the team to focus more on building relationships
- The team confidently using HubSpot day to day, supported by ongoing training
The Impact
CMSG's team no longer has to guess which system holds the correct version of a customer's information. Everyone now works from the same records in the same system, using a pipeline that mirrors how the business operates.
Because training has continued alongside the implementation, the CRM isn't underused - it's become part of how CMSG works day to day, giving the business a solid foundation to build on as it grows.
