20

+

Pilot users validated end-to-end CRM workflows

100

%

RFP workflows automated inside HubSpot

15

-min

Syncs from Fabric ensure real-time CRM updates

The Client

A North American freight logistics and transportation management provider with over 300 employees faced growing challenges as its operations scaled. Customer, deal, and communications data was spread across NetSuite (ERP), Microsoft Fabric (data lake), Front (email), and Outlook, leaving no single source of truth for revenue or engagement.

To unify operations, the company partnered with Aptitude 8 to deliver a HubSpot Marketing & Sales Hub rollout, a custom RFP object, and real-time integrations with Fabric and Front. The project also included advanced data modeling, permissions, and structured training to support adoption.

The Challenge

Disconnected Systems: Critical data lived across Fabric, NetSuite, and Front with no single source of truth.
Manual RFP Management: RFPs were tracked in spreadsheets, limiting visibility, workflows, and reporting.
Fragmented Communication: Sales emails in Front weren’t visible in HubSpot, blocking context for reps and managers.
No Hierarchical Data Model: Multi-location customers couldn’t be modeled, creating blind spots in reporting.
Scalability and Permissions: Teams required advanced partitioning, visibility rules, and GDPR-compliant governance.

Limited Control
Limited Control
Limited Control

The Solution

HubSpot CRM Foundation

Built a custom RFP object linked to Contacts, Companies, and Deals
Implemented parent/child data modeling for multi-location customers
Applied association labels, role-based visibility, and partitioning

Fabric Integration (Azure Functions)

15-min sync cadence from Fabric → HubSpot
Daily & monthly aggregations: load volume, gross profit, service line penetration
Custom churn alerts, milestone triggers (Day 15/30/45/60/90), and forecasting models

Front Integration

Configured controlled email logging into HubSpot timelines
Enabled seatless user support for non-HubSpot licenses
Applied error handling and duplicate prevention

NetSuite Integration

Synced credit approval and booking data into HubSpot
Linked deal stages between NetSuite and HubSpot for shared visibility

Testing & UAT

Sprint 1 pilot with 20+ users, validating Contact → Lead → Deal → Closed Won flows
Tested conditional RFP forms and associations

Training & Adoption

10-video HubSpot Academy playlist (~10+ hrs) assigned with completion due dates
Covered Sales Hub, Marketing Hub, and CRM administration
Certification-based adoption tracked prior to go-live

The Outcome

The logistics provider now operates on a connected, governed, and scalable CRM built in HubSpot:

Real-time visibility from Fabric integrations keeps data fresh every 15 minutes
RFP automation fully embedded in HubSpot, replacing spreadsheets
Email visibility from Front improves rep handoffs and account context
Data governance implemented with parent/child hierarchies and association labels
User adoption achieved with 50+ staff onboarded via structured training

Strategic Impact

Operational Efficiency: Manual RFPs and list loads replaced by automated workflows
Faster Sales Cycles: Reps now manage RFPs, emails, and deals in a single system
Improved Data Quality: Daily and monthly performance syncs reduced silos and duplicates
Enterprise Scalability: Permissions, governance, and integrations prepare HubSpot for multi-division expansion

20+

Pilot Users

Validated end-to-end workflows from Contact through Closed Won.

Onboarding Emails

Automated milestone sends at Days 15, 30, 45, 60, 90.

100%

Churn Alerts

Triggered on full volume drops to flag high-risk accounts.

15m

Data Syncs

Fabric pushes revenue and load data into HubSpot.

HOW WE SET YOU UP FOR SUCCESS

Next Steps

With HubSpot and real-time integrations in place, the logistics provider is positioned to expand CRM capabilities. Next steps include deeper Fabric-driven insights such as churn detection and forecasting, extended automation for milestone emails and proactive engagement, and enhanced NetSuite and Front integrations. Governance models will scale alongside new divisions and users, ensuring HubSpot continues to serve as the central system of record connecting logistics data, communications, and sales activity in one platform built for growth.