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Case Study

ScribeAmerica Modernizes CRM & Workday Integration With HubSpot

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36

Executive-ready reports built across BD, PMO & leadership

4

Lead + deal pipelines launched across BD and PMO

64
+

Workday project fields mapped to HubSpot properties

INTEGRATE & IGNITE:

Building a scalable HubSpot architecture to power sales, operations, and Workday

ScribeAmerica company logo featured in HubSpot case study.

The Client

ScribeAmerica is a leading provider of medical scribe services, offering both in-person and AI-powered solutions, to clinics and major health systems across the U.S. and Canada. Their internal teams span Business Development, PMO/Client Integration, Operations, IT, and Executive leadership, all of whom rely on accurate data to manage onboarding, project setup, and multi-location service delivery. The organization engaged Aptitude 8 to unify these teams on HubSpot and support downstream Workday processes for financial and project management.

The Challenge

As ScribeAmerica scaled, their legacy systems created operational gaps across sales and delivery:

Fragmented CRM Foundation: Teams were split between Netsuite and spreadsheets without standardized pipelines for leads, new business, expansion, or renewals.

Manual Workday Project Creation: All Workday project setup was done manually, slowing down activation and introducing inconsistencies.

Complex Deal–to–Project Structures: A single deal could generate multiple projects with independent timelines and service locations, something their legacy systems couldn’t support.

Data Quality & Duplicates: Historic Netsuite imports and new CRM activity introduced duplicates, impacting reporting and integration accuracy.

Inconsistent Approvals & Contract Workflows: Approvals and contracting lived outside HubSpot, making signoffs and document visibility difficult across BD, PMO, and Operations.

Aptitude 8 was engaged to implement a scalable HubSpot CRM, migrate Netsuite processes, and build a controlled, one-way Workday integration.

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Fragmented CRM systems and manual Workday project setup at ScribeAmerica.

The Solution

Phase 1: Discovery & Architecture Design

Aptitude 8 conducted a cross-team discovery with BD, PMO, Operations, IT, and leadership to validate requirements, map end-to-end processes, and define HubSpot’s future data model. The team also aligned with Mercer on Workday API constraints and integration rules.

Phase 2: HubSpot Sales Hub Implementation

Aptitude 8 built a unified CRM foundation to support ScribeAmerica’s full revenue lifecycle:

  • Teams & Permissions: Structured roles for BD, PMO, Ops, and Executives.
  • Pipelines: Launched lead, new business, expansion, and renewal pipelines.
  • Data Migration: Imported Contacts, Companies, Deals, and Projects from Netsuite, plus Definitive Healthcare enrichment.
  • Reporting: Delivered 36 dashboards covering pipeline health, rep activity, and executive insights.
  • Approvals: Implemented automated expansion-routing based on region and role.

Phase 3: Projects Custom Object & Integration Design

To support multi-location deals, A8 introduced a Projects custom object capturing sub-deal details needed for Workday. The integration design defined:

  • One-way HubSpot → Workday sync
  • Twice-daily sync schedule
  • 90 mapped HubSpot fields (including 64+ custom fields)
  • “Ready to Sync” data validation gate
  • Error logging and status dashboards

Phase 4: Serverless Workday Integration Build

Using HubSpot’s serverless runtime, A8 built a SOAP-based integration that:

  • Runs twice daily
  • Syncs only Projects marked Ready to Sync
  • Validates all required fields
  • Creates or updates Workday objects (Customer, Location, Project, Project Plan, Resource Plan)
  • Writes Workday IDs back to HubSpot and logs any errors directly on the Project

Corrected records can be re-queued by toggling the Ready to Sync field.

Phase 5: Data Quality Automations

Aptitude 8 deployed three custom-coded automations to maintain CRM accuracy:

  • Company Deduplication CCA: Merges company duplicates using strict matching and customer number checks.
  • Contact Deduplication CCA: Merges contacts based on name + associated company.
  • Get County CCA: Uses Google Maps API to populate Shipping County for precise reporting and integration.

Phase 6: Training, Handoff & Retainer

A8 delivered Train-the-Trainer sessions, BD/PMO pipeline training, quoting training, and full integration documentation. ScribeAmerica then transitioned into a retainer focused on reporting enhancements, automation improvements, and continued Workday alignment.

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The Outcome

ScribeAmerica’s CRM and project operations were unified into a scalable, enterprise-ready HubSpot ecosystem that streamlines sales, PMO workflows, and Workday processes:

  • Standardized Revenue Workflows across BD, PMO, and Ops with aligned pipelines, approvals, and user permissions.
  • End-to-End Data Migration from Netsuite into a clean, centralized HubSpot environment with enriched account intelligence.
  • Automated Workday Project Creation replacing manual entry with twice-daily, serverless syncs using strict validation and error logging.
  • Reliable, Governed Data through custom deduplication and county-enrichment automations that improve accuracy and downstream reporting.
  • Executive Visibility at Scale with 36 dashboards supporting forecasting, operational insights, and leadership decision-making.

Strategic Impact

This engagement positioned HubSpot as the single system of record for ScribeAmerica’s sales, PMO, and operational workflows. With structured pipelines, governed project data, and automated Workday syncs, the organization can now:

  • Move deals to delivery faster with consistent workflows and approvals
  • Maintain accurate project and location data for Workday Financials
  • Reduce manual entry and operational rework through automation
  • Provide leadership with real-time visibility into pipelines and project readiness
4

Pipelines Launched

Lead, New Business, Expansion, and Renewal workflows built and deployed.

 

36

Reports Delivered

Custom dashboards for BD, PMO, Ops, and Executive leadership.

90

Fields Mapped

Workday integration powered by 64+ custom fields and ~90 mapped properties.

 

2x

Daily Syncs

Automated Workday project creation triggered twice per day with validation gating.

 

The Tools

New Tech Stack

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HOW WE SET YOU UP FOR SUCCESS

Next Steps

Aptitude 8 delivered a scalable, well-documented HubSpot ecosystem that aligns sales and operations, improves data quality, and automates Workday project creation. With governance controls, robust training, and maintainable integration logic, ScribeAmerica now has a CRM foundation that can grow with their teams and service offerings.





About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.

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