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Case Study

How a Medical Device Company Unified Sales in HubSpot

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100
%

Sales Ops in HubSpot

↑

Increased Cross-team visibility

60+

Automations Implemented
TRANSFORMATION & GROWTH
Unifying Sales & Systems in Healthcare Manufacturing with HubSpot
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The Client 

This U.S.-based medical device manufacturing company specializes in respiratory and airway management solutions. With a global footprint and a broad customer base of hospitals, EMS providers, and healthcare distributors, the organization leverages HubSpot Sales and Marketing Hub (Pro) to support scalable growth. Following the acquisition of another medical device firm, they turned to Aptitude 8 to help consolidate systems and unify their go-to-market strategy under one CRM.

The Challenges:

  • Disconnected Systems: The parent company and its acquisition operated on separate CRMs, resulting in siloed data and limited visibility.
  • Inconsistent and Duplicated Data: Duplicate records, unclear account ownership, and fragmented customer histories disrupted sales workflows.
  • Manual Sales Processes: Manual sales processes leading to inefficiencies and missed handoffs.
  • Limited Reporting & Insights: No reliable reporting or cross-sell visibility between the two companies.
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    Limited Control

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Healthcare Case Study - Problem Image

The Solution:

  • Migrated all records from Microsoft Dynamics CRM into a unified HubSpot instance.
  • Designed a custom data model to reflect the company’s complex sales ecosystem.
  • Implemented over 60 automations for onboarding, lead routing, deal management, and more.
  • Unified the Acute and EMS teams within a single CRM with shared visibility and processes.
  • Delivered team-specific training and adoption playbooks to support long-term success.
Healthcare Case Study - Solution Image

The Outcome

With Aptitude 8’s support, the company successfully transitioned both sales teams onto HubSpot, eliminating manual inefficiencies and enabling a unified customer view across business units. Automation now powers critical handoffs and lifecycle stages, freeing up reps to focus on selling. Reporting that once required manual exports and offline analysis now lives inside live HubSpot dashboards, giving leadership real-time insight into performance and territory coverage.

Most importantly, both t teams can now identify and act on cross-sell opportunities—something that wasn’t possible in their old CRM. This shared visibility is driving new revenue streams and creating a more connected experience for their customers.

100%
100% Sales Ops in HubSpot
All sales activity, pipelines, and records now operate inside one centralized HubSpot portal.
60+
60+ Automations Implemented
Workflows span onboarding, pipeline stages, task creation, and deal management—reducing manual work.
↑
Increased Cross-Team Visibility
Sales reps across both teams can see the full history of shared accounts and contacts.
1
1 Legacy CRM Replaced
A full migration off Microsoft Dynamics CRM removed barriers to insight, agility, and user adoption.

The Tech Stack

Former Tech Stack

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New Tech Stack

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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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