
A Transformation Journey:
How a publicly listed digital transformation company worked with ScaleStation to unify fragmented systems, reconcile disjointed data, and enable improved revenue forecasting.

Project Overview
Xpon is a publicly listed digital transformation company renowned for its expertise in analytics, marketing technology, and artificial intelligence (AI).
The Situation
A Publicly Listed Digital Transformation Company with Complex Internal Operations
Xpon is a publicly listed digital transformation company renowned for its expertise in analytics, marketing technology, and artificial intelligence (AI). The company serves enterprise clients, offering a mix of consulting services, technology reselling (such as Google Marketing Platform), and a proprietary data platform called Wandrous.
Despite their external success, Xpon's internal operations were intricate. Their sales cycle was lengthy and complex, requiring numerous touchpoints to secure deals with enterprise clients. Revenue came from consulting, technology reselling, and Wandrous, with a heavy focus on recurring revenue—a vital metric for their status as a publicly listed entity.
However, their internal systems lagged behind their technological capabilities. The marketing automation platform, Pardot, functioned separately from sales processes, which relied on spreadsheets—a holdover from a once-effective Salesforce setup that had since been abandoned.
Publicly Listed
Requiring accurate financial forecasting and reporting
Enterprise Clients
Complex, lengthy sales cycles with multiple touchpoints
Multiple Revenue Streams
Consulting, technology reselling, and proprietary platform

Technology Expertise
12-year Google partnership and AI capabilities
The Problem
Operational Hurdles Threatening Efficiency and Growth
Xpon faced significant operational challenges that threatened their efficiency and growth potential. Their systems were fragmented, with marketing automation disconnected from sales activities, leading to disrupted lead tracking and opportunity management.
As a publicly listed company, Xpon required accurate forecasting of monthly recurring revenue (MRR), but their spreadsheet-based method lacked the necessary accuracy and scalability for dependable reporting.
These problems originated from a series of acquisitions that blended disparate systems into a Salesforce configuration that initially succeeded but later lost momentum. The sales team's frustration with Salesforce drove their reliance on spreadsheets, deepening the operational divide.
The lack of visibility beyond lead creation was really infuriating. We couldn't track the customer journey or measure the true impact of our campaigns, especially for events—our main revenue source.
Tim, Marketing Lead at Xpon
Key Challenges
Fragmented Systems
Without a cohesive CRM system, the sales team resorted to spreadsheets, disconnecting marketing from sales activities.
Revenue Uncertainty
Their spreadsheet-based method lacked the accuracy and scalability needed for dependable MRR reporting.
Data Disarray
Reconciling outdated Salesforce records with spreadsheet data proved a constant struggle after years of acquisitions.
CRM Neglect
The sales team had abandoned Salesforce for spreadsheets, obscuring the sales pipeline and diminishing process efficiency.

Forecasting Shortfalls
The inability to forecast recurring revenue accurately weakened strategic planning and investor reporting.
Urgency Factor
With Salesforce contract expiring on January 30th, Xpon faced a narrow window to address these challenges.
The Impact
Substantial Fallout from Operational Issues
Revenue at Risk
Poor CRM usage and spreadsheet dependency hid critical business intelligence, leading to missed opportunities and inefficiencies that could have cost Xpon millions.
Productivity Loss
Manual spreadsheet work drained time from sales and marketing teams, limiting scalability and frustrating staff.
Marketing Inefficiency
Without integration, Xpon couldn't track customer journeys or gauge campaign success, especially for events—their main revenue source.
Competitive Issues
Failing to leverage their own customer data for insights and tailored marketing eroded their competitive advantage—a serious drawback for a data-driven innovator.
Investor Confidence at Stake
Inaccurate financial reporting and forecasting threatened Xpon's credibility with investors and their capacity to plan growth.
Tight Timeline
With their Salesforce contract set to expire on January 30th, Xpon had a narrow window to address these challenges and restore operational control.
The Solution
A Strategic Shift to HubSpot
Xpon tackled these issues by transitioning to HubSpot, adopting a phased approach that prioritised marketing functionality by late January, with sales operations to follow. Tim led the effort, partnering with ScaleStation to unify their systems and unleash their potential.
The timeline was tight but achievable. Marketing operations had to be operational by January 30th, coinciding with the Salesforce contract's end. ScaleStation started scoping in November, accessing Salesforce, Pardot, and spreadsheets to map data and workflows.
A parallel run of both systems preceded a full switch by the deadline, ensuring a smooth transition without disrupting ongoing business operations.
Solution Components
Unified CRM Platform
Replaced spreadsheets with HubSpot to align marketing and sales, enabling smooth lead handoffs and pipeline visibility.
Revenue Precision
Utilised Sales Hub Enterprise features for robust revenue reporting, meeting Xpon's public reporting demands.
Marketing Optimization
Deployed Marketing Hub Enterprise for multi-touch revenue attribution, customer journey analytics, and adaptive testing.
The Outcome
A Stronger Operation
Increased Revenue
Unified processes maximized opportunities and helped capture more value from leads.

Marketing Impact
Analytics refined campaign performance and improved ROI on marketing initiatives.
Investor Trust
Improved MRR tracking enhanced financial reporting and forecasting reliability.
Enhanced Productivity
Automation freed teams from manual data entry for more strategic work.
Key Takeaways
Valuable Lessons from Xpon's Journey
1. Integrate Marketing and Sales Systems
A unified platform improves efficiency and visibility across the customer journey, preventing the silos that hampered Xpon's operations.
2. Maintain a Single Source of Truth
Consolidating data into one system ensures accurate reporting and decision-making, avoiding the confusion of scattered data.
3. Ensure User Adoption and Training
Successful system implementation depends on user buy-in and thorough training, a lesson from Xpon's Salesforce abandonment.
4. Plan System Transitions Carefully
Proactive planning and execution of system changes minimise disruptions, as Xpon's tight deadline demonstrated.
Ready to Transform
Start Your Own Success Story with ScaleStation
Ready to unify your systems, streamline your operations, and drive growth? Contact ScaleStation to discuss your transformation journey.

Book a meeting with our WordPress development experts today!
Thank You for the Details!
That was super helpful. We've received your requirements and we appreciate you reaching out to us.
We also appreciate everyone’s time; so while we review your details(it will be quick), are you ready to take the next step?
Schedule a meeting with our team to discuss your needs and explore how we can best assist you. Check below to book a meeting at your convenience.
Stay updated with the latest happenings in the digital world, along with actionable HubSpot tips and tricks.
Live chat or call at 123456789 Monday through Friday, 9am-3pm. Email us at dharmesh@scalestation.io