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      A Transformation Journey:

      From Salesforce to HubSpot

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

      Xpon-case-study

      Project Overview

      Xpon is a publicly listed digital transformation company renowned for its expertise in analytics, marketing technology, and artificial intelligence (AI).
      industry
      Industry
      Technology
      timeline
      Timeline
      3 months
      website
      Website
      https://xpon.ai/
      Key Metrics
      Key Metrics
      Successful CRM Migration and New CRM Usage Rate.
      Our Services
      Our Services
      HubSpot Marketing, Sales, Content and Operations Hub Onboarding
      Target Solution
      Solution
      Migration from Salesforce and Pardot to HubSpot, recreating assets, aligning lead management and re-creating their marketing and sales ecosystem

      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

      Publicly Listed

      Requiring accurate financial forecasting and reporting

      Enterprise Clients

      Enterprise Clients

      Complex, lengthy sales cycles with multiple touchpoints

      Multiple Revenue Streams

      Multiple Revenue Streams

      Consulting, technology reselling, and proprietary platform

      Technology Expertise

      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.

      Step 1

      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

      Fragmented Systems

      Without a cohesive CRM system, the sales team resorted to spreadsheets, disconnecting marketing from sales activities.

      Recurring Revenue Uncertainty

      Revenue Uncertainty

      Their spreadsheet-based method lacked the accuracy and scalability needed for dependable MRR reporting.

      Data Disarray

      Data Disarray

      Reconciling outdated Salesforce records with spreadsheet data proved a constant struggle after years of acquisitions.

      CRM Neglect

      CRM Neglect

      The sales team had abandoned Salesforce for spreadsheets, obscuring the sales pipeline and diminishing process efficiency.

      Forecasting Shortfalls

      Forecasting Shortfalls

      The inability to forecast recurring revenue accurately weakened strategic planning and investor reporting.

      Urgency Factor

      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

      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

      Productivity Loss

      Manual spreadsheet work drained time from sales and marketing teams, limiting scalability and frustrating staff.

      Marketing Inefficiency

      Marketing Inefficiency

      Without integration, Xpon couldn't track customer journeys or gauge campaign success, especially for events—their main revenue source.

      Competitive Weakness

      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

      Investor Confidence at Stake

      Inaccurate financial reporting and forecasting threatened Xpon's credibility with investors and their capacity to plan growth.

      Tight Timeline

      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

      Unified CRM Platform

      Replaced spreadsheets with HubSpot to align marketing and sales, enabling smooth lead handoffs and pipeline visibility.

      Revenue Precision

      Revenue Precision

      Utilised Sales Hub Enterprise features for robust revenue reporting, meeting Xpon's public reporting demands.

      Marketing Optimization

      Marketing Optimization

      Deployed Marketing Hub Enterprise for multi-touch revenue attribution, customer journey analytics, and adaptive testing.

      The Outcome

      A Stronger Operation

      Increased Revenue

      Increased Revenue

      Unified processes maximized opportunities and helped capture more value from leads.

      Marketing Impact

      Marketing Impact

      Analytics refined campaign performance and improved ROI on marketing initiatives.

      Investor Trust

      Investor Trust

      Improved MRR tracking enhanced financial reporting and forecasting reliability.

      Productivity Lift

      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

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      Ready to unify your systems, streamline your operations, and drive growth? Contact ScaleStation to discuss your transformation journey.

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      Thank You for the Details!

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      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.