How Caring Streamlined CRM Operations with a Migration from Salesforce to HubSpot

Industry

Healthcare

Challenge

Caring.com needed to transition from Salesforce to HubSpot, addressing data quality issues, simplifying configurations, and improving usability without relying heavily on developers.

Results

Successfully migrated 4 million records, improved data quality, optimized workflows, and enabled easier automation and reporting, enhancing team productivity and inbound sales lead flow.

Key Service(s)

CRM Migration

caring.com

4.2M

Records

Objects

Time (Weeks)

"This project was a win because we worked closely with SyncMatters on mappings, and the right people were involved to make it successful."

Michael Lewis

Senior Manager of Partner Analytics @ Caring.com

About Caring

Caring is a leading online resource dedicated to helping seniors and their families make informed decisions about senior living and caregiving options. The company provides expert advice, tools, and reviews to simplify the process of finding quality care and support. With a mission to improve the lives of older adults and their caregivers, Caring relies on robust CRM systems to manage relationships, leads, and opportunities effectively.

The challenge

Caring faced several challenges with its Salesforce CRM that hindered efficiency and usability. The platform required heavy reliance on developers for configurations and updates, making it difficult for non-technical staff to manage customizations and automations. Additionally, data quality issues such as duplicates, improperly categorized records, and multiple associations created inconsistencies in reporting and decision-making. Caring also sought a more cost-effective solution that provided a user-friendly interface to streamline operations and improve productivity.

The migration involved handling 4 million records while reorganizing data structures and preserving critical relationships and metadata between records. Ensuring minimal disruption during this process was a top priority for Caring as they aimed to transition smoothly to HubSpot’s modern and flexible CRM.

The solution

SyncMatters collaborated with Caring to deliver a comprehensive migration strategy designed to enhance data accuracy and optimize processes. The project began with scoping and planning to identify essential records and properties for migration. This phase focused on cleaning and enriching data by eliminating duplicates, merging records by email and Salesforce IDs, and mapping fields based on business priorities.

Field mapping and data transformation played a crucial role in ensuring seamless data transfer. Automated mappings were used for most fields, while additional mappings were manually configured to maintain consistency. SyncMatters also helped Caring reorganize pipelines and stages, merging and restructuring workflows to align with HubSpot’s framework.

Custom configurations were implemented to address unique requirements. For example, workflows were created to convert specific opportunity records into tickets, aligning them with the new data structure. Throughout the process, SyncMatters used Slack communications, spreadsheets, training videos, and documentation to ensure effective collaboration and knowledge transfer between teams.

Finally, challenges such as permission issues and missing contracts were resolved quickly through open communication and prompt action, keeping the project on track and within deadlines.

Break up these sections with testimonial quotes or other highlights that reinforce your case study narrative.

The results

The migration, completed in approximately seven weeks, yielded the following results:

Improved Data Quality: Reduced duplicates, reorganized data, and cleaned associations for enhanced usability.
Streamlined Workflows: Leveraged HubSpot’s AI tools and conditional automations to simplify processes and enable quick actions.
Enhanced Reporting and Analysis: Better data structure allowed faster insights and decision-making.
Simplified Configurations: Non-technical teams could now manage workflows and automations without developer support.
Repaired Lead Flow: Addressed previous gaps in inbound sales lead handling.

Metrics Improved

Data quality and organization.
Ability to analyze and act on data quickly.
Guardrails to prevent future data inconsistencies.

Adoption

Caring’s team reported mostly positive feedback despite an initial learning curve. Employees appreciated HubSpot’s user-friendly interface and flexibility, making the transition smoother over time.

The AI tools, configurations, and workflows in HubSpot have been game changers, enabling better processes and improved data quality while simplifying complex tasks.

Michael Lewis, Senior Manager @ Caring