How TSL Marketing enhanced their client offerings and built recurring revenue

The challenge

TSL Marketing's clients were frustrated with the limitations of their existing systems, particularly ConnectWise, a widely used ERP and financial system in the IT service industry. The challenge was twofold: ConnectWise data was siloed, making it difficult to use effectively in marketing campaigns, and TSL’s clients lacked a reliable method to integrate this data into HubSpot, their chosen CRM platform.

TSL Marketing's clients attempted to solve this problem using various tools, such as Zapier, but found them to be unreliable, cumbersome, and lacking the necessary support for complex integrations. TSL needed a more stable and scalable solution to meet the needs of their growing client base and maintain their competitive edge in the market.

Integrates.io was born out of necessity, as IT Managed Service Providers were reluctant to invest in HubSpot without a guarantee that their data would sync with ConnectWise. That is when we partnered with SyncMatters to build a solution for our customers, which has grown into an offering that drives new business.

- Michael Stiriti, Director of Customer Growth @ TSL Marketing

The solution

SyncMatters collaborated with TSL Marketing to develop a tailored integration solution, launched under the domain Integrates.io. We designed and built a reusable integration template that efficiently connects ConnectWise with HubSpot, allowing TSL to deploy the solution rapidly across their client base.

To kickstart this partnership, SyncMatters and TSL co-invested in the creation of the initial template, with TSL covering the initial development cost. This template has since been adapted to serve over 25 of TSL’s clients, with a flexible pricing model that allows TSL to charge setup fees and recurring licenses. This structure has helped TSL establish a predictable revenue stream while offering their clients a powerful tool to enhance their marketing efforts.

A key benefit of Integrates.io is the ability to work with customers who are new to HubSpot. This allows us to not only manage their integration, but also opens the door to onboarding services and hopefully being their partner of record for years. The recurring HubSpot revenue is made possible by the wedge SyncMatters creates.

- Michael Stiriti, Director of Customer Growth @ TSL Marketing

The design

The integration syncs data between ConnectWise and HubSpot, ensuring that key information such as customer purchases, vendor updates, and product lifecycle data is always up-to-date in both systems. This allows TSL’s clients to gain better visibility into their operations, plan marketing activities more effectively, and enhance customer engagement.

The result

Recurring Revenue Growth: By leveraging SyncMatters' integration, TSL has built a solid recurring revenue model, with over 25 clients currently using the solution.TSL's ability to resell the integration has generated annual revenue, with each client contributing to a growing revenue stream.

Lead Generation and Client Retention: The integration solution has become a unique selling point for TSL, enabling them to attract new clients and retain existing ones. It has opened doors to more strategic accounts, boosting their market presence.

Market Recognition and Credibility: TSL’s successful deployment of the integration has earned them recognition from key industry players like ConnectWise, enhancing their reputation and positioning them as a preferred partner for complex integrations. They are now being approached by ConnectWise itself for potential collaborations.

Operational Efficiency: The reusable integration template has drastically reduced setup time for new clients, allowing TSL to onboard customers quickly, often with minimal client meetings, and deliver solutions faster than competitors.

For companies transitioning to HubSpot, having a reliable integration with ConnectWise is often a deciding factor, and SyncMatters has been essential in making that possible. By addressing this critical need, we've been able to secure recurring revenue and establish lasting partnerships, while HubSpot is actively referring business due to the robust solutions SyncMatters provides.

- Michael Stiriti, Director of Customer Growth @ TSL Marketing

It is a privilege that TSL is so confident in what we do that they choose to make those introductions with their customers. It’s the biggest compliment they can pay us. It shows their confidence in what we’re capable of doing and gives us that opportunity to be a part of the solution with their customer.

- Tina Kepler, Chief Growth Officer @ SyncMatters