A CRM is only as good as the people who designed it and the way they put it in place. We’ve seen that hold true across more than 2,000 projects for 864 customers. We’ve seen it in Salesforce orgs that cost a fortune and did nothing, and in HubSpot portals that ran entire businesses. The platform matters far less than most buyers think. The design and the execution decide almost everything.
Periti Digital is a HubSpot Elite Solutions Partner, and we’re also partnered with Anthropic. We run complex HubSpot implementations, data migrations, ERP integrations, and Salesforce and Microsoft Dynamics rip-out and replace projects for companies with 200 to 2,000 employees. Our teams work across Europe and the US from Dublin, London, Rotterdam, Vilnius, Munich, Lisbon, Boston and New York.
This page isn’t a guide to what a CRM is. It explains how we do CRM, where most projects go wrong, and what we do differently.
They underestimate it.
Most companies buy HubSpot to track deals, manage a pipeline and do some light forecasting. If that’s all you use it for, you’re paying for a platform and using a fraction of it.
We build HubSpot as the revenue nerve center for the whole business. Marketing, sales, service, finance and operations all feed one system, and the people and AI agents working on revenue can trust what they find there. When it’s built properly, your CRO, your CFO and your agents all work from the same picture of every customer. When it isn’t, you have an expensive address book.
We’ve done a lot of Salesforce and Dynamics rip-outs. If we’re honest, many of them had less to do with the software than with the process underneath it.
The system is a means to an end. Without a strategy and solid execution, it makes no difference whether you’re on Salesforce or HubSpot. What matters is who set it up, why they set it up that way, and how closely it matches where the company is trying to go. A badly designed HubSpot portal will fail just as surely as a badly designed Salesforce org.
Our biggest proof of this is Franchise Brands. It was a 1,200-user rollout and the largest HubSpot implementation ever delivered in EMEA. Their teams were spread across Europe, working in different systems, different languages and very different ways of selling. We brought them all into one HubSpot environment with one common playbook. That took serious data integration work across multiple systems, and just as much work understanding how each market actually operated.
The platform they chose isn’t what made it work. The planning, the design and the execution did.
Many of the leaders we work with have never implemented a CRM or run a data migration. That’s normal. You might be a new CRO brought in to fix the revenue process, and you’ll arrive with a clear idea of how things should be organized.
We take that vision, combine it with what we’ve learned from 2,000+ projects, and produce a plan that will actually work. Sometimes that plan looks different from the one you came in with. That’s the job. You’re not hiring us to configure what you ask for. You’re hiring us to make sure the system, whether that’s HubSpot, Anthropic, middleware or all of it together, supports where the business is going over the long term.
Every migration starts the same way. The client wants all of their data moved across, because they might need it someday.
We regularly inherit Salesforce orgs with up to 15 years of data locked inside. Some of it is gold. Much of it is duplicate, outdated, half-finished or simply wrong. Moving all of it into HubSpot doesn’t preserve your history. It contaminates your new system.
Here’s the question we ask about every object and field: why are we taking this out of the old system, and what job will it do in the new one?
Our answer is that everything going into HubSpot has to serve as context. Context is the new oil. AI agents, automation and reporting are only as good as the data they reason over. Fifteen years of historic deals, conversations and customer records can be extremely valuable to an agent, but only if they’re reformatted, cleaned and structured with a clear purpose. Untrustworthy data stays out. We would rather leave a field behind than let it mislead an agent, or a sales leader, for the next five years.
Lifting and shifting. Rebuilding every old field, workflow and report in HubSpot means paying for a new platform and keeping the old problems. We audit what’s actually used, retire what isn’t, and redesign what’s left for how HubSpot works.
Migrating without a data model. If you load data before agreeing on objects, associations and ownership, you get a mess that’s very hard to undo. We design the architecture first and migrate into it.
Losing the relationships. Records without their associations are just rows. Contacts lose their companies, deals lose their history, and agents lose their context. We test migrations in a sandbox and have your team validate real records before cutover.
Silent failures after go-live. We stay close during hypercare, because the problems that matter usually show up in week two, not on day one.
This is one of the biggest differences between partners, and one of the least talked about.
Every Periti HubSpot project is run by a lead consultant who has delivered at least 50 projects. They own the design, run the workshops and make the hard calls. A team of consultants works under them on the technical build: configuration, data migration and testing.
When a project needs engineering for integrations, middleware or complex migrations, we assign dedicated engineers. We don’t stretch consultants into developer roles.
Above all of that, our directors bring up to 30 years of CRM consulting experience. They review the work and hold every project to the same standard. You get senior thinking at every level, not a strategy deck handed over to a junior team.
Most partners open with a free discovery call and a quote. We think the design of your revenue system deserves more than that, so our projects begin with a Design and Strategy project.
Design and Strategy. We map how revenue actually moves through your business. That covers your processes, systems, data, teams and growth goals. Then we design the target system: the data model, the lifecycle definitions marketing and sales will agree on, pipelines, permissions, integrations, reporting and where AI fits in. You leave with a plan you can trust, whoever builds it.
Build. We configure in sprints and demo regularly, so you see progress early and can correct course while changes are still cheap.
Migrate and integrate. We bring in data with a clear purpose, connect your ERP and other critical systems, and test everything against real business scenarios.
Enable. We train every team by role, train your admins in depth, and stay close through go-live.
Grow. We agree a HubSpot roadmap, so the system develops with the business instead of falling behind it.
Between 30% and 40% of our consulting time goes to companies that already use HubSpot.
They come to us with:
We start with a Design and Strategy project to work out what the system should look like, given where the business is going. Then we modernize it. Sometimes that means a rebuild. More often it means fixing the data model, redesigning a few core processes, and finally connecting the systems that should always have talked to each other.
If you’re getting started on HubSpot, you don’t need a big custom program on day one. LaunchRight is our industry-specific onboarding package. It gives you a proven HubSpot setup for your sector, built from what we’ve learned across hundreds of projects in your industry.
It’s a low-risk first step. You go live quickly, you avoid the setup mistakes that cause problems later, and you have a foundation that can grow into a full rollout whenever you’re ready.
Private equity firms often buy companies faster than their systems can keep up. Within a couple of years, a portfolio can be running three HubSpot portals, a Salesforce org, a legacy CRM and a handful of spreadsheets. Nobody can see margin across the group.
We work with PE firms over the long term, not one deal at a time. Together we build a repeatable playbook for rolling every new acquisition into HubSpot, with a one-CRM approach across the portfolio. Shared definitions, a shared data model and consolidated reporting mean operating partners can track pipeline and margin across every business in one place.
It’s some of the hardest work we do, because everything in that environment moves fast. Deals close, teams change and priorities shift mid-project. We have people on the ground across Europe and the US to keep up with it.
Anything that happens outside HubSpot without a proper integration is invisible to your sales, marketing and service processes, and to your agents. In total, 245 of our customers have needed integration work, including 68 ERP integrations.
We connect HubSpot with SAP, Oracle NetSuite, Microsoft Dynamics 365, Business Central, Sage, IFS, SysPro and Xero. Typical work includes:
Manufacturing keeps us busiest here, but the pattern is the same in every sector: finance and revenue need to be looking at the same numbers.
Here’s a pitfall we see constantly. A Zapier connection to the ERP passes testing. Six months later it hits a task limit or an API change, quietly stops syncing, and nobody notices until finance asks why invoices don’t match closed deals.
For anything business-critical, we build integrations on Microsoft Azure and Amazon Web Services. You get proper error handling, retries, monitoring and alerts, plus security your IT team will sign off on and the capacity for real data volumes. We still use HubSpot Data Hub, Zapier and Make where they fit, but your ERP connection should never depend on a tool designed for simple automations.
| Approach | Where we use it |
| HubSpot native integrations and Data Hub | Standard apps and straightforward two-way syncs |
| Zapier or Make | Low-volume automations between cloud tools |
| Azure or AWS middleware | ERP, high volumes, complex logic, regulated data |
This is where we’re doing work most HubSpot partners can’t.
HubSpot can only reason over what it can see. Most of a business’s context sits outside it: in email threads, documents, finance systems, support tools and data that never got integrated. Our partnership with Anthropic lets us build automations with Claude that reach beyond HubSpot. They pull that context from across the business and bring it into the CRM in a structured, trustworthy form.
The result is a revenue nerve center with no gaps. On top of it, we build:
HubSpot’s own AI, Breeze, has its place. But agents are only ever as good as the context underneath them, and building that context is what we do.
Training and go-live support. We train every team by role, using your own data and processes. Then we stay on hand while new habits form.
Customer success programs. These long-term support agreements give you a team that knows your portal for ongoing changes and improvements. In total, 213 of our customers are on ongoing support.
Embedded RevOps. An experienced Periti operator runs your revenue operations as part of your team. You get senior capability without a full-time hire, and it scales as you do.
Go-to-market engineering. We continuously build and improve your outreach automation, BDR agents and AI workflows.
HubSpot roadmapping. We plan with your leadership team for new hubs, new markets, acquisitions and new use cases, so the system stays ahead of the business.
Sometimes a prospect comes to us asking for a new CRM, and that isn’t what they need. Their problem is process and automation, not the platform.
When that’s the case, we say so. Instead of selling a rip-out you don’t need, we draw on our Anthropic partnership and our business automation consulting to scope work that fixes the real problem. It’s a smaller project. It’s also the right one, and it’s why clients keep coming back.
We work in sprints. A focused improvement can be delivered in a single sprint. An enterprise rollout or a multi-company consolidation can run up to 12 months.
What drives a timeline is rarely technical. It’s mostly about:
A clear owner on your side shortens almost any project.
Our 864 customers span 18 sector groups. The largest are:
| Sector | Customers |
| Software and technology | 92 |
| Manufacturing and industrial | 90 |
| Financial services and insurance | 81 |
| IT services, telecoms and cybersecurity | 73 |
| Healthcare and life sciences | 66 |
| Consulting, marketing and advertising | 62 |
| Professional and business services | 60 |
| Construction, engineering and architecture | 52 |
| Energy, utilities and environment | 47 |
| Hospitality, events, travel and leisure | 46 |
We also work in education, retail, logistics, media, real estate, the public sector and food and beverage. Each industry sells differently. Manufacturers need ERP data in front of sales. Financial services firms need tight permissions and clean audit trails. Software companies need product usage and expansion revenue alongside the pipeline. We build for how your sector actually works.
Secure, integrated CRM for healthcare organizations — unify patient and customer data, stay compliant, and align Sales, Marketing and Service around every relationship.
Build lasting customer relationships in the IT space with a CRM that unifies data across systems, automates provisioning workflows, and scales with your service business.
For banks, credit unions, mortgage and investment firms — deep business insights, automated processes, and secure handling of highly sensitive customer data, including KYC.
From acquisition to retention, an agile CRM that scales with explosive growth — rapid insights, automated operations, and secure transactions and data storage.
You don’t need another marketing agency. You need a partner who can tackle the most complex challenges:
This results in better alignment between Sales, Marketing and Service, which leads to more efficiency, balance of growth and scale, and overall improved business results. And yes, a customer-facing engine that is at the core of your customer-related processes and metrics.
900+ Customers around the world have trusted Periti to deliver complex projects to unlock the full potential of Technology. That is how we reached HubSpot Elite status and ranked in the top 3 global HubSpot partners in 2024.
Reach out and help us to become #1
To be the partner leading brands trust to unlock the full potential of technology — with HubSpot at the core of their customer-facing processes and metrics.
Run Salesforce and HubSpot side by side without data chaos. We build reliable bi-directional syncs that keep contacts, deals, and activity aligned — so sales and marketing always work from the same, current record.
We’ve delivered dozens of SAP–HubSpot integrations, connecting ERP master data, orders, and pricing to your CRM for a true 360° customer view across front and back office.
Sync customers, invoices, and order data between NetSuite and HubSpot to give revenue teams real-time visibility — and remove double entry between finance and sales.
Connect Microsoft Business Central to HubSpot so quotes, orders, and customer records flow automatically — keeping operations and go-to-market teams perfectly in step.
Bring Sage accounting data into HubSpot for a complete picture of every account — from first touch to invoice — without manual exports or spreadsheets.
Migrating from or coexisting with Microsoft Dynamics? We map objects, preserve history, and build dependable syncs so your teams keep momentum throughout the transition.
For most, yes. HubSpot now supports custom objects, advanced permissions, multiple business units, sandboxes and detailed reporting. Where companies run into trouble, it’s usually because the portal was set up like a small-business CRM, not because the platform can’t cope.
Elite is the highest tier in HubSpot’s partner program. It reflects a partner’s track record of delivering and supporting HubSpot customers at scale. It’s a useful starting filter, but it’s still worth asking each partner about projects like yours.
Often, yes, particularly for companies whose sales and marketing teams struggle with adoption on Dynamics. Many Dynamics customers also run Business Central or Dynamics 365 Finance, so the ERP integration needs planning from the start, not as an afterthought.
It should be reviewed, not moved by default. We look at what each object and field will be used for in HubSpot. Useful history is cleaned and restructured so people and AI agents can work with it. Data that can’t be trusted stays out, and it can be archived if you need to keep it for compliance.
Usually not. Most portals can be fixed by redesigning the data model, cleaning up properties and workflows, and repairing the integrations. A full rebuild only makes sense when the foundations are wrong beyond repair. Modernizing existing portals makes up a large share of our work.
It’s how Periti starts most engagements. We map how revenue actually moves through your business and design the target system: the data model, processes, integrations, reporting and where AI fits. You come away with a plan you can act on before any build begins.
Zapier and Make are good for simple, low-volume automations. For ERP and other business-critical connections, Azure and AWS give you error handling, monitoring, security controls and the capacity for real data volumes. When an integration fails, you want to know straight away, not three months later.
Yes, if the data is in good shape. Agents rely on the context they can reach, so incomplete or untrustworthy CRM data leads to poor results. We start by structuring HubSpot as the source of context, then use Claude and HubSpot’s own AI to build agents on top of it.
An experienced Periti operator runs your revenue operations as part of your team. It gives you senior RevOps capability without a full-time hire, and it scales up or down as your needs change.
Yes. It takes careful design around permissions, currencies, pipelines and local processes, balanced against the shared playbook leadership needs. Our 1,200-user rollout for Franchise Brands brought teams from across Europe into one HubSpot environment.
The most effective approach we’ve seen is a single CRM with a repeatable playbook for bringing each new acquisition into it. Shared definitions and a shared data model let operating partners compare pipeline and margin across businesses in one place.
Periti typically works on a time and materials basis. Costs are shaped by scope, data volume, the number of integrations and how many teams are involved, which is why we start with a Design and Strategy project before committing to a full build.
Yes. We train each team by role using your own data and processes, train your admins in depth, and provide support through go-live and afterwards through our customer success programs.
