CRM migration: From ACT! To HubSpot.
The brief.
inTank had been using ACT! as their CRM for over 15 years. While it contained a large volume of customer, sales, and pipeline data, the system had become difficult to manage. Outdated records, duplicated contacts, and inconsistent data entry limited visibility across leads, opportunities, and customer relationships. They needed a modern CRM that could better support both inbound and outbound sales activity, improve how opportunities were managed, and ultimately increase conversion from pipeline to closed-won revenue.
inTank brought Invanity in as CRM experts to assess their requirements, recommend the most appropriate platform, and lead the transition to a more effective system. The brief was to replace ACT! with a CRM that preserved critical historical data, improved usability and reporting, and was fully adopted by the sales team. This included cleaning and migrating legacy data, configuring the system to support their sales process, and training the team on how and why the CRM should be used – ensuring consistent adherence and long-term performance.
The approach.
We’d worked closely with inTank for years, and understood how their sales operations worked. This helped us define what they’d need from a new CRM – ease of use, pipeline visibility, and long-term scalability. HubSpot was the obvious choice. We then audited their CRM data to understand what records we should preserve, correct, enrich, or remove before they were migrated over.
After migrating records, we restructured the new CRM around inTank’s operations. We kept historical deal data, pipeline stages, and interaction history, but redesigned lifecycle stages, opportunity management, and reporting to improve visibility of inbound and outbound activity. We also integrated all emails and phone systems into the CRM, and trained the sales team on how and why the system should be used. This included consistent data entry and opportunity progression to support day-to-day selling and improve conversion.
The results.
Unified CRM platform.
inTank gained a modern, fully integrated CRM that unified years of fragmented legacy customer data, communications, and reporting into a single system. Sales teams got increased visibility of leads and opportunities, while leadership achieved consistent control over pipeline and performance.
6-week CRM deployment.
The transition was delivered end-to-end in six weeks, with enterprise-grade sales and marketing capability in place from day one to support both inbound and outbound activity.
15% increase in conversion rate.
Over the following 12 months, inTank increased their closed-won conversion rate from 21% to 36%. The sales team consistently credits the improved CRM for introducing greater clarity, discipline, and accountability across the sales process.
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