How The CFO Centre Transformed Global Operations with HubSpot

We partnered with The CFO Centre to implement HubSpot initially through a Minimum Viable Product (MVP), launching HubSpot in the UK to facilitate a controlled implementation. This allowed them to test the system, gather feedback, and make adjustments before rolling it out globally. The strategy ensured strong user adoption and provided the flexibility to tailor the system to their specific needs, ultimately supporting the successful global alignment of their processes.

The MVP build aimed to solve key inefficiencies across technology, data management, and global operations.

• Limited Use of Microsoft Dynamics – Their existing tech stack, Microsoft Dynamics, was not fully implemented across all business units, turning it into an expensive database rather than a tool for driving commercial performance. It was primarily used for recording information rather than optimising client journeys, executing marketing campaigns, or managing accounts effectively.
• Fragmented Data Management – Marketing teams had to manually extract data, input it into third-party campaign tools, and then re-upload or re-enter results, leading to inefficiencies and duplication. Clean, structured data was essential for better analysis, customer insights, and lead generation.
• Lack of Global Alignment – Operating under a common brand across multiple countries, The CFO Centre functioned more as a collection of regional entities rather than a unified global business. This made it difficult to share innovative ideas, scale initiatives, and drive efficiency across markets.
• Disconnected Marketing and Sales Processes – The CFO Centre recognised that siloed marketing and sales processes were hindering growth and efficiency. The marketing team sought to professionalise its approach by developing fully integrated campaigns that would seamlessly transition leads into the sales pipeline. At the same time, the regional directors’ sales journey required major improvements, including better tracking of leads and opportunities, streamlined sales cycle management, and more timely access to critical client information.

“This inconsistency caused frustration and missed opportunities,” said Lucy Beard, Group Project Manager at The CFO Centre. 

The existing system setup lacked the connectivity needed to provide a holistic view of the customer journey, resulting in missed opportunities and inefficiencies in converting leads into clients. By addressing these challenges, The CFO Centre aimed to create a more cohesive and effective approach to attracting, nurturing, and converting clients.

To ensure a seamless transition to HubSpot, we began with structured workshops designed to align stakeholders, redefine processes, and establish a solid foundation for implementation. Through stakeholder interviews, customer journey mapping, and data integration planning, we created a strategy that supported The CFO Centre’s global operations. These sessions enabled the team to build a structured, scalable system that streamlined workflows and improved data governance.

With a clear strategy in place, we migrated CFO Centre from Microsoft Dynamics 365 to HubSpot, implementing tools and processes across Marketing Hub, Sales Hub, and Service Hub. Key improvements included:

• Automated Lead Processing – Direct integration from lead generation tools eliminated manual data entry, reducing errors and speeding up lead processing.
• Smarter Lead Management – Data governance and lead nurturing workflows ensured cleaner data and more effective lead qualification.
• Efficient Communication & Scheduling – Meeting links and email templates streamlined interactions, reducing administrative work while ensuring consistency.
• Optimised Sales Process – Deal stages were mapped and consolidated into structured pipelines for better tracking and accurate reporting.
• Enhanced Data Collection & Efficiency – Automated workflows, including no-show handling and mandatory fields, improved operational efficiency.
• Improved Partner Management – A dedicated pipeline for managing partner relationships provided better qualification and performance measurement.
• “CFO” Custom Object – A custom object within HubSpot now tracks CFO involvement in deals, enhancing visibility and reporting capabilities.

By focusing on innovation and leveraging HubSpot's comprehensive suite of tools, The CFO Centre not only addressed its immediate challenges but also laid the foundation for sustained growth and global success.

Driving Sales Innovation

Transitioning from Microsoft Dynamics 365 to HubSpot has transformed The CFO Centre’s sales operations, providing a unified platform that enhances data management, automation, and access to real-time insights.

Previously, Regional Directors relied on spreadsheets and manual tracking, leading to inconsistencies in deal progression and reporting. With HubSpot, The CFO Centre has established a 100% digital, standardised sales process designed for a global rollout. This shift has significantly improved pipeline visibility, revenue forecasting, and account management. Custom-built reports now allow teams to track lapsed clients and uncover regional growth opportunities, driving smarter, data-backed decision-making.