Our Work
Overview
Family-owned and operated since 1930, this client provides uniform, facilities supplies, first aid, and AED (automated external defibrillator) rentals to businesses across the Midwest.
The client had never run on HubSpot before. Their sales process lived in Wingmate, an industry-specific system built around a single flat record that held everything about a customer in one place and with no way to break data apart, report on it, or see it without going back to Wingmate directly for an export. Their field sales reps had built a process around that tool over the years. But that was the problem: the tool was limiting their process instead of supporting it.
Evenbound partnered with this team to migrate their sales history into HubSpot and build a system around how their team sells (on the road, territory by territory), rather than asking the team to change how they work to fit the software.
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Industry: Textile Manufacturing + Facilities Services
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Location: Shelbyville, Indiana
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Size: 80+ employees
45,000+ Deals Migrated
Into a New Sales Process
50+ Custom Properties
Built Around Sales Territories
25+ Custom Reports
Across 3 Sales Dashboards
The Challenge
The team had a sales process. It just lived inside a system that wasn’t built to support it, report on it, or give leadership visibility into it. The biggest challenge was a lack of automation that left the team doing manual work everywhere, compounded by data quality issues carried over from Wingmate.
Ineffective CRM History: They had never used HubSpot, and was migrating from Wingmate, a system that didn’t map logically to how HubSpot structures data.
One Record, No Structure: Wingmate stored everything about a customer in a single flat record. The team had never worked with separate objects, properties, or associations, and had to learn a new way of thinking about their data.
No Data Exports Without Wingmate: There was no way to export data without going through Wingmate.
A Process Built for the Road, Not the Office: The sales process included different activity types (e.g., regular email vs. video email outreach) that didn’t have a home in a standard CRM setup, and reps needed a way to log that work without extra friction.
Manual Territory Assignment: Sales zones were managed by zip code, but assigning and updating them was a manual process with no automation behind it.
HubSpot Tools We Used
Marketing Hub Pro
Sales Hub Enterprise
The Solution
Rather than migrating the data as-is and asking the team to adapt a generic HubSpot setup, Evenbound built the system around the actual sales process, including the parts that don’t normally have a home in a CRM.
Clean Migration, Full Visibility: Migrated the sales history out of Wingmate and into HubSpot, giving every team member quick and easy visibility into deal and customer data.
Sales Process Built in Deals: Set up the sales team to work primarily out of the deals object, with the leads object used to vet and hold prospects before they become active deals — mapped directly to the existing sales process rather than a generic pipeline.
Custom Objects for How Reps Sell: Built a custom Sales Activity object to capture the specific ways the reps engage with customers, including the distinction between regular email and video email outreach.
Territory Automation: Automated sales zone assignment by zip code so leadership only has to add a zip code to a zone and it will auto-assign to a rep, with HubSpot enriching and updating the record on the back end.
Data Model Built for Scale: Built more than 50 custom properties across deals, companies, and contacts, plus more than 50 zone-based segments and 24 custom views. This included dedicated views to surface unassigned or unknown zip codes so nothing falls through the cracks.
Reporting Leadership Never Had: Delivered three sales dashboards and more than 25 custom reports, giving the whole team visibility into sales activity.
Automation Where Manual Work Once Was: Built 14 workflows, including the zip-code-to-zone automation, notifications and reminders tied to the sales process, and custom property mapping to keep records clean without manual upkeep.
Trained for the Way the Team Works: Delivered three training sessions for six sales team members and four executives, focused on the new object structure, associations, and day-to-day workflow inside HubSpot.
The Results
45,000+ deals migrated and mapped into a sales process built around how the team sells, not a generic pipeline.
A system built for the field, with a custom Sales Activity object that gives reps a much easier place to log and view their work.
Zone assignment that runs itself. What used to be manual zip-code-by-zip-code territory management is now automated on the back end, with full visibility for leadership.
50+ custom properties and 24 custom views give every team member visibility into the data they need.
3 dashboards and 25+ custom reports, with no need to rely on a manual export process from the legacy system.
Sales usage on the rise since go-live, with the team increasingly working out of HubSpot as their day-to-day system of record.
