A cloud-based RFP Software company engaged Obility to consolidate their CRM and MAP systems following an acquisition. Obility conducted a comprehensive audit and planned a two-phase migration: first focusing on Salesforce consolidation, then migrating Pardot to HubSpot. The successful migrations, completed within five and 2.5 months respectively, streamlined the client’s systems and enhanced operations efficiency.

The Challenge

A leading cloud-based RFP Software Company reached out to Obility for assistance after acquiring another RFP firm. They found themselves managing two separate CRM and MAP systems concurrently, which resulted in duplicated marketing efforts, redundant data and disorganization across both tech stacks. They recognized the necessity of consolidating both CRMs and MAPs into single instances, but were unsure about how to begin or where to start. 

 

Obility’s Approach

Obility’s first step was to determine the sequence of migrations for the CRM and MAP systems. Beginning with an end-to-end assessment and audit of both tech stacks, including a thorough data health assessment (which includes a review of duplicates across objects, data completeness, review of number of “test” or free domain emails, etc.). Through these assessments and discussions with the client, it was decided to prioritize the Salesforce to Salesforce migration, followed by the Pardot to HubSpot migration. 

For each of the Salesforce audits, Obility provided recommendations on data clean-up for what would be the final consolidated Salesforce instance and recommendations on which aspects of the secondary Salesforce instance should be migrated. 

After presenting these recommendations to the relevant stakeholders, and incorporating any feedback that was received, Obility created a detailed project outline and timeline. Clearly outlining each step of the migration process, the designated responsible parties (Obility or client), estimated hours and dates for each task and the client liaison for each action item.


 

To ensure transparency and keep the client informed throughout the migration process, Obility shared the project outline with the client team and held weekly meetings. 

Understanding the need to minimize disruption, Obility began work by preparing the standing Salesforce instance to ensure it was ready for data migration. Additionally, to reduce platform downtime, Obility scheduled the actual data migration to be over a weekend, which was approved by the client. Having the migration occur over a weekend, limits the impact it would have on sales, marketing, etc. being able to work in the systems, as well as reducing the risk of data not being migrated over due to individuals working in the wrong instance during migration. 

During the migration weekend, Obility was in constant communication with the client’s designated contacts, providing progress updates, answering questions and addressing any issues that arose. 

It’s worth noting that despite meticulous planning, migrations can encounter unexpected issues. Obilty’s experience and thorough preparation, including creating full backups of both instances, ensured they were ready to address any problems calmly and efficiently. 

Once the Salesforce migration was successfully completed and approved, Obility began work on the Pardot to HubSpot migration, applying the same meticulous process to ensure a seamless transition. 

 

The Results

Salesforce to Salesforce Migration:

  • Migrated 186 custom fields across Account, Contact, Lead and Opportunity Objects
  • Developed and implemented a duplicate handling process, which consisted of creating a series of scenarios for how to handle duplicates. These scenarios outlined the duplicated areas (email, contact, etc.) and how they should be handled; which record will be primary, which will be merged, if records should be deleted, etc.:
    • Lead to Lead (email only): 216,091 records, 2,386 duplicates
    • Contact to Contact (email only): 35,378 records, 389 duplicates
    • Lead to Contact (email only): 243,507 records, 3,782 duplicates

*It’s important to note that handling duplicates properly (knowing how to handle them during migration) and then having a process in place to avoid duplicates in the future is an important piece to any migration process. 

  • Duration: 5 months (October 2022 to February 2023)

 

Pardot to HubSpot Migration:

  • Migrated fields:
    • 6 custom Account fields
    • 37 custom Prospect fields
  • Migrated 37 Campaigns
  • Recreated 23 Automation Rules
  • Migrated 9 Email Programs, including all corresponding emails
  • Migrated 815 files
  • Recreated 6 forms
  • Recreated 3 landing pages
  • Migrated 164 lists
  • Duration: 2.5 month (January 2023 to March 2023)

 

Obility’s structured and detailed approach ensured that both migrations were completed smoothly with minimal disruption to the client’s operations, resulting in a consolidated, efficient and effective tech stack. At Obility, we understand that one size does not fit all and although we offer a wide range of revenue operations/marketing operations services, we are able to customize our approach based on each client’s wants and needs. 



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