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Case Study: RevOps Transformation & CRM Migration

How Arise GTM Migrated HUBX to HubSpot, Integrated Drift, and Increased Sales Productivity by 20%

Hubx Capital

Overview

HUBX, a fintech platform used by major banks to streamline private placements and loan syndication, needed a modern RevOps foundation capable of supporting a lean sales team handling rising inbound demand.

Their existing Pipedrive setup couldn’t scale: data was inconsistent, reporting was limited, playbooks weren’t automated, and manual qualification slowed down revenue velocity. HUBX brought in Arise GTM to architect a true RevOps operating system built on HubSpot and powered by Drift for real-time qualification.

In just six weeks, Arise GTM completed a full CRM migration, deployed a new sales engagement spine, automated qualification and routing, and delivered reporting that gave the CRO real-time visibility and control.

The outcome:
Sales productivity up 20%. Manual admin down 40%. Faster qualification. Cleaner data. A RevOps system built for scale.

The Challenge

HUBX needed more than a CRM migration — they needed a RevOps reset.

  • Pipedrive lacked the structure to scale enterprise deal cycles

  • Qualification was slow and manual, creating bottlenecks

  • Drift was underutilised and poorly connected into CRM 

  • Sales reps were wasting time on non-ICP inbound enquiries

  • Reporting lacked visibility across deals, marketing, and chat engagement

  • No automation existed between chat → CRM → workflows → sales assignment

The CRO needed a system that could:

  • Handle rising inbound volume

  • Reduce operational drag

  • Enrich data automatically

  • Route the right opportunities to the right reps

  • Show the entire revenue picture in one place

HubSpot + Drift was the answer, but only with the right RevOps architecture.

Objectives

RevOps modernisation designed for speed, accuracy, and scale.

Migrate Pipedrive data and processes into HubSpot cleanly and accurately

Integrate Drift end-to-end with HubSpot CRM, including routing, qualification, and lifecycle triggers

Rebuild chat playbooks using best-practice RevOps logic

Automate lead qualification and disqualification

Build a unified reporting dashboard for deals, leads, chat engagement, and paid activity

Reduce admin while increasing rep productivity

The Strategic Breakthrough

Instead of treating HubSpot as a CRM, Arise GTM reframed it as HUBX’s revenue command centre:

HubSpot becomes the data spine, Drift becomes the real-time qualification layer, and RevOps connects them into one system that removes friction for sales.

The breakthrough came from redesigning the workflow architecture around:

  • ICP-first qualification

  • Dynamic routing

  • Data standardisation

  • Automated lifecycle movement

  • Real-time engagement triggers

This shifted HUBX from reactive inbound handling to proactive, automated, high-accuracy qualification.

HubX mockup

Ray De Silva

CRO, HubX

"The difference with Arise GTM is that they don’t just understand the strategy — they know exactly how to deploy the tech to deliver it. Productivity up, admin down, and a CRM that finally works the way we need."

Execution Highlights

Here's a summary of the project's outcomes.

1. CRM Migration & Data Architecture

  • Cleansed and standardised Pipedrive data

  • Mapped all standard + custom fields into HubSpot cleanly

  • Rebuilt the CRM architecture around lifecycle stages, deal processes, and RevOps logic

  • Completed full migration in under two weeks

2. Drift Conversational Revenue Activation

  • Integrated Drift chat playbooks bi-directionally with HubSpot

  • Mapped custom attributes → CRM fields for unified reporting

  • Rebuilt qualification logic to disqualify non-ICP leads automatically

  • Automated lead routing to assigned reps based on region, segment, and priority

  • Connected Drift conversation outcomes to HubSpot workflows instantly

3. Sales Enablement & Automation

  • Automated enrichment into HubSpot

  • Triggered nurture sequences based on Drift behaviour

  • Reduced admin time with automated property management and lifecycle updates

  • Ensured Drift “completes an action” → triggers HubSpot workflow instantly

4. Performance & Revenue Reporting

  • Built dashboards combining chat engagement, lead quality, deal velocity, and paid sources

  • Gave CRO real-time visibility into pipeline health and team performance

  • Implemented KPI tracking across conversations, SQL conversion, and rep productivity

Results

  • 20% increase in outbound rep productivity

  • 40% reduction in admin time

  • Cleaner, richer CRM data powering automation

  • Faster qualification and automated disqualification of low-value leads

  • Inbound and outbound sequences aligned with real-time chat behaviour

  • Sales team able to handle higher inbound volume with fewer steps

The system now acts as a RevOps engine, not just a CRM:

  • Drift → qualifies and routes

  • HubSpot → enriches, tracks, and automates

  • Sales → focus only on high-quality opportunities

Timeline:

  • Full project delivered in 6 weeks
  • Integration + playbook rebuild consumed the majority of effort
  • Drift + HubSpot alignment became the leverage point for productivity gains

Strategic Advantage Created

This transformation moved HUBX from basic CRM usage to a fully orchestrated revenue platform — ready to scale large deal cycles with a lean team.

Arise GTM enabled HUBX to:

Scale revenue operations without increasing headcount

Build a repeatable, low-friction qualification engine

Turn HubSpot into a central data hub

Reduce operational drag across sales, marketing, and inbound

Gain complete visibility into buyer behaviour and pipeline quality

Create a unified RevOps infrastructure for future growth

Transform Your CRM Into a Revenue Engine

If your CRM feels like a database instead of a revenue system, we’ll rebuild your RevOps foundation, integrate your tools, and automate the workflows that accelerate pipeline and reduce workload.

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