Standardizing Legacy CRM Data and Object Relationships for a Century-Old Industrial Manufacturer
A 100-year-old ventilation manufacturer migrated to HubSpot. Broken object relationships and non-uniform data left 2,462 deals orphaned.
We implemented Operations Hub workflows to standardize geographic fields and enforce BCP-compliant phone formats. The workflows also mapped deal owners to company records automatically, restoring territory routing integrity.
Executive Summary
Context
An Australian manufacturing firm with a century of historical data migrated from Keap to HubSpot. Records fragmented, leaving 2,462 orphaned deals with no company association. Inconsistent data formats for postcodes and states blocked automated routing and reporting.
What We Built
We built a technical data integrity framework within HubSpot. It standardizes geographic fields, enforces phone formatting, and programmatically re-links orphaned deals to their respective company owners.
Tech Stack
- The architecture utilized HubSpot Operations Hub for data formatting, addressing limitations identified in the historical TruJay migration from Keap.
This isn't a fit for low-volume organizations. It also isn't for those without complex B2B sales cycles needing rigid territory management and account-level ownership.
The Challenge
"Dirty" data made it impossible to route leads or report on revenue by region. Postcodes were non-uniform. "State" was a free-text field with multiple variations, for example NSW versus New South Wales. Phone numbers lacked the +61 prefixes required for automated dialing. The migration from Keap also failed to preserve parent/child company relationships. It left 2,462 deals without a clear company owner, making sales accountability impossible.
Our Approach
We deployed a series of data formatting workflows to convert free-text inputs into standardized dropdown menus for "State" and "Country". Validation rules restrict postal codes to exactly four numerical characters, matching Australian standards. To solve the ownership crisis, we engineered a workflow that identified deal-level owners and mapped them automatically to the associated company records. That resolved an initial 682 records.
Impact
2,462 Orphaned Deals Relinked to Owners
The system linked 2,462 deals to company owners programmatically. That restored accountability for high-value "Hunted Projects," so no existing deal stayed unmanaged from system-level visibility gaps.
Automated Routing Readiness
Geographic fields moved from free-text to dropdowns. That enabled territory-based routing and cut the manual administrative load of lead assignment.
Outreach Standardization
Legacy phone data now converts into BCP-compliant +61 formats. That removed friction for sales representatives using integrated calling tools and improved the contact rate for design-phase leads.
Structural Scalability
Non-uniform postcodes and missing suburb data got cleaned up. That produced the clean dataset the client needs for its $30M systemized revenue target.
We configured a validation rule within HubSpot properties to restrict the "Postal Code" field to a maximum of four numerical characters. That blocked alpha characters and international formats. Those had broken reporting before.
Using data formatting workflows, we mapped legacy free-text "State" and "Country" values to predefined dropdown options. This logic included multi-branch "if/then" statements. They caught and corrected common variations of Australian state names.
An automation polls deals that lack a company owner. It syncs the "Deal Owner" property to the "Company Owner" property across 2,462 associated records.
We deployed an Operations Hub workflow to scan the database. It prepends "+61" to Australian landline and mobile numbers and strips non-numeric characters and spaces, for compatibility with CTI integrations.
A data transformation model showing the remediation of broken CRM data. Raw legacy records are processed and mapped into standardized HubSpot object relationships to restore database integrity and territory alignment.
FAQ
The legacy Keap instance often stored parent/child relationships as simple contact tags rather than true object associations. Standard migration tools like TruJay struggled with these multi-tier object structures. We had to rebuild the association logic in HubSpot. That meant custom workflows to re-link entities based on shared domain and ownership properties.
