Financial Services · Case Study
From day zero to a scalable fundraising engine.
How Alpine Saxon Woods, an $800M+ asset manager formed from the merger of Alpine Funds and Saxon Woods, built a unified sales and marketing platform on HubSpot to raise capital from RIAs, foundations and endowments across the Northeast U.S.
- Industry
- Financial Services, Asset Management
- AUM
- $800M+ across long/short and long-only strategies
- Target Market
- RIAs, foundations, endowments and select IBDs
- HubSpot Products
- Sales Hub Pro · Marketing Hub · Operations Hub
- Timeline
- 8-week implementation + ongoing growth consulting
- 46,500+
- Records migrated from Dakota into HubSpot
- 3
- Hubs deployed in a unified workspace
- 8wks
- From kickoff to live outbound engine
- 1,300
- Advisors enrolled in first outbound sequence
01 · The challenge
A merged firm with fragmented systems and no unified GTM motion.
Alpine's go-to-market infrastructure was starting from day zero, a walled-garden prospect database in Dakota, 200 marketing contacts stranded in Constant Contact, no standardized sales process for a 6-9 month institutional cycle, and no capacity for the systematic outreach the firm needed to add 25+ advisor relationships a year.
Walled-garden prospect database
- Dakota Marketplace exposed no API and no third-party integrations.
- Advisor data siloed from sales activity and marketing communications.
- 35K contacts and 11.5K firms locked outside the CRM.
Marketing disconnected from sales
- ~200 contacts sitting in Constant Contact.
- Newsletters going out with no path back into pipeline.
- No attribution from campaign to booked meeting.
No standardized sales process
- No shared definition of a qualified RIA prospect.
- No time-in-stage visibility for the 6-9 month institutional cycle.
- No executive reporting on calls, meetings or pipeline movement.
“We went from running our fundraising on a patchwork of spreadsheets, Dakota and Constant Contact to having a single platform that tells us, on any given Monday, exactly where every advisor relationship stands.”
02 · The solution
A wealth-management-tailored Sales Hub Pro deployment.
An 8-week onboarding paired with Marketing Hub and Operations Hub Starter, designed end-to-end around institutional asset management, not generic B2B SaaS templates.
- 01
Sales process & pipeline architecture
Custom lifecycle stages, a nine-stage deal pipeline for the 6-9 month institutional cycle, and a two-axis qualification system (1-5 tier + A-E rating) driving automated task creation and rep prioritization.
- 02
Dakota-to-HubSpot migration
Coordinated a direct integration with Dakota's team. 35K contacts and 11.5K companies migrated with wealth-management-native properties (AUM, custodian, account profile, investment interests) preserved on deal records.
- 03
Technical foundation & email deliverability
SPF and DKIM configured for institutional-inbox deliverability. HubSpot Sales Extension across Outlook and Office 365. Website tracking coordinated with the Webflow rebuild. GDPR settings tuned to restore per-contact tracking.
- 04
Marketing & outbound activation
Meeting scheduler with a 12-week booking window and institutional guardrails. Cold sequences designed 90% value / 10% CTA. Executive dashboard for calls, meetings, deals and event ROI. Ongoing marketing-contact tier management.
- 05
Enablement & self-sufficiency
Six sales workshops, four mapping sessions. Sales, marketing and ops trained to independently build views, run sequences and pull executive reports, eliminating reliance on external operators.
03 · The outcome
A unified GTM platform, in production, in 8 weeks.
Single source of truth
46,500+ records consolidated, 35K contacts and 11.5K firms, with custom AUM and product-usage fields preserved on deal records.
Outbound engine in market
1,300 advisors enrolled in the firm's first systematic outbound sequence; 56 prospects engaging with the meeting link and the first booked meetings sourced directly from sequence engagement.
Operational pipeline live
Nine-stage deal pipeline with every active prospect classified by tier, rating and entity type. Time-in-stage enables real forecasting against the 6-9 month cycle.
Team self-sufficiency
Sales, marketing and operations independently running views, lists, sequences, marketing-contact tiers and executive reports. Ongoing growth-consulting hours pre-purchased through 2026.
04 · Stack
Products & integrations used.
| HubSpot Sales Hub Pro | Nine-stage pipeline, sequences, meeting scheduler, forecasting. |
|---|---|
| HubSpot Marketing Hub | Institutional email program with SPF/DKIM and per-contact tracking. |
| HubSpot Operations Hub | Data quality, workflows and marketing-contact tier automation. |
| Dakota Marketplace integration | Direct integration through Dakota's team, 46,500 records synced. |
| Webflow + Microsoft Clarity | Tracking code and behavioural analytics coordinated with the site rebuild. |
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