Manufacturing · Case Study #2
From siloed systems to a unified commercial platform.
How Sector Growth built a full Sales, Service & Marketing CRM for Unique Appliances, a Canadian distributor and manufacturer of specialty consumer appliances selling across B2B and D2C channels.
- Industry
- Consumer Appliances Distribution & Manufacturing
- Client
- Unique Appliances
- HubSpot Products
- Sales Hub Pro · Service Hub Pro · Marketing Hub Pro
- Integrations
- Shopify (B2B + D2C), NetSuite ERP, Freshdesk migration, Outlook & Teams
- Scope
- Full CRM build: Sales, Service & Marketing
- 437hrs
- Implementation across Sales, Service & Marketing
- 3
- HubSpot Hubs fully deployed
- 4
- Sales pipelines built
- 20K+
- Prospecting leads imported & territory-routed
01 · The challenge
Rapid growth, no operational infrastructure.
Unique Appliances was scaling across distributors, multi-unit chains, independent retailers and direct-to-consumer, but sales, service and marketing each ran on disconnected tools with no shared data, no automation and limited visibility.
Sales: manual processes, no CRM foundation
- All prospecting, lead tracking and account management was run from spreadsheets.
- Nine reps across East / Central / West with no automated lead routing.
- Four customer types and three product niches with no tagging, segmentation or reporting.
- 20,000+ prospecting contacts in spreadsheets with no structured workflow.
- No credit-terms application process and no forecasting.
Service: fragmented, under-reported, reactive
- Service ran entirely in Freshdesk, disconnected from sales and marketing.
- 50+ appliance models with no structured capture of model, serial or part numbers.
- No SLA tracking, no technician performance reporting, no post-ticket CSAT.
- Ad-hoc technician dispatch with no geographic assignment logic.
- Multi-channel inbound with no routing, ticket auto-creation or self-service portal.
Marketing: disconnected tools, no attribution
- Mailchimp (~3,000 contacts) ran completely disconnected from the CRM.
- New Shopify storefront had no HubSpot connection for orders or visitor identification.
- Social, ads and analytics in separate platforms with no unified reporting.
- No lead scoring and no B2B / B2C lifecycle segmentation.
“We needed a system that could handle our sales, service, and marketing in one place. We were growing fast but everything was in silos, spreadsheets, Freshdesk, Mailchimp, and we had no visibility into what was actually working.”
02 · The solution
A 437-hour, five-phase HubSpot build.
Sector Growth executed a full-platform implementation across Sales, Service and Marketing Hubs, data migration, configuration, integrations, automation and team training.
- 01
Admin foundation & data migration
Established the core CRM environment, users, teams, properties, lifecycle stages and pipelines, and migrated 20,000+ contacts plus historical Freshdesk records into a clean, structured schema.
- 02
Sales Hub, territory automation & pipelines
Four pipelines (B2B, Parts & Accessories, B2B Shopify Orders, D2C). Territory routing by location, qualification playbooks, automated credit-terms application and trade-show capture-to-nurture workflows.
- 03
Service Hub, SLAs, portal & feedback loops
Three service pipelines with SLA targets and escalation. Customer portal, knowledge base, Freshdesk migration and three automated post-ticket surveys (NPS, CSAT, CES).
- 04
Marketing Hub, integrated, attributed, automated
Mailchimp fully replaced. Social, Google Ads and website tracking unified inside HubSpot with proper B2B / B2C segmentation and full campaign attribution dashboards.
- 05
Integrations & CRM handoff
Shopify (B2B + D2C) and NetSuite ERP integrated for orders, fulfilment and financials. Team training and CRM handoff with documented SOPs.
03 · The outcome
One connected system. The whole commercial organisation.
Sales operations transformed
Spreadsheet prospecting replaced by a territory-automated pipeline. Trade-show leads flow from capture form into rep-owned nurture sequences within hours. Credit-terms applications run end-to-end without manual rep intervention.
Service excellence now measurable
SLA targets, technician accountability, structured product-failure data, post-ticket NPS / CSAT / CES and a customer self-service portal, all surfaced in a single dashboard for service leadership.
Marketing fully attributed
Email, social and ads run from one platform with full campaign attribution from click through to closed-won deal. Lead scoring and lifecycle logic hand sales a clean, prioritised pipeline.
Integrated commercial stack
HubSpot deals sync to Shopify for fulfilment and NetSuite for financial recording. Nine reps across three territories, the service team and the marketing function all operate from one shared CRM.
04 · Stack
HubSpot products & integrations used.
| Sales Hub Pro | Pipelines, sequences, territory routing, forecasting, playbooks. |
|---|---|
| Service Hub Pro | Ticket pipelines, SLAs, customer portal, knowledge base, NPS/CSAT/CES. |
| Marketing Hub Pro | Email, social, ads, lead scoring, attribution dashboards. |
| Shopify integration | B2B dealer ordering + D2C orders synced to deals and contacts. |
| NetSuite ERP | Closed-won deals synced to NetSuite for financial recording. |
| Freshdesk migration | Historical tickets, contacts and interactions migrated to HubSpot. |
Have a stack that needs unifying?
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