Case study · legacy CRM to HubSpot
Transforming East Brands’ CRM: From Legacy Systems to HubSpot
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Illustrative case file. Figures from the engagement.
01 · Background
A franchisor outgrowing a CRM nobody wanted to use
East Brands is a Canadian franchising organization dedicated to empowering entrepreneurs through proven, turn-key business models. As a partner-centric franchisor, East Brands provides comprehensive support — from brand development and site selection to training, marketing strategies, and ongoing operational guidance. Their portfolio spans multiple high-growth specialty sectors, offering franchisees a robust framework and the resources they need to launch, manage, and scale successful locations.
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East Brandseastbrands.ca
02 · Challenges
Five symptoms of a legacy system
Outdated System & Low Adoption
The legacy CRM was cumbersome and unintuitive, leading to low user adoption across sales and marketing teams.
Lack of Reporting & KPI Visibility
With no centralized dashboards, leadership had minimal insight into pipeline health, team performance, or campaign ROI.
Inaccurate Lead Source Tracking
Lead sources — ranging from website forms to franchise referrals — were not reliably captured, making it impossible to measure channel effectiveness.
Broken Parsing Processes
Franchisees submitted leads in varying formats, frequently causing the legacy system’s parser to fail and requiring manual rework.
Manual, Fragmented Processes
Critical tasks such as lead qualification, call logging, and follow-up cadences were handled manually, slowing response times and reducing capacity.
03 · Solution
A comprehensive HubSpot implementation, one pain point at a time
Working closely with East Brands, we designed and executed a comprehensive HubSpot implementation to tackle each pain point.
HubSpot Sales & Marketing Hub Deployment
Rolled out Sales Hub for deal management and Marketing Hub for lead capture and nurturing, ensuring a unified platform for all teams.
Data Migration
Imported 100% of historical records from the legacy system, preserving key contact, company, and deal data for seamless continuity.
Custom Dashboards & KPIs
Built executive and team-level dashboards in HubSpot to track pipeline value, lead sources, campaign performance, and rep activity in real time.
Systems Integrations
Connected the channels the sales team already worked in.
Automated Engagement Workflows
Deployed nurture sequences that send SMS and email prompts immediately upon lead capture, driving faster meeting bookings and reducing drop-off.
AI-Powered Parsing
Leveraged the OpenAI API via Zapier to standardize and parse franchise-submitted lead data, automating cleanup and formatting with high accuracy.
Working with 3 & FOUR has been nothing short of exceptional. Aafaq and Adeel lead a team whose strength lies in their rare combination of competence, efficiency, integrity, and strategic precision. From the very start, they approached our project with a clear vision and the ability to execute flawlessly.
Brad Demone · Director Business Development, East Brands04 · Results and impact
Results
Closed-Won Deal Uplift
Closed-won deals increased by 150%.
Deal Volume Growth
The same-size team managed an 85% increase in the deal volume.
Parsing Accuracy Improvement
AI-driven parsing achieved over 97% accuracy, compared to ~60% with the legacy parser.
Process Automation & Efficiency
Multiple manual tasks were automated, freeing the sales team to focus on selling rather than admin work.
They custom-built our CRM from the ground up, delivering a solution that was not only tailored to our needs but also completed in a timely manner without compromising quality. Every step of the way, they were available to answer questions, provide guidance, and ensure we fully understood the system. What truly sets them apart is their mindset — they look for ways to say “yes” and make things happen, rather than spending time explaining why something can’t be done. This proactive, solution-focused approach has made them invaluable partners, and I wouldn’t hesitate to recommend them to anyone looking for a capable and trustworthy team.
Brad Demone · Director Business Development, East Brands