The brief
Pointer Group was running multiple HubSpot accounts across their brands, each with separate licenses, costs, and processes.
With plans already underway to move to HubSpot’s Enterprise suite with Business Units, they needed an expert partner to guide the transition that would ensure zero disruption to business-as-usual, data integrity across units, and a streamlined setup that could scale.
The approach
The project was led by Emily, elcap’s Head of Marketing, who brings over 10 years of HubSpot experience and has delivered more than 20 HubSpot implementations. From day one, the focus was on clarity, precision, and forward planning.
We began by working closely with Pointer Group to map business requirements — identifying exactly what each business unit (Penstripe, Oakway Storage, and Sanistation) needed from HubSpot in terms of data structure, workflows, account access, integrations, reporting etc. With distinct customer profiles and operational goals for each unit, it was critical to separate systems clearly while maintaining visibility at the group level.
From there, we scoped the transition in detail, identifying that a third-party migration tool could be used to securely move data across to the new unified platform. With Emily’s prior experience understanding how Business Units operate, we ensured that every data set was migrated seamlessly, notifications were properly set up and each contact properly funnelled with workflows.
Project results and highlights
A consolidated, cost-efficient, and fully aligned HubSpot Enterprise system that powers smarter marketing, sales, and service across the entire group.
- Structured scoping & migration: Careful mapping of current-state systems and processes ensured a clean transition to the new HubSpot Enterprise environment.
- Customised setup for Business Units: Each brand was configured with tailored permissions, pipelines, and reporting — while maintaining a single source of truth.
- Team licensing & permissions: Licenses were meticulously planned to match internal roles, giving every user access to the tools they needed — and nothing more.
- Zero BAU disruption: Migration and implementation took place without interrupting day-to-day activity across marketing, sales, or service teams.
- WordPress integration: Website forms were reconnected post-migration, keeping lead capture running smoothly throughout.
- Training & documentation: We provided staff onboarding, walkthroughs, and bespoke documentation to ensure the internal team could confidently manage the new system.
We used our internal 40+ point implementation checklist as a foundation — adapting it to Pointer Group’s specific needs to ensure nothing was overlooked.