Unifying Commercial Operations and Data Infrastructure for Global Veterinary Leaders with HubSpot

Challenges

Solution

We approached the engagement as a full-scale commercial transformation. Working closely with leadership and operational stakeholders, we prioritised solutions that would align teams, streamline processes, and make HubSpot a true reflection of business reality. More than a one-time implementation, this partnership has grown into a long-term collaboration focused on continuous improvement and strategic enablement.

Sales & Marketing Transformation

• Unified Sales Pipeline: Merged three pipelines into a single global process with standardised stages and entry/exit criteria.
  
  
• Lifecycle & Lead Management: Introduced automated routing, task creation, and lifecycle transitions based on form fills, platform activity, and lead scoring.
  
  
• Sales Enablement: Created role-based dashboards, views, and sequences to support adoption. Ran enablement workshops across teams.
  
  
• Lead Scoring Model: Combined firmographic and behavioural scoring to highlight high-fit, high-intent leads.
  
  
• Sales Workspace Adoption: The sales team fully embraced the Sales Hub’s dedicated workspace, which provided clarity and structure to manage both leads and deals efficiently.
  
  
• Lead Pipeline Implementation: Designed and implemented a lead qualification pipeline to manage the marketing-to-sales handoff, ensuring MQLs were followed up, qualified, and only then converted into deals in the main pipeline. This provided a clear, auditable path from first interest to opportunity.

Data Architecture & Platform Integration

• Lifecycle Event Triggers: Connected platform signups directly to lifecycle stage changes in HubSpot using custom events
  
  
• Custom Objects: We introduced three custom objects, Clinics, Users, and Cases, to reflect core operational entities, unlocking advanced segmentation and reporting.

VET.CT Import App: Our first milestone was building a PWA tool to automate the import and transformation of legacy spreadsheets. This included validation, mapping, deduplication, and error handling, significantly reducing the burden on internal teams.

• Real-Time Sync (Joint Collaboration): Building on the success of the import app, we co-developed a new real-time integration pipeline. VET.CT’s data team owns and maintains the export of structured datasets to an AWS S3 bucket (covering monthly case volume, platform activity, user and clinic data). Cat Media developed a custom translation layer that ingests, transforms, and syncs this data into HubSpot automatically, turning complex operational outputs into CRM-ready insights.

• Associations & Mapping: Objects are not only created but also contextually associated. Users to clinics, clinics to companies, cases to users, providing full visibility of account relationships using custom-coded workflows with Operations Hub.
  
  
• Data Matching & Standardisation: These integrations are powered by furball, our AI-powered deduplication and data matching tool. furball is a multi-property, mutual-object, context-aware engine designed to handle datasets too large or complex for traditional tools. We created furball because we needed a robust solution that could clean, deduplicate, and match massive volumes of data, far beyond the capabilities of Excel or manual review.

CRM Administration & Data Governance

• Permission Sets: Introduced permission sets based on roles and regions, ensuring users have appropriate access to records, properties, and tools.
  
  
• Teams & Hierarchies: Defined teams within HubSpot to mirror internal structures and streamline reporting and ownership.
  
  
• Data Dictionary: Created a data dictionary and documentation hub to align internal teams on how properties are used and defined.
  
  
• Property Governance: Standardised the property creation process with gatekeeping logic to prevent duplicate or unnecessary fields.
  
  
• Feedback Loop: Implemented a structured mechanism for CRM feedback, change requests, and training, enabling the platform to evolve based on user needs while staying clean and usable.

Results

• One Source of Truth: Everyone now works from the same system, enriched with platform data and automation.
  
  
• Commercial Visibility: Leadership can track pipeline, conversion, and customer lifecycle across teams and territories.
  
  
• Adoption & Engagement: CRM usage has increased dramatically, particularly in Sales, where workflows and the workspace now support day-to-day operations.
  
  
• Data-Led Decisions: With Cases, Clinics, and Users structured in HubSpot and linked to revenue, the business can now understand activity and value across the customer journey.
  
  
• Time Saved: Manual updates and spreadsheet wrangling have been replaced with automated, real-time sync.