CRM Consolidation & Migration
CourseKey
Project Overview
After acquiring two smaller companies, CourseKey needed to merge three separate HubSpot databases into one clean, centralized system. I was brought on as a contractor to lead the end-to-end migration—ensuring no data was lost, workflows remained intact, and the entire sales and marketing org could continue operating smoothly.
The Challenge
Each instance had its own schema, automation, user permissions, and historical data. Merging them required more than importing records — it required redesigning the CRM architecture to support a unified organization.
The challenge was to consolidate without:
- Losing historical data
- Breaking active workflows
- Disrupting sales operations
- Creating duplicate or conflicting fields
Objectives
The goal was to design a single scalable CRM structure that:
- Eliminated redundancy across systems
- Unified contact, company, and deal records
- Preserved routing and lifecycle automation
- Maintained operational continuity
Execution
Audit & Architecture
I conducted a full audit of all three HubSpot instances to assess property overlap, workflow conflicts, user permissions, and structural inconsistencies.
This informed a consolidated schema design aligned to post-acquisition team structure.
Schema Consolidation
- Merged and standardized 280+ deal properties
- Consolidated 500+ contact fields
- Unified 400+ company properties
Fields were mapped, normalized, and aligned to a single lifecycle model.
Workflow & Routing Rebuild
Automation was rebuilt to reflect the new structure:
- Lead scoring and lifecycle progression
- Deal stage automation
- Ownership and routing logic
- Post-acquisition team permissions
All live workflows were validated before launch.
Data Migration
- Migrated 20,000+ contacts
- Migrated 5,000+ companies
- Migrated 150+ deals
- Preserved associations, notes, and historical activity
The migration was executed without disrupting active campaigns or pipeline.
Impact
Three HubSpot instances were consolidated into a single structured system
60% reduction in duplicate and misaligned fields.
Full funnel visibility restored across Sales and Marketing.
Zero operational downtime during transition.
Teams were equipped with documentation and training to maintain and scale the system.
Lessons
The devil is in the details—especially when dealing with hundreds of custom fields
A successful CRM migration depends just as much on communication and documentation as it does on technical execution
Cross-functional buy-in and tailored support are key to long-term adoption
