CRM Migration & Consolidation Project
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.
Objective
Mergers are exciting. Data consolidation? Not so much. The goal of this project was to:
- Eliminate redundancy across CRM systems
- Unify contact, company, and deal records under one schema
- Preserve critical workflows, lead routing, and historical data
- Provide a seamless experience for Sales, Marketing, and Customer Success
- Minimize downtime or confusion during and after the transition
How I Delivered It
This wasn’t just a data dump—it was a strategic, multi-phase project that prioritized clean architecture, functional workflows, and cross-team alignment. Over 2 months, I led the full project lifecycle:
- ✅ Data Audit
Reviewed all three HubSpot instances to understand data quality, overlaps, and structural differences. - 📊 Mapping & Consolidation Plan
Merged and standardized 280+ deal properties, 500+ contact fields, and 400+ company properties into a single schema. - 🛠 Field & Object Setup
Built out unified CRM fields aligned to sales stages, lifecycle stages, and segmentation requirements. - 🔁 Workflow & Routing Logic
Recreated essential automation—including lead scoring, lifecycle workflows, deal progression, and routing rules. - 👥 User Roles & Permissions
Migrated and realigned access levels to reflect new team structures post-acquisition. - 📦 Data Migration
Clean import of 20,000+ contacts, 5,000+ companies, and 150+ deals while preserving associations, notes, and timelines. - 🧠 Stakeholder Training
Delivered documentation, live walkthroughs, and platform support tailored to each department. - 🚧 Post-Launch Support
Remained onboard to troubleshoot edge cases, clean duplicates, and ensure team-wide adoption.
Impact
- Unified three CRMs into a single, structured HubSpot instance
Reduced duplicate and misaligned fields by over 60%
Reestablished full funnel visibility across Sales & Marketing
Rebuilt workflows from the ground up without disruption to live campaigns
Equipped teams with the tools and documentation to maintain and scale the new system
What I learned
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
Selected Works
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