How HubSpot CRM Implementation Transformed Crimson Global Academy's Global Enrolment & Marketing Automation

Discovery and Alignment:

• Conducted discovery and integration workshops with Crimson Global Academy to understand their data requirements, existing marketing automation and CRM setup, and complex quoting processes.
• Audited the legacy CRM to identify key data dependencies, mapping an 8-tier entity relationship model connecting Leads, Contacts, Accounts, and Opportunities into HubSpot.
• Aligned on clear objectives: migrate Marketo assets, implement multi-currency quoting, and centralise ad performance and call tracking.

Solution Design:

• Built a CRM framework using HubSpot Custom Objects for Installments, Deal Splits, Payments, and Multi-Touch Attribution.
• Designed automated regional routing (ANZ, Japan, LATAM, EMEA, North America) to segment and enrol contacts into the correct sales sequences.
• Built a multi-currency quoting system (NZD, AUD, USD, GBP) with automated exchange rate handling.

Advanced Migration & Dynamic Content Engineering:

• A critical component of the implementation was the migration and optimisation of CGA’s complex nurture ecosystem. This involved recreating 46 highly specialised emails across one global and three region-based nurture workflows to ensure a seamless transition without disrupting global enrolment.
• The migration required sophisticated logic to manage audience segment filtering, ensuring leads were accurately routed based on regional data and student personas. We developed a modular, mobile-first master email template using Smart Modules to deliver dynamic messaging, allowing a single email to serve different content based on the recipient's location and preferred language.

Advanced Automation & Optimisation:

• Automated Closed Won deal workflows to generate instalment records with default payment settings.
• Built custom workflows to associate guardians with instalments and trigger automated payment reminders.
• Integrated Meta, Google, and LinkedIn Ads for unified ROI reporting.
• Streamlined lifecycle management by auto-updating Lead Status based on meeting bookings and deal progression.

Deployment & Enablement:

• Rolled out dashboards, automation, and quoting workflows globally.
• Delivered comprehensive documentation, workflow logic guides, and tailored sales training, including Playbooks and coaching playlists.

“This project required replicating a highly complex existing marketing automation and CRM ecosystem inside a unified HubSpot instance. By engineering custom objects and deeply integrated workflows, we didn't just migrate platforms. We also built a scalable global enrolment engine that automated quoting, payments, and regional routing in a way that future-proofs CGA's growth.”

Sam Gossage
Head of Marketing Automation