Replacing a 20-year legacy ERP with Cin7 Core and HubSpot CRM—migrating millions of records, syncing real-time inventory, and embedding custom deal-level CRM cards.
MacPhee's is a leading Australian online store and distribution business, known for providing high-end specialized equipment and consumer solutions across residential and commercial markets.
As their business expanded across residential and commercial markets, their operational and sales infrastructure required a major technological leap to sustain future growth.
The legacy system required intense manual data entry across departments, leading to delays between quotation, stock verification, and final invoicing.
Two decades of sales receipts, unique client notes, stock variations, and service tickets were locked in fragmented tables that could not be risked during a migration.
Sales and marketing had no unified view. Campaigns could not be tracked against closed revenue, and client segmentation was practically impossible.
In partnership with T&H Digital, we engineered an end-to-end modernization strategy covering scoping, data sanitation, custom middleware development, and CRM onboarding:
Conducted exhaustive discovery sessions with operations, sales, finance, and warehouse management to map data flows, identify key edge cases, and design the target entity relationship model.
Engineered high-throughput ETL data pipelines to scrub duplicate and obsolete records, normalize legacy schemas, and migrate millions of rows of historical customers, products, and sales into HubSpot CRM and Cin7 Core with complete referential integrity.
Built resilient API middleware using webhooks and REST endpoints to keep Cin7 Core ERP and HubSpot CRM in continuous harmony. When deals progress or quotes are generated, customer records and sales orders synchronize instantaneously.
Engineered a custom HubSpot CRM card extension directly on deal records. Representatives can now view real-time Cin7 inventory levels, dispatch statuses, line item breakdowns, and tracking numbers right inside HubSpot without navigating to an external tab.
Configured Marketing Hub for customer segmentation and personalized campaigns, Sales Hub for structured pipeline stages and quote generation, and Service Hub for customer warranty, support, and post-purchase ticketing.
Delivered custom video training tutorials, individualized team walk-throughs, and technical documentation. Post-launch, we continue collaborating to refine feature updates and automated reporting.
Millions of legacy rows transferred without losing customer historical timeline context.
Automated bidirectional sync eliminates redundant clerical data entry between CRM and ERP.
Sales reps quote with exact warehouse stock figures right inside the HubSpot Deal view.
Marketing campaigns now connect directly with ERP invoice totals for verified ROAS.
Let's discuss how custom integrations can automate your warehouse, sales, and marketing operations.