How Velainn helped Citymark migrate from a legacy CRM to a scalable HubSpot sales system

Story

CityMark was looking for a CRM Implementation partner to migrate its data from a legacy offline CRM to a cloud CRM with modern possibilities. The business process requirements included the following:

• a transition from its previous system,
• separate sales processes across Sweden, Finland, and Norway teams,
• structured deal and renewal management and automation,
• large-scale migration of companies, contacts, activities, and deals,
• alignment with invoicing software and processes,
• ensuring that the current team work is not impacted during the transition

The team needed the new setup to reflect how the business actually worked — including country-specific pipelines, custom properties, renewal logic, and invoice-related data structures.

Solution

Velainn worked with CityMark in a structured, phased way - starting with planning and discovery, then moving into migration support, automation, and system design.

1. Migration planning before execution

Before large-scale migration work began, Velainn helped define the implementation plan, onboarding structure, and field-mapping approach. This gave the CityMark team a clearer roadmap for how data, objects, users, and associations should be set up inside HubSpot before importing live records. Instead of rushing directly into migration, the project was approached in phases - reducing risk and helping the team validate the setup before scaling it further.

2. Building the Sales Hub foundation

The project moved forward from CityMark’s Swedish business area. That created the foundation for a more scalable sales setup and gave the team access to the features needed for structured pipeline management, automation, and reporting.

Velainn also supported the commercial side of the move by helping coordinate discussions with HubSpot on behalf of Citymark around HubSpot package fit and pricing during the early stages of the rollout.

3. Cleaning, mapping, and migrating data

A major part of the project involved preparing legacy CRM data for use in HubSpot. Velainn worked through practical migration challenges including:

• importing companies and contacts,
• resolving association issues,
• reducing empty or duplicate records,
• mapping legacy fields into HubSpot properties,
• and handling data differences across teams and countries.

This was critical to making the new CRM usable from day one. A migration is only successful if the data is not just moved, but organized in a way the business can actually rely on.

4. Setting up country-specific processes and renewal automation

Because CityMark operated across multiple markets, the HubSpot setup had to support different country structures and workflows. Velainn helped prepare that structure inside HubSpot and also configured automation around renewals.

A key improvement was renewal logic and automation, that moved them through the correct renewal stages using workflows. This gave the team a more proactive and organized way to manage subscription-style sales processes.

5. Adapting HubSpot subscriptions and invoices for accounting software

CityMark also needed HubSpot to work alongside finance and invoicing processes. Velainn supported discussions and setup around:

• invoice and line item structure,
• invoice-related custom properties,
• owner mapping,
• recurring invoice and subscription logic,
• and field mapping between HubSpot and downstream systems.

This helped move the project beyond “sales CRM setup” into a single CRM platfrom managing Sales and Accounting from a single place