Technical HubSpot Consulting

How Mole Street Unified Two Companies Under One Tech Stack For Scalable Growth

A leading logistics and warehousing provider in Canada approached Mole Street after acquiring a midmarket competitor. Its goal was to merge two distinct digital infrastructures into one cohesive system—aligning tech stacks, websites, and teams to streamline operations and surface clearer, more actionable insights.

As a trusted partner to global brands like Zara, the company operates at a scale where speed, precision, and reliability aren’t optional—they’re expected. Their fulfillment and transportation solutions power complex supply chains and ensure timely delivery around the world.

With data scattered and operations disconnected, Mole Street stepped in to architect a solution.

Problem

Two Different Tech Stacks Working In Isolation

One of the first problems was the underutilization of HubSpot. The organization’s tech stack consisted of HubSpot Marketing Hub and HubSpot Sales Hub – two powerful modules with significant potential.

However, like many organizations, they faced challenges in optimizing these tools to their full capacity. Their CRM wasn’t being fully utilized, creating challenges in effectively tracking marketing and sales activities.

In contrast, the newly acquired business was operating on Salesforce. As a result, the logistics provider was left managing two separate tech stacks built on different systems – fragmenting and obscuring visibility across key areas of the business.

Adding to the complexity, both companies managed separate WordPress websites, each with its own branding, content, and SEO strategies. The newly integrated company’s website even showcased services not offered by the parent organization, creating inconsistencies and diluting the overall brand presence.

The lack of integration between these platforms—HubSpot, Salesforce, and WordPress—created data silos, hindering collaboration between the sales and marketing teams. Consolidating data for reporting was challenging, preventing team members from gaining full visibility of their marketing and sales performance.

Ultimately, the fragmented tech stack prevented the parent organization from operating as a unified, cohesive firm—making it difficult to access the data-driven insights needed to drive growth.

Fragmented Systems and Data Silos

The two companies operated with separate CRMs—HubSpot for the parent organization and Salesforce for the newly integrated business. This dual-system setup created silos, making seamless data consolidation and cross-team sharing difficult.

Underutilized Tools

The leading logistics and warehousing provider was underutilizing HubSpot Marketing Hub and HubSpot Sales Hub, making it hard to streamline operations, track performance, and drive growth effectively. This meant that they were unable to monitor marketing and sales performance effectively.

Separate WordPress Websites

Each company maintained its own WordPress website with distinct branding and content strategies. Having two separate websites increased operational overhead and inconsistencies, diluted the global warehousing company’s brand identity, and complicated user navigation.

Lack of Integration Between Platforms

With multiple platforms—HubSpot, Salesforce, and WordPress—operating independently, there was no unified ecosystem. This lack of integration built barriers between sales and marketing teams, preventing the logistics and warehousing provider from accessing and leveraging data that could facilitate informed decision-making.

Consequences of the Fragmented Tech Stack

Data Inconsistencies
The use of separate systems led to fragmented and inconsistent data, making it difficult for the parent organization to maintain accurate and reliable records.
Time-Intensive Processes
Manually reconciling data across platforms was labor-intensive and prone to errors, slowing down reporting and operational workflows.
Reduced Efficiency
The inability to share information seamlessly hindered team productivity, leaving sales and marketing teams disconnected and misaligned.
Limited Reporting Visibility
Disjointed systems prevented the international logistics firm from gaining a comprehensive view of key metrics, such as sales pipeline and revenue performance, complicating decision-making.
Missed Growth Opportunities
Without a unified view of its data, the organization struggled to identify opportunities for scaling and optimizing operations, hindering long-term growth.
Brand Inconsistencies
The separate websites diluted the company’s brand identity, making it harder to present a cohesive message to clients and stakeholders.

Solution - Customized Data Migrations and Integrations to Create a Unified Tech Stack

Mole Street followed a methodical discovery process to address the client’s challenges. These included:

Reverse Demos: Conducted demos of the primary company’s HubSpot system and the secondary business’s Salesforce and HubSpot setups to assess current usage and identify limitations.
In-Depth Audit: Analyzed both tech stacks to identify inefficiencies, redundancies, and opportunities for improvement.
Website Discovery: Conducted a parallel analysis of both companies’ websites, focusing on consolidation goals and opportunities for improvement.
Competitor Research: Reviewed competitors’ digital strategies to inform website alignment and enhance scalability.
Integrated Solution Plan: Developed a unified approach to align systems and consolidate the digital footprint, laying the groundwork for operational efficiency and long-term growth.

Mole Street proposed a holistic strategy to streamline operations—merging disconnected tech stacks into a centralized HubSpot instance and integrating both websites into HubSpot’s Content Hub for a unified digital experience.

As part of this process, customized data migrations, workflow automations, and SEO-preserving strategies would be implemented to ensure a seamless transition.

CRM Consolidation

Mole Street merged the logistics provider’s underutilized HubSpot CRM with the secondary business’s Salesforce CRM into a single HubSpot instance. The new system was customized to meet its unique operational needs, enabling centralized data management and streamlined workflows.

✔ Unified CRM Platform: Migrated data from two distinct systems (HubSpot and Salesforce) into a single HubSpot instance for better collaboration and visibility.

✔ Custom Configuration: Tailored HubSpot to include advanced reporting capabilities, improved sales tracking, and automated workflows.

Website Integration

The two websites were merged into a single HubSpot Content Hub—creating a streamlined, consistent digital presence across the organization. The process included migrating existing content, creating new pages for the acquired business’s unique services, and preserving SEO value through redirects.

✔ Centralized Website Management: Migrated both websites to HubSpot Content Hub, enabling seamless updates and brand consistency.

✔ New Pages for Services: Developed 10 new pages to incorporate the secondary business’s services into the primary company’s website.

✔ SEO Preservation: Implemented 301 redirects to retain the secondary business’s search engine rankings and traffic.

Advanced Reporting and Insights

The unified HubSpot system was configured to provide the logistics provider with enhanced reporting capabilities. This included the ability to track sales pipeline metrics, marketing performance, and revenue in real time, ensuring data-driven decision-making.

✔ Custom Dashboards: Built tailored dashboards in HubSpot to provide visibility into key metrics, such as pipeline progress and revenue attribution.

✔ Actionable Insights: Enabled data consolidation to produce accurate and timely reports for board presentations and strategic planning.

User Experience Enhancements

The new HubSpot Content Hub and CRM provided a user-friendly interface for both the organization’s team and its clients. Enhanced navigation and centralized systems improved both internal workflows and client interactions.

✔ Improved Usability: Created an intuitive system for managing data, reporting, and website updates.

✔ Streamlined Communication: Automated client-facing communication through HubSpot’s marketing tools, improving consistency and accuracy.

Results

A United Digital Infrastructure That Enables Total Data Control

Before working with Mole Street, the logistics and warehousing provider had two separate digital infrastructures working in isolation. Data was fragmented, concealing crucial information to stakeholders which prevented sales and marketing teams from working cohesively together.

Now the organization has a unified tech stack consolidating data into a single location. Teams can access reliable and real-time data for enhanced reporting, providing them with a complete bird’s view of their marketing and sales operations.

The integration of HubSpot for CRM and marketing—combined with the migration of both websites to HubSpot’s Content Hub—equipped the organization with the data control needed to make informed, strategic decisions.

Disconnected systems are no longer a barrier. With a unified tech stack and real-time reporting in place, the company can surface actionable insights and move with the agility required for growth. Shared access to data has aligned teams around common goals, fueling strategies that support sustained scale and operational excellence.

Misfiring Campaigns and Data Blind Spots

The limited segmentation and automation features hindered WVDT’s ability to personalize its marketing efforts. Consequently, WVDT was forced to create broad campaigns that failed to maximize its marketing potential.

Creating marketing emails was cumbersome due to the complex interface and limited flexibility. This required external support, further complicating the workflow.

Moreover, Salesforce Marketing Cloud lacked integrated tools and features necessary for real-time analytics and detailed tracking. As a result, WVDT could not keep its finger on the pulse of user interactions. With no metrics to guide them, WVDT was flying blind in their marketing.

Poor User Experience and Increased Workload

WVDT’s B2B portal was outdated and dysfunctional. This created a barrier that prevented users from accessing vital information, managing advertising campaigns, as well as engaging with the Tourism Board.

Although the portal was built on a reliable CMS, it was dependent on receiving data from Salesforce custom objects. Consequently, this made the system rigid and awkward to use which provided limited control over the design and user experience.