HubSpot Implementations

Top 100 Accounting Firm Saves 4,000 Hours a Year on Admin With HubSpot

13 min read

Client Overview

Sax is a Top 100 multi-disciplinary accounting, tax, and advisory firm with a 65-year history, serving clients across New Jersey, New York, Pennsylvania, and Connecticut. Its partners bring in most new business through referrals from existing clients and trusted advisors.

Mole Street cleaned Sax’s client data and automated its reporting in HubSpot and Power BI. Sax estimates the work saves the equivalent of two administrative employees’ time each year, and it gives leadership trusted forecast, billing, and collection data.

Client: Sax
Industry: Professional Services, Accounting & Tax Advisory
Solution Delivered: Enterprise HubSpot implementation, data cleanup, reporting, and ongoing consulting
HubSpot Products Used: Marketing Hub Enterprise, Sales Hub Enterprise, Operations Hub Professional

Leon Grassi

Sax LLP

Key Outcomes

About 4,000 Hours Saved Each Year

Sax estimates the setup saves the time of two administrative employees a year.

50,000+ Contacts Cleaned

Several import and deduplication rounds took the database from 25,000 to more than 50,000 records.

Live Dashboards Replace Reports

Executives see business development metrics in real time instead of Excel and PowerPoint exports.

Forecast, Billed, and Collected in One View

HubSpot and Power BI show each deal's forecast, billed, and collected amounts.

Workday Integration Under Way

HubSpot is becoming the system that feeds client data to the firm's other applications.

"The depth of knowledge from Mole Street specific to our industry is what's very important for us. Accounting operates very differently than almost every other profession in the world, and the fact that Mole Street has experience working with other accounting firms has been very helpful, because they know the tools, they know the tool sets, and they know the uniqueness of how we operate as an organization. There's a huge advantage to Mole Street versus the competitive set."

Leon Grassi

Partner, CRO, Sax

The Challenge

Before 2023, Sax ran business development without a working CRM. A custom-made system did not function, pipeline tracking sat in SharePoint, and partners kept contacts in Outlook. The firm needed a system built for accountants and advisors, not trained salespeople.

Reporting Meant Exporting to Excel and Rebuilding in PowerPoint

Business development reports started as exports from a SharePoint pipeline tool into Excel, then became PowerPoint decks by hand. Each reporting cycle took staff time away from other work.

Partners' Contacts Stayed in Outlook, Out of the Firm's Reach

Partners bring in most new business, but kept their contacts in personal Outlook folders. The firm had no shared record of its relationships, so information stayed with individuals.

Duplicate and Incomplete Records Made Deals Hard to Trace

Contacts were duplicated, inconsistent, and missing information. Tying a contact to a deal was difficult, so staff had to check and correct records by hand.

Client Data Sat in Four or Five Applications

Client information lived in four or five systems across the firm, and the firm's practice management platform did not connect to other tools. Keeping them in step meant entering the same data again.

Forecasts Could Not Be Trusted for Financial Decisions

Leadership made financial decisions on forecasts that were hard to check. It was difficult to tell whether a forecast deal had been billed and collected.

The In-House Team Lacked Capacity to Build the System

The marketing team knew HubSpot was the right platform but lacked the capacity to build the infrastructure around it. The custom-made CRM already in place did not work properly.

"We were making financial decisions based on bad data. It was a mess. Duplicate contacts, inconsistent data within those contacts, missing information within contact records."

Leon Grassi

Partner, CRO, Sax

Key Deliverables

Enterprise HubSpot Build

First enterprise-ready HubSpot setup for marketing and business development, replacing a custom-made CRM and a SharePoint pipeline tool.

Data Cleanup

Four to five import and deduplication rounds that took the contact database from 25,000 to more than 50,000 records.

Live Dashboards

Real-time business development dashboards that replaced Excel exports and PowerPoint reports for partners and executives.

Forecast-to-Cash Reporting

HubSpot and Power BI reporting that shows each deal's forecast, billed, and collected amounts.

Practice Management Automation

Automation that writes client data from HubSpot to the firm's practice management platform.

Workday Integration

Ongoing work to connect HubSpot to Workday through webhooks and APIs, making HubSpot the entry point for client data.

The Solution

Mole Street partnered with Sax to build its first enterprise-ready HubSpot setup across Marketing Hub, Sales Hub, and Operations Hub, and has supported it on a retainer since. The work focused on clean data, automated reporting, and connected systems. Each phase removed manual work for partners, marketing, and administrative staff.

Built an Enterprise HubSpot Setup for Non-Sales Partners

Mole Street designed HubSpot so partners and advisors, who are not trained salespeople, could record relationships and deals. The platform's ease of use made it practical for a team without sales experience.

Cleaned 50,000+ Contacts to End Manual Record Fixing

Four to five import and deduplication rounds over roughly a year and a half fixed duplicates, inconsistencies, and missing fields. Contacts now connect to deals, so staff no longer correct records by hand.

Replaced Excel and PowerPoint Reports With Live Dashboards

Dashboards in HubSpot show business development performance in real time for partners, management, and the CEO. Staff no longer export pipeline data to Excel and rebuild it in PowerPoint each reporting cycle.

Connected Forecast, Billed, and Collected to Remove Manual Reconciliation

HubSpot and Microsoft Power BI bring each deal's forecast, billed, and collected amounts together. Leadership can see whether a forecast deal was invoiced and paid without assembling figures by hand.

Automated Data Flow to the Practice Management System

Automation writes client data from HubSpot to the firm's practice management platform, so staff do not enter the same information in each application.

Before

Heavy manual reporting and data work

After

About two employees' time saved a year (Sax estimate)

Impact

About 4,000 hours saved each year

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By: Harry Maule

Client Overview