How a Global FinTech Unified Its Systems and Gained Full Visibility with HubSpot
Client Overview
Citcon is a global payments gateway provider enabling cross-border eCommerce transactions for merchants worldwide. Following its $30M Series B funding, the company set out to modernize its digital infrastructure, unify marketing and sales data, and establish a scalable, professional web presence to support its international growth.
Client: Citcon
Industry: FinTech (Global Payments)
Solution Delivered: HubSpot CRM and CMS Implementation, Pipedrive Integration, and Technical Enablement
HubSpot Products Used: Marketing Hub Enterprise, CMS Hub, Operations Hub
Timeline: 2021–2022
Key Outcomes
Unified Data Visibility Across Systems
Integrating platforms created a single, reliable view of customer and revenue activity.
Scalable HubSpot CMS Foundation
A flexible website infrastructure now supports long-term growth and continuous optimization.
Real-Time Marketing and Sales Attribution
Teams can measure impact instantly with clear, connected reporting.
Lower Manual Effort Through Automation
Streamlined workflows replaced manual tasks and improved operational speed.
A Flexible, Self-Sufficient Digital Ecosystem
Global teams can now manage, update, and scale programs without technical bottlenecks.
The Challenge
Citcon’s marketing and sales operations were running on disconnected systems, limiting visibility and scalability. Following rapid growth and a global expansion, the company needed a unified platform to manage data, streamline collaboration, and support a professional digital experience aligned with its enterprise ambitions.
Fragmented Systems and Disconnected Data
Citcon’s marketing and sales teams operated in silos across HubSpot and Pipedrive, resulting in incomplete attribution and fragmented insights. Leadership lacked a centralized source of truth for performance visibility and reporting.
Limited Digital Infrastructure
The company’s initial website was a beta version designed to support sales conversations rather than serve as a dynamic, conversion-optimized platform. Citcon required a scalable CMS foundation to reflect its brand maturity and support growth.
Manual Reporting and Inefficiency
Without automated workflows and integrated data, reporting required significant manual effort. This limited the marketing team’s agility and slowed down strategic decision-making.
Key Deliverables
HubSpot Implementation
Configured Marketing, CMS, and Operations Hubs to support scalable global growth and unified operations.
CRM Integration
Synced Pipedrive and HubSpot so teams work from accurate, shared data without manual reconciliation.
CMS Enablement
Developed Citcon’s first enterprise-grade website on HubSpot CMS to expand capability and brand presence.
Reporting Dashboards
Custom dashboards provide real-time visibility into performance trends across regions and teams.
Workflow Automation
Streamlined lead management and reporting processes to reduce manual effort and increase consistency.
Team Enablement
Trained global teams for confident platform usage and long-term independence within HubSpot.
The Solution
Mole Street partnered with Citcon to architect and implement a connected HubSpot ecosystem designed for scalability, visibility, and control.
This transformation centered on five strategic pillars:
1) HubSpot Implementation
2) CRM Integration
3) CMS Enablement
4) Reporting Visibility
5) Team Empowerment
HubSpot Implementation and Technical Enablement
Citcon received a full HubSpot rollout built to support its global operations. Marketing Hub and Operations Hub were configured to match internal workflows, with custom properties and permissions in place. Onboarding and ongoing optimization ensured a seamless adoption process.
CRM Integration and Data Synchronization
To unlock end to end visibility, Pipedrive was fully integrated with HubSpot. Custom field mappings and real time automation enabled a constant flow of customer data, eliminating silos and reducing manual reporting with unified dashboards.
CMS Enablement and Scalable Web Foundation
Citcon’s first enterprise grade website was built on HubSpot CMS, designed for scale and ease of use. A sitemap informed by SEO and user behavior guided structure, while modular components empowered marketing teams to update and publish content without developer support.
Advanced Reporting and Real Time Insights
Custom dashboards gave leadership real time access to campaign performance, pipeline metrics, and revenue data. The unified view improved alignment between marketing and sales while strengthening attribution across core customer journeys.
Team Enablement and Platform Adoption
Citcon’s teams were trained to confidently manage HubSpot long after implementation. Training sessions, documentation, and best practices built internal capability, giving the global team full ownership of campaigns and operations within HubSpot.
Before and After Mole Street
CRM Integration
Before
Disconnected systems
After
Unified ecosystem
Impact
Single source of truth
Website Infrastructure
Before
Beta version site
After
Enterprise CMS on HubSpot
Impact
Scalable, professional platform
Reporting
Before
Manual, time intensive
After
Automated dashboards
Impact
Real time visibility
Marketing Agility
Before
Developer dependent
After
Self sufficient team
Impact
Faster execution
Data Accessibility
Before
Fragmented
After
Unified and synced
Impact
Clear attribution and insights
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