From Disconnected CRMs to a Single HubSpot Platform

Base.com is an all-in-one e-commerce management platform and “operating system” for growing online retailers, used by 30,000+ companies worldwide to unify orders, inventory, and marketplace sales.

As Base expanded into multiple international markets, regional teams adopted their own CRMs or manual tracking methods.

1) Multiple CRMs and data silos

Each market used its own CRM or manual system, so there was no single source of truth.

2) CS not in any CRM

Customer Success in some regions didn’t use a CRM at all, which meant customer interactions weren’t tracked in a consistent, searchable way.

3) Different processes in every market

Each country managed customers with its own stages, habits, and workflows, making it impossible to run one standardized process across regions.

4) No business health visibility

Because data and processes were fragmented, leadership couldn’t see key metrics by market or get a clear global picture of performance.

1. Unified all markets into one HubSpot instance

We migrated data from multiple CRMs and manual systems into a single HubSpot portal, giving every region the same database and shared structure.

(HubSpot market property with the count of companies per market)

2) Built a global CRM setup

We created one standardized setup for all markets—pipelines,  properties, and replicable processes, while allowing markets to keep necessary local differences.

(Market pipelines view in HubSpot)

3) Trained teams across all regions

We trained Sales, CS, and Operations across the markets to ensure adoption, process efficiency and proper data-quality practices.