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Many growing businesses struggle with disconnected systems, inconsistent CRM usage, and unreliable sales forecasting. As organizations scale, outdated sales processes and poor data quality can slow down productivity and impact decision-making.

That was the challenge faced by a leading advertising and marketing software company before partnering with Astreca for Salesforce modernization.

The Business Challenge

The company relied heavily on Salesforce Sales Cloud, but the existing setup created multiple operational issues:

Low Salesforce adoption among sales teams

Duplicate and incomplete customer data

Manual forecasting processes

Poor deal visibility

Inefficient workflows slowing down sales execution

Multiple systems causing data silos

Without a centralized CRM strategy, leadership teams struggled to trust reporting and pipeline metrics.

The Goal

The company wanted to transform Salesforce into a single source of truth while improving user adoption, streamlining workflows, and creating accurate forecasting processes.

Astreca’s Salesforce Modernization Approach

As a Salesforce consulting and implementation partner, Astreca designed a structured modernization strategy focused on improving usability, automation, and data reliability.

1. Simplified Sales Processes

Astreca conducted workshops with internal users to identify adoption barriers and workflow inefficiencies.

The team:

Simplified page layouts

Optimized user experience

Reduced unnecessary manual steps

Introduced guided sales processes

Improved automation across the CRM

This helped employees use Salesforce more consistently and efficiently.

2. Building a Single Source of Truth

Data quality was one of the biggest challenges.

Astreca implemented:

Duplicate management processes

Data normalization strategies

Standardized naming conventions

Account and contact consolidation

CRM data governance improvements

This transformed Salesforce into a centralized and reliable customer data platform.

3. Improving Deal Tracking and Forecasting

To improve revenue visibility, Astreca introduced:

Automated renewal processes

Structured product pricing

Opportunity management enhancements

Collaborative Forecasting capabilities

The organization gained better pipeline transparency and more accurate sales forecasting.

Results Achieved

After the Salesforce modernization initiative, the company experienced significant improvements:

Higher Salesforce Adoption

Simplified workflows encouraged teams to use Salesforce consistently.

Improved Data Accuracy

Duplicate records and inconsistent data were significantly reduced.

Better Forecasting Visibility

Leadership gained confidence in sales reports and forecasting metrics.

Increased Operational Efficiency

Automation reduced manual work and improved overall productivity.

Why Salesforce Modernization Matters

Many businesses continue using outdated CRM processes that create inefficiencies and limit growth. Salesforce modernization helps organizations:

Improve user adoption

Strengthen data quality

Automate repetitive tasks

Increase forecasting accuracy

Improve customer visibility

Create scalable sales operations

With the right implementation strategy, Salesforce can become a powerful growth engine instead of just another system.

About Astreca

Astreca is a Salesforce consulting and CRM optimization company that helps businesses improve CRM adoption, automate operations, enhance data quality, and scale efficiently through tailored Salesforce solutions.

In today’s revenue-driven landscape, alignment between marketing and sales is not optional — it’s essential. Integrating HubSpot with Salesforce allows organizations to unify customer data, streamline workflows, and unlock deeper insights across the buyer journey.

While these two platforms are powerful individually, together they create a connected ecosystem that strengthens both marketing automation and sales execution.

Let’s walk through how to ensure a smooth, effective integration.

Why Integrate HubSpot and Salesforce?

When implemented correctly, this integration offers significant strategic advantages:

1️⃣ Access the Best of Both Platforms

Both systems are market leaders for a reason. HubSpot excels in inbound marketing automation and nurturing, while Salesforce dominates in pipeline management and advanced sales reporting. Integration allows teams to leverage the strengths of both — without switching platforms.

2️⃣ Unified Data Across Teams

Data syncing ensures that marketing and sales teams work from the same information. Sync can be configured as manual or automatic based on your organizational needs.

3️⃣ Enhanced Reporting & Analytics

With more data points combined across systems, businesses gain deeper visibility into lead behavior, campaign performance, and revenue attribution.

4️⃣ Stronger Marketing Personalization

Marketing teams can segment audiences more effectively and tailor messaging based on real-time CRM insights.

5️⃣ A 360° View of Customers

HubSpot emphasizes engagement and nurturing, while Salesforce focuses on opportunity progression and forecasting. Together, they provide a comprehensive view of prospects and customers — from first touch to closed deal.

Integrate HubSpot and Salesforce in 4 Strategic Steps

Although the integration is structured and guided, attention to detail is critical to avoid syncing conflicts or data inconsistencies.

Step 1: Set Up Required Access & Permissions

Before beginning:

In HubSpot: Ensure Admin access

In Salesforce: Use Professional Edition (with API access) or Enterprise, Developer, or Performance editions

Confirm you have:

Proper permissions prevent installation errors and incomplete sync configurations.

Step 2: Start the Installation Process

The installation phase connects the two platforms.

In HubSpot:

Go to Marketplace → App Marketplace

Search for Salesforce integration

Click Install app

Choose whether to connect to a Salesforce sandbox

Click Log in to Salesforce

Enter Salesforce credentials

Click Start the Salesforce package

Select Install for all users

Click Install (may take up to 10 minutes)

Click Done

You’ll receive a confirmation email from Salesforce once installation is successful.

Step 3: Add the HubSpot Visualforce Module

The Visualforce module allows sales reps to see HubSpot engagement data directly inside Salesforce.

This includes:

Email interactions

Form submissions

Website activity

Marketing touchpoints

To install:

Follow the HubSpot connector wizard prompts

Select Add HubSpot to Salesforce

Complete the Visualforce setup steps

This step significantly improves sales productivity by giving reps full marketing context before outreach.

Step 4: Configure Advanced Sync Settings

This is the most critical stage of the integration.

Contact Sync Settings

Choose:

All contacts OR

HubSpot list (Inclusion list)

In Salesforce, a similar functionality exists called Selective Sync, which requires deeper platform understanding.

Activity & Task Sync Settings

Define how tasks and events sync between systems:

Enable Salesforce task sync switch if you want tasks mirrored

Under Timeline Sync, select HubSpot Events

Map Salesforce task types accordingly

This ensures activities stay aligned between sales and marketing teams.

Company & Deal Sync Settings

Here you define object-level mapping:

Contacts

Companies

Deals

For each property:

Choose sync direction (one-way or two-way)

Confirm matching Salesforce fields

Create custom fields where necessary

Review the final summary screen carefully before completing setup.

Best Practices for a Seamless Integration

✔ Define your sync strategy before installing

✔ Audit duplicate fields beforehand

✔ Align sales and marketing teams on data ownership

✔ Test in a sandbox before going live

✔ Monitor sync health regularly

Solution for a Pain-Free Integration

While the process is structured, it requires precision. Field mapping errors, duplicate management issues, and improper sync rules can create long-term reporting challenges.

Working with experienced consultants ensures:

Clean architecture

Proper data governance

Scalable sync configuration

Optimized reporting alignment

They were managing multiple deals every month. And with every deal came critical deadlines—proposal submissions, RFP timelines, and award dates.

On paper, everything looked fine. But in reality, their team was struggling.

Deadlines were scattered across records. Teams had to manually check each deal. Managers didn’t have a clear view of what was coming next.

And slowly, this started impacting productivity.

The Real Problem?

It wasn’t the number of deals. It was the lack of visibility.

There was no single place to track all deadlines. No clear way to prioritise. No quick access to important information.

That’s Where Astreca Stepped In

We worked closely with the client to understand their workflow and challenges.

Instead of adding complexity, we focused on simplifying the process.

We implemented a centralised calendar solution that brought all deal deadlines into one place.

What Changed for Them

All key deadlines visible in one unified calendar

Colour-coded events for quick prioritisation

One-click access to deal records

Quick insights with hover details

Flexible filters for managers

Multiple views for better planning

The Impact

The shift was immediate.

✔ Better visibility across all deals

✔ Improved team productivity

✔ Faster decision-making

✔ Reduced risk of missed deadlines

✔ More structured planning and execution

Final Thought

Many organisations don’t have a deal problem. They have a visibility problem.

And sometimes, solving that can completely transform the way teams work.

👉 Are you facing similar challenges in managing deal deadlines?

Let’s connect and explore how we can help you simplify it- Contact Us | Astreca - CRM Management & Consulting

If you talk to most growing businesses, you’ll hear a familiar story—customer data is scattered everywhere. Sales teams rely on spreadsheets, marketing uses separate tools, and support teams manage inbox threads that don’t connect with anything else. Over time, this leads to missed follow-ups, lost information, and inconsistent customer experiences.

This is exactly where Customer Relationship Management (CRM) makes a difference.

What is CRM?

CRM is often seen as just software, but in reality, it’s much more than that. It’s a structured way to manage customer data, track interactions, and build long-term relationships at scale.

In today’s fast-moving market—where customers expect speed, personalization, and consistency—CRM is no longer optional. It’s essential.

Understanding CRM in Practical Terms

CRM stands for Customer Relationship Management. At its core, it organizes customer data. But modern CRM platforms go far beyond storing contacts.

They act as a central workspace where teams can:

Capture and track leads

Record conversations

Monitor purchases

Manage support interactions

Visualize the entire customer journey

Think of CRM as a shared memory for your business—any team member can instantly understand the full context of a customer interaction.

Why CRM Is Business-Critical Today

Customer behavior has changed. Buyers now:

Research independently

Compare options online

Engage across multiple channels

Without CRM, these touchpoints remain disconnected. With CRM, they form a complete, continuous timeline.

Businesses today need CRM to handle:

Complexity (more data, more channels)

Competition (more players in the market)

Customer expectations (personalized experiences)

The Real Value: A Single Source of Truth

One of CRM’s biggest advantages is alignment.

When sales, marketing, and support teams work separately, each creates their own version of customer data. This leads to confusion and inefficiency.

CRM creates a single source of truth, enabling:

Better collaboration

Consistent communication

Data-driven decision-making

How CRM Improves Sales

CRM brings structure to sales processes:

Tracks deals across pipeline stages

Automates follow-ups and reminders

Identifies bottlenecks

Over time, teams gain insights into what works—improving conversion rates and efficiency.

How CRM Strengthens Marketing

With CRM, marketing becomes measurable:

Track campaigns from first touch to revenue

Segment audiences based on real behavior

Personalize communication at scale

This leads to higher engagement and better ROI.

Better Customer Service

CRM gives support teams full context:

Past purchases

Previous issues

Ongoing conversations

This reduces resolution time and improves customer satisfaction.

Automation: Do More with Less

Modern CRM systems automate repetitive tasks:

Lead assignments

Follow-up emails

Task creation

This allows teams to focus on meaningful work instead of manual processes.

Smarter Decisions with Better Data

CRM provides real-time insights:

Pipeline health

Revenue forecasts

Campaign performance

Leaders can make decisions based on data—not assumptions.

Not Just for Large Enterprises

CRM isn’t only for big companies. In fact, small and mid-sized businesses often benefit the most by:

Building structured processes early

Avoiding future data chaos

Scaling more efficiently

Final Thought

At its core, CRM is about clarity and continuity. It ensures that customer relationships are not dependent on individuals but built into the system itself.

Businesses that adopt CRM early tend to:

Communicate better

Respond faster

Grow more predictably

Not because CRM is complex—but because it brings structure to how teams work every day.

Contact Us @ Contact Us | Astreca - CRM Management & Consulting

Most businesses don’t realize when their systems start slowing them down.

It doesn’t happen suddenly. It shows up in small ways—scattered customer data, missed follow-ups, unclear reports, or too much manual work.

Over time, these small gaps start affecting growth.

If your team is struggling with:

Disorganized data

Leads slipping through the cracks

Too many manual tasks

No clear marketing ROI

Teams working in silos

Difficulty scaling

Lack of real-time insights

…it might be time to rethink your current setup.

That’s where Salesforce can make a real difference. It helps bring everything into one place, improves visibility, and makes your processes more structured and scalable.

I’ve shared a detailed breakdown of these 7 signs in my latest blog.

If you’re unsure whether your business is ready for Salesforce, this will give you clarity.

At first, spreadsheets seem manageable. But as the business grows, things start to break:

• Leads get lost in email threads

• Follow-ups are missed

• Sales teams lack pipeline visibility

• Customer data becomes inconsistent

And the biggest impact? Lost revenue opportunities.

Growing businesses need a centralised system where sales, marketing, and customer data work together — not separately.

When everything is connected:

✔ Leads are tracked properly

✔ Sales teams get clear pipeline visibility

✔ Follow-ups happen on time

✔ Decisions are based on real data

This is exactly where CRM and automation can make a huge difference.

If your team is still managing leads across multiple tools, it may be time to rethink the system.

What challenges does your sales team face when managing leads?

Read Our New Blog: How Nonprofits Use Salesforce to Overcome Key Challenges and Boost Mission Impact 📖 Dive into the full guide here: https://astreca.com/blog/salesforce-for-nonprofits-guide/

Nonprofits today are navigating tighter budgets, fragmented systems, and growing expectations for impact. In our latest blog, we explore how Salesforce for Nonprofits helps mission-driven teams overcome these challenges — from improving donor retention and automating engagement, to consolidating data and unlocking powerful impact reporting.

In this guide, you’ll learn how:

✨ Personalized donor journeys increase long-term support

✨ A unified CRM replaces disconnected tools

✨ Real-time dashboards boost transparency and outcomes

✨ Volunteer management and program tracking become streamlined

Whether you’re just exploring CRM options or ready to scale your impact, this blog is packed with practical insights to help your organization thrive.

Read the full article here ➡️ https://astreca.com/blog/salesforce-for-nonprofits-guide/

Let us know what you think — and feel free to reach out if you’d like help making Salesforce work for your mission!