Cin7 HubSpot Integration | CRM & ERP Transformation

MacPhee's is a leading provider of premium wine storage and distribution solutions, catering to both individuals and businesses.
With over 20 years of experience in the industry, MacPhee's is renowned for its expertise in creating ideal environments for storing and preserving fine wines.
Their services range from designing custom wine cellars to offering climate-controlled storage solutions.
As a trusted partner to wine enthusiasts and collectors, MacPhee’s combines cutting-edge technology with a deep understanding of wine preservation, ensuring their clients' collections remain in optimal condition.

MacPhee's was relying on an outdated CRM and ERP system, which had been in place for over 20 years.
The system was:

Slow and inefficient

Clunky, requiring significant manual effort

Lacking marketing functionality

Struggling to handle the company’s growing data and operational needs

Their old system contained millions of rows of historical data, including sales, contacts, customers, products, and customer service files, which needed to be seamlessly transitioned to a more modern, efficient platform.

Strategic Workshops and Planning

We held a series of workshops with key teams, including marketing, sales, customer service, operations, and finance, to gain a deep understanding of their needs. These sessions allowed us to create a robust, tailored solution that aligned with MacPhee’s specific operational requirements. Once the workshops were completed, we developed a detailed scope of work and an integration guide outlining our implementation strategy.

Flowchart example

Database Clean-up and Migration

After analysing the extensive historical data, we identified and eliminated outdated or incorrect records. We then migrated millions of rows of data – including sales, contacts, and customer service interactions – to HubSpot CRM, ensuring a seamless transition.

Custom Integration Development

To streamline MacPhee’s business processes, we developed a custom integration between HubSpot CRM and their newly selected ERP, Cin7 Core. This integration allowed data to flow seamlessly between the two systems, ensuring consistency across all business operations.

Integration blueprint:

HubSpot Implementation for Marketing, Sales, and Customer Service

We implemented HubSpot’s powerful marketing, sales, and customer service functions to give MacPhee's the tools to thrive in a digital landscape:

Marketing Function: Improved segmentation capabilities, allowing the marketing team to create targeted campaigns that resonate with specific customer groups.
Sales Function: Equipped the sales team with efficient lead management, quote generation, and deal closing tools.
Customer Service Function: Implemented tools for tracking customer interactions, ensuring a smooth and efficient customer service experience.

Training and Documentation

To ensure MacPhee’s teams were fully equipped to use HubSpot, we provided comprehensive training through recorded video tutorials and individual sessions with the marketing, sales, and customer service teams. We also documented all elements of the implementation, delivering a detailed guide for future reference.

Continuous Improvement

Post launch, we have been working with MacPhees to unlock more efficiencies by developing more thorough integration with Cin7 and implementing new features within HubSpot.

Below: A custom CRM card showing the information from CIN7 right inside a HubSpot deal.

Since the implementation of HubSpot and the Cin7 Core ERP, MacPhee's has experienced significant improvements, including:

Easier Segmentation and Marketing Automation

The marketing team can now easily segment the customer database and run highly targeted, data-driven campaigns.

Data Consistency and Integrity

All historical data from the previous system has been migrated, providing continuity and a single source of truth for sales, customer service, and marketing efforts.

Enhanced Reporting and Insight

With HubSpot’s robust reporting capabilities, MacPhee’s can now track which campaigns generate the most sales, enabling more strategic marketing investments.

This transformation has empowered MacPhee's to move from a legacy system to a future-proof digital ecosystem, improving operational efficiency.