Unifying Data for Healthcare Software Provider
How a software provider serving the healthcare sector unified Salesforce and HubSpot, cut 2,000+ duplicate contacts, and automated lead routing with BabelQuest.
A software provider bringing care planning, staff scheduling, fall prevention and emergency call systems together into one platform for the Healthcare sector.
Their tools use AI-driven alerts and analytics to help care teams make faster clinical and operational decisions, and they were heading into a major growth phase off the back of a website relaunch.
- Sector: Software (Healthcare)
- Systems: Salesforce (system of record), HubSpot (system of engagement)
- HubSpot products: Sales Hub, Marketing Hub, Operations Hub, Breeze AI
- Headline results: 100% data visibility, 2,000+ duplicates removed, instant lead routing
Two systems, two different pictures of one business.
A software provider serving the healthcare sector was preparing for a major website relaunch, and wanted its revenue operations ready to match.
The root of it sat between two platforms. Salesforce was the system of record. HubSpot was the system of engagement. The two had grown apart over time, and bringing them back together mattered more than ever.
An internal audit found over 2,000 duplicate contacts and companies, and HubSpot held close to 13,000 contacts against Salesforce's 10,000 - two different pictures of the same business, with no easy way to tell which one to believe.
Website leads had no automated route to a salesperson, so the Head of Enterprise was manually triaging every one through Slack and email. Leadership wanted clearer pipeline visibility, so they could forecast revenue with more confidence.
The brief: fix the integration, clear the data debt, and automate the sales process, all before the new website went live.
BabelQuest ran a Solution Design approach to work through the technical debt and build something that would scale, rather than patch the immediate problem.
Salesforce needed to stay the system of record. HubSpot needed to stay the system of engagement. The team built a Smart Sync strategy so both things could be true at once.
Governance and data integrity
A Source of Truth matrix set out exactly which system owned which data point, closing off the overwrite errors that had caused the original mess. An inclusion list acted as a gatekeeper - syncing valid contacts to Salesforce, blocking spam and incomplete records at the door. A custom property mapping solution gave visibility into the client's three-tier account structure directly inside HubSpot.
Automated lead management
A lead routing engine replaced manual triage. It qualifies incoming leads by care level and bed count, then routes high-value prospects straight to the right regional sales director - no delay, no Slack message required.
AI: Breeze and Intelligence
- Breeze AI chatbot qualifies enquiries and books meetings or starts live chat
- AI record summaries give reps instant context, no digging through timeline notes
- Breeze Intelligence enrichment backfills company data automatically, so forms stay short
100% data visibility. Zero manual triage.
- 100% data visibility restored across both platforms
- 2,000+ duplicate contacts eliminated through inclusion-list governance
- Lead response time cut from manual triage to instant routing
A reactive sales team becomes a proactive one
From reactive to proactive: reps used to wait for leads to be forwarded to them. Now they work from enriched data and AI summaries, and have adopted HubSpot Sales Hub sequences and templates even while operating mainly in Salesforce.
A unified RevOps culture: marketing attributes revenue accurately through improved UTM and lead-source tracking. Sales gets a better quality of lead through the new fit-and-engagement scoring model. The old divide between platforms and teams has gone.
Built to scale: with the data foundation fixed, the client isn't firefighting integration errors any more. Next on the roadmap - advanced re-nurture programmes and further AI adoption.
Success on this project came down to practical strategic guidance - showing the client how to get their data, systems, and processes pulling in the same direction to hit their targets. The main value was in bridging Salesforce and HubSpot, making sure firmographic and engagement data synced properly and actually worked for the business. Like any complex tech project, we ran into a few real-world snags. Merging duplicate records across both platforms, mapping account hierarchies, and backfilling niche healthcare data essential to their workflows required careful handling. By working closely with the client team, we mapped out dependencies as they cropped up and kept execution on track.
If your systems don't agree, we'll help you find out why.
Disjointed systems. Leads lost in manual triage. Data that won't speak the same language. If any of that sounds familiar, this is proof that the right architecture turns chaos into clarity.
Get in touch to talk through what that could look like for your business.