Logistics & Supply Chain

A resource worth a look at before you read on:

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What challenges do logistics companies face with digital transformation?

HubSpot delivers the most value for logistics and supply chain teams in four areas:

• Siloed data across regions: customer and order data scattered across countries, divisions and legacy systems, with no single version of the truth.
  
  

• Disconnected systems: CRM, ERP, warehouse and inventory tools that don't talk to each other, forcing manual re-keying and slowing decisions.
  
  

• Inconsistent processes: every division or territory selling and reporting differently, making group-level pipeline visibility almost impossible.
  
  

• Complex stakeholder groups: large internal teams and multi-country decision-making that slow projects and adoption.
  
  
• Multilingual, multi-market reach: the need to serve customers in their own language and route enquiries to the right country and team.

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The benefits of HubSpot for logistics and supply chain

Where logistics and supply chain teams get the most from the platform.

• One source of truth: consolidate customer and order data from every region into a single CRM, so everyone works from the same picture.
  
  

• Group-level pipeline visibility: one standardised sales process and deal pipeline across divisions, giving leadership accurate forecasting and reporting.
  
  

• A 360-degree customer view: sales, marketing and service aligned around each account, with integrated data from your operational systems.
  
  
• Automation that removes manual work: route enquiries to the right country and team, automate follow-ups, and cut the re-keying between systems.

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Integrating HubSpot with your ERP, WMS and inventory systems

Logistics companies rarely want another silo - HubSpot is built to sit alongside the systems that already run your operation rather than replace them. We regularly integrate HubSpot with enterprise resource planning systems such as SAP, alongside warehouse management (WMS), transport management (TMS) and inventory-control systems. In practice this means:

• customer, order and stock data flowing into HubSpot without manual re-entry;

   

• a 360-degree customer view that combines operational data with sales and marketing engagement;

   

• real-time reporting that leadership can trust for forecasting and resource planning.

For AJW Group, integrating HubSpot with the group's inventory-control system and third-party data conduits was central to delivering the single, 360-degree view of customers it needed across 100 countries.

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Standardising processes across a global, multi-division operation

Standardising process across divisions - not the technology itself - is usually the hardest part of a global rollout, and where BabelQuest focuses first.

For Unipart Group, a £1bn business across 21 countries, we used two clear design principles - prioritise user adoption, and avoid complexity - to bring every division onto one deal pipeline and one standardised sales process, integrated with SAP. Responsibilities were split across the group with a RACI matrix rather than owned by any single team. The result was a platform the whole group would actually use, delivered in six months.

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One source of truth across regions and languages

HubSpot centralises multi-country, multi-language data into one CRM and CMS, then routes enquiries automatically by country and department.

For Mitsubishi Logisnext Europe - a material-handling leader operating through subsidiaries in nine countries - we built a 269-page corporate website on HubSpot CMS with three multilingual variations (Finnish, Swedish and Spanish) in one portal, consolidating data from multiple regional sites into a single hub and even running the group's recruitment pipeline through HubSpot deals.

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Case study: Unipart

One pipeline and one standardised process across a £1bn-turnover group.

The challenge: visibility across a £1bn machine

In 2022, new CEO Darren Leigh needed group-level visibility over the pipeline to accelerate growth. The group's legacy CRM couldn't capture the data, deliver dashboards or standardise process across divisions - and any new system had to integrate with the group's SAP ERP and embed fast across a large, multi-country stakeholder group.

The solution: one standardised platform, globally

Guided by two design principles - prioritise user adoption, and avoid complexity - BabelQuest delivered the full HubSpot CRM Suite Enterprise, getting a business operating across 21 countries onto one deal pipeline and one standardised sales process, integrated with SAP.

The results

We delivered in six months - 18 months ahead of the group's original two-year estimate - on budget and to a scope that exceeded the initial brief, saving an estimated £250k in hidden internal-stakeholder and project-management costs and reaching positive ROI.

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Case study: AJW Group

A 360-degree customer view across 100 countries.

The challenge: flying with low visibility

Disparate systems had left AJW with siloed data and no meaningful way to use customer information across its global operation. As post-pandemic aviation ramped back up, the group needed an improved 360-degree view of customers to navigate its key markets and align process at scale.

The solution: a fully integrated CRM suite, globally

Across a 15-month programme, BabelQuest scoped and implemented HubSpot CRM, Marketing, Sales and Operations Hub Enterprise - consolidating data, defining and documenting group-wide processes, integrating with the group's inventory-control system, and training internal champions to drive adoption.

The results

104 users across the group work in HubSpot every week to standardised processes, with a fully integrated CRM suite giving AJW the 360-degree, single source of truth it needed across 100 countries.

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Frequently Asked Questions