Zero-Loss Migration.
From Fragmented Systems to an AI-Ready HubSpot Ecosystem.

Challenge

1. Fragmented systems and inconsistent data Azami’s marketing, sales, and operations teams were working across multiple disconnected tools, creating data silos, inconsistent reporting, and limited visibility into the customer journey.

2. Legacy in-house platform that was difficult to maintain A large portion of Azami’s historical customer and operational data lived inside an aging, internally developed system. This made extraction, restructuring, and accurate migration into HubSpot both complex and high-risk.

3. Manual, unstructured SDR processes The SDR team lacked standardized workflows, automation, and clear qualification steps - resulting in slow follow-ups, inconsistent handoffs, and potential loss of high-value leads

4. Limited cross-department alignment Marketing, sales, operations, and partnerships teams did not share a unified source of truth, making collaboration slow and creating operational friction.

5. Need for scalable infrastructure to support global expansion As Azami continued expanding in the US, Europe, and APAC, its systems and processes could not scale to support growth, increased volume, or complex partner operations.

Solution

A structured, scalable HubSpot ecosystem built to unify data, automate workflows, and support global operations.

SAGE redesigned Azami’s entire HubSpot architecture to give the company a clean, stable, and scalable operational foundation. We migrated years of business-critical information from their custom in-house system into HubSpot, transforming unstructured historical data into a reliable, report-ready asset.

From there, we rebuilt Azami’s core CRM logic: standardized lifecycle stages, defined SDR qualification steps, automated lead management flows, and created a clear framework for how marketing, sales, and operations interact inside HubSpot.

To streamline day-to-day work, we configured automated nurturing paths, rebuilt forms and pipelines, and integrated HubSpot with Azami’s internal quotation tool - ensuring information flows seamlessly across teams.

Finally, we delivered structured training and ongoing guidance, enabling every department to work confidently within the new environment and fully adopt the processes created for long-term scale.

Our role

SAGE acted as Azami’s end-to-end HubSpot transformation partner, responsible for rebuilding their CRM foundation and ensuring a seamless transition from their legacy environment.

• Scoped, planned, and executed the full migration from Azami’s custom in-house system into HubSpot, including data restructuring and validation.
• Redesigned the CRM architecture to reflect Azami’s global workflows across marketing, SDR, sales, and operations.
• Rebuilt core assets such as pipelines, lifecycle logic, automation frameworks, and lead-handling processes.
• Integrated HubSpot with Azami’s internal quotation platform, ensuring operational continuity and unified data flow.
• Provided structured onboarding, training, and ongoing support, enabling every department to confidently adopt the new system and maintain long-term scalability.

Results