All case studies·HR Software50-200 employees

From scattered deals to full customer visibility

With no central customer record, historical data was lost with every renewal. A custom License object now ties everything together.

Up to 1 year

Forecast horizon

~0% faster

Reporting time

Complete

Customer visibility

Now possible

Churn tracking

The problem

Challenge

The team worked entirely from deals, with no overarching customer record

Every renewal meant duplicating a deal, losing historical context

No way to see total customer value, track churn risk, or forecast renewals

How we solved it

Analyzed how customer data flowed through the existing deal structure

Designed a custom License object as the central customer record

Planned integrations with the backend to pull in product usage data

Built a migration path for existing customer data

The build

Created a License object that connects to all related deals: new, renewal, upgrade, and churn

Integrated with the backend via Zapier to sync user activity and roles

Built reporting for ARR, contract value, and Monthly Active Users per customer

Enabled renewal forecasting based on license end dates

Technologies used

HubSpotZapierCustom objectsBackend integration

Related services

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