How LeadDesk Built a More Unified and Scalable HubSpot Foundation with SuiteStack

About LeadDesk

LeadDesk is a European provider of AI-powered contact centre software for customer service and sales enablement. Its solutions help organisations manage high-volume customer interactions, campaigns, queues, reporting, and operational workflows across different channels and markets.

As LeadDesk’s organisation and technology landscape has evolved to support the growth strategy, HubSpot became an increasingly important platform for bringing together customer data and supporting shared sales, marketing, and customer success processes.

However, building a unified CRM environment was not a single implementation project. LeadDesk needed an experienced HubSpot partner that could support integrations, data migration, reporting, process development, user adoption, and continuous improvement as new requirements emerged. Not to mention after acquiring companies like Zisson in 2025, sales teams and leaders needed one source of truth to base forecasting and budget related decisions on.

This led to an ongoing HubSpot development collaboration with SuiteStack.

SuiteStack's Solution

SuiteStack worked closely with LeadDesk’s marketing and growth team, sales operations, customer success, finance, and technical stakeholders. The collaboration combined implementing a CRM strategy, various technical configurations, data migration due to acquisitions, process design, reporting, and hands-on user support.

Data and historical sales context from different CRM environments became more accessible from the records where users needed them. Properties, associations, and workflows provided a clearer structure for managing information across contacts, companies, leads, deals, and orders.

LeadDesk’s internal specialists can continue developing the CRM while SuiteStack remains available for future integrations, automation, reporting, and strategic HubSpot initiatives.

Some of the results during the collaboration

Consolidating Data from Microsoft Dynamics

One central workstream involved integrating information from Microsoft Dynamics into HubSpot.

The source data included the standard and custom objects and other operational details. Because the Dynamics data model did not always correspond directly with HubSpot’s structure, the work required more than connecting two systems.

Preserving Historical Salesforce Sales Activity

Another major workstream involved Salesforce data used by one of LeadDesk’s teams.

 In addition to contacts, companies, and opportunities, Salesforce contained historical Chatter activity with valuable information about earlier customer conversations and sales cases. A simple migration of standard records would not have preserved this context in a useful form. 

Introducing Lead Scoring for Sales Prioritisation

Once more of the relevant data was available in HubSpot, we built a shared lead-scoring model.

The model combined two perspectives:

• Fit: How closely a contact and their associated company matched LeadDesk’s target profile.

   

• Engagement: What the contact had done, such as visiting important website pages, submitting forms, attending webinars, or interacting with marketing emails.

Developing a More Consistent Data Model

The integrations also created an opportunity to improve LeadDesk’s wider HubSpot data model and associations.

SuiteStack collaborated with LeadDesk to review and develop:

• the CRM objects and record associations

• Pipeline stages and qualification logic

• Ownership fields and property synchronisation between associated records

• Product and service information

• Conditional record views for different teams

• Workflows for maintaining and transferring information

Building Reports Around Business Questions

Reporting was developed iteratively together with the teams who used the information.

SuiteStack created and refined reports for sales, customer success, and operational follow-up. When users identified missing or confusing results, the filters and underlying logic were reviewed against the actual business question. This practical approach helped ensure that reports were not only technically correct but also useful for everyday decision-making.

Training and HubSpot Support

Throughout the collaboration, SuiteStack provided training, demonstrations, documentation, and practical support.

Technical configuration alone does not create a successful CRM environment. Users also need to understand how and why the system should be used. These steps included following topics:

• Connecting email and calendars
• Logging customer communication
• Creating and interpreting reports
• Using properties, filters, views, and record associations in the CRM records
• Understanding lead scoring
• Applying HubSpot best practices in daily work

HubSpot provides a flexible platform for connecting marketing, sales, customer success, service, and operational data. However, as an organisation grows, the value of the platform depends heavily on how the data model, integrations, processes, reporting, and user practices work together.

SuiteStack combines strategic CRM planning with hands-on technical implementation. During the LeadDesk collaboration, this included integration planning, data preparation, migration, property mapping, workflow development, reporting, lead scoring, training, and continuous problem-solving.

The retainer-style collaboration enabled the priorities to evolve alongside LeadDesk’s organisation. Instead of limiting the work to a predetermined implementation scope, the teams could address the most relevant challenges as they emerged. Get in touch with SuiteStack to discuss how we could help develop your HubSpot foundation.