07 questions / Updated
HubSpot on a legacy system of record, for environmental services teams
Our environmental services case study (client name withheld on the public listing) started at "0 to 100": no CRM, sellers on the road, dialers missing, and a board pack that took most of a week in Excel fed from a custom Windows-server platform.
Can Apero connect a CRM to a custom legacy system of record?
Yes. The published environmental services study is exactly that: HubSpot wired into a long-running custom platform, with commercial activity flowing back into records leadership already trusts.
We scope integrations, field mapping, and workflows so sellers work in CRM while operational data stays authoritative in your existing store.
CRM on top of the legacy store
How did the environmental services engagement start?
The VP of Sales found Apero through outbound email aimed at another company in their network, called to ask how it worked, and pulled the team in. The mandate was scale without only adding boots on the ground.
What did Apero install on top of the legacy platform?
Apero stood up HubSpot from scratch, integrated it with their existing store, and added Nooks for calling, Instantly for email, and LinkedIn. Contact data was cleaned so reps called named buyers instead of hunting through switchboards.
A change in Nooks shows up in HubSpot, then in their platform. SDRs set the meeting and hand it to the VP of Sales or outside sales, who often close later in the field.
How does the team keep a dial list accurate as roles change?
The list needed work: stale titles, people who had left, roles that no longer matched who bought. Apero cleaned it up, and connectivity improved as targeting got sharper.
The team keeps refining titles and roles as the market shifts. When a contact is off, they do a bit more research before the next dial.
Can a field sale be traced back to the cold call?
Yes. Outside sales is often on the road, and a Nooks conversation is frequently the first touch. With dialer activity and deals in the same records, a win can be traced back to the cold call, including deals that closed later in the field after someone remembered getting called.
How does board reporting come from the same records sellers use?
Pipeline math leadership can take to the board: activity, meetings, capacity per seller, and targets generated from live records instead of reconstructed spreadsheets.
The weekly board pack and the forecast generate off that stack. Leadership can now say how many salespeople a given amount of pipeline takes. They could not say that before.
What results did the legacy CRM build produce?
Published metrics from the study include 7,500+ calls per week and connect rates above 7.5%, with board reporting and forecasting tied to the same system.
- Calls per week
- 7,500+
- Connect rate
- 7.5%+
- CRM on the legacy store
- HubSpot
“Can I speak to procurement? Can I speak to a project manager, a safety manager, a plant manager? We were just cold calling, asking for something, which we were getting nowhere, as opposed to targeted calling where we're calling a specific individual.”