HubSpot
27 Jul 2026

How a B2B Manufacturer Cut Lead Response Time by 55% After Moving from Odoo to HubSpot

55%

Automated lead routing and a single sales pipeline in HubSpot replaced manual assignment inside Odoo.

65%

A two-way Odoo and HubSpot sync removed duplicate record updates across sales, marketing, and finance.

Project Overview

Project Name

Odoo to HubSpot CRM Migration, Setup, and Two-Way ERP Integration for a B2B Manufacturing and Distribution Company

Project Scope

Full CRM migration from Odoo to HubSpot, including data cleanup, pipeline redesign, marketing automation setup, a two-way Odoo ERP sync, quote and order visibility inside HubSpot, and custom revenue dashboards.

Industry

Industrial Manufacturing and Distribution

Work Duration

10 weeks

Resource Used

1 HubSpot CRM specialist
2 Odoo integration developers
1 RevOps consultant
1 Data migration expert
1 QA engineer

Technologies

Country

United Kingdom

Our Capabilities

HubSpot CRM Implementation

HubSpot CRM configuration
Sales pipeline redesign
Lead lifecycle mapping
Custom object modelling
Marketing automation setup

Migration and Data Management

Odoo data extraction and mapping
Duplicate detection and cleanup
Historical activity migration
Property rationalisation
Phased migration testing

Integration and Reporting

Two-way Odoo and HubSpot sync
Quote and invoice visibility
Inventory data mapping
Custom revenue dashboards
Team training and adoption support

Client Overview

The client manufactures and distributes industrial components across the UK and mainland Europe. They sell through a mix of direct sales reps, regional distributors, and a growing inbound channel.

Odoo had been their single system for years. It ran manufacturing, inventory, invoicing, and the sales pipeline. That worked well while the business was small. As the sales team grew from four people to nineteen, the CRM side of Odoo started to slow everything down.

Marketing had no real home in the system. Sales reps kept their own notes in spreadsheets. Leadership could see revenue but could not see what was driving it.

The client did not want to abandon Odoo. Manufacturing and finance ran perfectly well there. What they needed was a proper commercial front end that connected back to it. That is where TRooInbound came in.

Their Challenges

Odoo CRM could not keep up with a growing sales team: Pipeline stages were rigid. Reps could not log calls or emails without leaving the record. Follow-ups depended on memory rather than the system.
Leads arrived and then sat: Web enquiries dropped into a shared inbox and were assigned by hand each morning. Some leads waited two days for a first reply. In a market where distributors quote fast, that cost deals.
Marketing worked completely outside the CRM: Campaign emails went out from a separate tool. Nobody could connect a campaign to a closed order, so budget decisions were based on guesswork.
Sales and finance held two versions of the truth: A rep would update a deal in Odoo. Finance would raise the invoice against a slightly different account name. Reporting on customer value became a manual reconciliation job every month.
Data quality had degraded over eight years: The team had roughly 34,000 contact records with duplicates, dead email addresses, and free-text fields that meant different things to different people.
Reporting took days, not minutes: Leadership asked for a monthly pipeline review. Producing it involved exporting from Odoo, cleaning the file, and rebuilding the same spreadsheet every time.

Our Strategies

TRooInbound started with a discovery phase rather than a data dump. The goal was to work out what should move, what should stay in Odoo, and what should be rebuilt from scratch.

Audited the Odoo setup first: The team reviewed every field, stage, and tag in use. Around 40% of the fields had not been touched in two years. Those were left behind. Only the fields that supported an active process were carried over.
Drew a clear system boundary: Odoo would remain the system of record for products, stock, quotes, invoices, and manufacturing. HubSpot would own contacts, companies, deals, marketing, and all customer communication. This decision prevented the usual problem of two systems fighting over the same data.
Rebuilt the data model instead of copying it: The team mapped Odoo leads and opportunities to HubSpot contacts, companies, and deals. Product and order information was modelled as HubSpot custom objects, so reps could see order history on a company record without needing an Odoo login.
Cleaned the data before it moved: Duplicates were merged, invalid emails were removed, and free-text fields were converted into dropdown properties with agreed definitions. The final migration moved 21,800 verified contacts rather than 34,000 questionable ones.
Migrated in three phases: Companies and contacts moved first. Deals and pipeline history followed. Historical activities and notes came last. Each phase was tested in a sandbox portal before it touched production.
Built the two-way integration through custom middleware: Using the Odoo XML-RPC API, the team built a sync that pushes new HubSpot companies into Odoo and pulls quotes, orders, and invoice status back into HubSpot. The sync runs every 15 minutes and logs every conflict for review.
Redesigned the pipeline around how the team actually sells: Seven cluttered stages became five clear ones, each with an exit criterion. Deal stage automation now updates tasks, owners, and next steps without anyone clicking through.

Our Planned Solutions

Beyond the migration itself, the TRooInbound team delivered a set of improvements the client had wanted for years.

Lead routing was automated. Enquiries are now scored, assigned by region and product line, and delivered to a rep with an SLA task attached. First response is measured, not assumed.

Marketing was brought inside the CRM. Landing pages, forms, and nurture sequences now sit in HubSpot, and every campaign connects to closed revenue.

Custom dashboards were built for three audiences: reps see their own pipeline, regional managers see team performance, and leadership sees revenue by product line and channel.

Training ran across two weeks, with separate sessions for sales, marketing, and finance. Each team also received a short written guide covering the tasks they perform daily. Adoption was tracked for 30 days after go-live, and the setup was adjusted based on what people actually used.

The Result

55% Faster Lead Response: Automated routing and SLA tasks replaced manual morning assignment.
65% Reduction in Manual Data Entry: Two-way sync removed duplicate updates across Odoo and HubSpot.
36% Fewer Contact Records: Cleanup removed duplicates and dead data before migration.
100% Quote Visibility in CRM: Reps can now see live Odoo quotes and orders on the company record.
4x Faster Reporting: Live dashboards replaced monthly spreadsheet rebuilds.
80% User Adoption in 30 Days: A simpler pipeline and focused training drove quick uptake.
28% Increase in Qualified Pipeline: Marketing campaigns became trackable and repeatable.
Zero Data Loss on Migration: Phased testing and sandbox validation protected eight years of history.