HubSpot
10 Sep 2026

How SAFAL Ran Two Entities and Two Currencies in One HubSpot Portal

2-in-1

Two entities, one portal:
U.S. (USD) and India (INR) operations run cleanly separated inside a single HubSpot portal, yet still report into one leadership view.

Role-based dashboards:
Six dashboards give U.S. sales, India delivery, executives, SDRs, and CRM hygiene each their own clear view of the numbers.

Project Overview

Project Name

HubSpot Sales and Revenue Hub Implementation and Onboarding for SAFAL’s dual-entity U.S. and India operations

Project Scope

Dual-entity CRM architecture, multi-currency setup, custom data model, data migration, multi-pipeline configuration, SDR automation, lifecycle model, integrations, quote-to-cash design, dashboards, and governance

Industry

Information Technology and Services (Enterprise Procurement SaaS)

Work Duration

12 weeks

Resource Used

1 HubSpot Solutions Architect
1 RevOps Consultant
1 CRM Implementation Specialist
1 Integration Developer
1 QA Analyst

Technologies

Country

United States and India

Our Capabilities

CRM Architecture and Data

Dual-entity portal architecture (USD and INR)
Users, roles, and permission structure
Custom data model for two sales motions
Data migration with duplicate cleanup and standardization

Pipelines and Automation

Multi-pipeline configuration
Round-robin lead assignment and escalation
SDR cadences and follow-up automation
Lifecycle stage model with automated transitions

Integrations and Revenue

Microsoft 365, Teams, and LinkedIn Sales Navigator
Website lead capture with spam control
Quote-to-cash design with Xero as system of record
Six role-based dashboards and governance documentation

Client Overview

SAFAL (Safal Softcom) is an enterprise, AI-powered source-to-pay procurement platform. Instead of replacing a customer’s ERP, SAFAL sits around it as the system of orchestration, covering intake, sourcing, supplier management, contracts, invoicing, spend, and payments.

The platform spans four suites: Source-to-Pay, Procure-to-Pay, Source-to-Contract, and Procurement Orchestration. Its solution areas include intake and e-procurement, strategic sourcing and e-auctions, supplier lifecycle management, contract lifecycle and compliance, e-invoicing and spend analytics, and ESG, along with integrations and workflow automation. SAFAL serves a wide set of industries, from manufacturing, EPC and infrastructure, oil and gas, and chemicals to pharmaceuticals, power and utilities, steel, cement, textiles, packaging, and hospitality.

On credentials, SAFAL holds ISO 27001, GDPR, and SOC 2, with deep SAP and ERP integration. The company has an established enterprise base across India and the GCC (UAE, Saudi Arabia, and Oman), and it is now expanding into the United States through its entity VendrNova. Its sales motion is consultative enterprise selling, run by a lean founding team and an SDR function, with demo requests, website forms, LinkedIn outbound, and referrals as the main lead sources.

That U.S. expansion created a specific need: a CRM that could run two entities, two currencies, and two very different sales motions inside one portal. That is where TRooInbound came in.

Their Challenges

SAFAL was preparing for a U.S. launch through VendrNova while still running its India-based client operations. The team needed a clean, scalable CRM that was usable right away, built for a lean founding team and SDR function, without over-engineering ahead of real data volume.

Two entities in one portal

The portal had to separate U.S. (USD) and India (INR) operations while still rolling up into one leadership view.

Multiple sales motions and pipelines

SAFAL needed separate pipelines for U.S. sales, India revenue, delivery and onboarding, and a future renewal and expansion pipeline.

Structured SDR execution

The SDR function needed round-robin lead assignment, cadences, outreach status tracking, and no-show tracking to run consistently.

Leadership visibility

Leaders wanted separate dashboards for U.S. sales, India delivery, executive reporting, SDR performance, quotes and commerce, and CRM hygiene.

Clean migration

Existing contacts, companies, and deals had to move over with duplicate cleanup and standardized formatting.

Integrations and quote-to-cash

The build needed Microsoft 365 email and calendar, Microsoft Teams, LinkedIn Sales Navigator, website lead capture, and a call dialer, plus Xero and payment processing in Phase 2, with a defined quote-to-cash flow and Xero as the accounting system of record.

India-specific and spam controls

The setup needed spam control on web forms and India-specific commercial handling, such as TDS and withholding tax flags.

A bigger positioning goal

SAFAL wanted HubSpot set up as its central sales and revenue operating platform, not just a CRM, with architecture documentation ready for the board.

Our Strategies

TRooInbound built the portal so both entities could run in parallel from day one, with the data model set up to support Phase 2 without a rebuild.

1. License recommendation and rationale

We recommended Sales Hub Professional for sequences, forecasting, multi-pipeline management, and analytics, and evaluated Revenue/Commerce Hub Professional for quotes, e-signature, invoicing, and quote-to-cash reporting.

2. Portal and CRM architecture

We set up users, permissions, and roles, USD and INR multi-currency, operating entity configuration, and the object-level structure for Contacts, Companies, and Deals.

3. Custom data model

We built the fields the two sales motions needed, including entity, granular lead source, outreach status, last outreach date, market geography, ICP fit score, do-not-sequence, no-show count, referral and partner fields, and India tax fields (TDS applicable and withholding tax country).

4. Data migration

We created import templates and source-to-HubSpot field mapping, cleaned duplicates, standardized formatting, and ran staged, validated imports for Contacts, Companies, and Deals.

5. Pipeline configuration

We configured the U.S. sales pipeline (target account through closed won or lost), the India revenue pipeline, the implementation and onboarding pipeline, and a Phase 2 renewal and expansion pipeline, with all fields pre-built so no retroactive cleanup is needed later.

6. Automation

We set up inbound and outbound lead assignment with round-robin routing and 48-hour escalation, SDR task cadences, meeting and demo follow-ups, stale deal alerts, stage change and hot account notifications, delivery handoff tasks, quote and invoice follow-ups, and data quality flags.

7. Lifecycle stage model

We defined Lead, MQL, SQL, Opportunity, Customer, and Evangelist, with ownership rules and automated transitions on deal creation and closed won.

Our Planned Solutions

Beyond the core build, TRooInbound set SAFAL up with the integrations, revenue flow, reporting, and governance to operate at scale:

Integrations: Outlook email and calendar (two-way), Microsoft Teams notifications, HubSpot website forms with reCAPTCHA and domain restrictions, LinkedIn Sales Navigator, a call dialer with a documented comparison of native calling, RingCentral, and Aircall (including India calling constraints), and e-signature.
Quote-to-cash design: Quote creation and approval in HubSpot, e-signature, invoice sync to Xero through middleware, payment link and reconciliation, payment status sync back to HubSpot, and automatic delivery handoff, with Xero kept as the financial system of record.
Six dashboards: U.S. sales, India delivery and client operations, an executive combined view, SDR performance (separate U.S. and India views), quote and commerce, and CRM hygiene.
Governance: A strategic overview and detailed implementation diagrams for board presentation, weekly status reporting, recurring governance meetings, and documented dependencies.

The Result

SAFAL received a production-ready HubSpot environment that keeps U.S. and India operations cleanly separated while reporting into one leadership view.

2 entities and currencies (USD and INR) running inside a single, clearly separated portal.
4 pipelines built out (U.S. sales, India revenue, onboarding, and a Phase 2 renewal and expansion pipeline), with fields pre-built so nothing needs retroactive cleanup.
6 role-based dashboards giving each team and leadership a clear, measurable view.
Measurable operations: SDR activity, pipeline progression, and CRM hygiene are all trackable from day one.
A defined quote-to-cash path: The full flow is mapped end-to-end, with Xero as the financial system of record.
Ready for Phase 2: Renewals, Xero sync, and payment processing can be switched on later without rebuilding the data model.