Advertising

How Idegy synced HubSpot and CommonSKU to eliminate duplicate data entry

Idegy - Case Study Thumbnail_2
Company overview

Idegy creates contemporary branded merchandise with strong recall value, backed by round-the-clock logistics operations.  

Industry

Advertising

Headquartered

Columbus, Ohio 

Context

Running a branded merchandise business means managing a lot of moving parts — client relationships on one side, order fulfillment on the other. Idegy had a CRM for the former and CommonSKU for the latter. The problem was that the two systems operated independently, which meant the sales team was effectively working two jobs: managing deals in HubSpot and then manually replicating that same data in CommonSKU.

Every update in one system required a corresponding update in the other. Reporting was done by hand. Notifications for new projects and deals depended on someone remembering to send them. The operational overhead wasn't just inefficient — it was introducing inconsistencies that made it harder for the team to trust the data they were working from. RevX came in to connect the systems, automate the workflows, and give the team one version of the truth.



The challenge

Idegy's challenges were rooted in a single structural problem: two business-critical platforms with no integration between them. That gap touched everything — data quality, reporting accuracy, team workload, and the ability to stay on top of active projects and deals in real time.

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A sales team doing every job twice
Without an automated data sync between HubSpot and CommonSKU, every piece of deal information had to be entered in both systems manually. A new deal closed in HubSpot needed to be reflected in CommonSKU. An update to an order in CommonSKU needed to be recorded in HubSpot. The duplication wasn't occasional — it was the default operating mode for every member of the sales team, every day. Beyond the time cost, manual re-entry meant that the two systems were rarely in perfect agreement, creating a reliability problem that compounded with every transaction. 
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Important processes running on human memory rather than automation
Tasks that should have been handled by workflows — deal stage updates, project notifications, status changes — were being done manually, which meant they depended on individuals remembering to do them at the right moment. In a business managing multiple concurrent projects and client relationships, that dependency was a structural weakness. When manual processes go unmissed it's invisible; when they fall through, the consequences show up in delayed follow-ups, missed updates, and deals that stall without anyone noticing. 
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Reporting built by hand, with all the limitations that entails
Idegy was tracking and reporting its performance manually — pulling data together from separate systems, reconciling discrepancies, and producing outputs that were as current as the last time someone had updated them. The absence of a real-time dashboard meant the team was always working from a slightly out-of-date picture of where the business stood. Decisions that should have been informed by live data were instead being made on snapshots that required effort to produce and trust to use. 

Our solution

RevX began by analyzing Idegy's existing processes and system architecture before designing an integration approach. The solution centered on a Zapier-powered connection between HubSpot and CommonSKU, layered with automated workflows and a notification system that kept the right people informed in real time. 
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HubSpot and CommonSKU integrated via Zapier for consistent data flow
RevX built an integration between HubSpot and CommonSKU using Zapier, establishing a consistent, automated data flow between the two platforms. Deal and project information entered or updated in one system now propagated to the other automatically — eliminating the duplicate manual entry that had been consuming the sales team's time and introducing inconsistencies into both platforms. The two systems that had been operating as separate islands began working as a connected whole. 
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Automated workflows replacing manual processes across key operations
RevX created automated workflows for the processes that had been running on manual effort — deal stage updates, status changes, and other recurring operational tasks that the team had previously managed by hand. Automation removed the human dependency from these processes, ensuring they happened consistently and on time regardless of how busy the team was. The result was an operation that ran more reliably with less effort from the people responsible for it. 
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A notification flow delivering live updates for projects and deals
RevX set up a robust notification system that automatically alerted project owners when new projects or deals were created or updated — delivering live, on-the-go visibility into activity across the business. The follow-ups and check-ins that had previously depended on someone remembering to communicate became automatic. Project owners knew what was happening in their accounts the moment something changed, without having to ask. 

The impact

Connecting HubSpot and CommonSKU transformed how Idegy's sales team operated — reducing the manual workload that had been absorbing their capacity, improving the reliability of the data they worked from, and giving leadership a real-time view of business performance that manual reporting had never been able to provide.



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Duplicate work eliminated, sales team capacity reclaimed

The integration between HubSpot and CommonSKU removed the need to maintain data in two places simultaneously. Information entered once now flowed to both systems automatically, freeing the sales team from the double-entry burden that had been a fixture of their daily workflow. That recovered time went back into client relationships and deal progression — the work that actually moved the business forward.



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Reporting that no longer required manual effort
With a dedicated dashboard structure in place and data flowing consistently between systems, Idegy's team could access accurate, current reporting without the manual assembly process that had previously preceded every update. Decision-making improved because the data behind it was reliable, complete, and available without anyone having to produce it. The risk of lost or missing data — a persistent concern when reporting is manual — was significantly reduced. 
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Live notifications keeping the team ahead of every project and deal

The automated notification flow meant that project owners were informed of new developments the moment they occurred — not after a lag, not after someone remembered to send a message. That real-time visibility changed how the team managed active accounts, enabling faster responses, more consistent follow-up, and a level of operational awareness that manual communication had never been able to sustain reliably at scale.



Stats

The new PPC setup helped the company achieve top ranks in high intent keywords and re-target existing customers, yielding a notable increase in revenue. 
2x
revenue within the first 6 months

Mockup

Deal notification workflow
Data pushing from CommonSKU to HubSpot
Notification screenshot

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