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Custom CRM Data Cleanup and RevOps Optimization for a Healthcare Technology Company

helix solutions-2

Industry

Healthcare

Challenge

After an unsuccessful HubSpot migration, a healthcare technology company faced critical issues from merging multiple legacy CRMs: extensive data duplication, an inability to support complex parent–child company relationships, and unreliable reporting. Insufficient communication and oversight from their previous partner compounded these technical challenges, leaving the organization with a fractured CRM and eroded trust in their systems.

Results

Triario’s custom-coded deduplication, sales automation, and advanced analytics delivered a clean CRM database, streamlined core sales and client onboarding processes, and enhanced reporting accuracy using business-day metrics. This resulted in thousands of company duplicates removed, significant reductions in manual sales tasks, and improved data driven decision making, backed by proactive, transparent communication throughout the engagement.

Key Product

RevOps Framework, CRM Data Cleanup

Clean, reliable CRM data
Major reduction in manual sales tasks.
Improved reporting accuracy and decision making.
Proactive communication and technical expertise.
Helix

About your Customer

This healthcare technology company provides software and services to ophthalmology practices. Its operations depend on a sophisticated CRM architecture that supports complex hierarchies of parent and child companies, ensuring accurate account management across multiple entities and locations.

The Challenge

Following a poorly managed HubSpot migration, a healthcare technology company experienced major operational hurdles. The consolidation of multiple legacy CRMs created a tangled database filled with duplicate records, especially within its complex parent–child company structure. HubSpot’s native tools were not equipped to resolve these nuanced relationships at scale, resulting in unreliable sales processes and inconsistent reporting.

Compounding the issue, limited communication from the former implementation partner left the team with little visibility into project status and next steps further weakening confidence and slowing decision making.

The Solution

Triario stepped in with a focused RevOps led approach, prioritizing data integrity and operational efficiency. Because native HubSpot tools could not handle the organization’s complex entity structure, our technical team built a custom coded deduplication engine that merged records using client-defined criteria while protecting critical parent–child relationships.

To reduce operational friction, our CRM experts, also implemented automations to eliminate manual steps in the sales process, such as automatically associating child companies with deals and streamlining new client onboarding through structured workflows.

For advanced analytics, we developed custom reporting logic and pivot tables to accurately measure ticket close time in business days rather than calendar days, giving leadership more precise operational visibility.

Throughout the engagement, the team maintained proactive, transparent communication to ensure alignment, clarity, and trust at every stage.

 

The Results

The healthcare company achieved a significant improvement in CRM reliability and operational execution. Thousands of duplicate company records were removed, with ongoing efforts extending to contacts, deals, and tickets to fully align the CRM with the organization’s complex account hierarchy.

Sales teams saw meaningful reductions in manual work, while leadership gained accurate business day reporting that supports stronger forecasting and decision making. Triario’s technical expertise and collaborative partnership restored trust in the CRM and established a scalable foundation for future growth.

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