Qlik Sense & Magento data migrated into HubSpot via portal merge

The Challenge

CMS Distribution needed to merge two HubSpot portals (its corporate portal and one belonging to one of its divisions, DrayTek) to create a single, easier-to-manage platform. The goal was a single source of truth and fewer moving parts: no duplicate records, standardised pipelines/workflows/lifecycle stages and reporting, and integrations consolidated into one HubSpot instance.

To create a streamlined HubSpot portal SpotDev migrated three asset groups:

• Data migration > companies, contacts, tickets, deals, line items, calls, emails, meetings, notes and tasks.
• Asset migration > marketing email templates, automated emails, deal pipelines, ticket pipelines, etc.
• Automation migration > workflows and automations (as scoped in the proposal).

Qlik Sense & Magento integrations

The consolidation also required bringing external data into the single HubSpot portal:

Qlik Sense → HubSpot, a mono-directional feed of analytics/operational metrics and aggregated data to support workflows, reporting and enrichment.

Magento → HubSpot, a mono-directional ecommerce feed including historical transactions, product/catalog records, cart and abandoned-cart events (e.g., shopping-cart products, abandoned-cart orders), customers → contacts, and orders → deals.

Related: How SpotDev integrates multiple HubSpot portals 

The Solution

Before the migration SpotDev deduplicated data from both HubSpot portals so contacts and companies would be reconciled into single, consistent records in the consolidated HubSpot portal. SpotDev also validated the matching IDs and set simple conflict-resolution rules (for example, which system to trust, which value is newest, or flag for manual review) so that when records were merged, any related items e.g. orders, tickets and/or notes, remained correctly linked.

SpotDev conducted test runs using pre-validated test datasets, applying the agreed data-mapping rules and conflict-resolution logic, and validated results before any data was migrated.

What is data mapping?                                                                                                                                Data mapping in simple terms is taking data from one system and matching each piece to the correct object and field in another system so it ends up in the right “home” after the move.                                                                                                                                                                                                                                      Example: Magento order.order_id → HubSpot deal.order_id                                                                           Each Magento order becomes a Deal in HubSpot, and the Magento order ID is copied into the Deal as deal.order_id so you can always trace HubSpot records back to the original order.

Integrations

• Qlik Sense → HubSpot was migrated as part of the HubSpot-to-HubSpot consolidation.

• Magento → HubSpot was implemented as a separate, phased integration.

Related: How we integrate Magneto with your HubSpot portal

Magento phased rollout

• Phase 1 included the initial rollout of the Magento data migration was implemented against a pre-validated test dataset, which included the deployment of core workflows, validating data accuracy/completeness, running a QA, and performing a controlled production rollout (sandbox/test stage).

• Phase 2 extended the migration to additional business units, adding historical order data and more customer properties.

• Phase 3 completed full synchronization of customer, order and behavioural data and switched on the full automation suite (abandoned-cart recovery, post-purchase journeys and cross-sell/upsell).

A count of the records migrated show that there were 10s of thousands of company, email and contact records successfully merged, along with high volumes of tickets, meetings and additional assets such as workflows, ticket pipelines, deal pipelines and email templates. 

Post-migration documentation

After the Magento migration, SpotDev produced an operational handbook so CMS Distribution’s API Manager and HubSpot Admin could operate and maintain the integration independently.

The documentation covered everything from topology & network - a single-page “map & wiring diagram” that shows at a glance how the solution is built and how data flows securely from Magento into HubSpot -  through to a deploy & CI/CD run-book, operations playbook, data & mapping reference, admin UI manual, security & compliance notes, and a troubleshooting & FAQ section.

Quality assurance

Before any real data was moved, SpotDev ran Phase 1 using a cleaned, pre-checked sample of data and did full tests and quality assurance.

After the work was handed over, SpotDev did an internal quality check of the handbook and allowed up to two rounds of edits to fix anything needed.

Post-migration HubSpot audit

SpotDev proposed a compact 4-week audit that combined three reviews:

• SpotCheck: a portal configuration review of HubSpot Marketing, Sales and Service hubs.

• ProcessCheck: Discovery sessions designed to review forms, workflows, pipelines, campaigns and reporting.

• Performance review: Benchmark test of marketing & sales performance (conversions, email, campaigns) against industry standards.

These analyses were actioned to drive better alignment with business goals, higher HubSpot ROI, simpler processes, improved marketing/sales performance and a clear scaling roadmap.

The Results

SpotDev’s multi-layered engagement with CMS Distribution culminated in a successful large-scale data migration (tens of thousands of records) consolidating all major CRM activity into a single HubSpot portal.

Other key successes included integrating two additional data sources, Qlik Sense and Magento.

Notably, Magento commerce data was onboarded in phases: commerce objects were mapped into HubSpot (orders → deals, customers → contacts, products → products, abandoned-cart events → deals), with later phases bringing in full historical order data and behavioural tracking to power automations and reporting.

Consolidating the two HubSpot instances and migrating Qlik Sense and Magento removed the complexity of multiple data sources feeding two CRMs. By bringing all required data into a single HubSpot instance, CMS Distribution eliminated duplication and created a richer, unified dataset the team can use to make better strategic decisions.