SpotDev leads a robust CRM transition from Dynamics 365 to HubSpot

The Challenge

Icon Solutions, a UK-based fintech company, was using Microsoft Dynamics 365 for sales and HubSpot for marketing — a split setup that led to usability issues and ongoing integration problems. To reduce system costs and improve user satisfaction, Icon decided to unify both teams on HubSpot CRM. SpotDev was engaged to lead a 90-day diagnostic & implementation project, which included:

• Migrating from Dynamics 365 to HubSpot

• Integrating a third-party PSA tool (Kantata/Kimble)

• Setting up advanced reporting dashboards in HubSpot

The goal was to deliver a fully integrated, user-friendly CRM aligned with marketing activities.

Data migration scope

The migration involved over 20,000 records across several key CRM objects:

- Contacts: ~19,571 processed, many of which already existed in HubSpot from earlier marketing activity

- Companies: ~6,221 Dynamics accounts merged with ~7,600 existing HubSpot records

- Deals: ~1,649 sales opportunities mapped to HubSpot Deals

- Projects: 105 custom “Project” records in Dynamics were migrated as Deals for continuity

A detailed master mapping document guided the process — aligning fields between systems, identifying data gaps (like missing emails or duplicates), and ensuring a clean, accurate migration.

Technical Approach

As with any integration, the project came with its challenges. SpotDev began with a technical discovery phase, reviewing Icon’s CRM requirements and collaborating with stakeholders to define use cases and acceptance criteria. Using an agile approach, they incorporated feedback mid-project and adapted to new requirements without disrupting the timeline.

Data migration & integration:
A key challenge was merging overlapping records from HubSpot and Dynamics 365. SpotDev led a thorough data cleansing and deduplication process, using a master mapping spreadsheet to ensure records were updated—not duplicated.

Testing & quality assurance:
To preserve data integrity, especially around financials, SpotDev conducted side-by-side pipeline comparisons between Dynamics and HubSpot. By go-live, the HubSpot system had been fully validated against the legacy data.

SpotDev migrated ~20k contacts and thousands of companies/deals. Part of this process included cleaning inconsistent data and archived incomplete records with Icon’s input.

Challenges

• Integration issues:
  Migrating to HubSpot eliminated fragile Dynamics integrations and daily sync errors.
  Teams now work from a single, reliable source of truth.
  
  
• Data volume & cleansing:
  SpotDev migrated ~20k contacts and thousands of companies/deals. They cleaned inconsistent data and archived incomplete records with Icon’s input.
  
  
• User buy-in:
  Sales found Dynamics frustrating, so SpotDev made HubSpot intuitive and user-friendly. Involving end-users in UAT secured buy-in ahead of rollout.
  
  
• Custom feature gaps:
  Missing Dynamics features (e.g. “Projects”, custom reports) were rebuilt in HubSpot.
  SpotDev used custom objects, pipelines, and workflows to match and improve functionality.

User adoption, training & feedback

Successful user adoption was a high priority for this project. SpotDev included 15 hours of Sales Hub training in the plan. Thanks to the groundwork in training and the system’s ease of use, Icon reported rapid adoption – effectively 100% of the sales team migrated to HubSpot CRM with minimal productivity dip.

Moreover, no critical issues were reported post go-live; SpotDev’s support package addressed minor questions that arose in the first month. This seamless cut-over and immediate user uptake meant Icon’s business did not miss a beat during the transition.

"Icon reported rapid adoption – effectively 100% of the sales team migrated to HubSpot CRM with minimal productivity dip."

The results

• Unified platform:
  Icon now operates on a single, integrated CRM for both sales and marketing, eliminating the data silos and sync issues of the previous Dynamics–HubSpot setup. Teams work from the same data and tools, improving alignment and efficiency.
  
  
• Improved user experience & adoption:
  HubSpot’s intuitive UI and SpotDev’s user-centric configuration addressed long-standing usability frustrations. Sales reps now find it easier to log activities, update deals, and access key info — improving data quality and productivity.
  
  
• Cost savings:
  By retiring Dynamics 365 and its integration maintenance, Icon reduced software and IT overhead. They now pay for one CRM, and HubSpot’s built-in automation eliminates the need for third-party tools — lowering long-term costs.
  
  

• Accurate reporting & zero downtime:
  All financial and pipeline reports now run from HubSpot with full accuracy — with no discrepancies post-migration. The cut-over was smooth, with no downtime or lost data, and zero major issues reported after go-live.
  
  
• Stronger sales–marketing synergy:
  With everyone in HubSpot, marketing can seamlessly pass leads to sales, who now have full visibility into campaign and website activity. This has led to improved lead nurturing and conversion rates.
  
  
• Foundation for growth:
  The migration positions Icon for scalable growth. HubSpot is now integrated with Kantata, syncing project delivery data into CRM. Custom dashboards give leadership real-time visibility, and new team members can onboard quickly with SpotDev’s training and documentation.

"We had a very positive experience working with SpotDev to migrate our sales platform from Microsoft Dynamics to HubSpot CRM. In addition to the sales functionality, it was absolutely critical that there were no discrepancies in the financial reporting after migration."

- Joel Willoughby, Foster of Icon Solutions