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CRM

Centric Software

Centric Software is an enterprise PLM/retail software company that acquired two businesses — Contentserv and ShoppingFeed — each with their own CRM stack (HubSpot + Pardot for Contentserv; HubSpot for ShoppingFeed). Metawork designed and built the integration that consolidates both acquired companies' marketing and sales data into Centric's central Salesforce CRM, enabling unified reporting, lead routing, and pipeline visibility across all three entities.

Duration 12 months
Tasks 240
Meetings 60
Looms 40

Recently touched

  • 2026-04-22 Wrong lead linking in HubSpot Done
  • 2026-04-22 Nikolai <> Doug, check in Done
  • 2026-04-18 Importing 8k from HS(SF) to SF(Centric) Backlog
  • 2026-04-17 HubSpot / Contentserv Early Renewal Done
  • 2026-04-07 Plan of attack (visual, with lanes) for sales and partnerships tracks Done

What we built

1,176hours
240tasks
12 monthsduration
  1. 01

    Discovery & Architecture

    System stack mapping for Contentserv and ShoppingFeed; stakeholder interviews with sales, marketing, and ops leads across all three companies

  2. 02

    Data & Logic Mapping

    Field-level mapping of HubSpot (Contentserv + ShoppingFeed) properties to Salesforce schema; lifecycle stage logic, MQL routing, workflow and list definitions

  3. 03

    HubSpot → Salesforce Sync

    Bidirectional Make.com integration: Contentserv contacts/companies/leads → Salesforce; ShoppingFeed contacts/companies → Salesforce; with conflict resolution, deduplication, and error handling

  4. 04

    Salesforce → HubSpot Sync

    Reverse sync: Salesforce contact/account/lead changes reflected back into both HubSpot instances

  5. 05

    Bulk Migration

    20k+ Contentserv contacts and accounts migrated to Salesforce; 8k ShoppingFeed contacts imported; queue-based processing for high-volume runs

  6. 06

    Notes & Campaign Attribution

    Salesforce ContentNote creation from HubSpot notes; Pardot campaign fields (pi__campaign__c) mapped for marketing attribution

Projects

  • Phase 2

    Full build and deployment of the bidirectional HubSpot↔Salesforce integration designed in Phase 1, covering both acquired companies (Contentserv and ShoppingFeed) and the bulk migration of historical…

    What we built

    • HS(CS/SF) Contact+Company → SF
    • SF Contact+Account → HS(CS/SF)
    • SF Lead → HS(CS)
    • Importer Queue
    • ContentNote Creator
    Read case study

  • Salesforce + HubSpot Marriage

    GoogleSpreadsheet - Logins + Data Mapping

    Read case study