How Supreme Group Runs Nine Businesses Inside One HubSpot Account
Supreme Group runs a growing platform of marketing and PR companies on a single HubSpot account. MergeYourData built the strategy, the structure, and the reporting to make it scale.
"Even just basic definitions were inconsistent. That was leading to data integrity issues and confusion across the board."
Brian Schilling is EVP of Revenue Operations at Supreme Group, a platform of marketing and PR companies serving healthcare and life sciences. Every company Supreme buys lands in the same HubSpot account. This is the story of making that work at nine businesses instead of five.
Where they were
Supreme grows by acquisition. Each company arrived with its own sales model, its own team structure, and its own habits in HubSpot, and all of them shared one account. Five companies in, the group had a management layer running the platform by report, and the reports didn't mean the same thing from one business to the next.
"We had about five companies all inside the same HubSpot instance, at varying stages of adoption," Brian said. "Different sales models, different team structures, really different use cases for the tool itself. We quickly realized we weren't running things in a way that was going to be scalable."
Years of sensible workarounds had piled up. Each one solved a problem for one business at the time. Together they meant nobody could trust a number that crossed the whole platform.
What it was costing them
A closed-won report from one company couldn't be compared with the same report from another. Definitions drifted. Data integrity problems showed up in the numbers leadership was steering by, and with more acquisitions coming, the problem was about to get bigger.
In maturity terms, Supreme had the pieces of an Aligned operation, a CRM everyone used and a leader who owned it, without the shared definitions and single data model that make numbers trustworthy across a group. That's the move from Aligned to Optimized, and it's the one multi-company organizations get stuck on.
What we did
Strategy came before configuration. We spent the first stretch listening to each business and mapping how it actually sold before proposing anything. Then we built the roadmap: one data model for the whole platform, consistent definitions and pipeline stages across every business, and reporting designed so a number means the same thing wherever it comes from.
"Setting up HubSpot is probably not easy for one company, let alone multiple companies in the same instance," Brian said. "There were a lot of nuances to consider. Partnering with MergeYourData got us to our end goal much faster than we could have expected."
After the rebuild we trained Supreme's team and built the dashboards they run on today. Their operating procedures now live inside HubSpot through Supered, so definitions and pipeline stages show up where people work instead of in a document nobody opens.
What changed
Three months after relaunch, Supreme was running nine businesses on the rebuilt account, up from five, with the framework in place to keep adding more.
"I can go back in time as far as I need to and pull reports on closed-won deals, and my team can be confident in that data, because it's structured the same across all of our businesses," Brian said. "We're comparing things apples to apples. Same definitions, same processes."
The clean data also showed the sales team accounts nobody had worked in a while and follow-ups that had gone quiet. Those were worked, and they closed.
In Brian's words
"If you're considering whether you need a partner for HubSpot, embarking on a build is a serious undertaking whether you're one business or nine. There's so much strategic work that needs to go into it to be successful. Your future self will thank you for bringing in MergeYourData to guide you through the ins and outs of the platform and build a strategy that helps you succeed where your business is today and sets you up for your growth path as well."
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