Close to HubSpot wasn’t the project. Rebuilding the revenue engine was.
A great product running on the wrong operating layer
AppMagic is the category leader in mobile app market intelligence — the platform publishers, studios, and analysts use to understand the apps economy. But its GTM was running on Close CRM, with inbound demos landing in a single pipeline, no clear line between leads and deals, no structured qualification, and no lifecycle stages to separate a curious free user from a sales-qualified opportunity.
- Hundreds of thousands of free users with no conversion path into sales
- Demo requests arriving from corporate and non-corporate emails with no auto-qualification
- No distinction between leads, MQLs, and sales-qualified deals — everything sat in one pipeline
- Closed-lost reasons captured as free text, so no analysis was possible
- Nurturing was ad hoc — no sequences for non-responders, disqualified deals, or free users
- Inbound and outbound motions blurred together with no account-level coordination
- No UTM tracking or attribution back to the CRM
- Forecasting was built on manual updates from reps, with no shared definition of stage progression
A lift-and-shift migration would have moved the chaos. AppMagic needed the migration and the operating layer redesigned at the same time.
Migrate the platform. Rebuild the system.
We ran the Close-to-HubSpot migration and the revenue operation rebuild as one integrated engagement — embedded with AppMagic’s sales, marketing, and operations teams in parallel so the new HubSpot portal launched with real lifecycle logic, not a copy of what existed before.
Discovery
Mapped AppMagic’s full customer journey: free users, inbound demo requests, corporate vs non-corporate email flows, outbound target accounts, referrals, event leads, and the gaps between them. Interviewed sales, marketing, and ops to understand which rules lived in people’s heads.
Design
Redesigned the lifecycle model from scratch — lead, MQL, SQL, opportunity, customer — with clear entry and exit criteria for each stage. Split the sales pipeline from the lead-qualification pipeline. Defined a closed-lost taxonomy (budget, timing, product fit, competitor) with structured fields that actually report. Specified forecasting categories separate from pipeline stages.
Build
Executed the Close-to-HubSpot migration. Built the new pipelines, lifecycle stages, lead scoring, auto-deal creation from demo forms, UTM capture, and attribution back to the CRM. Set up nurturing sequences for non-responders, disqualified deals, and free-user conversion. Integrated the website pricing and demo forms so qualified inbound creates deals automatically and unqualified contacts enter nurture.
Launch
Ran parallel training for sales and ops, delivered dashboards for each function (pipeline, forecast, marketing contribution, closed-lost analysis), and handed over documentation so AppMagic’s team could run the system without us on the critical path.
Optimize
Stayed embedded through the first qualification cycles to tune scoring thresholds, refine the sequence logic, and add the outbound + inbound coordination layer so the SDR and AE teams weren’t double-touching the same accounts.
3x conversion, €1.8M pipeline, one quarter
AppMagic didn’t just change CRM — they moved from a reactive sales motion to a structured revenue system. The migration and the rebuild landed together, and the new operating layer paid back inside one quarter.
- 3x inbound demo-to-opportunity conversion — the new qualification flow, auto-deal creation, and lifecycle model turned low-signal demo requests into filtered, sales-ready opportunities
- €1.8M net-new pipeline in the first 90 days post go-live, sourced across inbound, outbound, and free-user conversion motions working off the same HubSpot spine
- 41% lift in sales-accepted demos after introducing structured qualification on demo-request forms and corporate-vs-non-corporate routing
- Forecast accuracy up to 88% — shared stage definitions plus separate forecasting categories replaced manual rep estimates
- 34% of closed-lost pipeline recovered via the structured closed-lost taxonomy feeding segmented nurture sequences (budget, timing, product fit, competitor)
- ~6 hours/week reclaimed per rep on CRM admin once auto-deal creation, lifecycle auto-promotion, and account-level tagging removed manual data entry
- Close CRM fully retired in favour of HubSpot as the single source of truth for sales and marketing
- Delivery discipline: clear plans, clear next steps, defined timelines — the only delays came from AppMagic’s internal processes, not from our side
Checkpoint GTM led our full migration from Close CRM to HubSpot and didn’t stop there — they rebuilt our entire revenue operation on top of it. From inbound conversion and lead scoring to closed-lost analysis and dashboards, they turned a complex transition into a real step-change for our team.
What truly stood out was their execution: there was always a clear plan, clear next steps, and defined timelines. They were consistently on top of deadlines — in fact, the only delays came from our internal processes, not from their side. If anything, they were the ones pushing us forward and keeping momentum high.
Carolina and the team operate as a true extension of our RevOps and Sales functions. I’d highly recommend them to any B2B SaaS company serious about scaling their go-to-market.
Vice President of Global Sales · AppMagic
Thinking about leaving Close, Pipedrive, or Attio?
A migration is the chance to rebuild the operating layer, not just move the data. Let’s talk about what that looks like for your team.
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