The problem
A growing network run on Excel
Renewals took weeks of chasing. Nobody could see the pipeline. Previous CRM projects had failed.
Club Marketing Services · Excel to HubSpot migration and automation
After years of failed CRM attempts, one that finally fits
Club Marketing Services runs one of the biggest employee perks networks in Ireland, north and south. It was managing 2,000+ venue partners and 180,000+ cardholders on spreadsheets. Lockview moved the business onto HubSpot and put renewals on autopilot.
The fix
HubSpot built around how CMS works
Every process mapped first, then migrated, automated and reported on in HubSpot.
The result
Renewals 80% faster
Personalised renewals run automatically, and the owner sees the business daily.
The challenge
Spreadsheets could not keep up
CMS gives employees discounts of up to 50% at hotels, restaurants, golf clubs, cinemas, gyms and more. The network kept growing. The systems behind it did not.
Venue renewals, new partner sales, cardholder data and owner reporting all lived in separate spreadsheets. Annual renewals meant weeks of emails. Sensitive venue and client data sat in Excel files.
CMS had tried to bring in a CRM several times over the years. Each attempt failed because the system never fitted the way the business actually worked. The owner needed a partner who would understand the business first.
What was getting in the way
- Manual renewals that took weeks.
- No view of pipeline or renewal deadlines.
- Sensitive data stored insecurely in Excel.
- Errors creeping in as the network grew.
- A history of CRM projects that did not stick.
What we did
Understand first, then build
- 1
Map every process
Weeks working side by side with the CMS team, from venue onboarding through to renewals.
- 2
Improve the processes
Lockview suggested and co-created better ways of working with the team, so HubSpot was not just copying old habits.
- 3
Migrate the data
2,000+ venue records, sales pipelines and history moved from Excel into HubSpot contacts, companies and deals.
- 4
Automate, report and train
Renewal and sales automation, daily dashboards, role-based access and hands-on training for the team.
How CMS uses HubSpot today
One system for venues, renewals and growth
Personalised renewals
Automated renewal emails pull in each venue's own details, discount terms and redemption stats.
Venue pipelines
Custom properties for renewal dates, discount levels and redemptions, with pipelines for onboarding and renewals.
New partner sales
Lead scoring, task assignment and deal stages keep new venue acquisition moving.
Approvals and contracts
Renewal approvals and contract generation handled inside the workflow.
Owner dashboard
A daily view of pipeline health, renewal status, win rates and forecasts, plus team activity views.
Secure by design
GDPR-compliant storage with role-based access. Only the right people see the right data.
The outcome
Slicker, safer and ready to grow
- Renewals 80% faster. Weeks of manual chasing now runs on autopilot.
- One view for the team. Less email, better collaboration, more time on high-value partner outreach.
- Clarity for the owner. Real-time dashboards on pipeline, renewal risk and revenue. No more digging through Excel.
- Data secured. Backed up and only open to authorised users.
- Built to scale. Handles 180,000+ cardholders and a growing network without extra admin, with mobile access on the go.
“After years of failed CRM attempts, Lockview finally got it right. They took the time to understand our processes, worked with our team to build better ones, and delivered a system that transformed our business. Renewals are effortless, visibility is crystal clear, and we're ready to grow.”
Kathie Edwards, Owner, Club Marketing Services
Where next
Still on spreadsheets?
Move to a CRM that fits how you actually work.
HubSpot onboarding →CRM not sticking?
Fix the setup so your team uses it.
HubSpot optimisation →Ready for AI?
See where AI fits once your data is in shape.
AI readiness →Tried a CRM before and it didn't work?
Talk through what went wrong and what a system built around your business would look like.
Book a conversation