Food Market Hub (FMH): Unified CRM Migration Post-Merger to Boost RevOps Efficiency
Food Market Hub (FMH) and EasyEat, two fast-growing food tech SaaS companies, merged to form a new entity—Feast. Both operated across multiple geographies and offered complementary products for restaurant supply chain and operations automation.
Impact at a Glance
The Challenge
Key obstacles that needed to be overcome to achieve success
Two separate HubSpot CRMs (FMH & EasyEat) with inconsistent pipelines and data structures.
Different lead processing logic and routing workflows between teams.
Duplicate and overlapping leads due to shared ad sources and cross-product targeting.
Need to support two product lines across 3–4 geographies post-merger.
Lack of unified reporting and automation causing manual data cleaning and delays.
Our Approach
Strategic initiatives that drove transformation
Conducted a full RevOps audit of both CRMs to identify overlapping structures, fields, and automations.
Scope of Work
Comprehensive services delivered throughout the engagement
Key Results
Measurable outcomes and transformative impact
Highlights & Learnings
Key insights and strategic breakthroughs from the engagement
Merging CRMs post-acquisition requires not just technical migration but also business process harmonization.
Lead deduplication logic must be dynamic when multiple brands share overlapping audience pools.
Automation in RevOps frees up strategic bandwidth for growth instead of data housekeeping.
CRM hygiene and structure are foundational to multi-market, multi-product scaling.
The unified HubSpot CRM empowered the newly formed entity Feast to operate with clarity and speed across products and geographies, driving immediate cost savings and process efficiency.
Key Takeaways
Strategic principles to replicate this success
RevOps consolidation post-merger can unlock both cost savings and operational visibility.
Process mapping before technical migration ensures long-term scalability.
Automation-first RevOps design eliminates manual errors and inefficiencies.
Final Outcome
The unified HubSpot CRM empowered the newly formed entity Feast to operate with clarity and speed across products and geographies, driving immediate cost savings and process efficiency.
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