About the Organisation

Our client is a well-established, non-partisan international affairs organisation with a two-decade track record of shaping global leadership and policy solutions. Operating across geopolitical, economic, and security domains, the organisation conducts original research, convenes high-level events, and works closely with governments, private-sector leaders, and civil society to influence policy at scale.

With a global staff of over 200 and ongoing outreach to policymakers, think-tank partners, and event attendees worldwide, their marketing and CRM infrastructure needed to support sophisticated segmentation, multi-stakeholder journeys, and real-time campaign intelligence — requirements their incumbent stack simply could not meet.

Fragmented Systems, Missed Opportunities

The organisation had long relied on Marketo for marketing automation and Salesforce as its core CRM. Over time, the gap between these platforms grew into a critical operational liability. Inconsistent data synchronisation left marketing and sales teams working from different versions of the truth, while rigid automation workflows made it impossible to respond with the speed and personalisation that senior-level stakeholders expect.

The marketing team was spending disproportionate time on manual data hygiene, spreadsheet reconciliation, and workarounds — time that should have been invested in strategy and audience engagement.

• Unreliable Marketo–Salesforce integration caused persistent data synchronisation failures, leaving contact records incomplete and lead assignments misfiring
• Disorganised contact data severely limited audience segmentation, making it impossible to tailor messaging for different stakeholder tiers and geographies
• Siloed reporting across Marketo, Salesforce, and third-party event platforms meant campaign performance was virtually impossible to measure end-to-end
• Limited automation capabilities prevented advanced lead nurturing and audience personalisation at the scale needed to support a global event calendar

Products Used

Girikon’s HubSpot implementation team designed a consolidated technology architecture centred on HubSpot’s enterprise-grade suite, with a maintained Salesforce integration to preserve existing CRM investments.

What Girikon Implemented

To streamline marketing operations and improve CRM alignment, Girikon’s certified HubSpot consultants positioned HubSpot as the central marketing engagement layer, with Salesforce maintained as the system of record for pipeline and deal management. The HubSpot CRM implementation was executed in structured phases to minimise disruption, with a full data migration and validation process preceding any cutover.