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How Nuccle Transformed Enkel's Revenue Operations With HubSpot

Services

CRM Migration, HubSpot Sales + Marketing Hub Implementation, Marketing Strategy

Platform

HubSpot

Industry

Financial Services

Client Overview

Enkel Backoffice Solutions

Enkel is a leading provider of bookkeeping, payroll, accounts payable (A/P), and Fractional CFO services for small and medium-sized businesses and nonprofit organizations across Canada. Founded in 2016, Enkel’s mission is to simplify financial management and operations, enabling organizations to focus on growth.

With over 300 clients and steady year-over-year growth, Enkel has built a strong reputation. But internally, their tech stack, marketing systems, and reporting were creating operational inefficiencies that made scaling more difficult.

Challenges

Limitations with Existing CRM and Marketing Automation Platforms

Enkel relied on ActiveCampaign as its CRM and Marketing Automation platform to support its marketing and sales operations. While ActiveCampaign provided basic CRM and automation features, Enkel faced significant limitations that hindered its sales and marketing effectiveness.

1. Limitations of ActiveCampaign: Restricting Growth

While ActiveCampaign served basic pipeline management and email marketing needs, it lacked the core capabilities required to support Enke’s growth. Some of the key functionalities were lacking:

No visibility into user behaviour before conversion: Sales and marketing teams couldn't see which pages or content a prospect viewed before becoming a lead, limiting their ability to tailor outreach.
Limited sales automation features: There was no native way to build structured sales email outreach sequences or automate lead follow-up within the CRM. Enkel had to use another tool - Outreach.io to build sales automation campaigns.
Weak reporting and analytics: ActiveCampaign offered limited reporting. There were no insights into pipeline performance, conversion metrics, or marketing attribution.
Lack of native integrations: Enkel had to rely on Zapier to connect tools, including Outreach.io. These connections were fragile and often broke, leading to data sync failures, duplicated contacts, and missed engagement signals.

As Enkel scaled, these gaps led to inefficiencies, limited personalization, and hindered the alignment of sales and marketing.

"We were growing fast, but our systems couldn’t keep up. It became clear we needed to simplify and align how sales and marketing worked together."

Omar Visram, Co-founder and Head of Growth

Enkel Backoffice Solutions

3. Siloed Tools Increased Costs and Complexity

Enkel had to rely on multiple platforms for different aspects of their sales and marketing:

Outreach.io for sales outreach
Hootsuite for social media marketing
SEMRush for SEO tracking

Managing multiple platforms resulted in increased software costs, fragmented customer data, inefficiencies in marketing and sales execution, and a lack of performance visibility for decision-makers.

2. Disjointed Sales Outreach Workflow

Because ActiveCampaign didn’t support automated sales sequences:

Enkel used Outreach.io for outbound sales emails.
Sales representatives had to manually enroll contacts in Outreach.io and track engagement separately.
Data wasn’t synced between platforms, creating blind spots and duplicated effort.
Marketing had no visibility into lead engagement, making it difficult to provide sales with relevant content or messaging support to help close deals.

This setup increased complexity, reduced efficiency, and made pipeline management harder.

The Solution

Nuccle’s All-in-One HubSpot Revamp

Understanding Enkel’s challenges, Nuccle stepped in to facilitate a seamless migration from ActiveCampaign, Hootsuite, and Outreach to HubSpot. The migration process included:

1. Understanding the Business & Building the Case for HubSpot

Before implementation, Nuccle conducted a full strategic discovery to ensure the transition would support long-term growth.

Key activities:

Identified what was working and what wasn’t across marketing and sales operations
Interviewed stakeholders to understand growth goals, pain points, and platform limitations
Evaluated CRM & marketing platforms (HubSpot, Salesforce, Zoho) and ran a cost/benefit analysis
Built a strong business case for HubSpot as the most scalable, cost-effective solution
Mapped out a complete migration plan: data structure, automation flows, custom reports, and user roles
Executed the migration seamlessly, ensuring minimal downtime or disruption to ongoing operations

2. Implemented Native Sales Sequences in HubSpot

With a strategy in place, Nuccle focused first on fixing Enkel’s disconnected sales outreach. With HubSpot’s built-in sales automation workflows, the team eliminated manual work and unified tools into one streamlined process.

Built HubSpot Sales Sequences to replace Outreach.io
Sales reps now enroll leads directly in the CRM with one click
Automated follow-ups, replies, and performance tracking — all in one place

“With HubSpot, our sales team finally has a streamlined system that keeps everything in one place. The automated sequences have saved us hours every week and made it easier to track, follow up, and close deals faster.”

Omar Visram, Co-founder and Head of Growth

Enkel Backoffice Solutions

3. Enabled Rich User Behaviour Tracking

Next, Nuccle tackled one of Enkel’s biggest data blind spots: the lack of insight into how prospects interacted with their website. By enabling HubSpot’s built-in tracking, both sales and marketing teams gained the behavioural data they needed to engage leads more effectively.

Installed HubSpot tracking code across Enkel’s website
Marketing now sees every interaction — page views, form submissions, and email opens.
Sales has complete visibility into a lead’s interests before the first call, enabling more relevant conversations.

4. Consolidated Tools to Simplify Operations and Save Costs

Nuccle simplified Enkel’s tech stack by consolidating key tools into HubSpot, reducing costs and streamlining operations.

Retired from ActiveCampaign, Outreach.io, Hootsuite, and SEMRush
Used HubSpot’s native tools for email, social, campaigns, and analytics
Unified the sales and marketing stack under one login and one dashboard

5. Built Real-Time Dashboards & Reporting

Finally, Nuccle set up real-time dashboards in HubSpot to give Enkel full visibility into sales, marketing, and pipeline performance—all in one place.

Custom HubSpot reports and dashboards for:
- Pipeline visibility
- Lead source attribution
- Sales activity and conversion rates
- Marketing analytics
Gave leadership real-time insights to drive strategic decisions

Results & Impact

Simplified Tech Stack

One platform for CRM, email, social, SEO, landing pages, and analytics

Advanced Reporting

Real-time dashboards support smarter decisions at every level

Cut Costs by 30%

Cut software and employee costs on managing multiple tech stacks

Automated Sales Outreach

Sales reps saved hours by eliminating manual enrollment and follow-up

Behavioural Lead Insights

Personalized outreach by sales and marketing from real insights

Marketing-Sales Alignmen

Marketing supports sales with content and timing based on lead status

“Nuccle helped us completely rethink how we manage leads, communicate with clients, and grow our business. HubSpot has been a game-changer. Our teams are aligned, our processes are clear, and we finally have the data to make confident decisions.”

Omar Visram, Co-founder and Head of Growth

Enkel Backoffice Solutions

Conclusion

With Nuccle’s strategic migration and RevOps expertise, Enkel successfully transitioned from a scattered system to an integrated HubSpot platform — unlocking scalable growth and smarter operations.