Migration Success Story

How Fullstaq Replaced Keap and Unified Three Business Units in HubSpot Enterprise

Fullstaq, an enterprise e-learning and affiliate marketing company, partnered with Campaign Creators to replace its legacy Keap environment with a unified HubSpot Enterprise platform. Operating three independent business units across disconnected CRMs, applications, and automation platforms, the company needed more than a system migration. It needed a scalable revenue operations architecture capable of supporting centralized reporting, standardized processes, and future growth.

Campaign Creators consolidated Fullstaq's three business units into a single HubSpot Enterprise environment, re-architected their legacy Keap tags into scalable CRM structures, rebuilt enterprise automation, and connected critical business systems through custom middleware integrations.

The result was a governed platform that unified marketing, sales, client success, and leadership around a single source of truth while establishing the operational foundation for continued expansion.

How Fullstaq Replaced Keap and Unified Three Business Units in HubSpot Enterprise

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legacy Keap tags re-architected into scalable HubSpot properties and lists.

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business units consolidated into one HubSpot Enterprise portal.

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enterprise workflows deployed across marketing, sales, and customer lifecycle automation.

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custom middleware integrations (EverWebinar, Thinkific, ScheduleOnce, and VSS).

Fullstaq is an enterprise e-learning and affiliate marketing company serving newcomers to affiliate marketing through a portfolio of education brands. Operating three distinct business units, the organization delivers online courses, webinars, coaching, and digital learning experiences through a sophisticated technology ecosystem.

As the business expanded, each brand developed its own CRM, applications, automations, and operational processes. Keap served as the primary marketing platform, while additional systems supported learning management, scheduling, ecommerce, webinars, and payment processing. Over time, this created fragmented customer data, inconsistent automation, and limited operational visibility across the organization.

Fullstaq partnered with Campaign Creators to consolidate its business units into HubSpot Enterprise, replace its legacy Keap architecture, and establish a centralized revenue operations platform designed to support long-term growth.

Industry

E-Learning & Affiliate Marketing

Tools Used

HubSpot Marketing Hub Enterprise
HubSpot Sales Hub Enterprise
HubSpot Service Hub Enterprise
Thinkific
EverWebinar
ScheduleOnce
NMI
Close
WooCommerce
Keap

Services

Keap to HubSpot migration
HubSpot Enterprise implementation
CRM data architecture
Multi-business-unit consolidation
Custom middleware integrations
Workflow automation
Revenue operations governance
Reporting & dashboards

The Challenges

Fullstaq's customer data, automations, and business processes were spread across multiple CRMs and specialized applications supporting three independent business units. As the company continued to grow, disconnected systems, inconsistent data, and an increasingly complex Keap environment made it difficult to standardize operations, report accurately, or scale efficiently.

The organization needed more than a CRM replacement. It needed a unified operational foundation that could preserve historical customer information, connect critical business systems, and establish consistent revenue operations across every brand without disrupting day-to-day business.

Challenge_How Fullstaq Replaced Keap and Unified Three Business Units in HubSpot Enterprise

1. Three Business Units Operated Independently

Each business unit maintained its own CRM processes, customer data, and operational workflows. This fragmentation limited cross-functional visibility and made it difficult to standardize marketing, sales, and customer success processes across the organization.

2. Keap's Tag Structure Could No Longer Scale

Years of operating inside Keap resulted in more than 4,500 legacy tags used to manage segmentation, automation, and customer lifecycle activity. The environment had become difficult to maintain, limiting reporting accuracy and making future growth increasingly difficult.

3. Critical Business Systems Were Disconnected

Learning management, scheduling, webinars, ecommerce, and payment processing all operated through separate platforms. Without a centralized architecture, customer activity remained fragmented across systems, creating operational inefficiencies and inconsistent customer experiences.

4. Revenue Operations Lacked a Single Source of Truth

Disconnected customer data made it difficult for Marketing, Sales, Client Success, and Leadership to work from consistent information. Reporting varied between business units, limiting operational visibility and making enterprise-wide decision-making more difficult.

5. Future Growth Required a Scalable Foundation

Fullstaq needed a platform capable of supporting future acquisitions, new business units, and evolving customer journeys. The new environment had to simplify governance while creating a flexible architecture that could grow alongside the business.

"The instinct with a migration is to recreate what you had. With Fullstaq, the win came from refusing to do that. Thousands of Keap tags built up over years weren't something to copy over — they were something to redesign. We rebuilt that logic as structured properties and lists, so the new environment started clean and stayed governable."
— Darren Howerton

Why Fullstaq Chose Campaign Creators

Consolidating three business units required more than migrating customer records from Keap into HubSpot. Fullstaq needed a partner capable of redesigning its revenue operations architecture, simplifying years of accumulated technical debt, and connecting critical business systems into a single operational framework.

Campaign Creators brought expertise in enterprise HubSpot architecture, complex CRM migrations, custom integration development, automation design, and revenue operations governance. Rather than recreating legacy processes inside a new platform, the team designed a scalable HubSpot Enterprise environment that standardized data, automation, reporting, and customer lifecycle management across the organization.

With a structured implementation strategy, Fullstaq could modernize its technology stack while creating a foundation built for long-term operational scalability.

Solution: How Campaign Creators Unified Revenue Operations in HubSpot Enterprise

Architecture Design

Campaign Creators designed a centralized HubSpot Enterprise architecture that consolidated Fullstaq's three business units into one governed CRM environment. The implementation focused on simplifying legacy complexity while creating standardized data structures, automation, integrations, and reporting that could scale with the business.

Consolidating Three Business Units Into One Platform

Campaign Creators designed a single HubSpot Enterprise portal capable of supporting Marketing, Sales, and Service Hub across all three business units. This created one centralized environment while maintaining the flexibility each brand required.

Re-Architecting Legacy Keap Data

Rather than recreating Keap's complex tag structure, Campaign Creators redesigned more than 4,500 legacy tags into scalable HubSpot properties, lists, and standardized CRM architecture. Historical customer information was preserved through a structured data migration process during onboarding, eliminating the operational complexity that had accumulated over years of platform customization.

Rebuilding Enterprise Automation

Campaign Creators rebuilt Fullstaq's automation strategy by implementing 76 enterprise workflows supporting webinar registration, business launch campaigns, customer onboarding, lifecycle communication, refund management, and internal operational processes. The build included 38 core unique workflows — 11 of which required custom-coded logic to trigger actions within Thinkific — plus 38 additional tailored variations built to serve different lists and audience segments. Automation was standardized across all business units to improve consistency and governance.

Connecting Critical Business Systems

Custom middleware integrations connected HubSpot with Thinkific, ScheduleOnce, EverWebinar, and VSS, synchronizing customer activity across learning management, scheduling, and webinars based on each platform's available API capabilities. A separate integration connected NMI, Fullstaq's payment processor, to route transaction data into the appropriate HubSpot deal pipelines. Additional marketplace app integrations connected Close and WooCommerce, rounding out a fully connected technology stack.

Standardizing Governance and Reporting

Campaign Creators established standardized CRM governance, lifecycle processes, automation logic, and reporting structures that provided Marketing, Sales, Client Success, and Leadership with consistent operational visibility across every business unit.

The Results

Fullstaq successfully transitioned from a fragmented Keap environment to a unified HubSpot Enterprise platform that connected customer data, automation, and business operations across the organization. Teams now operate from a centralized CRM architecture with standardized processes, improved reporting, and connected business systems supporting the entire customer lifecycle.

Three business units consolidated into one HubSpot Enterprise portal
More than 4,500 legacy Keap tags re-architected into scalable HubSpot properties and lists
76 enterprise workflows deployed across marketing, sales, and customer lifecycle processes, including 38 unique builds (11 with custom-coded Thinkific integration logic) and 38 tailored variations for different lists and segments
Custom middleware integrations connected Thinkific, ScheduleOnce, EverWebinar, and VSS, with a separate integration connecting NMI for payment processing, plus supporting marketplace integrations for Close and WooCommerce
Marketing, Sales, Client Success, and Leadership gained a centralized source of truth for customer and operational data
Standardized governance improved reporting accuracy, automation consistency, and operational visibility across the organization

The new HubSpot Enterprise environment eliminated technology silos while creating a scalable operational foundation capable of supporting future business growth.

Results How Fullstaq Replaced Keap and Unified Three Business Units in HubSpot Enterprise

Impact: From Legacy CRM Complexity to Enterprise Revenue Operations

Replacing Keap was only one part of Fullstaq's transformation. By consolidating three business units into a unified HubSpot Enterprise environment, the organization established a connected revenue operations platform that aligned customer data, automation, reporting, and business processes across the company.

With standardized CRM governance, connected integrations, and scalable automation in place, Fullstaq is better positioned to support future acquisitions, launch new initiatives, and continue expanding without recreating the operational complexity of its legacy environment.

Rather than managing disconnected systems, teams now operate from a single source of truth that supports better decision-making, more consistent customer experiences, and long-term operational growth.

Build a Revenue Operations Foundation That Scales

Replacing legacy systems is only part of the journey. Lasting transformation comes from designing the architecture that connects your customer data, business processes, and technology into one scalable operating model.

Campaign Creators helps organizations modernize complex CRM environments through enterprise HubSpot architecture, data migration, systems integration, automation design, and revenue operations strategy. Whether you're replacing legacy platforms, consolidating business units, or preparing for future growth, we build the operational foundation that helps your business scale with confidence.

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