1,965 Users Into One

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"It was important to me to make sure we had experts in the room, and Axon (Garside) were that key expert that was in the room with us all over the last 18 months. You guys brought the knowledge about how best to get the best from HubSpot"

Enda Mullaney

VP of Business Development Operations, Inizio

CASE STUDY

SUMMARY

CHALLENGE

SOLUTION

RESULT

Inizio needed to unify 13 global business units, each using different CRM systems, into one central platform. The organisation required consistent pipeline visibility, aligned reporting and integrated systems, while maintaining business continuity and supporting thousands of users through a structured global change management programme over 18 months.

Axon Garside delivered a phased HubSpot implementation, onboarding each business unit into a centralised CRM using a structured five-stage framework. This included system audits, data migration, pipeline alignment, integrations with finance and project systems, and a comprehensive training and adoption programme to embed consistent usage across regions.

Inizio now operates with a single source of truth for global sales and pipeline reporting. Leadership has clear, consolidated visibility, and business units collaborate more effectively with shared client insight. The organisation benefits from improved user experience, stronger data integrity and a scalable CRM foundation supporting continued growth.

WHO ARE THE

Inizio?

Inizio is a global organisation of nearly 10,000 people that supports the world’s leading pharmaceutical companies in commercialising their products.

They provide end-to-end services that take new drugs from pre-launch through to full market availability, helping clients successfully bring their treatments to market across multiple regions.

Over the years, Inizio has brought together several specialist companies under one group, each contributing expertise across the product lifecycle - from strategy and marketing to sales and medical communications.

THEIR

CHALLENGES

The programme involved bringing 13 business units onto one centralised HubSpot platform over an 18-month period.

Each business had its own processes, data structures and CRM system, including HubSpot, Microsoft Dynamics and Salesforce. The challenge was to consolidate these into a single, structured environment while aligning pipelines and reporting in a way that worked for the wider organisation.

Alongside the CRM consolidation, integrations with project management and finance systems needed to be maintained. A strong focus on change management was also essential to ensure teams across regions understood the value of moving to one shared platform and were confident adopting it.

OUR

APPROACH

We onboarded each business unit in structured waves, assessing their existing systems, reviewing data and aligning processes before migrating them into a central HubSpot environment.

Using our five-stage implementation framework, we mobilised stakeholders, defined strategy and reporting structures, designed and configured pipelines and workflows, and managed data migration and integrations. Each phase was delivered against a clear project plan to ensure consistency across the programme.

Alongside the technical rollout, we supported Inizio’s internal change management team with structured training, including train-the-trainer sessions, best practice guidance and ongoing onboarding support to embed adoption across the organisation.

The

Results

The project delivered transformative results for Inizio, uniting 13 global business units and thousands of users under one HubSpot CRM. Enda described its impact as pivotal in achieving visibility and efficiency across the organisation:

“Ultimately, the success of this project is in our ability now as a large organisation like us, having all of our sales and our pipeline reported in one place. That was a primary goal and that’s been some of what the primary success of it is.”

Beyond operational clarity, the consolidation unlocked collaboration and insight across previously disconnected teams. As Enda explained,

“It’s better user experience, it’s having everybody in one place, and it’s really getting those core insightful data insights out of the system... we are now able to see across Inizio, understand who’s working with who, and provide really good solutions to those customers.”