Case Study: Migrating a Regional Law Firm to HubSpot for Streamlined Operations

Background and Context

Midtown & Partners (a pseudonym to preserve confidentiality) is a regional law firm headquartered in the Pacific Northwest, with satellite offices serving both urban corporate clients and rural small‐business proprietors. Over its thirty‐year history, Midtown & Partners built a solid reputation for corporate governance, real estate law, and civil litigation. However, despite its strong legal expertise, the firm faced mounting operational challenges related to client management, case tracking, and interdepartmental collaboration—challenges that threatened to erode efficiency as the firm sought to expand its footprint. At the outset of 2024, Midtown & Partners relied on Pipedrive as its primary customer relationship management (CRM) tool. Although Pipedrive had been sufficient for basic pipeline tracking, it lacked the scalability and specialized service features needed to support a multi‐practice, multi‐office legal operation.

Several pain points surfaced during the firm’s annual strategic planning session. First, recruiting and retaining corporate clients required a seamless client experience and robust visibility into deal progress—areas in which Pipedrive’s simplistic sales pipeline lacked advanced reporting or legal‐specific deal stages. Second, providing post‐engagement support—such as document requests, billing inquiries, and ongoing compliance reminders—proved cumbersome. Attorneys and paralegals often managed client issues via email or shared spreadsheets, creating version control problems and extending response times. Third, as Midtown & Partners expanded into new practice areas (notably intellectual property and employment law), the need for standardized intake forms, templated consultations, and knowledge‐sharing across practice groups became evident. In short, the firm required a modern, integrated platform capable of unifying marketing, sales, client service, and internal knowledge management.

By mid‐2024, the firm’s leadership had concluded that a migration from Pipedrive to HubSpot—leveraging Sales Hub Enterprise, Service Hub Enterprise, and the Make integration platform—would best address these challenges. Partnering with RevOps HQ, Midtown & Partners embarked on a comprehensive transformation designed to align attorneys, business development, and client services around a single source of truth. Over a six‐month period, the firm executed the following: data migration from Pipedrive to HubSpot; configuration of Sales Hub Enterprise to serve legal sales processes; deployment of Service Hub Enterprise for ticketing and knowledge management; integration via Make (formerly Integromat) to automate data flows between HubSpot and ancillary systems; and design of playbook architecture to standardize client intake, matter onboarding, and service fulfillment.

Pre‐Migration Audit and Requirements Analysis

Prior to any technical work, RevOps Legal Solutions conducted a two‐week audit of Midtown & Partners’ existing systems, workflows, and organizational structure. The consultancy interviewed key stakeholders: the Managing Partner; heads of Corporate, Real Estate, and Litigation practice groups; the Director of Business Development; and the Senior Paralegal overseeing client intake. During these interviews, it became clear that the legal industry’s unique CRM needs—such as matter‐level tracking, conflict checks, and document retention protocols—were not accommodated by Pipedrive. Matter records were occasionally tracked as “deals,” but there was no native support for case milestones (e.g., initial consultation, drafting of retainer agreement, discovery, litigation filing). Similarly, billing inquiries and invoice disputes were managed via ad hoc email threads, rather than a centralized ticketing system.

RevOps HQ distilled these findings into a formal requirements specification document. Among the key requirements:

1. Matter‐Level CRM: Each client engagement had to be represented as a “deal” in HubSpot but enriched with legal‐specific properties—such as “Matter Number,” “Practice Area,” “Opposing Counsel,” and “Court Jurisdiction.” Additionally, the firm required custom deal pipelines for each practice group, reflecting their unique workflows (for example, the Corporate pipeline would include “Document Review,” “Closing,” and “Post‐Closing Compliance” stages).
2. Conflict Check and Intake Automation: To reduce the risk of ethical breaches, the firm needed an automated conflict‐check process that would cross‐reference incoming lead names and associated entities against existing client records. Upon a new lead submission—whether via the website or a referral form—HubSpot would trigger a Make scenario to search the firm’s existing client database (hosted in a secure, on‐premises SQL server) and flag any potential conflicts.
3. Centralized Ticketing for Client Service: The Service Hub Enterprise ticketing system would serve as the firm’s central repository for all client requests—ranging from simple bill payment questions to urgent litigation filings. Tickets needed to be routed automatically to the appropriate practice group based on matter type, and attorneys would require a Slack integration to receive real‐time ticket notifications.
4. Knowledge Base for Legal Resources: Attorneys and paralegals frequently answer similar questions—such as “How do I obtain certified copies of property deeds?” or “What is the timeline for filing an employment dispute?” Using Service Hub’s Knowledge Base, the firm sought to build an internal (and eventually public) repository of articles, templates, and FAQ entries. Content management would be delegated to a rotating editorial committee of attorneys, with monthly audits to ensure accuracy.
5. Playbook Architecture for Sales and Service Workflows: Sales Hub Enterprise Playbooks would codify best‐practice qualification questions for various practice areas. For instance, a “Corporate Client Playbook” would guide the Business Development Manager through a standardized set of qualification criteria—such as revenue thresholds, entity structure, and existing counsel—to ensure that every opportunity received consistent vetting. Similarly, Service Hub Playbooks would guide paralegals and junior attorneys through matter openings—ensuring that checklists for conflict checks, retainer collection, and initial filings were followed meticulously.
6. Integration with Billing and Document Management Systems: Midtown & Partners used Clio for time tracking and billing, and iManage for document management. The plan called for a Make integration that would sync clients and matters between HubSpot and Clio (to push matter creation and client data to Clio when a deal reached “Signed” stage) and automate folder creation in iManage.
7. Advanced Reporting and Forecasting: Sales Hub Enterprise’s forecasting tools would be configured to accommodate attorneys’ unique billing models (hourly vs. flat fee vs. contingency). Forecast categories (e.g., “Proposal Pending,” “Under Retainer,” “Awaiting Court Date”) needed to align with the firm’s financial reporting, and dashboards would display pipeline velocity, revenue by practice area, and “Backlog at Risk” (matters that had not generated billable hours within a 60‐day window).

With these requirements in hand, RevOps HQ drafted a project plan, complete with milestones, resource assignments, and a risk register. The firm’s leadership reviewed and approved this plan, authorizing a six‐month timeline that accommodated peak and off‐peak seasons in the legal calendar.

Data Migration from Pipedrive to HubSpot

Migrating client and matter data from Pipedrive was a delicate task due to the sensitive nature of legal information and the need for historical continuity. RevOps HQ began with a data‐mapping exercise, identifying how Pipedrive’s fields corresponded to HubSpot’s objects and properties. In Pipedrive, “Deals” had historically been used to represent legal matters, but the data structure was inconsistent: some salespeople used custom dropdowns for practice areas, while others entered notes in free‐text fields.

The data‐mapping process proceeded as follows. First, RevOps HQ extracted a full export of Pipedrive data, including Deals, Contacts, Organizations, and Activities. They noted that “Deal Stage” in Pipedrive bore only superficial resemblance to the nuanced stages needed in HubSpot. Consequently, each Pipedrive stage was mapped to the nearest equivalent HubSpot stage—while acknowledging that additional stages would need to be created later in Sales Hub Enterprise to capture legal workflows accurately.

Second, the consultancy identified custom properties that needed to be created in HubSpot prior to import. These included:

• Matter Number: A unique alphanumeric identifier (e.g., “CORP‐2023‐045”)
• Practice Area: A dropdown with values such as Corporate, Real Estate, Litigation, Intellectual Property, Employment, Estate Planning, etc.
• Opposing Counsel: Free‐text field for attorney names on the opposing side.
• Court Jurisdiction: Dropdown for federal, state, and local jurisdictions (e.g., “U.S. District Court – Eastern District of Washington”).
• Hourly vs. Flat Fee vs. Contingency: Dropdown to indicate billing model.
• Engagement Date: Date picker capturing when the client engagement began.

Additionally, RevOps HQ created custom Contact properties such as “Lead Source” with values tailored to the legal realm— “Referral,” “LinkedIn,” “Website Intake,” “Continuing Legal Education (CLE) Event,” etc. They also configured Organization‐level properties (e.g., “Industry / Business Type,” “Number of Offices,” “Annual Revenue Tier”) to help segment corporate clients and identify cross‐selling opportunities.

Before importing, the team cleansed and deduplicated data. Pipedrive exports revealed duplicate contacts (for example, “Jane Doe” as a lead and again as a client contact), as well as orphaned Deals with no associated Organization. Through a combination of automated deduplication tools and manual review by paralegal staff, RevOps HQ consolidated duplicates, assigned correct linkages, and archived irrelevant records (such as questionnaires submitted by vendors seeking marketing services).

With cleaned and mapped data in hand, the consultancy initiated a phased import into HubSpot. They first imported Organizations and Contacts—allowing time for validation and stakeholder review—then imported Deals. As each Deal was recreated in HubSpot, it was assigned the appropriate custom property values and placed into a draft Sales Pipeline awaiting final stage configuration. The initial import focused on matters that were still active—namely, those with open tasks or ongoing billing. Historical deals closed prior to January 1, 2023, were archived in a read‐only data repository but not imported, thereby reducing clutter in the new system.

Throughout the migration, RevOps HQ maintained a detailed audit log, capturing every transformation rule (for example, “Map Pipedrive Stage ‘Proposal Sent’ to HubSpot Deal Stage ‘Retainer Negotiation’”) and each data exception that required manual resolution. Monthly check‐ins with Midtown & Partners’ general counsel ensured that all personally identifiable information (PII) was handled in compliance with data privacy and attorney‐client privilege protocols.

Configuring Sales Hub Enterprise for Legal Workflows

Once data resided in HubSpot, the focus shifted to configuring Sales Hub Enterprise to reflect the firm’s complex legal sales processes. Finance and Practice Group leaders collaborated with RevOps HQ to define precise pipeline stages for each practice area. The firm elected to create five distinct pipelines—one for each major practice group (Corporate, Real Estate, Litigation, Intellectual Property, Employment)—rather than a single, unwieldy pipeline with dozens of stages. This approach enabled each practice leader to customize terminology, deal amount calculations, and forecasting probabilities relevant to their domain.

For the Corporate practice, the stages were defined as: “Initial Consultation,” “Conflict Check,” “Drafting Engagement Letter,” “Retainer Signed,” “In Progress,” “Closing Documentation,” and “Closed.” The probability percentages assigned to each stage (for forecasting purposes) were calibrated based on historical win rates: 25% at “Drafting Engagement Letter,” 50% at “Retainer Signed,” and 100% at “Closed.” Similarly, the Real Estate pipeline included stages like “Property Review,” “Title Search Completed,” and “Closing Coordination,” with bespoke probabilities reflecting that practice’s typical 70% proposal‐to‐engagement conversion rate.

Beyond staging, RevOps HQ implemented property‐based deal amount calculations that reflected the firm’s blended billing models. For hourly matters, they created custom line‐item packages to estimate revenue based on projected hours, with “Matter Budget” and “Hours Budgeted” properties feeding into a calculated “Deal Amount.” In flat fee matters, attorneys could enter a fixed number directly into “Deal Amount.” Contingency‐based cases were handled through a custom “Estimated Recovery” property, with an associated “Contingency Percent” that would calculate the firm’s fee upon realization. These calculated properties enabled accurate, real‐time forecasting across heterogeneous revenue streams.

To facilitate robust lead qualification, the Sales Hub Enterprise Playbook feature was configured with a set of question‐and‐answer prompts aligned to each practice area. For example, the “Corporate Deal Playbook” guided the Business Development Manager through questions such as “What is the client’s annual revenue?,” “Do they have existing legal representation?,” “What is the anticipated deal size?,” and “Which corporate entity types are involved?” Each playbook step could be collapsed or expanded depending on the lead’s complexity, and attorneys could annotate the notes with links to legal precedents or internal policy documents housed in the knowledge base.

Recognizing that attorneys rarely operate as traditional “closers,” RevOps HQ built custom workflow automations within Sales Hub Enterprise to nudge appropriate parties at each key juncture. For example, when a deal entered “Drafting Engagement Letter,” the system automatically notified the assigned attorney and paralegal team via Slack and created associated tasks in HubSpot’s “Tasks” module, ensuring that the matter moved forward without being forgotten amid competing priorities. If a deal languished in “Conflict Check” for more than five business days, an automated escalation email would prompt the Managing Partner to review potential barriers. Collectively, these automations transformed the firm’s sales pipeline from a static list of Opportunities into a living, collaborative workflow.

Deploying Service Hub Enterprise for Client Service Excellence

Where Sales Hub Enterprise addressed the front‐end of the revenue cycle, Service Hub Enterprise provided a comprehensive solution for post‐engagement support, client inquiries, and knowledge management. Prior to migration, the firm’s attorneys and staff fielded service requests—ranging from billing clarifications to urgent litigation filings—via unstructured email threads, which often led to missed requests or incomplete documentation. Service Hub’s ticketing system enabled the creation of a centralized queue where each request was logged, assigned, and tracked until resolution.

To structure the ticketing system in a manner suitable for legal operations, RevOps HQ defined several ticket pipelines: “Billing & Invoicing,” “Document Requests,” “Compliance & Filings,” “Client Feedback,” and “Internal IT / Support.” Each pipeline stage reflected an escalating level of urgency or complexity. For example, a “Billing & Invoicing” ticket would start at “New,” move through “Under Review,” “Pending Client Response,” and “Resolved,” and ultimately close at “Billed” once all questions were addressed and any adjustments made. Likewise, “Document Requests” tickets would progress from “New,” to “Retrieval in Process,” to “Delivered to Client,” and then “Closed.”

Service Hub’s automation capabilities were leveraged to ensure that tickets were routed to the correct practice group or individual based on ticket type and client matter. For instance, if a ticket was logged as “Compliance & Filings” and tagged with “Corporate Matter,” it would automatically assign to the Corporate Legal Intake Team. If no one in that team responded within four business hours, the ticket would escalate to the Director of Client Services, who would reassign or intervene to avoid SLA breaches. Throughout, attorneys and paralegals received ticket notifications in Slack, ensuring that urgent filings were not delayed due to buried inbox messages.

Service Hub’s Knowledge Base (internally referred to as the Midtown Legal Commons) became a centralized repository for standard forms, procedural guides, and FAQs. During implementation, RevOps HQ collaborated with each practice group to curate existing templates—such as retainer agreements, corporate resolution forms, and property deed request instructions—into the Knowledge Base. Each article included metadata tags indicating practice area, document type, and revision date. Service Hub’s usage analytics later revealed which articles were most frequently accessed, enabling the firm to identify gaps (for example, the “Employment Law: Harassment Investigation Checklist” was heavily used and thus expanded with additional examples).

To maintain content accuracy, a rotating editorial committee—composed of two senior associates from each practice group—was assigned quarterly to review and update Knowledge Base articles. Changes were logged, version control was maintained, and readers could view prior versions if necessary. Over time, the Knowledge Base evolved into both an internal training resource for new associates and a potential public‐facing repository to enhance the firm’s SEO and marketing efforts.

Integrating Ancillary Systems via Make iPaaS

Beyond the core HubSpot platform, Midtown & Partners relied on Clio for legal billing and time tracking, iManage for document management, Slack for collaboration, and a custom SQL server for archival client records. To prevent data silos from reemerging in other parts of the stack, RevOps HQ leveraged Make (formerly Integromat) as the integration platform to orchestrate bi‐directional data flows.

One critical Make scenario automated the creation of a new matter in Clio whenever a HubSpot deal entered the “Retainer Signed” stage. In this scenario, Make monitored HubSpot webhooks for any deal stage changes. Upon detecting a transition to “Retainer Signed,” Make retrieved the associated client information and deal properties—such as “Matter Number,” “Practice Area,” and “Billing Model”—and used the Clio API to create a corresponding matter, populating fields such as “Client Name,” “Matter Title,” and “Start Date.” If the Clio API returned an error (for example, if a client had a duplicate record), Make posted an alert to a dedicated Slack channel, prompting immediate resolution by the Client Services Manager.

A second Make scenario synchronized new or updated contact records between HubSpot and iManage. When an attorney uploaded a contract template or filed brief into iManage, the associated metadata—such as “Matter Number” and “Opposing Counsel”—was tagged via iManage’s metadata fields. Make periodically polled iManage for newly created documents tagged with firm‐wide taxonomy terms. When a new document matched a HubSpot deal’s “Matter Number,” Make appended a note to that deal’s timeline: a hyperlink to the iManage document, along with a timestamp and file description. This integration ensured that attorneys reviewing a matter’s timeline in HubSpot could directly access the latest version of any relevant document in iManage.

To facilitate conflict checks, a third Make scenario connected HubSpot to the firm’s on‐premises SQL server (where legacy client records were stored). When a new lead was created via the HubSpot website form, Make triggered an encrypted query to the SQL database—searching for any matching names or entities. If a match was found, Make executed a workflow to create a “Potential Conflict” ticket in Service Hub, assign it to the Litigation Practice Lead, and notify via Slack. Documenting the conflict check in this fashion ensured that no matter slipped through the cracks, and also preserved a formal audit trail for the firm’s Risk & Compliance Officer.

Finally, a fourth Make scenario kept HubSpot’s payroll and billing team aligned by synchronizing invoiced amounts from Clio back to HubSpot. When an invoice was marked “Paid” in Clio, Make updated the corresponding deal’s “Amount Paid” property in HubSpot, enabling real‐time visibility into revenue recognition. Invoices marked “Overdue” triggered automated reminders sent from Service Hub to the client, and alerted the Billing Manager via Slack. Collectively, these Make orchestration rules prevented data discrepancies, eliminated manual CSV exports, and created a seamless experience for attorneys, paralegals, and administrative staff alike.

Playbook Architecture and Internal Onboarding Processes

Central to Midtown & Partners’ transformation was the design of HubSpot Playbooks for both sales (Business Development) and service (Client Services) teams. In Sales Hub Enterprise, the “Corporate Client Playbook” codified a fourteen‐question discovery process that ensured consistent lead qualification. Each question was accompanied by guidance text referencing internal policy documents or sample scripts—for example, “Explain to the prospect how our firm’s hourly billing model works, and confirm whether they have a predetermined budget for legal expenses.” When a Business Development Manager completed the playbook during a discovery call, HubSpot recorded responses as structured notes, which prospective clients could later view in follow‐up emails.

On the service side, Paralegals and Junior Associates used Service Hub Playbooks to manage the “New Matter Onboarding” process. The playbook included steps for verifying client identity (matching ID to engagement letter), confirming retainer funds were collected, performing a conflict check (via the Make scenario), and establishing a document folder in iManage. Each step in the playbook was tied to a task—with due dates, owner assignments, and checkboxes—ensuring nothing was overlooked. In particular, the playbook guided users through complex compliance requirements, such as verifying attorney licenses in multiple jurisdictions, and confirming insurance coverage for litigation matters.

To maintain consistency, RevOps HQ facilitated a two‐day internal training workshop attended by all Business Development Managers, Paralegals, and Junior Associates. During the workshop, participants practiced using playbooks in role‐play scenarios—such as conducting a mock corporate intake call and working through a hypothetical litigation onboarding checklist. Feedback from these sessions informed minor refinements to the playbook scripts. After initial deployment, usage data from HubSpot revealed which playbook steps were most often skipped or marked incomplete, triggering follow‐up coaching sessions for individual team members. Over time, this structured approach to onboarding and qualification significantly reduced “manual slip‐throughs,” improved client satisfaction, and accelerated matter start times by an average of 20 percent.

Outcomes and Measurable Benefits

By the end of the six‐month implementation period, Midtown & Partners realized tangible improvements across multiple dimensions—sales efficiency, service responsiveness, data quality, and interdepartmental collaboration. Below, we highlight several key outcomes:

Sales Pipeline Visibility and Forecast Accuracy

Prior to migration, pipeline data lived in a fractured Pipedrive environment—deal stages were inconsistently named, and predictive analytics were nonexistent. Post‐migration, Sales Hub Enterprise provided leadership with real‐time dashboards illustrating opportunity volume, average deal size by practice area, and forecasted revenue for the next quarter. Within three months of go‐live, the Senior Partner responsible for Finance reported that forecast variance (the difference between forecasted and actual billings) had decreased from 35 percent to 12 percent. By year‐end, the firm’s aggregate pipeline coverage ratio (ratio of total weighted pipeline to quota) improved from 1.5× to 2.3×, giving the Managing Partner greater confidence in resource planning and staffing decisions.

Reduced Client Onboarding Time

Historically, bringing a new matter from first inquiry to formal engagement took an average of 21 days—largely due to manual conflict checks, paper‐based intake forms, and ad hoc email requests. With HubSpot’s Playbooks and the Make‐powered conflict‐check automation, the average onboarding time dropped to 12 days—a 43 percent improvement. This acceleration proved particularly valuable for the firm’s Corporate Practice, which now closed more deals in its “fast‐track” pipeline segment and reduced the likelihood of losing prospects to competing firms.

Improved Client Service and Reduced Ticket Response Time

Before Service Hub Enterprise, client service requests were managed via email threads; there was no SLA framework. As a result, average response time to billing inquiries was approximately 48 hours, and urgent document requests (such as court filings) occasionally missed deadlines. After implementing Service Hub’s ticketing pipelines, Midtown & Partners established a 24‐hour SLA for all new tickets and a 4‐hour SLA for urgent “Compliance & Filings” matters. Within four months, 85 percent of tickets were resolved within SLA, and average response time fell to 16 hours. Moreover, satisfaction ratings captured via post‐resolution surveys improved to an average of 4.7 out of 5, up from 4.2 in pre‐migration benchmarks.

Elevated Data Quality and Governance Compliance

The introduction of a formal data governance council (comprising IT, Finance, and Practice Group leads) and the appointment of two dedicated Data Stewards—one for Corporate and one for Litigation—resulted in a dramatic reduction in duplicate or inconsistent records. Before governance, the firm’s duplicate contact rate stood at 18 percent. Three months post‐go‐live, duplicate contacts dropped to 3 percent and have remained below 2 percent since. Periodic audits uncovered and corrected property discrepancies, such as mismatched “Practice Area” designations and incorrect “Matter Numbers.” Additionally, the committee instituted quarterly data quality reviews, ensuring that any new integration (for example, a new Slack channel for client service alerts) maintained data integrity.

Robust Knowledge Base Utilization and Seatbelt Effect

Within eight months of launch, attorneys and paralegals collectively authored 65 articles in the Knowledge Base—ranging from “Filing Requirements for Real‐Estate Transactions in Washington State” to “Steps for Pro Bono Immigration Matters.” Service Hub metrics revealed that internal ticket deflection (instances where agents referenced Knowledge Base articles instead of answering repetitive questions) increased to 37 percent, reducing the overall ticket volume and enabling paralegals to focus on complex tasks. The availability of a centralized knowledge repository also accelerated training for new hires: a first‐year associate reported that the Knowledge Base cut down his onboarding ramp‐up time by two months, as he could independently access templates and procedural guides rather than rely solely on direct mentorship.

Lessons Learned and Best Practices

While the overall transformation yielded positive results, the journey was not without challenges. Three lessons stand out as particularly instructive for other law firms contemplating a similar RevOps migration:

Engage Legal Leadership Early and Often

One of Midtown & Partners’ most significant hurdles was initial skepticism from senior partners—particularly those accustomed to legacy systems and paper‐based workflows. RevOps HQ overcame this by organizing a “RevOps Leadership Council” comprising practice group heads, the CIO, and the Managing Partner. This council met monthly to review early metrics (e.g., conflict check turnaround times) and to calibrate real‐time forecasts. By involving firm leaders in decision‐making, the initiative garnered essential executive sponsorship, which in turn accelerated downstream adoption among attorneys.

Balance Standardization with Practice‐Specific Flexibility

A common pitfall was the temptation to impose a single template or process across all practice groups. Early versions of the Sales Pipeline forced Corporate and Litigation into identical stage names, causing confusion for attorneys who did not recognize terms like “Discovery Phase” in a corporate M&A context. Recognizing this, RevOps HQ restructured pipelines to honor practice‐specific terminology and commissioned separate Playbooks for each major area. This balance—between a unified platform and customized processes—proved critical in maintaining user buy‐in.

Invest in Change Management and Ongoing Training

Even with intuitive interfaces and robust playbooks, attorneys and paralegals needed sustained coaching. The firm scheduled quarterly “RevOps Refresher Workshops” led by internal “RevOps Champions” (paralleling Kotter’s guiding coalitions), where team members shared success stories, discussed challenges, and collectively refined best practices. These workshops reinforced new behaviors—such as logging every client email as a HubSpot activity—and embedded the RevOps ethos in the firm’s culture.

Conclusion and Future Directions

By migrating from Pipedrive to HubSpot and integrating it with Make, Clio, iManage, and Slack, Midtown & Partners successfully transformed its revenue operations into a cohesive, data‐driven engine. Sales Hub Enterprise provided the firm with nuanced, practice‐area–specific pipelines, accurate forecasting tools, and playbooks that codified discovery and engagement best practices. Service Hub Enterprise centralized client service requests, introduced SLA frameworks, and empowered the firm to build a robust internal Knowledge Base. Meanwhile, Make orchestrated critical integrations—automating conflict checks, matter creation, and document linkages—preventing the re‐emergence of data silos.

As a result, the firm realized a 43 percent reduction in client onboarding time, improved forecast accuracy by 65 percent, and raised ticket resolution rates to 85 percent within SLA. Data quality improved dramatically, and the Knowledge Base became a vital resource for attorneys and paralegals. These outcomes underscore the importance of combining technology, governance, and change management to achieve lasting organizational transformation.

Looking ahead, Midtown & Partners plans to extend HubSpot’s capabilities even further. In 2025, the firm is piloting HubSpot’s custom objects feature to track expert witness engagements as a sub‐object of matters, thereby unifying billing, scheduling, and witness directory within the same CRM environment. The firm is also exploring HubSpot’s AI features—such as predictive deal scoring based on historical close rates—to flag high‐probability matters and identify cross‐sell opportunities across practice groups. Finally, RevOps HQ is working with Midtown & Partners to develop a client‐facing portal—powered by HubSpot’s CMS Hub—to allow clients to track matter progress, view invoices, and submit service requests without needing to email or call.

In sum, this case study illustrates how a regional law firm can leverage HubSpot’s full suite—Sales Hub Enterprise, Service Hub Enterprise, and a modern integration platform like Make—to overcome legacy silos, standardize governance, and deliver elevated client experiences. The journey required meticulous planning, stakeholder engagement, and iterative refinement, but the results speak for themselves: a law firm far better equipped to compete, scale, and fulfill its promise of exceptional legal service.

About RevOps Legal Solutions

RevOps HQ is a specialized consulting firm dedicated to helping law firms and professional services organizations transform their revenue operations. By combining deep industry expertise in legal practice management with RevOps methodologies, data governance frameworks, and modern CRM best practices, RevOps HQ enables clients to achieve operational excellence, drive growth, and deliver superior client experiences.

Conflict of Interest Statement

All individuals involved in the design, implementation, and analysis of this case study have declared no personal financial interest in Midtown & Partners or any related entities.

Acknowledgments

We gratefully acknowledge the partnership of Midtown & Partners’ leadership team—particularly the Managing Partner, Director of Business Development, and Head of Practice Operations—whose openness to change and willingness to share operational data made this study possible. Additionally, we thank the attorneys and paralegals who dedicated time to interviews, user‐testing sessions, and knowledge base content creation. Without their commitment, this transformation would not have been realized.

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