The Challenge
The firm had a clear client experience strategy, including an annual gifting initiative designed to strengthen relationships with key clients and referral sources. However, execution was highly manual, time-consuming, and difficult to manage.
Each year, the team compiled data from multiple systems to determine who should receive gifts, including:
- Existing clients from prior years
- New “A” clients
- Referral sources and key relationship contacts
These lists were managed across multiple spreadsheets and required significant manual effort to consolidate, clean, and validate.
The process created several challenges:
- Data had to be pulled from multiple systems, including practice management tools
- Contact details, especially mailing addresses, required manual verification
- Multiple spreadsheets had to be merged into a single master list
- Partner review required distributing, tracking, and reconciling individual spreadsheet edits
- The process took months to complete and competed with other priorities
As a result, a strategic client experience initiative became a time-consuming administrative exercise with limited scalability.
How Inovautus Helped
1. Centralized client experience data within HubSpot. As a HubSpot Gold Solutions Partner, Inovautus consolidated multiple data sources into a single system, creating a centralized database within HubSpot to support the firm’s client experience initiatives. Historical gift data, client segmentation, and relationship information were structured using custom properties.
This established a single source of truth and eliminated reliance on disconnected spreadsheets.
2. Automated recipient identification and annual updates. Using workflows, Inovautus automated how contacts are identified and maintained year-over-year.
- Prior-year recipients are automatically carried forward
- New clients meeting defined criteria are added dynamically
- Referral sources and key contacts are included through defined filters
This replaced a static, manual process with a dynamic system that updates continuously.
3. Streamlined partner review and approval process. Inovautus replaced spreadsheet-based review with a structured workflow inside HubSpot.
Partners receive a standardized communication with a direct link to review their assigned contacts. Once complete, a simple confirmation triggers a notification to the marketing team. Automated reminders ensure follow-up without manual tracking.
4. Shifted execution from reactive to proactive. By automating data consolidation and review workflows, the firm significantly reduced the time required to prepare and finalize its client experience initiatives.
What was previously a multi-month process can now be executed in a much shorter timeframe, allowing the firm to start earlier and operate more proactively.
Results
Reduced administrative burden: The firm eliminated the need to manage and reconcile multiple spreadsheets, significantly reducing manual effort.
Faster, more predictable execution: A process that previously took months can now be completed in a fraction of the time, improving planning and consistency.
Improved data accuracy and visibility: Centralizing data reduced errors and provided clearer visibility into gift recipient lists and selection criteria.
Scalable, repeatable workflow: The process is now structured and repeatable, requiring minimal incremental effort each year.
Stronger alignment with client experience strategy: With less time spent on logistics, the firm can focus on delivering a more intentional and consistent client experience.
