FRANCHISE
360° Franchise Pipeline Visibility After Migrating from FranConnect to HubSpot CRM
Facing rapid expansion and increasing operational complexity, this multi-brand franchise holding company needed a modern CRM that could unify disconnected teams, eliminate dozens of spreadsheets, and provide leadership with real-time visibility across more than 800 locations.
1,040
hours saved
annually
360°
pipeline
visibility
100%
unified performance reporting
About This Franchise Holding Company
This franchise holding company operates multiple nationwide brands with more than 800 locations.
Industry: Franchise
Number of Employees: 450+
Time on HubSpot: Less than 1 year
Challenge
When preparing for expansion, this franchise holding company realized their legacy systems could no longer support the complexity of their growth or operations.
Their two key teams, franchise development (FranDev) and real estate development operated in separate systems. Reporting lived in more that 10 spreadsheets requiring daily, manual updates. Multi-unit deals were difficult to track, handoffs relied on meetings and spreadsheets, and both teams had blind spots after franchise agreements were signed.
At the corporate level, the team wasn't able to see the unit or aggregated metrics they needed. They needed to see all brands together, each brand's performance individually and each franchise unit's performance, but their current systems couldn't deliver any of these views. Without this clarity, the team couldn't confidently make data-driven decisions, understand which franchisees needed additional support, or mitigate risk when early underperformance threatened multi-unit agreements.
With a third brand on the horizon, they knew their systems wouldn't scale to support more locations, more growth, or more complexity.
Pain Points
- No centralized reporting for each unit or aggregate performance across brands
- Limited pipeline visibility, with particular difficulty tracking multi-unit deals
- Reliance on 10+ spreadsheets for real estate and franchise development caused manual work and miscommunications.
- Blind spots between franchise sales and real estate development due to lack of visibility after contracts were signed
- The current tech stack couldn't scale to support additional brands or more complex operational requirements
Business Goals
- Standardize processes across locations for improved data accuracy
- Comprehensive reporting for corporate, while ensuring that franchise units will never see each other’s data
- Create a connected (Franchise Development) FranDev to Real Estate pipeline with full lifecycle visibility
- Integrate Asana with HubSpot so both teams can follow teh same unit development process
- Replace manual, disconnected spreadsheets to reduce manual work
Solution
The franchise holding company made the strategic decision to replace FranConnect and build their future on HubSpot CRM. They recognized they needed more than just a system replacement, they needed a complete operational transformation.
Working alongside franchise development, real estate, marketing, and legal teams, Denamico designed and implemented a comprehensive HubSpot data architecture tailored to their multi-brand, multi-unit franchise model. This structure includes data governance that gives corporate visibility to all reporting, while franchise owners can only see their own data.
The solution required implementing HubSpot Brands, custom objects and two pipelines to track franchise owners, franchise units, and location development in a unified lifecylce from prospect → signed agreement → location buildout → operating franchise.
Next, these handoffs needed to be automated between their FranDev and real estate teams. Historically, the handoff from franchise agreement to real estate team happened in meetings and manual updates. Now, automation triggers new real estate pipeline deals when agreements are signed, prepopulating with the context their teams need to start moving on locations.
Real estate project management still happens in Asana, so a bidirectional integration with HubSpot was built. The franchise development reps can see location buildout status in HubSpot and the real estate team can see the relevant information they need in Asana.
They now have the foundational structure they need to scale: a single system of record, integrated FranDev-to-Real Estate handoffs, and clear visibility across units and deals so they can track multi-unit pipelines and support franchisees more effectively.l
The
Migration from FranConnect to HubSpot
Bidirectional Asana ↔ HubSpot integration
Custom franchise Business Unit configuration for multi-brand visibility and data privacy
Custom Objects to track franchise units and location development
Connected Franchisee Onboarding + Location Development pipelines
Automated alerts flag stalled deals to improve data quality and speed
Hubs Implemented
CRM
Marketing Hub Enterprise
Service Hub Professional
Content Hub Professional
Operations Hub Professional
HubSpot Integrations
Asana
DocuSign
Migrations to HubSpot
FranConnect
Impact
Unified data in one system ended the reporting blind spots by giving the franchise holding company a 360-degree view of all prospects and franchise owners, allowing them to compare KPIs across multiple brands in one centralized dashboard.
Teams gained back up to 4 hours per day from manual data entry, meetings, and manual project updates, freeing time to focus on higher-value activities like prospect nurturing and real estate acquisition.
Scalable CRM architecture built to handle their complete franchise lifecycle and specifically designed to support the seamless addition of more brands and franchise units.
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