As part of a merger with Alveo, Gresham Technologies required a full website overhaul and the consolidation of three CRM systems into one. Struto delivered a clean HubSpot Content Hub build and executed a multi-platform migration that preserved critical data while reducing duplication and complexity.
Gresham Technologies is a global financial software company known for its data integrity and automation solutions, serving major banks and capital markets worldwide. In 2024, Gresham began a strategic merger with fellow fintech firm Alveo, which brought with it its own established tech stack, including independent sales and marketing systems.
To unify operations and maintain customer experience, Gresham identified the need for a complete systems consolidation, starting with their CRM, website, and marketing automation infrastructure.
At the time, Gresham’s marketing team was operating on HubSpot, while Alveo used both HubSpot and Salesforce across separate databases. The fragmented systems caused duplicated records, broken visibility across the buyer journey, and operational inefficiencies.
Gresham needed a single HubSpot environment where both sales and marketing could collaborate, while also preserving Alveo’s historical data and ensuring business continuity during the merger. Additionally, a new website was required to reflect the combined brand and product offering.
Given the complexity, HubSpot referred Gresham to Struto, a trusted implementation partner with a strong reputation for high-precision migrations and complex CRM strategy.
Struto began by designing and launching a new HubSpot-hosted marketing website. This platform brought together the content, structure, and messaging of both Gresham and Alveo into a single, modern interface. The migration from Gresham’s legacy CMS to HubSpot Content Hub gave their marketing team full control and flexibility.
Following the website launch, Struto led the CRM consolidation. All contact and company data from Alveo’s HubSpot and Salesforce systems were mapped and migrated into Gresham’s HubSpot instance. Lifecycle stages, key properties, and pipeline structures were carefully aligned to ensure continuity across teams.
Throughout the project, Gresham’s internal team remained actively involved. Struto’s approach was collaborative, executing the technical work while enabling Gresham to manage training, strategy, and internal adoption on their own terms.
The most challenging aspect of the project was resolving duplicate records and excessive property clutter caused by merging three databases. Many records lacked consistent identifiers, making deduplication complex.
To solve this, Struto built a comprehensive usage report detailing which properties were active, where they came from, and how widely they were used. Gresham’s team reviewed the report and made decisions on which properties to retain, while Struto executed the cleanup.
The CRM consolidation was completed successfully, with Alveo and Gresham now operating inside a single, clean HubSpot instance.
The new website reflects the unified brand, and sales and marketing teams can now operate on a common system with unified visibility, faster segmentation, and easier reporting.
- Estee Hall, Head of Production at Struto
Following the successful engagement, Gresham has retained Struto as an implementation partner. Plans are in motion for a NetSuite-to-HubSpot integration, and the business is exploring a flexible support retainer, allowing their internal team to call on Struto as needed for high-impact work.