When Learnosity set out to streamline its business operations, the team knew they needed more than just a software migration. They needed to align two distinct business units, preserve critical engagement data, eliminate operational silos, and unify marketing and sales intelligence in one cohesive system. With Struto as their strategic partner, Learnosity didn’t just consolidate platforms, they built a smarter, faster, and more collaborative marketing operation centered on a brand-new HubSpot instance, fully integrated with Salesforce.
Background
Learnosity supports over 700 organisations and 40 million learners worldwide through advanced digital assessment tools. The company operates through two business units: Questionmark, and APIs by Learnosity. Over time, each team developed its own marketing tech stack, Questionmark using HubSpot, and the APIs team relying on Pardot. The sales team, however, operated solely within Salesforce.
These disconnected systems slowed down campaign execution, created duplicative work, and blocked the marketing team from seeing the full customer journey. Reporting became a manual, error-prone process. Data lived in silos. And most critically, there was no single source of truth to power cross-team collaboration or scale with the business.
Learnosity recognised that to grow smarter, not just bigger, they needed to simplify their marketing systems, and bring them under one roof.
Situation
The company made a bold decision: decommission both the legacy HubSpot and Pardot systems, and move all marketing operations into a brand-new HubSpot instance. The vision wasn’t just consolidation for efficiency’s sake. It was about creating a streamlined environment where every team could operate from the same data foundation with a Salesforce integration tying marketing and sales into one synchronised ecosystem.
Learnosity needed this transformation to be clean, precise, and non-disruptive. That’s where Struto came in. As a trusted HubSpot partner with deep experience in complex migrations and CRM integrations, Struto was chosen to lead the project from end to end, strategically and technically.
Hurdles
The project’s scope was significant. Consolidating two live marketing ecosystems while integrating a third mission-critical system (Salesforce) required careful planning and engineering.
- System Fragmentation
The team needed to merge operations from two marketing platforms, each with different structures, naming conventions, workflows, and engagement histories, into a brand-new environment without losing data integrity or momentum. - Data Preservation
Both teams had built valuable engagement histories over the years. Struto had to find a way to carry forward this legacy data, email interactions, web activity, campaign performance, so Learnosity wouldn’t be starting from scratch. - Pardot API Limitations
Pardot’s restrictive APIs meant Struto couldn’t extract granular engagement data like form submissions, cookie tracking, or nuanced email metrics. Out-of-the-box tools wouldn’t cut it. Struto needed to custom-build solutions to translate and retain as much insight as possible. - Salesforce Synchronisation
A misstep in the Salesforce integration could have disrupted the sales team’s operations. Learnosity couldn’t afford inaccuracies, data duplication, or sync failures. Struto had to ensure a real-time, accurate, and stable Salesforce sync that respected Learnosity’s data architecture.
These weren’t just technical challenges, they were business continuity challenges. And they required more than a lift-and-shift mindset. They needed orchestration.
Outcome
Struto approached the migration in two strategic phases:
- Phase One: Struto onboarded the Questionmark team into the new HubSpot environment. This allowed for rigorous testing, foundational setup, and process alignment.
- Phase Two: With the core framework in place, Struto transitioned the APIs team from Pardot, building custom API connectors to pull and map engagement data into HubSpot as custom events.
This wasn’t a basic migration, it was an intelligent rebuild. Struto didn’t just move data. They preserved context. Every user behavior, every campaign touchpoint, every valuable insight that could be saved was saved.
Meanwhile, Struto engineered a Salesforce integration tailored specifically to Learnosity’s workflows. They scoped the data sync to prevent duplicates, ensured clean field mapping, and created rules that protected sales team operations. As a result, marketing and sales now share a continuous data loop, with HubSpot as the command center and Salesforce as the revenue engine.
Results
Learnosity now runs a fully unified marketing operation from one HubSpot instance. The transformation delivered:
- One consolidated platform powering both business units
- Preserved engagement history, ensuring continuity in segmentation and strategy
- Real-time Salesforce integration, aligning sales and marketing without friction
- Faster campaign execution and less time lost in platform toggling
- Sharper insights from unified reporting dashboards
- Lower operational overhead, with fewer tools and more automation
Instead of working around tech limitations, Learnosity now works with clarity, speed, and confidence.
Future Scope
The new platform didn’t just solve existing problems, it unlocked new possibilities. With foundational systems now unified, Learnosity is well-positioned to expand its use of automation, roll out account-based marketing strategies, and build deeper lifecycle journeys across its customer base.
More importantly, the team can now act on data faster and make smarter decisions without wondering which system holds the truth.
