Winner, 2024 HubSpot Impact Awards, Technical Expertise

Deals closing in 3 days. It used to be 138.

A hair transplant clinic group whose booking system and CRM had stopped agreeing. Getting them to agree again meant rebuilding the connection.

Industry: Hair transplant clinics
Platform: Zenoti and HubSpot
Scope: Integration, pipeline and data clean-up
Project lead: Sophie Costello
Award: 2024 Impact Awards

Time to close3Average days to close, down from 138 in the old pipeline

Conversion52%Deal conversion rate, up from 36%

Deals a week140Created each week, down from 270 that included duplicates

01 The briefReplace the Zapier integration with one the team can manage, rebuild the sales pipeline around the real patient journey, and clean the data so both teams can trust HubSpot again.

02 The problem

Two systems telling different stories.

Gro Clinics runs hair transplant clinics across Australia. Patients book through Zenoti, the clinic management system, while sales and marketing work from HubSpot.

A Zapier integration was meant to carry each appointment from Zenoti into HubSpot. Instead it produced thousands of duplicate deals, left pipelines standing still and missed appointment updates. Sales could not track where a patient was up to, and marketing could not target a campaign with any confidence.

Nobody could safely change it. The integration was poorly documented, and hard to manage once the team member who built it had moved on.

What it was doing to the data

Duplicate deals. Up to 270 new deals a week, many of them duplicates.
Pipelines that did not move. The average deal took 138 days to close.
Missing updates. Cancellations and reschedules in Zenoti did not reliably reach HubSpot.

03 How it connects

Appointments in, deals out.

Zapier came out. Zenoti now sends each appointment to HubSpot by webhook, a message sent the moment a booking changes, and HubSpot workflows do the rest.

How one booking travels

A flowchart of the deal workflow. A booking branches by service type into consultation, pencilled in and session booked, then checks for an open deal, and either creates a new deal in the matching stage or updates the existing one, before a ten minute delay — **The deal logic, as it was planned.** Each booking branches on its service type, then checks whether the patient already has an open deal. If not, a new deal starts in the matching stage; if so, the existing deal is updated and moved. The ten minute delay at the end stops a webhook retry from enrolling the same booking twice.

Inside a Gro Clinics clinic: timber shelving lined with black and white product bottles around a round white counter, the street through the front window — Gro Clinics, inside a clinic

04 What we built

Integration first, then everything it feeds.

Four jobs in order, across Operations Hub, Sales Hub and Marketing Hub.

Step 01

Rebuild the integration

Webhooks and HubSpot workflows replaced Zapier, and a custom object called Zenoti Appointments now holds each booking, linked to the correct contact, deal and clinic.

WebhooksCustom objectZapier retired

Step 02

Redesign the sales pipeline

New stages that follow the patient journey, with deals created and moved by appointment data. HubSpot's Leads object and Prospecting Workspace give the sales team a place to organise and work new leads, each assigned to a rep at the right clinic location.

New pipelineLeads objectProspecting Workspace

Step 03

Clean the data, and keep it clean

Thousands of duplicate deals removed, existing records standardised, and workflows in place so the clutter does not come back.

Duplicates removedRecords standardisedClean-up workflows

Step 04

Make the numbers visible

Appointment updates automated, reminders on deals that stall, and custom reports on conversion rate and how fast deals move through the pipeline.

Stalled deal remindersCustom reportsConversion tracking

The integration came first on purpose. A clean pipeline fed by the old integration would have filled up with duplicates again.

Five principles behind the build

Automate the manual steps

Deal creation, deal movement and appointment updates happen without anyone having to touch them.

Accurate data first

Clean what is there and keep it clean with workflows, so sales and marketing can trust what HubSpot tells them.

Match the pipeline to the patient

Stages that follow the patient journey, and tools that make new leads simple to work.

Show the team its numbers

Automated updates, reminders and custom reports, so decisions come from the data.

Build it so the team can run it

Webhooks and workflows instead of custom code, so Gro's team can manage and update the system without technical expertise.

One booking in Zenoti, one deal in HubSpot.

Booking system and CRM out of step?

Book a call

05 The results

Four goals. Here is what came of them.

What Gro Clinics asked for before the project started, and where it stood once it was live.

The old pipeline and the new one

Measure	Old pipeline	New pipeline
Average time to close	138 days	3 days
Deal conversion rate	36%	52%
Deals created each week	270, including duplicates	140
Appointment updates	Often missing	Written to HubSpot by workflow
Looking after the integration	Hard to manage once its builder left	Standard webhooks and workflows the team can manage

Goal 01

HubSpot data that matches Zenoti

We built a webhook integration and a Zenoti Appointments custom object, and cleaned up the existing records.

140

clean deals a week, one for each booking in Zenoti. The smaller number is the good one. Thousands of duplicate deals came out of the existing records, and clean-up workflows stop them coming back.

Goal 02

Deals created and updated from appointments

We built workflows that create and move deals from appointment data, and write cancellations and reschedules back to HubSpot.

Automated

cancellations and reschedules reflected in HubSpot automatically. A change to a booking in Zenoti now reaches its deal, and a ten minute delay at the end of the workflow stops a webhook retry from enrolling the same booking twice.

Goal 03

A simpler pipeline that follows the real sales process

We built new stages that follow the patient journey, with reminders on deals that stall.

days on average to close a deal, and more of them convert. Each booking starts or moves its deal in the stage that matches its service type, deals that stall get a reminder, and custom reports track conversion and how fast deals move.

Goal 04

The Leads object and Prospecting Workspace, used well

We set up both for the sales team, with leads assigned automatically by clinic location.

Assigned

each new lead with a rep at its clinic. Leads are assigned by clinic location as they come in, and the sales team organises and works them in the Prospecting Workspace.

Put together, Gro's sales and marketing teams now work from data they trust. Deals close faster, more of them convert, and campaigns can be segmented accurately, with patients who have completed a procedure kept out of new patient marketing emails.

Gro came back in 2026 for a larger build: the whole prescription subscription business, moved into HubSpot.

“I had so much fun working on this project with Sophie and all of the Neighbourhood team. They've been amazing, really good with the communication, making sure things are done on time, being able to pivot last minute. There was a fair few points where we needed to just quickly change things up and Neighbourhood was so incredible at accommodating for that, and were really clear in explaining how things work to us so that we had a better understanding of our HubSpot system.”

Kate Radley Head of Marketing, Gro Clinics

Sophie Costello, project manager at Neighbourhood

Who ran it

Sophie CostelloAI & Digital Strategist

Led the integration rebuild, the new pipeline, the data clean-up and the reporting.

HubSpot Impact Award winner, Neighbourhood since 2023

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