How TOPdesk bridged the gap between HubSpot & Salesforce for commercial growth

About the company

TOPdesk is a SaaS company that helps organisations organise and improve their internal service processes. Originally founded in the Netherlands, the company has grown into an international organisation with multiple regional teams.

As TOPdesk expanded, its marketing organisation became both central and regional. Strategic direction was set centrally, while 11 regions were responsible for their own commercial execution and localisation. This gave teams room to adapt to their local markets, but over time it also created complexity.

Within one central HubSpot environment, different regions developed different ways of working. Campaigns were built in different ways, dashboards varied per region, and reporting was not always consistent. As a result, it became harder to scale best practices, compare performance, and measure commercial impact across the organisation.

The challenge

One system, eleven ways of working.

TOPdesk was using HubSpot as its central marketing platform, but in practice every region worked in it differently. This created 11 different approaches inside one system. Campaigns were often rebuilt from scratch, dashboards differed between regions, and data was not always structured in a consistent way.

At the same time, TOPdesk was preparing for a transition from Dynamics to Salesforce for sales. This created an additional challenge: how do you keep marketing, sales, processes, and systems aligned while the business continues to run?

TOPdesk needed more than a technical setup. The organisation needed one commercial operating model that could connect marketing and sales, improve data quality, and create a scalable foundation for future international growth.

Our approach

First the process, then the tooling.

Siloy helped TOPdesk not only with the re-implementation of HubSpot, but more importantly with making the right strategic choices during a complex transition. Together, we first looked at the current situation and the future process map: what does the commercial process look like today, and what should it look like in a world where HubSpot and Salesforce work together?

The focus was not on individual departments, but on the full commercial process. Instead of thinking in separate marketing and sales activities, we looked at one connected customer journey, from the first interaction to sales follow-up and customer growth.

From that perspective, Siloy helped TOPdesk define one central way of working, harmonise processes across regions, clean up data, redesign measurement and reporting, and bridge the gap between marketing and sales within the new system architecture.