From fragmented enterprise stack to unified revenue operations

About the company

With ~1,000+ employees across Europe and a complex product portfolio, Toshiba Tec operates at a scale where fragmented systems quickly become strategic liabilities.

The business runs several distinct go-to-market motions: Direct Sales, Indirect Partners, and specialist Barcode teams. Each motion has its own rhythm, customer base, and operational requirements. As the organisation grew, leadership needed better visibility, alignment, and operational control across marketing and sales.

The challenge

Toshiba Tec's marketing and sales operations were supported by a complex enterprise stack: Salesforce, Pardot, Apollo, and 3CX. While functional individually, the stack had become fragmented and difficult to operate at scale.

Marketing teams struggled with campaign complexity and inconsistent lead handover. Sales adoption of Salesforce varied significantly between teams. The Indirect and Barcode teams had largely disengaged because the CRM was configured primarily for Direct Sales.

Leadership lacked a single, trusted view of performance, pipeline, and ROI. Manual reporting consumed time and delivered questionable data. The risk was not tool capability but a lack of alignment, control, and scalability across revenue operations.

Continuing to optimise individual tools would not solve the underlying issue. The technology no longer reflected how teams actually worked.

Our approach

Siloy teamed up with Toshiba Tec as a strategic business and technology partner, helping them define a future-state revenue operations architecture rather than simply replacing tools.

We began by listening, to marketing, sales leadership, and the internal CRM manager, to understand where adoption was breaking down. Rather than enforcing a single process, we helped Toshiba Tec make a deliberate decision: consolidate onto HubSpot while designing team-specific CRM experiences within one platform.

Key decisions we supported:

• Replace Salesforce and Pardot with HubSpot as the system of record
• Design CRM processes around real team workflows
• Integrate best-in-class tools directly into HubSpot
• Establish governance, reporting, and adoption metrics from the outset

The result

Toshiba Tec now operates from a single platform. The transformation delivered what the previous stack could not: alignment.

All revenue teams, including Direct, Indirect, and Barcode, actively use HubSpot weekly. Lead handover is standardised across marketing and all sales teams. Real time dashboards have replaced manual reporting.

Most importantly, decisions are now made from a shared data foundation. Teams are aligned around common processes, and the organisation can scale without increasing complexity.

This foundation enables what comes next: deeper sales enablement, improved forecasting accuracy, expanded automation, and scalable onboarding for new teams and hires, all without system fragmentation.