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From fragmented entities to one scalable platform

Tricel Group accelerated their growth through acquisition, but their systems and processes varied across the organisation. Customer data, pipeline visibility, and operational governance lacked consistency. The group needed a unified approach that enabled local autonomy while maintaining control at group level. Discover how Siloy established HubSpot as Tricel Group’s main platform, building a repeatable architecture for scalable growth across the UK and Ireland.

3

Core systems connected (ERP, CRM, Pricing)

1

Unified customer database 

12

Group companies moved van separate systems to one HubSpot platform

About the company

Tricel Group is a multi-entity manufacturing organisation operating across the UK and Ireland. The group actively grows through acquisition, bringing multiple companies, systems and processes together within one shared structure, and managing the complexity that follows.

As their portfolio expanded, the ability to operate with shared insight, consistent governance, and scalable processes became a strategic requirement, not just an operational improvement.

The challenge

Each group company ran its own mix of systems and processes. This fragmentation of customer data, pipeline visibility and performance reporting increased manual work and made group-level management difficult.

Key constraints included:

  • Multiple CRMs and spreadsheet-led processes across group companies
  • No shared source of truth across marketing, sales, and service
  • High overhead reconciling ERP, CRM, and pricing data
  • Risk of data leakage between group companies
  • Each acquisition increased fragmentation instead of creating leverage

Tricel needed a platform that could scale with acquisitions, without facing the same challenges each time.

Siloy has been an exceptional HubSpot implementation partner. Their adaptability and HubSpot expertise helped us roll out CRM across eight group companies with minimal disruption. Communication was consistently clear, and the platform is tailored to the distinct needs of each entity. Siloy has become a trusted collaborator in the success of this programme.

Akhilesh GarudData analyst, Tricel Group

Our approach

The group defined HubSpot as its customer and revenue platform, positioning it alongside IFS as the financial system of record. The team focused on building a repeatable architecture that supports future acquisitions by default.

Foundational decisions included:

  • One HubSpot portal built for multiple legal entities and operating models
  • Strict permissioning to enable collaboration while protecting competitive boundaries
  • A data model that reflects real-world sites and project delivery structures
  • Integrations that bring ERP, pricing, and operational workflows directly into HubSpot

This ensured Tricel gained control and visibility at group level, while allowing each company to run its own process and pipeline.

The solution

Siloy built a single HubSpot portal as Tricel’s group-wide customer and revenue platform, designed to support acquisition growth without forcing a one-size-fits-all operating model. The architecture balances group-level control with local autonomy, enabling each company to run its own commercial process while clear governance protects data integrity and competitive boundaries.

At the core is a permission-based data model that defines what the group shares and what remains restricted, preventing internal data leakage while still providing the insight Tricel needs at leadership level. To reflect Tricel’s project-driven reality, Siloy structured the platform around a consistent project and site model, connecting commercial activity to delivery across marketing, sales and service.

Siloy then connected the platform to Tricel’s core operational systems through enterprise integrations. IFS holds the financial and operational record, pricing and configuration run through ITrack, delivery workflows connect via Jira, and Snowflake supports group analytics, with telephony embedded to keep execution inside HubSpot.

Finally, Siloy designed the setup to be repeatable. The team can onboard new acquisitions into an existing blueprint, supported by continuous optimisation, allowing the platform to scale as the group grows.

The result

Tricel moved from disconnected businesses to a shared customer platform with clear control and local autonomy. Teams now collaborate with confidence, as structured permissions and data models protect access rights and competitive boundaries.

The platform reduces operational friction by connecting CRM with ERP, pricing, and delivery workflows. Just as importantly, it creates an acquisition-ready blueprint: new companies can be integrated into the platform without recreating fragmentation.

Key results

  • One governed customer platform across group companies Shared visibility with controlled access to protect internal competition.
  • Reduced operational friction across systems ERP, pricing, and delivery workflows connected directly into HubSpot.
  • Repeatable onboarding for new acquisitions New entities are integrated into an existing architecture, reducing technical debt.
  • A foundation for group-level forecasting and planning Structured data and standardised processes enable strategic visibility at group level.

Turn your relationships into results

Results like these don't happen by chance. They come from understanding your business, aligning around shared goals, and executing with precision. Ready to turn your customer relationships into results?

Colin Abercrombie

Co-owner ProsperoHub

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Neil Ritchie

Co-owner ProsperoHub & Regional Director Siloy UK & I

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