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From separated multi-brand tools to a unified growth platform

Vermaat Groep had ambition and growth momentum, but lacked a shared CRM foundation to support it. Processes differed across brands, insight was fragmented, and automation was underused. They needed a scalable structure built for complexity. Discover how Siloy Benelux turned HubSpot into a multi-brand growth platform.

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Single source of truth

Centralised

NPS visibility per location

Scalable

Multi-brand HubSpot architecture 

About the company

Vermaat Groep operates a portfolio of hospitality brands, including Vermaat Restaurants and Join Program, boasting a strong presence in several European markets. With teams working across business units, locations, and countries, commercial success depends on consistent customer processes and shared insight into performance.

As growth accelerated, Vermaat needed a customer platform that could scale with the organisation, strengthen governance and collaboration, while still allowing brands and markets to retain local flexibility.

The challenge

Vermaat had worked with HubSpot for some time, but the setup hadn't evolved alongside the organisation. As the group expanded, structural limitations began to surface, both strategically and operationally:

  • No unified customer data model, with sales and marketing information still partly managed in Excel
  • Limited collaboration across brands, business units, and international teams
  • Inconsistent reporting on campaigns, pipelines, locations, and customer feedback, including NPS
  • Unclear lifecycle stages, segmentation, and ownership in a multi-brand, international context

Together, these constraints reduced transparency, slowed decision-making, and made it difficult for Vermaat to measure and optimise commercial performance.

Our approach

We approached the collaboration combining short-term operational stabilisation with a long-term architectural vision. Our goal was to resolve immediate bottlenecks, while building a structure designed to scale as Vermaat expands across brands and markets.

We began with strategic alignment, involving key stakeholders across Vermaat's product, IT, and NPS leadership teams, supported by Siloy's CRM and operations specialists. In this close collaboration, we focused on mapping where insights were lost and where processes broke under growing complexity. Together, we translated these findings into a clear, prioritised improvement roadmap.

Three principles guided our work:

  • Make lifecycle stages measurable and consistent across units
  • Strengthen data governance and reliability at the source
  • Define an architecture that enables multi-brand and international rollout

The solution

We delivered a robust HubSpot architecture to remove operational friction today and create a scalable foundation for Vermaat’s multi-brand and multi-market setup.

Lifecycle and measurement logic were redesigned so teams can track funnel progression consistently and connect campaigns to outcomes. Where brand-specific nuance was needed, we introduced tailored lifecycle stages, for example for Join Program, while keeping one shared data foundation to protect reporting and collaboration.

In parallel, we shaped the multi-brand architecture for growth by assessing Brands versus Multi-Portal approaches. We documented and translated the implications for segmentation, reporting, and governance across countries into a practical decision framework for future expansion.

We strengthened data quality by optimising the AFAS–HubSpot integration, positioning AFAS as the system of record for locations, contracts, and ownership, and improving mapping and update logic. We then centralised NPS per location with structured imports, automated follow-up tasks, and trend reporting, making feedback actionable.

Finally, we tightened governance and automation through workflow and form optimisation, clearer permission structures, and a proposal for a Custom Events object to standardise event engagement tracking across teams.

The result

Vermaat Groep transitioned from a fragmented, largely manual customer process landscape to a unified, structured, and scalable platform supporting sales, marketing, and service across brands and regions.

Teams now operate from a single source of truth, with improved insight into campaign performance, lifecycle progression, and pipeline health. NPS data is centrally available at the location level, with accountability embedded through automated follow-up processes.

With the architectural foundation defined by Siloy Benelux, Vermaat can scale internationally with confidence, supported by improved governance and a future-proof digital go-to-market platform.

Key results

  • A unified, scalable HubSpot platform across brands and markets Standardised CRM foundations that support multiple business units and international rollout.
  • Reliable reporting and measurability across the funnel Clear lifecycle logic and measurement points improved insight into pipeline health and campaign performance.
  • Stronger data quality through AFAS–HubSpot optimisation Cleaner ownership, location, and contract data created a more trustworthy single source of truth.
  • Actionable customer feedback at location level Centralised NPS per location with automated follow-up, improving accountability and continuous improvement.

Turn your relationships into results

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