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USGA Hospitality: Complete Data Independence Through HubSpot Automation Setup and Full Migration

11-50 Employees

Sales Hub | Service Hub | Marketing Hub
USGA Hospitality: Complete Data Independence Through HubSpot Automation Setup and Full Migration
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Background

The United States Golf Association (USGA) is the national governing body for golf in the United States, headquartered in Far Hills, New Jersey. As a B2B organization, USGA's Hospitality division manages premium corporate experiences for major golf championships, including the U.S. Open, U.S. Women's Open, and other prestigious tournaments.

 

HubSpot served as their central platform for tracking corporate partnerships, managing leads through complex sales pipelines, and coordinating hospitality experiences worth millions of dollars.
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Problem

USGA Hospitality faced a critical operational challenge that was hampering their ability to scale effectively. Their hospitality division was operating within a shared HubSpot portal alongside other USGA business units, creating significant data management issues and operational inefficiencies. The main challenges included:

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  • Data Isolation Issues: The Hospitality team's prospect and customer data was mixed with other business units, making it difficult to generate accurate reports and track their specific performance metrics. With deals spanning multiple years and championships, they needed clear visibility into their pipeline without interference from other departments.
  • Limited Operational Control: The shared environment restricted their ability to customize workflows, pipelines, and automation specific to their unique 18-24 month sales cycles. Each championship required different tracking methods and stages, but they couldn't implement these without affecting other business units.
  • Complex Data Migration Needs: The team needed to extract and migrate only their specific data (127,047 contacts, 35,699 companies, 177 deals, 3,046 leads, and associated tasks and emails) from the shared portal while maintaining all critical relationships and historical data integrity.
  • Reporting Limitations: Generating meaningful insights about their team's performance, championship-specific metrics, and revenue tracking was nearly impossible with data scattered across different business units and inconsistent tagging.
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Solution

We helped them design and execute a complete portal separation and optimization strategy, delivered in three comprehensive parts to ensure zero data loss and improved operational efficiency.

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Google Sheets spreadsheet showing USGA custom properties mapping with columns for Name, Internal name, Type, and Group name, displaying various golf hospitality options, championship details, contact information fields, and date properties for USGA events and services. Google Sheets spreadsheet showing USGA custom properties mapping with columns for Name, Internal name, Type, and Group name, displaying various golf hospitality options, championship details, contact information fields, and date properties for USGA events and services.

Part 1: Complete Data Migration and Portal Setup

We established a dedicated HubSpot portal specifically for USGA Hospitality and executed a precision migration of their critical data. This included:
  • Migrated 127,047 contacts with full property mapping and ownership preservation
  • Transferred 35,699 companies with complete relationship data intact
  • Moved 177 high-value deals while filtering only 2025-2027 championship opportunities
  • Preserved 3,046 leads with proper stage tracking and potential revenue data
  • Maintained all email histories (20,092 emails), tasks, and line items with original associations

Part 2: Advanced Pipeline Architecture and Automation

We built championship-specific pipelines and intelligent automation systems tailored to their complex sales process:
  • Created 6 dedicated deal pipelines for individual championships (2025 U.S. Open - Oakmont, 2025 U.S. Women's Open - Erin Hills, plus 2026-2027 championships)
  • Implemented automated lead progression workflows with "Under Consideration" stage tracking
  • Set up intelligent company-contact association automation
  • Built advanced reporting dashboards for new outreach tracking, weekly deal changes, and championship-specific revenue monitoring
  • Created origin source tracking for better lead attribution and ROI analysis.
HubSpot deals pipeline configuration interface for USGA Hospitality showing "2027 U.S. Women's Open - Inverness" pipeline with stages including Under Consideration (1%), Sent Contact Form (20%), Sent Contract (90%), Closed Won (100%), and Closed Lost (0%) probability settings. HubSpot deals pipeline configuration interface for USGA Hospitality showing "2027 U.S. Women's Open - Inverness" pipeline with stages including Under Consideration (1%), Sent Contact Form (20%), Sent Contract (90%), Closed Won (100%), and Closed Lost (0%) probability settings.
HubSpot Marketing Emails Analytics report showing key metrics including 40.99% open rate, 44.44% click-through rate, 18.22% click rate, 1.31% bounce rate, 98.69% delivery rate, and 527 total emails delivered with 0% unsubscribe rate. HubSpot Marketing Emails Analytics report showing key metrics including 40.99% open rate, 44.44% click-through rate, 18.22% click rate, 1.31% bounce rate, 98.69% delivery rate, and 527 total emails delivered with 0% unsubscribe rate.

Part 3: Data Optimization and Advanced Reporting

Our HubSpot Partner team implemented sophisticated data management and reporting capabilities:
  • Performed duplicate detection and merge operations on over 4,000 duplicate records
  • Built custom dashboards for tracking new leads, deals, and status changes with automated weekly reporting
  • Created advanced goal-setting features for individual team members and championship-level targets
  • Implemented marketing email analytics with CTA tracking for better segmentation
  • Established lead scoring and potential revenue tracking across multiple championship cycles
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Results

The complete HubSpot migration and optimization delivered transformational improvements across USGA Hospitality's operations:

  • 100% Data Migration Success: Successfully migrated over 127,000 contacts, 35,000 companies, and critical deal data with zero data loss and complete relationship preservation.
  • 90% Improvement in Reporting Efficiency: The team now generates championship-specific reports in minutes instead of hours, with automated weekly updates eliminating manual data compilation.
  • Enhanced Pipeline Visibility: Clear tracking across 6 championship-specific pipelines with automated stage progression, enabling better forecasting for their 18-24 month sales cycles.
  • Advanced Revenue Tracking: Implemented potential revenue tracking at the lead level, providing early indicators of pipeline health and helping prioritize high-value opportunities.
  • Automated Workflow Efficiency: Eliminated manual data entry through intelligent automation for lead progression, company associations, and task creation, saving hours of administrative time weekly.
  • Improved Lead Attribution: Origin source tracking now provides clear visibility into which marketing efforts and referral sources generate the highest-value prospects.
  • Championship-Specific Analytics: Dedicated dashboards for each championship enable precise performance tracking and comparison across different events and sales representatives.

 

The new system supports USGA Hospitality's ambitious growth plans while providing the operational foundation needed to scale their premium corporate experiences program effectively.

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