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How a Canadian B2C Apparel Company Fixed Revenue Leakage and Data Blind Spots to Achieve Real-Time Business Visibility with HubSpot

11-50 Employees Sales Hub | Marketing Hub | Service Hub
How a Canadian B2C Apparel Company Fixed Revenue Leakage and Data Blind Spots to Achieve Real-Time Business Visibility with HubSpot
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Background

Prairie Wear is a Canadian B2C apparel company specializing in lymphedema and medical compression garments. Operating primarily through their Shopify e-commerce platform, they serve multiple customer segments, including retail consumers, wholesale partners, Amazon FBA/FBM orders, and employee wellness programs with strategic partners like Air Canada and TruLife.
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Problem

With HubSpot at the center of their revenue operations, Prairie Wear needed reliable data flowing from Shopify into their CRM to support sales tracking, customer engagement, and executive reporting. Leadership relied on HubSpot dashboards to understand revenue performance across different sales categories and make decisions about resource allocation and growth strategy.

  • Revenue Was Disappearing Between Systems: Orders flowing from Shopify to HubSpot weren't consistently associating with the right contacts or companies. Amazon FBM orders arrived without email addresses, creating orphaned transactions that couldn't be tracked to customers. Manual workarounds were required to connect orders to contacts, creating delays in revenue attribution and commission tracking. Leadership couldn't trust that the revenue numbers they saw represented the full picture.

 

  • Executive Dashboards Showed Conflicting Numbers: The sales leadership team discovered that two critical reports on their Executive Dashboard ("Sales Revenue" and "% of Sales Category Monthly") were showing different numbers for the same month. November's discrepancy money raised immediate questions: Which report was accurate? What transactions were being missed? How long had this been happening? Without reliable reporting, strategic planning conversations stalled.

 

  • Strategic Partnership Revenue Was Falling Through the Cracks: Prairie Wear's partnership with TruLife wasn't syncing properly. Contacts associated with multiple companies had their TruLife relationship overridden by whichever company was "most recent," regardless of which company actually represented their primary business relationship. This meant partnership revenue was misattributed, and the sales team couldn't see the full value of their strategic accounts.
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Solution

This wasn't a matter of fixing individual broken workflows. Prairie Wear's challenges stemmed from architectural gaps: how data moved between systems, how relationships were defined between records, and how business rules were encoded in their automation layer. We approached this as a data integrity and governance project, not a quick-fix ticket queue.
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Parent Child Company Associations PS
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Parent Child Company Associations PS
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Part 1: Root-Cause Analysis & Data Architecture

  • Conducted full account audit to map parent-child-headquarters company associations across Prairie Wear's three-tier organizational structure 
  • Diagnosed data sync failures by tracing Shopify order flow through the Express Integrations app, identifying that automatically created company records from Shopify weren't following Prairie Wear's qualification criteria
  • Analyzed Executive Dashboard discrepancies and discovered report logic differences in how sales categories and order properties were calculated, then rebuilt the report structure to create a single source of truth
  • Mapped workflow dependencies across all lead status, lifecycle stage, and association label automations to understand where triggers were conflicting or creating unintended enrollments
  • Audited contact-company sync properties to discover that "most recently created" association logic was overriding primary company relationships for strategic partnerships

Part 2: Automating Order Associations and Strategic Partnership Syncing

  • Built contact-to-order association workflows to automatically link Amazon-tagged Shopify orders to the correct "Amazon" contact record, solving the FBM email address gap and ensuring all transactions could be tracked
  • Created time-based enrollment guards for First Order workflows after discovering historical contacts were being re-enrolled due to list refresh events, adding "Order Created Date is less than 1 day ago" filters to prevent customer experience issues
  • Implemented Air Canada's wellness program automation, including contact tag syncing, sales category assignment (Wholesale - Non-Medical), proper contact owner routing (employees to support, decision-makers to sales), and segment list creation to maintain communication boundaries
  • Redesigned segment list logic to eliminate lead status filter conflicts that were causing non-customers to appear in customer-only lists, then documented reusable patterns for future list creation
  • Configured primary company sync rules for TruLife partnership contacts to respect primary associations rather than most recent, ensuring strategic partnership revenue flowed to the correct accounts
TruLife Sync PS
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TruLife Sync PS
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Workflow Naming Conventions (T- WF) PS
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Workflow Naming Conventions (T- WF) PS
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Part 3: Establishing Reusable Templates and Reporting Standards

  • Standardized workflow naming conventions (T-WF-[Category]-[Date]) and documentation to support future wellness program onboarding without custom builds for each partner
  • Established audit protocols for forms, workflows, and sequences with scoring rubrics and recommendation frameworks so internal teams could maintain data quality independently
  • Created association label governance to preserve decision-maker and purchaser relationships across multi-company contacts, enabling accurate commission tracking and sales visibility
  • Delivered comprehensive audit documentation covering data cleanliness, duplicate management, workflow optimization, and forms validation, providing leadership with both immediate fixes and a roadmap for ongoing maintenance
  • Implemented reporting standardization to align all sales performance dashboards to consistent property logic, eliminating future discrepancies and establishing executive confidence in the numbers
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Results

Before: Revenue data was unreliable between Shopify and HubSpot. Executive dashboard reports showed conflicting numbers. Strategic partnership revenue misattributed. Workflows enrolling contacts incorrectly. Manual intervention is required for order-to-contact associations.
After: Automated order-to-contact associations eliminate manual work. Executive dashboards reconciled with unified reporting logic. Strategic partnerships are syncing correctly based on primary company relationships. Workflow enrollment safeguards preventing customer experience issues. Scalable templates for future wellness program partners.
 

Financial Impact

  • Improved revenue visibility: Executive dashboard discrepancies resolved through rebuilt report logic, creating leadership confidence in monthly revenue performance across all sales categories
  • Reduced lead leakage: Amazon FBM orders now automatically associate to the correct contact record, ensuring all transactions flow into revenue reporting without manual intervention
  • Clearer revenue attribution by channel: Strategic partnership revenue now accurately reflects primary company relationships rather than most recent associations, providing true account value visibility

 

Operational Impact

  • Reduced manual sales work: Contact-to-order and contact-to-company associations now handle automatically through trigger-based workflows, eliminating daily manual linking tasks
  • Improved follow-up consistency: Workflow enrollment safeguards prevent historical contacts from entering active sequences, maintaining appropriate customer journey timing
  • Improved sales activity visibility: Association labels properly preserved across multi-company contacts, enabling sales team to see full relationship context and commission tracking

 

Strategic Impact

  • Single source of truth: Unified reporting structure across all sales dashboards eliminates confusion about which numbers are accurate
  • Growth-ready systems: Wellness program automation templated for replication, allowing Prairie Wear to onboard new corporate partners without custom development each time
  • Data-driven decision-making: Comprehensive account audit documentation provides leadership with clear understanding of data quality status and ongoing maintenance requirements
If your company runs on Shopify and HubSpot but struggles to trust the revenue data you're seeing, you're not alone. Most growing businesses discover that basic integrations don't account for complex sales models, missing data, or multi-tier customer relationships.
 
If you're uncertain whether your HubSpot data is telling you the full story, we'd be happy to walk through your specific situation.
 
Book a free consultation to discuss your specific situation.

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