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How a Law Enforcement Technology Provider Migrated to HubSpot Without Losing Leads to Achieve Improved Sales Execution Efficiency

Technology 11-50 Employees Sales Hub | Marketing Hub
How a Law Enforcement Technology Provider Migrated to HubSpot Without Losing Leads to Achieve Improved Sales Execution Efficiency
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Background

Wrap Technologies is a B2B law enforcement technology provider based in the United States. The company manufactures and sells three distinct product lines to law enforcement agencies across the country: BolaWrap (remote restraint solution), Wrap Reality (VR training platform), and Wrap Intrensic (body-worn camera with digital evidence management). Each product serves different agency needs and requires different sales approaches. HubSpot sits at the center of their revenue operations, connecting marketing campaigns to their sales team and ultimately to NetSuite for order fulfillment.
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Problem

When Wrap Technologies decided to migrate from Zoho to HubSpot, leadership faced three interconnected risks that threatened revenue continuity during a critical growth phase.

  • Revenue Leakage During Platform Transition: The company was moving away from Zoho with hundreds of active contacts, established workflows, and ongoing sales conversations. Any gap in lead assignment or follow-up during the migration could mean lost opportunities. With sales reps carrying individual quarterly goals of $500,000, even a few days of assignment confusion could impact the pipeline significantly. What leadership needed was assurance that no lead would fall through the cracks while systems were changing hands.

 

  • Territory Management Without Automation: Wrap Technologies had two sales representatives covering different U.S. states, but lead assignment was being handled manually. Each inquiry that came in required someone to check the contact's location and route it to the correct rep. This created delays between inquiry and first contact, a problem in law enforcement sales where agencies often evaluate multiple vendors simultaneously. The risk wasn't just inefficiency; it was losing deals to competitors who responded faster.

 

  • Product-Specific Lead Qualification Gaps: With three distinct product lines, not all leads were created equal. An agency interested in VR training had different priorities than one evaluating body-worn cameras. But the existing system treated all inquiries the same way: generic follow-up that didn't address specific product questions or use cases. Leadership knew that without product-specific nurturing, their marketing-to-sales conversion would continue to underperform. They needed a way to guide prospects through the decision process based on which solution they were evaluating.
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Solution

We approached this as a migration-plus-optimization project, not a simple CRM swap. The goal was to move Wrap Technologies onto HubSpot while simultaneously building the automation and reporting infrastructure they needed to scale beyond their current revenue run rate.

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Companies Imported
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Companies Imported
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Part 1: CRM Migration with Zero Lead Loss

  • Mapped all custom fields from Zoho to HubSpot equivalents, preserving lead source data and deal stage history
  • Imported 434 companies and their associated contacts in batches, validating associations at each step
  • Migrated three active landing pages that were already generating leads, maintaining URL structure to avoid breaking existing marketing campaigns
  • Set up proper user permissions and removed legacy accounts to ensure clean access controls from day one
  • Established brand guidelines, email templates, and landing page templates to maintain consistency as the team scaled

Part 2: Territory Automation and Product-Specific Journeys

  • Created an automated lead distribution workflow that assigns contacts to the correct sales rep based on their U.S. state— Hunter covers one territory, Jacob covers another
  • Built three separate marketing automation journeys, that trigger based on which solution a contact requests information about
  • Designed lead scoring logic into each journey so sales reps could prioritize follow-up based on engagement level, not just inquiry date
  • Set up automated follow-up sequences with product-specific messaging, replacing generic email templates with content that addresses the unique questions agencies have about BolaWrap, Wrap Reality, or Intrensic
Scoring Workflow
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Scoring Workflow
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NetSuite Sales Sync HubSpot
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NetSuite Sales Sync HubSpot
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Part 3: Sales Visibility and Integration Infrastructure

  • Built five custom sales reports that show revenue by rep, revenue by product, lead source performance, contact touchpoints before quote, and closed deals by fulfillment method
  • Configured the NetSuite integration to automatically create sales orders in NetSuite when a deal closes in HubSpot, and to mark deals as fulfilled when package slips are generated
  • Established reporting dashboards that answer the questions leadership asks most often: "Are we on track to hit quarterly goals?" and "Which products are converting best?"
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Results

Before: Wrap Technologies was managing lead assignment manually, sending generic follow-up regardless of product interest, and relying on spreadsheet-based sales tracking.
After: They had territory automation, product-specific nurturing, and real-time revenue visibility.

  • Financial Impact

    • Improved sales-ready leads: Automated territory assignment eliminated routing delays, getting leads to the right rep immediately based on geographic coverage
    • Clearer revenue visibility: Custom reporting gave leadership real-time visibility into which reps and which product lines were tracking toward quarterly goals

 

  • Operational Impact

    • Reduced manual sales work: Territory-based lead distribution removed the need for manual lead routing and reduced administrative friction between marketing and sales
    • Improved follow-up consistency: Product-specific automation journeys ensured that every contact received relevant follow-up based on which solution they were evaluating, not generic messaging
    • Faster sales rep onboarding: Documented workflows and automated assignment logic meant new sales hires could start contributing faster without needing to learn complex manual processes

  • Strategic Impact

    • Growth-ready systems: The HubSpot infrastructure was built to handle higher lead volume and additional product lines without requiring architectural changes
    • Single source of truth: Integration between HubSpot and NetSuite eliminated data discrepancies between sales, finance, and operations teams
    • Increased ROI from HubSpot subscription: By implementing automation, reporting, and proper data architecture from day one, Wrap Technologies avoided the common trap of paying for HubSpot but using it like a glorified spreadsheet
Many law enforcement technology providers and specialized B2B companies face the same challenge Wrap Technologies did: outgrowing a basic CRM while trying to scale sales operations without adding headcount.
 
If your team is managing territories manually, sending generic follow-up, or making decisions without real-time pipeline visibility, we can help you build the systems that make growth predictable instead of chaotic.
 
Book a free consultation to discuss your specific situation.

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