PROBLEM
Primer, a London‑based fintech and the world’s first automation platform for payments, enables businesses to connect payment service providers, payment methods, fraud tools, and other services through a single checkout and API.
As the business scaled, Primer’s existing CRM (HubSpot) became a blocker rather than an enabler. The platform lacked flexibility, reporting power, and automation capabilities—at a critical moment when Primer needed to move fast.
Key challenges included:
- No scalability to support growth
HubSpot limited Primer’s ability to adapt processes, manage tasks effectively, and identify high‑value leads as the company scaled. - Ineffective lead and opportunity management
Leads, opportunities, and tasks could not be assigned or tracked in a way that reflected Primer’s sales model, leading to missed opportunities. - Extreme time pressure
Primer’s HubSpot contract was due to expire in five days, requiring a rapid CRM migration with zero disruption to sales and marketing activity. - Limited marketing insight and automation
Primer lacked visibility into how prospects and customers were engaging, forcing a reactive rather than proactive sales and marketing approach. - Poor reporting and visibility
Creating timely, accurate reports in HubSpot was difficult and time‑consuming, limiting insight when it mattered most.
Primer needed an experienced fintech CRM partner who could move quickly and deliver a scalable Salesforce solution under intense time constraints.
SOLUTION
Cooper Parry Digital delivered a rapid Salesforce transformation, migrating Primer from HubSpot to Salesforce in just five days, while enhancing sales and marketing processes from day one.
The solution included:
- Five‑day Salesforce implementation
Salesforce Sales Cloud and Marketing Cloud Account Engagement (Pardot) were implemented in record time, with all existing HubSpot data migrated securely and accurately. - Improved lead and opportunity management
Salesforce enabled Primer to track all leads and opportunities through structured processes, with tasks triggered at critical moments to ensure nothing was missed. - 360° visibility across sales and marketing
Salesforce became a single source of truth, giving teams complete visibility of customer data, pipeline activity, and engagement history. - Marketing automation with Account Engagement (Pardot)
Engagement data and automation helped identify the hottest prospects, enabling sales teams to focus on high‑intent opportunities and close deals faster. - Bespoke reporting and dashboards
Custom reports and dashboards were created for sales and management teams, alongside tailored video training to empower users to build their own reporting. - Mobile‑ready CRM
Salesforce mobile enabled Primer’s global team to access data and manage opportunities from anywhere, ensuring continuity and responsiveness. - User adoption and enablement
Bespoke, in‑platform training videos were embedded directly into Salesforce, supporting rapid adoption and long‑term user confidence.
VALUE ADDED
The Salesforce solution delivered by Cooper Parry Digital positioned Primer for rapid, sustainable growth—achieved under one of the tightest implementation timelines possible.
Key outcomes included:
- Scalable CRM delivered in under five days
Primer moved from a restricting platform to a flexible Salesforce ecosystem without business disruption. - Improved sales efficiency and visibility
Structured processes and real‑time data enabled faster decision‑making and smoother sales operations. - Stronger marketing performance
Marketing automation delivered better‑qualified leads and clearer insight into the full journey from click to close. - High user adoption from day one
Embedded training and hands‑on enablement ensured teams were confident and productive immediately. - Measurable business impact
- HubSpot to Salesforce migration in <5 days
- 32% increase in business efficiency
- 10x increase in qualified leads
- Future‑ready Salesforce foundation
The platform is designed to scale alongside Primer’s growth, products, and payment innovations.
