24 Reports Consolidated into One Unified HubSpot CRM

Vue Entertainment partnered with Avidly to unify and streamline complex sales processes across six European markets using HubSpot CRM and custom integrations.

The implementation dramatically improved operational efficiency, enhanced reporting capabilities, and empowered their sales teams, transforming how Vue operates and setting the stage for scalable growth.

Vue Entertainment is a leading cinema operator with 223 locations across the UK, Ireland, Denmark, Germany, Poland, Netherlands, and Italy.

Whilst known by millions of moviegoers, behind the scenes Vue also has a significant B2B operation - selling screen advertising, corporate vouchers, and event partnerships across different regions.

Their corporate sales and advertising teams manage complex B2B relationships involving diverse revenue streams such as media campaigns, screen advertising, and corporate vouchers.

There was no standardisation and no efficiency

By 2022, Vue’s Group Sales team (led by David Jackson) recognised their sales processes had outgrown the patchwork of tools and spreadsheets they were using. Each country’s team was operating somewhat independently, often tracking deals and revenue in complex Excel sheets tailored to local needs.

This meant David and his team faced significant challenges:

• Complex reporting: Multiple Excel-based processes, difficult to manage and prone to errors.
• Lack of standardisation: Different countries operated different systems and methods.
• Growth barriers: The old systems were not scalable or sustainable long-term.

This not only made reporting slow and inconsistent, but also made it hard to get a unified view of the business and clients across the different markets. David said,

“The time before HubSpot was a mess, essentially. We had 24 different styles of reporting, all in Excel, across six different countries. It was all over the place.”

Vue needed a custom solution that went beyond what HubSpot could offer on its own

To improve efficiency and transparency, Vue needed a robust CRM to unify its multinational sales processes. But the complexity of how Vue worked meant HubSpot was not the solution on its own.

For example, the out-of-the-box pricing calculation tool in HubSpot was insufficient for Vue’s needs. Each country’s brand had its own quote template and required dynamic content (multiple line-item groups, discounts, and localised terms) that HubSpot could not natively produce in one go.

We needed to create a custom solution on a deal and line-item level to support Vue´s revenue model,  ensuring accurate reporting for each of the product categories and revenue streams.

Vue chose Avidly for Expertise and Partnership

David led an extensive selection process, evaluating multiple CRM solutions. After multiple demonstrations and extensive dialogue, HubSpot quickly emerged as the best choice:

“It was clear that HubSpot was going to be able to deliver the best solution for us. It provided one way of working across all our different countries and categories, and could cope with future integrations like new ERP systems.”

Avidly stood out during the selection process for their commitment and genuine understanding of Vue’s complex needs, “We’re not set up to do this ourselves. With Avidly’s ongoing support, we can confidently grow and adapt. This partnership has become invaluable.”

"Vue's complex revenue model meant we had to develop a deep understanding of their processes first, especially their detailed and extensive reporting. It was rewarding to transform these into workflows that were intuitive for their team, enabling clearer insights and smoother operations across multiple markets."
Carmel Stelzner, Senior HubSpot Consultant, Avidly

Once on board, Avidly led an extensive implementation project that unfolded in phases over the course of roughly a year (and beyond). Carmel Stelzner, Senior HubSpot Consultant at Avidly, acted as the project lead, handling the solution design and configuration, while Vue’s David Jackson championed the project internally and oversaw change management on the client side.

They approached the project collaboratively, meticulously translating Vue’s extensive spreadsheets into HubSpot workflows.

But the project went beyond just a large, complex CRM setup:

• Comprehensive training was provided, including multilingual sessions to accommodate diverse European teams.
• Working  together with ongoing support and adaptability through a RevOps retainer agreement ensuring continuous optimization.
• And soon launching a custom integration with the Vloxq CPQ that’s built for their unique quoting and revenue calculation needs.

David highlighted Carmel’s critical role:

“With Carmel, there was calmness. She knew how to find solutions. Even when faced with entirely new challenges, she was unflappable. Without that guidance, we’d never have built what we have today.”

“The risk was huge: taking the whole business on that journey. We genuinely wouldn’t be here without Avidly. The solution has transformed how we work, giving us fantastic oversight and eliminating reporting chaos.”
David Jackson, Group Director of Corporate Sales and Advertising, Vue Entertainment

Vue now operates a single unified CRM across six markets, vastly improving reporting and operational efficiency. David describes the ongoing benefits:

“The risk was huge—taking the whole business on that journey. We genuinely wouldn’t be here without Avidly. The solution has transformed how we work, giving us fantastic oversight and eliminating reporting chaos.”

The team no longer spends countless hours reconciling data from disparate spreadsheets. Instead, sales processes are streamlined, reporting is robust, and the sales team is fully empowered.

Perhaps the most significant outcome is qualitative: Vue’s team became fully capable and confident on the new platform.

According to internal feedback, the sales users felt that the training and gradual rollout set them up for success. “The client ultimately seemed happy with the results, particularly with the upskilling of their team on HubSpot,” noted Carmel.

• Sales reps who had never used HubSpot before are now logging all their activities in it, creating quotes through the integrated CPQ and managing their pipelines diligently.
• The adoption rate of the system is effectively 100% for the targeted teams (as HubSpot has become integral to their daily workflow).
• One indicator of success: manual work has reduced dramatically – processes that used to require chasing data in spreadsheets and emails (like getting a quote approved across countries) are now streamlined in HubSpot.

And, in David’s words, “Avidly’s training was excellent – it really helped our team make the platform our own.”

Unexpected Benefits & What’s Coming Next

The partnership with Avidly has grown into a trusted long-term collaboration. David foresees further enhancements, including expanded use in additional markets and deeper integration with other systems:

“We’re not set up to do this ourselves. With Avidly’s ongoing support, we can confidently grow and adapt. This partnership has become invaluable.”

The relationship has also cultivated internal enthusiasm for digital transformation, driving a culture more open to innovation and continuous improvement.