Case study — systems and data
Connect (SABCO Group): event sales operations
How we designed and delivered a scalable commercial platform for one of the UAE's leading event organisers — consolidating fragmented tools, introducing structured deal configuration, and building a sales operation fit for growth.
The project in brief
From fragmented tools to a commercial engine built for scale
Connect's growth had outpaced its systems. Sales, event data and revenue tracking were spread across disconnected platforms, and the commercial model — built around tailored sponsorship packages — demanded more precision than manual processes could reliably support. We led an end-to-end tech stack review and rebuild, with HubSpot at the centre.
Get in touch about a similar projectThe challenge
Connect's existing setup relied on multiple disconnected tools. Event data was fragmented, revenue tracking was hard to pin down, and complex sponsorship packages required itemised configuration that manual pricing couldn't reliably deliver. The sales team needed a more structured way of working — across time zones and working practices spanning the UAE and the UK.
What we did
Led a full tech stack review and commercial architecture rebuild with HubSpot as the central platform. Designed a custom data model reflecting how Connect's events are actually sold and delivered — with structured deal configuration, itemised packages, controlled discounting, and a migration from legacy systems into a clean, unified structure.
The results
A centralised data model aligned to the commercial reality of the business. Accurate deal configuration even on complex packages. Improved revenue visibility through clear tracking of line items and discounts. Less manual effort, fewer pricing errors, stronger sales processes, and a platform built to scale with the business.
The full story
Connect, part of the SABCO Group, is a leading event organiser based in the United Arab Emirates, delivering high-profile conferences and industry events across the region. Their commercial model is built around tailored sponsorship packages and complex event offerings — a model that demands precision in both sales and data management, and one that had started to expose the limitations of the tooling underneath it.
The brief was clear but substantial. Data sat in multiple disconnected platforms with no unified structure. Complex event packages required itemised deal configuration that the existing setup couldn't support cleanly. Pricing and discounting were largely manual, increasing the risk of inconsistency. Visibility into sales performance and revenue breakdowns was limited. And the sales team itself was about to go through a significant shift — adopting more structured ways of working, delivered across different time zones and cultural working practices.
We led the engagement end-to-end, working with The Growth Architect as delivery partner on the HubSpot implementation. The approach was deliberate: rather than simply replacing one toolset with another, we designed a data architecture that reflected how Connect's events are actually sold and delivered — and built the commercial platform around that model.
Custom objects were designed and implemented to manage event data, with the relationships between events, packages and commercial activities clearly defined. Structured deal configuration enabled itemised event packages, with logic that allowed specific events to automatically trigger the relevant line items — ensuring accurate package representation, consistent pricing, and materially less manual input from the sales team. Controlled discounting mechanisms were introduced to improve governance without removing the flexibility the team needed in live negotiations.
Data migration was a significant part of the project. Consolidating records from multiple fragmented systems into a clean, unified structure in HubSpot wasn't a lift-and-shift exercise — it was a rebuild of how the business understands and uses its data, with clearer reporting, better segmentation, and improved long-term scalability as the direct outputs.
Given how substantial the shift was for the sales team, we focused heavily on user experience and adoption. Processes were designed to feel intuitive — reducing friction while introducing the structure needed to support growth. International delivery required careful coordination across time zones and sensitivity to working practices; the cadence of the project was structured to keep day-to-day disruption to a minimum.
The outcome is a commercial platform that operates with a level of clarity and control that wasn't previously possible. What was fragmented and manual is now structured, automated, and aligned with the way the business actually sells — a foundation Connect continues to build on through ongoing fractional delivery.
Headline outcomes
Allenby Advisory's role: Tech stack review and strategy, HubSpot licensing negotiation, CRM data modelling and pipeline design, customer journey workshops, event app migration support, integration architecture, sales process redesign, team training and adoption support, and ongoing fractional delivery through a retainer model — working alongside delivery partner Adam Price (The Growth Architect), who led the HubSpot implementation and data migration.
Working on something similar?
Whether you're rethinking your tech stack, migrating to a new CRM, or building the commercial infrastructure to support a growing events business — we'd welcome the conversation.