Overview

Pacific Life Re, operating across three lines of business, Capital Solutions, Savings & Retirement, and Protection, required a way to clearly understand and manage complex global client relationships within their CRM. HubSpot’s native functionality does not support automated parent, child, and sibling company visualization, creating a significant gap for enterprise relationship management.

RevOps Automated designed and implemented a custom-coded solution within HubSpot to automate the association and visualization of company hierarchies, ensuring that every company record is accurately linked and displayed within a structured relationship model. This enabled Pacific Life Re to move from spreadsheet-based tracking to a fully automated, real-time system of record, unlocking cross-functional visibility and improving communication across business units.

Challenges

1. Limited Visibility of Global Company Relationships

Prior to HubSpot, company relationships were tracked across spreadsheets and disconnected systems, making it difficult to understand how organizations were structured globally.

• No clear mapping of parent, child, or sibling companies

• Relationship data was inconsistent and manually maintained

• Limited ability to scale relationship tracking as the business grew

Impact:
Teams lacked a complete view of client ecosystems, making strategic account management and relationship tracking inefficient.

2. Poor Cross-Business Unit Visibility into Deals

Without structured relationship data, it was difficult for different lines of business to see deals across associated companies.

• Limited transparency into shared accounts across business units

• Inconsistent understanding of client relationships

• Challenges in coordinating communication across teams

Impact:
This created friction in client communication, reduced collaboration, and increased the risk of missed opportunities.

3. Limited Cross-Selling Opportunities

Gaps in relationship data and lack of visualization prevented teams from identifying opportunities across related companies.

• No clear view of full client group 

• Missed opportunities for cross-functional engagement

• Difficulty aligning teams around global client strategies

Impact:
Revenue opportunities were constrained due to incomplete data and lack of shared visibility across business units.

The Solution

RevOps Automated developed a custom-coded automation framework within HubSpot to overcome native platform limitations and deliver a scalable relationship management solution.

Key components included:

• Automated Parent, Child, and Sibling Associations – Custom workflows ensure that every company record is automatically linked to its relevant hierarchy upon creation.

• Centralized Relationship Visualization – A structured view of company relationships provides a clear, intuitive understanding of global client structures.

• Scalable Data Model Design – Built to support ongoing growth, ensuring new companies are consistently categorized and associated.

• Out-of-the-Box Limitation Solved – Delivered a reusable solution to a common HubSpot limitation, providing immediate value and long-term scalability.

This solution transformed Pacific Life Re’s CRM into a true relationship intelligence platform, enabling teams to operate with clarity and confidence.

Final Thoughts

By overcoming native CRM limitations with a custom automation solution, RevOps Automated enabled Pacific Life Re to unlock true relationship visibility at scale. With structured company hierarchies and automated associations, the organization is now equipped to collaborate more effectively, communicate clearly, and drive cross-functional growth.

Next Steps

Struggling with complex client hierarchies in your CRM? We’ve already solved it. RevOps Automated builds custom solutions that unlock the full potential of your systems.