Challenge
Better systems for a growing national role.
gpex delivers evidence-based education for frontline health and wellbeing professionals across Australia. As its national footprint grew, the organisation needed a learning management system (LMS) and a CRM that could support more programs, partners and learners.
Alongside a separate website rebuild, we led the CRM and LMS transformation, making sure each platform had a clear job, and data could move between them.
Useful data, spread across disconnected systems.
Their previous CRM contained years of useful data, but it was hard for the team to turn that information into a clear view of partners, learners and activity. B2B relationships, opportunities, products and consent records did not always connect. Learner records were limited too. They showed which courses someone had purchased, but not their progress. All while course progress was tracked separately in Moodle.
The learning experience itself was harder to manage than it needed to be. Courses sat within the marketing website, registration and login added friction, and returning learners could not easily see their activity in one place. Behind the scenes, course data, certificates and reporting relied on manual work.
With the CRM and LMS changing at the same time, gpex needed a clear structure for what each platform would own and how they would work together.
Solution
Giving each platform a clear job.
We began with workshops and system mapping to understand how gpex managed contacts, partner organisations, programs, courses and learner activity. That work shaped a new HubSpot data model, platform map and data dictionary, as well as the migration plan. Contacts, organisations, opportunities, products, activities and their relationships were cleaned, transformed and tested before migrating from Salesforce.
HubSpot was then configured around the team’s day-to-day work. Rather than forcing the team into a generic setup, we shaped access, pipelines and lifecycle stages around how they manage relationships and opportunities. Forms, lead routing and workflows took care of routine tasks, while case management, proposals and quotes supported the work from enquiry through to delivery. We also connected the tools used across content, communications and events, including CMS, Outlook, Teams, Humanitix and Zoom. These new dashboards gave the team a clearer view of performance across the organisation.
Alongside the CRM work, we built gpex learn OneSite as a separate website and LearnDash platform. After mapping the sitemap and learner journeys, we designed the end-to-end experience – from discovering and paying for a course to returning to learning, tracking progress and finding support through the mygpex dashboard. We also migrated up to 15 priority courses from Moodle – setting each one up with its SCORM content, assessments, certificates, CPD information and access rules.
WP Fusion handled registration data, but it could not represent one learner with multiple course enrolments in HubSpot. We built a custom plugin to sync courses and enrolment status into HubSpot custom objects. That gives mygpex the information it needs, something they never had in their previous CRM, and supports confirmations, reminders and completion emails.
Thorough QA, UAT, training, recorded walkthroughs and documentation prepared the team to manage the platforms themselves.
"Outta Spatial really took the time to understand what our team and learners needed. They guided us through a complex CRM and LMS transformation and created a connected setup that’s easier to manage, gives us better visibility and feels ready to grow with us."
Outcomes
Connected where it matters. Separate where it works.
gpex now has a dedicated LMS connected to an organisation-wide CRM, with each platform responsible for the work it does best. HubSpot gives the team a clearer view of relationships, sales, communication and learner engagement. We led the move from Moodle to LearnDash to create the gpex learn OneSite, giving learners one place to find courses, enrol, return to learning and track completion.
The team can now manage courses, users, content and routine CRM changes in-house. The custom connection keeps learning data moving into HubSpot without forcing the CRM to deliver the learning experience. This practical setup gives gpex more control today and room to add new programs, courses, events, and webinars over time.
