Key Outcomes
The biggest change has been in how the business operates day-to-day.
By connecting HubSpot with Brillium, Thinkific, Shopify, and Xero, previously manual processes are now handled automatically, from course enrolment and customer communication through to internal workflows and reporting.
This has reduced the need for manual admin, improved data accuracy, and given the team a single, reliable view of their customers and performance.
With a more structured system in place, Edinburgh Whisky Academy can now manage growth more efficiently, without adding complexity or increasing operational overhead.
Context
Edinburgh Whisky Academy provides professional and enthusiast whisky education through a mix of in-person courses, online learning, and certifications.
The business operates across multiple platforms, with course delivery, ecommerce, assessments, and finance handled through a combination of systems including Thinkific, Shopify, Brillium, and Xero.
As the business grew, this setup introduced increasing operational complexity, with data and processes spread across systems and limited visibility into the full customer journey.
Key Challenges
Disconnected systems across the business
Customer data, course delivery, ecommerce, assessments, and finance were managed across separate platforms, with no central source of truth.
Manual processes limiting scalability
Key workflows including enrolment, communication, and reporting, required manual intervention, increasing admin time and risk of error.
Limited visibility into the customer journey
With data spread across systems, it was difficult to track how customers moved from initial enquiry through to course completion and repeat purchase.
Inefficient lead and customer management
With data spread across systems, it was difficult to track how customers moved from initial enquiry through to course completion and repeat purchase.
Operational complexity impacting growth
As volume increased, the existing setup made it harder to scale efficiently without adding additional resource.
Approach
HubSpot implementation across sales and marketing
We implemented HubSpot Sales and Marketing Pro as the central system for managing leads, customers, and communications, creating a single source of truth across the business.
End-to-end system integration
We connected core platforms including Thinkific, Shopify, Brillium, and Xero, to HubSpot. Ensuring data flowed seamlessly between course delivery, ecommerce, assessments, and finance.
Automational of key operational workflows
We built automated workflows to handle processes such as enrolment, customer communication, and internal task management, significantly reducing manual admin.
Centralised customer journey tracking
By consolidating data into HubSpot, we enabled full visibility into the customer lifecycle, from initial enquiry through to course completion and repeat engagement.
Scalable infrastructure for future growth
The new setup provided a flexible foundation, allowing the business to scale without increasing operational complexity or headcount.
Empowering Business Success
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