Logos for KRS, HubSpot, and ClickUp, for the KRS case study.
Case Study: How Krijgsman Retail Services Bridges the Gap Between Hubspot and Clickup With Unito
Logos for KRS, HubSpot, and ClickUp, for the KRS case study.

Case Study: How Krijgsman Retail Services Bridges the Gap Between Hubspot and Clickup With Unito

Krijgsman Retail Services manages Kippie and Vissie, two food brands in the Netherlands. With 60 franchises throughout the country, much of their work involves handling franchisee applications, managing the supply chain, and supporting operations for both brands. Milan Soekhai is the Digital Marketing Manager at Krijgsman Retail Services, a broad role that includes responsibilities in e-commerce, online marketing, and automation innovation. Part of that work involves navigating an important tool divide between the organization’s work hub — ClickUp — and HubSpot.

In this case study, find out how Milan and his team used Unito to close the gap between these two tools and get more visibility into their work.

Before Unito

Tasks outside the work hub

Having a work hub is great for keeping an eye on everyone’s work. In theory, since all tasks pass through the work hub, you can do all your planning from a single tool. In practice, that’s rarely the case.

ClickUp is the work hub for Krijgsman Retail Services because it has a host of features for daily planning, time-tracking, and more. However, it’s not as strong for managing relationships as, say, HubSpot. For Krijgsman Retail Services, every external communication comes in through HubSpot. That means relationships with franchisee applicants, external collaborators, and even freelancers all happen in HubSpot. This problem wasn’t specific to a particular role, either. Everyone had to deal with the divide, even Milan: “We’re building a new website and I’m overseeing the project. We have outside partners, and that goes through HubSpot.”

When working in HubSpot, people would frequently create follow-up tasks — like callbacks — right in HubSpot. This meant that a ton of tasks never transferred over to ClickUp.

No visibility

ClickUp’s task management features worked great for Krijgsman Retail Services, while HubSpot’s didn’t really fit the bill. But because so much work happened in HubSpot, the tasks started piling up and never reached ClickUp: “We could have tried recreating tasks in ClickUp, but we could immediately tell it was too much of a hassle,” Milan says.

But because most of the company’s work happened in ClickUp, there weren’t many eyes on HubSpot. Sometimes, the work represented by those HubSpot tasks wouldn’t get done, and they’d go days or weeks past their due date. And when they finally got done? Well, the tasks would stay open until someone noticed. That meant you couldn’t tell what work got completed just by looking at HubSpot. As Milan puts it: “I noticed that tasks would linger for weeks or months. They might have been completed, but they weren’t completed in HubSpot.”

So if you looked in ClickUp, you didn’t see any of the work logged in HubSpot. And if you looked in HubSpot, you’d get an inaccurate sense of what still needed doing, because nobody was closing their tasks.

Automations that don’t do enough

Milan knew there was a problem and started searching for a solution. He looked at integration tools like Zapier and Integromat, but they did a little bit of everything. That was great for some needs, but not for what he needed: “You can do everything with them, but that’s also a problem. We only needed this one thing; we only needed to sync tasks.”

So Milan turned to the integrations that already existed within his tools. These simple automations gave him the ability to send email notifications whenever new tasks were created in either tool. But that wasn’t cutting it either: “When we have several franchise candidates coming in, I need to go through a whole process. Each step has a task related to it. Sometimes, we’d send a notification to call a contact. They would call the person, but we didn’t see that in HubSpot because the task remained open,” Milan says.

What Milan and his team needed was a way to transfer work from HubSpot into ClickUp, and vice-versa, so they could get the whole picture in one place.

How things changed with Unito

True integration

With Unito, Milan built a flow between the organization’s HubSpot instance and ClickUp. This meant every HubSpot task had an equivalent in ClickUp. Because Unito flows create deep, two-way relationships, important fields in HubSpot — from owner to status and more — can be mapped to a similar field in ClickUp. That means every piece of work that starts in HubSpot can find its way into ClickUp.

Milan outlines how crucial that was to make it work: “Everyone has their daily planning involving a lot of tasks, but only 5 to 10 percent are from HubSpot. With Unito, they get added to the rest.”

This is only possible because Unito does more than just automate work; it keeps information updated seamlessly across tools. Changes in one tool are automatically synced to the other and updates are synced back. That means looking in ClickUp will tell you what needs to happen in HubSpot, with no extra steps. That goes further than email notifications.

Eyes on what’s getting done

One of the big problems for Milan and his teams was a lack of visibility. Even people who had access to both ClickUp and Hubspot struggled to know what needed to get done because HubSpot tasks weren’t closed promptly.

That changed with Unito: “Now in ClickUp, we can easily see how many HubSpot tasks are left, open, or overdue, and they constantly pop up underneath your daily tasks.”

HubSpot tasks don’t exist in their own bubble anymore. They’re integrated directly with ClickUp. That’s crucial when so much of the work happening in HubSpot is time-sensitive: “We have a clear overview of what’s left to do. We don’t miss any opportunities that would be forgotten otherwise,” Milan says.

A true work hub

ClickUp was the ideal work hub for Krijgsman Retail Services because it allowed them to prioritize and plan work. The time-tracking features also made estimating workload and dispatching work a breeze. Before Unito, Milan and his teams didn’t have the full picture, which meant they didn’t get as much out of ClickUp as they could.

With Unito, everything’s kept in one place. HubSpot can be used for what it’s best at: managing relationships with external contacts. All the follow-up work gets synced to ClickUp, and it can be part of the regular planning process.

And, according to Milan, there’s a clear outcome: “The most important difference I can show right now is the number of tasks closed. The work done in HubSpot is several times higher than before.”

Every workflow benefits from better access to information. By building a Unito flow, Milan gave his team that access. The best part? It didn’t take him much time at all, and he’s not the only one who benefits from it: “I think anyone in my company could make the flows I made.”

No matter their needs, the teams at Krijgsman Retail Services can use Unito to keep ClickUp as their work hub, no matter what tools they use.


“In just two weeks of using Unito, I’ve seen more Hubspot work getting crossed off and completed. We got an immediate sense of the difference.”

— Milan Soekhai, Digital Marketing Manager at Krijgsman Retail Services

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