From an Expensive CRM to an Integrated and Sustainable Solution
As a company grows, its technological needs evolve as well. However, that growth does not always come with greater operational coherence: tools often accumulate without being integrated, and what was once a powerful solution can become a complex, rigid, and costly structure.
hat was the turning point for Foto Ruano, a leading company in professional photography and specialized equipment sales based in Palma (Balearic Islands), with a multichannel service model and increasingly demanding operations.
For years, they worked with HubSpot, a robust platform, but one whose cost was high compared to their actual needs. This situation led the team to rethink their digital ecosystem from a more strategic perspective. The result was a migration to Odoo, with the technical and methodological support of ALBIRA Solutions.
With Odoo, Foto Ruano has managed to align technology, processes, and costs: an integrated solution with full customer visibility, cross-channel automation, and an investment tailored to expected results.
Interview: what a well-executed migration feels like
In the video, Daniel Ruano, Commercial Director at Foto Ruano, answers key questions transparently and shares his view on the change process, the migration to Odoo, and the real impact on the team’s day-to-day work.
Starting point: a reliable tool, but misaligned costs
The Foto Ruano team used HubSpot as their central platform for managing leads, customers, and automated campaigns. However, as the company grew, the license cost increased accordingly.
The main challenges identified were:
- High and poorly scalable cost of HubSpot.
- Duplication of tasks and loss of traceability across channels.
- Need for a more flexible, modular, and long-term sustainable environment.
The solution: migration to Odoo with a focus on processes + WhatsApp integration
ALBIRA’s proposal was not merely to replace one tool with another, but to redesign the digital ecosystem with a focus on efficiency, traceability, and cost control. The project included:
- Full migration from HubSpot to Odoo, including data, historical records, and segmentation structures.
- Configuration of key modules: CRM, Email Marketing, Automation, Website, WhatsApp.
- Official integration of WhatsApp Business into Odoo.
- Redesign of internal processes and team support.
Results: greater simplicity, more control, lower cost
The migration brought a significant change in how Foto Ruano operates. Today, the entire marketing cycle — from lead capture to after-sales service — is managed from a single connected environment.
- One unified system: campaigns, sales and after-sales in a single environment.
- WhatsApp connected to the CRM: full traceability from a single interface.
- Cost reduction: licenses adjusted to actual use.
- Greater alignment across teams: shared data and smoother processes.
Technology aligned with real processes
This project shows that a technological migration is not just a tool swap, but an opportunity to rethink processes, improve efficiency, and align investment with real value.
Are you considering a migration or do you need to optimize your digital processes?
At ALBIRA Solutions, we help you identify improvement opportunities with a practical, personalized approach.
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