Case Study | Transforming revenue and forecast reporting at Yonda

Background

Yonda Tax is a global tax compliance platform helping businesses manage sales tax, VAT, and GST obligations across multiple jurisdictions. Its solution automates registration, filing, and remittance, while integrating with leading e-commerce and accounting platforms.

As Yonda scaled, they faced a growing challenge: their board reporting relied on complex Excel spreadsheets maintained by co-founder Ben, with heavy monthly workloads and manual data manipulation required. Their existing HubSpot setup was underutilised, lacking the data model and automation needed to reflect their multi-entity, multi-currency, multi-product structure.

To move forward, they needed HubSpot to become their single source of truth for clients, entities, and revenue.

Engagement Overview

Growth London partnered with Yonda on a multi-phase optimisation project, beginning with a deep scoping exercise to understand their operational model and revenue complexity. The project centred on restructuring their HubSpot CRM data model to support scalable data management, automated revenue calculations, and real-time reporting.

Our phased approach included:

Data Model Optimisation: Introduced custom objects for Accounts, Registered Entities, and Revenue Snapshots, with clear associations to deals, products, and tickets. This ensured HubSpot could reflect Yonda’s complex client structures across jurisdictions.
Revenue Tracking & Reporting: Built a custom revenue model in HubSpot capturing MRR, ARR, upsells, cross-sells, and contractions in real time. Automated calculations now replace Excel-based reporting, including multi-currency validation and account-level revenue logic.
Technical Implementation: Delivered programmable automation and custom-coded actions to handle complex fee structures, cross-entity relationships, and onboarding validation.
Automation & Workflow Enhancements: The project initiated major changes to how the client lifecycle is tracked, transitioning away from using granular, non-standard stages in the main Lifecycle property. Functions traditionally handled by complex lifecycle stages (such as Customer, Ex-Customer, Onboarding, and Hypercare) were moved to status properties within the new Account custom object. And discussed alignment with a Bowtie model, standardised pipelines, duplicate prevention rules, and automated lead-to-deal progression. Added deal validation stages and onboarding workflows to ensure revenue accuracy.
Change Management & Documentation: Facilitated workshops with Yonda’s leadership and operations team to redefine revenue definitions, onboard new workflows, and provide detailed documentation for long-term management.

Complex client structures modelled in HubSpot using Accounts, Registered Entities and Revenue Snapshots

Automated onboarding workflows and deal validation, ensuring clean, accurate revenue data

Real-time revenue reporting with visibility into MRR, ARR, upsells, cross-sells and churn

Multi-currency logic and fee structures automated with custom-coded actions

Streamlined sales and onboarding pipelines aligned with Yonda’s operational processes

Growth London as a strategic partner, providing ongoing optimisation and ad hoc support for future integrations

Additional Optimisation and next steps

Beyond the initial optimisation, Growth London consulted with Yonda and helped plan to expand automation, reporting, and integrations. Highlights include: Enhancing dashboards and reporting with quarterly and cohort revenue analysis, including Custom Cards on records for improved revenue visibility; Ongoing advisory on data enrichment, governance, and HubSpot product updates as and when required; Standing by to assist with the next phase of SaaS integration, automating ticket creation directly from Yonda’s software platform into HubSpot.

Transforming our CRM into a growth engine

Before working with Growth London, our HubSpot setup was fragmented and heavily reliant on spreadsheets. Following an in-depth consultative process, their team grasped the complexity of our multi-entity, multi-currency business model and designed a CRM framework that aligns with our operational needs. From building custom revenue tracking to automating onboarding and reporting, they’ve given us real-time visibility into the numbers that matter. What’s been most valuable is their ability to combine deep technical expertise with a practical, commercial approach. Growth London hasn’t just helped to optimise our CRM - they’ve built us a platform we can scale on with confidence

Services provided: HubSpot CRM Scoping and Strategy; Data Model Restructuring with Custom Objects; Revenue Automation and Custom Reporting, including Custom UI Cards; Programmable Automation and Validation Workflows

Ben Seider, Co-Founder

Yonda

Transforming revenue reporting at Yonda