Case Study

Starbase Running Wholesale Sales in HubSpot, Powered by Flourish Software

Industry

Cannabis Wholesale, Manufacturing & Distribution: Multi-Market Operator

Challenge

Starbase built a fast-moving wholesale and white-label manufacturing operation across Maine, Massachusetts, and New York. Sales reps managed accounts in spreadsheets and notebooks. Pricing was negotiated account by account with no system of record. Quotes, site-visit notes, and order activity all lived in different places. The company had a CRM, but reps didn't really live in it, and couldn't trust the dashboards inside it, and the operational data sitting in the ERP never made it across. Starbase didn't need a new CRM. They needed the one they had to actually run the business.

The product

Flourish integrated HubSpot with our Seed-to-Sale & ERP to align sales and marketing at Starbase.

Results

By adopting Flourish, Starbase:

HubSpot as the daily sales workspace, with live Flourish ERP data behind every account record
Negotiated pricing standardized through HubSpot Quotes with templates, snippets, and e-signature
HubSpot dashboards on connected data for sales performance, target accounts, and customer penetration

Website

https://www.thestarbase.com/

“Overall, it's really great to be able to track cannabis and non-cannabis products alike. Also to be able to track the actual costs per unit of products from manufacturing processes."

- Graham Brutsch-Mason

About Starbase

Starbase is a vertically integrated cannabis operator serving Massachusetts, Maine, and New York. Founded by long-time friends and colleagues with deep experience across the industry, the company is building a state-of-the-art facility and a house of brands.

What Flourish Delivers for Starbase

A real-time data bridge between the ERP and the CRM. Flourish's native app integration connects directly to HubSpot. HubSpot company records align with Flourish shipping destinations, and orders sync back into HubSpot's ecommerce order pipeline. When a rep opens a HubSpot record, they're looking at the same operational truth that lives in Flourish order history, what's been shipped, what's outstanding, which products that customer actually buys. The HubSpot record stops being a stale contact card and starts being a live account view. Parent and child account structures, multi-location operators, account tiers, and submarket segmentation are accurately reflected on both sides, eliminating the need for manual reconciliation.

HubSpot Quotes is the system of record for negotiated pricing. Pricing used to live in scattered spreadsheets and the memory of whichever rep struck the deal. Now it lives in HubSpot Quotes, built from templates and snippets, signed through e-signature, and used as the reference point for order entry. Onboarding is cleaner, order entry is less ambiguous, and finance has something defensible to point to when a question comes up. Deal pipelines, account tiering automations, and lead-scoring logic sit on top of the same structure, so the CRM doesn't just hold the relationship; it runs it. The cannabis industry continues to struggle with accounts receivable. Sign-off for payment terms, pricing, and dispute resolution supports collection efforts if accounts become delinquent.

HubSpot dashboards on connected data. With Flourish and HubSpot joined together, dashboards tell a single, consistent story: sales performance, target accounts, customer penetration, and CRM hygiene in one place. Leadership uses the same numbers in a morning meeting that reps see in the field. The dashboards reflect what actually happened in operations, not just what someone remembered to update in the CRM.

The Difference It Makes

What makes it work isn't HubSpot alone, and it isn't Flourish alone. It's the integration between them, treating the CRM as the front door and the ERP as the source of truth, with real-time data flowing between the two. That's what modern cannabis wholesale runs on. And that's what Starbase runs on. Click here for a Demo.

Where to find Starbase?

Learn more at https://www.thestarbase.com/

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