Tripleseat Migration Case Study: Faster Response, Higher Bookings

The Legacy System Problem

Heritage Hall had been using the same outdated systems for years: a mix of spreadsheets, an old contact database, and email folders with thousands of messages. They knew they needed to upgrade, but the thought of migrating was paralyzing.

"We had five years of data in various places," said Catherine, the Events Manager. "I was terrified of losing leads during a transition. So we just kept limping along with what we had."

The costs of the old system:

• Average response time: 36 hours (leads going cold)
• Lost leads: Estimated 15-20% falling through cracks
• No pipeline visibility: No idea where deals stood
• Manual everything: Hours per week on repetitive tasks
• Data scattered: Email, spreadsheets, paper notes

The breaking point came when they lost a $45,000 wedding because the inquiry sat in an email folder for four days.

The Decision: Why Tripleseat

After evaluating options, they chose Tripleseat for their migration:

Why Tripleseat:

• Purpose-built for hospitality events
• Strong lead management
• BEO and document features
• Team collaboration tools
• Integration with existing systems

Migration concerns addressed:

• Data import services included
• Training and onboarding support
• Parallel running during transition
• Ongoing support post-launch

The Migration Process

Phase 1: Preparation (Weeks 1-2)

Data audit:

• Inventoried all existing data sources
• Identified what needed to migrate
• Cleaned obvious duplicates and errors
• Documented current processes

System design:

• Custom fields for venue needs
• Pipeline stages defined
• Team roles and permissions
• Integration requirements mapped

Phase 2: Setup (Weeks 2-4)

Tripleseat configuration:

• Account created and configured
• Custom fields added
• Pipeline stages built
• Email templates created
• Document templates designed

Integration setup:

• Website form connected
• Calendar synced
• Email tracking enabled
• (Later: EverBridal marketing integration)

Phase 3: Data Migration (Week 4)

What was migrated:

• Active leads (current inquiries)
• Booked events (upcoming 18 months)
• Key historical data (past 2 years)
• Contact information

What was archived:

• Old leads (unlikely to convert)
• Completed events (kept in old system for reference)

Migration approach:

• Tripleseat import tools for bulk data
• Manual verification of critical records
• Week of parallel running to catch issues

Phase 4: Training (Weeks 4-5)

Team training included:

• Lead entry and management
• Pipeline movement
• Email from system
• Task management
• Reporting basics

Documentation created:

• Step-by-step process guides
• Video walkthroughs
• Quick reference cards

Phase 5: Launch and Optimization (Weeks 5-8)

Cutover:

• Old system locked (read-only)
• All new leads in Tripleseat
• Team using exclusively

Optimization:

• Daily check-ins first week
• Process refinements
• Template improvements
• Automation additions

Adding EverBridal Marketing

With the CRM foundation in place, we layered in marketing systems:

Marketing Integration

Lead flow:

• Website inquiries → Tripleseat (automatic)
• Ad leads → Tripleseat (with source tracking)
• Listing site leads → Tripleseat (via API)

Attribution:

• UTM tracking on all campaigns
• Lead source visible in Tripleseat
• Conversion tracked end-to-end

Automation Enhancement

Speed-to-lead:

• Instant text response (before Tripleseat notification)
• Instant email acknowledgment
• Team notified for immediate follow-up

Nurture sequences:

• Post-inquiry nurture (if no response)
• Tour reminder sequence
• Post-tour follow-up
• Lost lead re-engagement

These supplemented Tripleseat's native automation to create a comprehensive system.

The Results: Transformed Operations

Operational Metrics

| Metric | Before | After (90 Days) | Change |

|--------|--------|-----------------|--------|

| Average response time | 36 hours | 8 minutes | -99.6% |

| Leads lost to inaction | ~18% | ~2% | -89% |

| Time on admin tasks | 12 hrs/week | 3 hrs/week | -75% |

| Pipeline visibility | None | Complete | ∞ |

| Team collaboration | Email chains | Centralized | Transformed |

Conversion Metrics

| Metric | Before | After (6 Months) | Change |

|--------|--------|------------------|--------|

| Inquiry-to-tour | 41% | 68% | +66% |

| Tour show rate | 69% | 91% | +32% |

| Tour-to-booking | 37% | 54% | +46% |

| Overall conversion | 10% | 33% | +230% |

Revenue Impact

Before migration:

• Annual weddings: 38
• Average booking: $26,000
• Wedding revenue: $988,000

After migration (first full year):

• Annual weddings: 64
• Average booking: $27,500
• Wedding revenue: $1,760,000

Revenue increase: $772,000 (+78%)

Time Savings

Weekly time recovered:

• Lead data entry: 4 hours → automated
• Follow-up tracking: 3 hours → automated
• Reporting: 2 hours → dashboards
• Email drafting: 3 hours → templates

12+ hours per week returned to high-value activities

Key Success Factors

1. Speed-to-Lead Transformation

Going from 36-hour response to 8-minute response was the single biggest factor in conversion improvement. Most of that improvement came from automation, not heroics.

2. Nothing Falls Through Cracks

Every lead now had a defined path. No more "I thought you were handling that" moments. Pipeline visibility meant accountability.

3. Template Consistency

Professional, consistent responses to every inquiry. No more variation based on who happened to see the email first.

4. Data for Decisions

For the first time, they could see:

• Which sources produced best leads
• Where leads were stalling
• What their actual conversion rates were

5. Team Alignment

Everyone working from the same system meant no more conflicting information or duplicated efforts.

Lessons for Venues Considering Migration

Don't Wait for Perfect Timing

There's never a "good time" to migrate systems. The cost of waiting (lost leads, wasted time) exceeds the cost of transition.

Clean Data Before Migrating

Garbage in, garbage out. Take time to clean and verify data before importing. Don't migrate your mess.

Run in Parallel (Briefly)

Overlap old and new systems for 1-2 weeks. Catch issues before fully committing. But set a firm cutoff date.

Invest in Training

The best system is worthless if the team doesn't use it correctly. Budget time for proper training and documentation.

Layer Marketing After CRM

Get the CRM foundation solid first, then add marketing automation. Trying to do everything at once creates chaos.

Expect Adjustment Period

The first month will feel slower as people learn. Push through—the efficiency gains come after adoption.

Migration Checklist

Pre-Migration

• [ ] Audit all current data sources
• [ ] Document current processes
• [ ] Select and configure new system
• [ ] Plan data migration approach
• [ ] Schedule training

Migration Week

• [ ] Import/migrate data
• [ ] Verify critical records
• [ ] Test all integrations
• [ ] Train team
• [ ] Set cutover date

Post-Migration

• [ ] Daily check-ins first week
• [ ] Document issues and solutions
• [ ] Refine processes
• [ ] Add automations
• [ ] Sunset old system

Ready to Upgrade Your Systems?

A modern CRM transforms how you operate. Faster response, better tracking, automated follow-up—it all compounds into more bookings.

[Schedule a CRM Migration Consultation](https://everbridal.com/contact) and we'll:

• Assess your current systems
• Recommend the right platform
• Plan your migration approach
• Integrate with marketing systems

Heritage Hall increased revenue by $772,000 after migrating and integrating. What could modern systems do for your venue?