Realigning RevOps across HubSpot and Salesforce
Cleaned up and restructured the CRM, enriched the database, and rebuilt lead scoring with the C-suite so sales and marketing worked from one source of truth.
01 The challenge
HubSpot and Salesforce had drifted apart. Records were duplicated or incomplete, lifecycle stages meant different things to different teams, and leadership didn’t trust the pipeline numbers.
02 What was built
Led a RevOps realignment across HubSpot and Salesforce: audited and restructured CRM properties and lifecycle stages, cleaned and deduplicated records, enriched contacts and accounts with Apollo and ZoomInfo, and designed a new lead scoring model together with the C-suite.
From two drifting CRMs to one source of truth
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Step 01
Drifted CRMsDuplicate records, mismatched lifecycle stagesHubSpot · Salesforce
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Step 02
Audit & restructureProperties and lifecycle stages redefinedHubSpot · Salesforce
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Step 03
Clean & enrichDeduplicated, contacts and accounts enrichedApollo.io · ZoomInfo
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Result
One source of truthLead scoring agreed with the C-suiteScheduled CRM hygiene audits
03 The result
Sales and marketing got one restructured HubSpot–Salesforce system to work from: cleaned and enriched records, scheduled CRM hygiene audits, and a lead scoring model agreed with the C-suite.
Tools used
- HubSpot
- Salesforce
- Apollo.io
- ZoomInfo