Two teams, two numbers
Marketing reports leads, sales reports opportunities, and nobody can reconcile the two in a meeting.
Revenue operations
RevOps on HubSpot.
Lifecycle stages, lead routing, data hygiene, attribution and reporting. It's unglamorous work, and it decides whether anyone believes the marketing numbers.
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The problem
Why the reporting is not trusted.
Lifecycle stages mean nothing
Contacts sit in stages that were set up once and never maintained, so the funnel shape is fiction.
Attribution stops at first touch
A model that credits the last form fill tells you nothing about the six months of reading that came before it.
The data has drifted
Duplicates, dead workflows, properties nobody uses and imports that overwrote good records.
What the work includes.
01
Audit
A read of the portal as it stands: objects, properties, workflows, integrations and what is quietly broken.
02
Lifecycle
Stage definitions written down, agreed by both teams and then enforced in the CRM, so they don't live in a spreadsheet.
03
Routing
Rules that get an enquiry to the right person quickly, with the fallbacks for when that person is away.
04
Hygiene
Deduplication, property clean-up, retired workflows, and import rules so it does not drift again.
05
Attribution
Multi-touch models set up in HubSpot, reported against pipeline instead of form fills.
06
Dashboards
One set of numbers both teams use, built around the questions a board asks.
How we run it
Fix, then keep it fixed.
Week one
The audit, with a written list of what is broken, ranked by what it costs you.
Weeks two to six
The rebuild: stages, routing, properties, workflows and dashboards, done in a sandbox first where the portal is large.
Ongoing
A monthly hygiene pass and a standing review, so the fixes survive the next campaign and the next new starter.
Part of Resonance
Measurement that survives a board meeting.
Resonance has spent years making the case that communications should be measured against something a board recognises, and the same applies to the CRM, which is usually where that argument gets settled. How Resonance measures.
- One
- set of numbers both teams use
- 2011
- Resonance has traded since
- 2020
- a HubSpot partner since
Questions
Common questions.
Can you do this without taking over the portal?
Yes. Most of this work is done alongside your team, with changes documented so they can maintain it. Where you want us to run it week to week, we can do that too.
What if our CRM is not HubSpot?
The audit and the definitions work anywhere. The build work assumes HubSpot. If you run Salesforce alongside it, we work with your Salesforce administrator on the sync.
How disruptive is it?
The audit is invisible. The rebuild affects reporting for a week or two while stages are restated, which is why we agree a cut-over date and keep the old dashboards until the new ones are trusted.
Do you do integrations?
Standard ones, yes: calendars, calling, webinar platforms, ad accounts, billing. Custom middleware and data warehouse work we'd scope with your engineering team before promising anything.
Next step
Let us look inside the portal.
An audit takes a week, and it usually finds the first thing to fix already sitting in your data.
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