Two teams, two numbers
Marketing reports leads, sales reports opportunities, and nobody can reconcile the two in a meeting.
Revenue operations
The plumbing behind the number.
Lifecycle stages, routing, data hygiene, attribution and reporting. The unglamorous work that decides whether anyone believes the marketing number.
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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 preceded 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 and agreed by both teams, then enforced in the CRM rather than 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 rather than against form fills.
06
Dashboards
One set of numbers both teams use, built to answer the questions a board actually 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 arguing that communications should be measured against something a board recognises rather than against volume. The same discipline applies to the CRM, which is where the argument usually gets settled.
- 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 administrator on the sync rather than around them.
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 would scope with your engineering team rather than promise up front.
Next step
Let us look inside the portal.
An audit takes a week and usually finds the answer already sitting in your data.
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