Unifying Sales & Marketing Across Salesforce and HubSpot
CRM Integration & RevOps Overhaul — $14M ARR Supply Chain Software, Miami FL
A Series B supply chain management SaaS company headquartered in Miami. They had raised a $28M Series B and were scaling aggressively — 22 people on the GTM team across sales, marketing, SDRs, and customer success. Sales ran on Salesforce (implemented 2 years prior by a freelancer who was no longer available). Marketing ran on HubSpot Marketing Pro. The two systems were barely connected.
Sales and marketing were operating on two different planets. Marketing would generate leads in HubSpot, then manually export a CSV every Friday and email it to the sales ops person, who would import them into Salesforce on Monday. By the time a lead reached a rep, it was 3-7 days old. Hot leads went cold. Attribution was impossible because the systems couldn't talk to each other — marketing claimed they sourced 40% of pipeline, sales said it was closer to 15%, and nobody could prove either number.
The Salesforce instance had its own problems. The original freelancer had created 47 custom fields (most unused), 12 workflow rules that conflicted with each other, and a deal pipeline that didn't match how the team actually sold. Reps were skipping stages, required fields were being filled with junk data, and the forecast was unreliable. The CRO had stopped trusting the numbers entirely and was running a shadow forecast in Excel.
Phase 1 (Weeks 1-3): Salesforce Cleanup. Our Salesforce engineer audited every custom field, workflow, and automation. We deprecated 31 unused fields, fixed or replaced all 12 conflicting workflows, rebuilt deal stages to match their actual enterprise sales process (discovery → technical validation → security review → procurement → closed), and implemented required fields with stage-specific validation rules. We also built a proper forecasting model with weighted pipeline by stage.
Phase 2 (Weeks 3-5): HubSpot-Salesforce Integration. We implemented a bi-directional sync using HubSpot's native Salesforce integration with custom field mappings. Leads created in HubSpot now sync to Salesforce in real-time (not weekly CSVs). Deal updates in Salesforce sync back to HubSpot so marketing can see the full funnel. We built lifecycle stage automation that works across both systems — when a rep accepts a lead in Salesforce, HubSpot automatically updates the contact's lifecycle stage and stops nurture workflows.
Phase 3 (Weeks 5-8): Attribution & Reporting. Built a multi-touch attribution model that tracks a lead's journey from first website visit through to closed-won revenue, spanning both HubSpot and Salesforce. Created a unified dashboard that both the CRO and VP of Marketing could access showing the same numbers — ending the "marketing says X, sales says Y" debate permanently. Built automated board reporting that pulls from both systems.
"The moment I showed the board our new attribution dashboard and they could see exactly which channels were driving revenue — that was when everything changed. Marketing went from a cost center to a revenue driver in the eyes of leadership. And it was the same data sales was looking at. No more arguing."— VP of Marketing
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