Rebuilding HubSpot into a platform your marketing and commercial teams can trust
A focused 60-hour optimization sprint designed to diagnose the current environment, repair the highest-priority HubSpot–Salesforce issues, establish clear funnel definitions, and create a stronger foundation for full-funnel reporting.
The opportunity
Procurement Partners has experienced marketing leadership, a strong commercial technology foundation, and a clear desire to make HubSpot a more valuable part of its go-to-market strategy. The challenge is not a lack of tools. It is that HubSpot, Salesforce, Clay, Outreach, ChurnZero, and related processes are not currently operating as one trusted system.
This initial engagement is designed to stabilize the foundation first. SmartBug will assess the current HubSpot environment, validate the marketing-to-sales funnel, diagnose the most important Salesforce synchronization issues, and use the remaining hours to implement the highest-impact improvements.
Restore trust in the data
Identify and address the issues preventing leads, companies, source data, and funnel activity from moving cleanly between HubSpot and Salesforce.
Rebuild the funnel foundation
Document and configure practical lifecycle definitions, MQL/SQL criteria, routing rules, ownership, and stage progression.
Improve commercial visibility
Create the foundation for clearer reporting from lead source through opportunity and closed-won revenue.
Where the current environment is falling short
The team is not starting from zero. HubSpot already supports forms, contacts, email creation, lists, and basic automation. However, several foundational issues are limiting adoption and confidence.
Broken MQL and SQL logic
The current lifecycle model does not reliably reflect how marketing and sales qualify or progress leads. The team is seeing more SQLs than MQLs and lacks consistently documented stage criteria.
HubSpot–Salesforce sync failures
Form submissions and company associations do not always create the expected Salesforce records. Source and attribution information is not reliably reaching the commercial team.
Limited full-funnel reporting
Leadership cannot confidently see the path from initial source to MQL, SQL, opportunity, and closed-won revenue.
Fragmented technology ownership
HubSpot, Salesforce, Clay, Outreach, and ChurnZero perform overlapping or adjacent functions without a clearly documented future-state architecture.
Underused Marketing Hub capabilities
Email, campaign management, forms, segmentation, lead routing, workflows, and reporting are not configured to support the new marketing strategy.
Low internal trust and adoption
Teams have shifted work into other systems because HubSpot data and processes are viewed as inconsistent or unreliable.
“Success begins with fixing the foundation before adding more automation or reporting on top of it.”
A focused stabilization and optimization sprint
SmartBug recommends beginning with a flexible 60-hour bank. The engagement will combine structured assessment, hands-on remediation, strategic architecture, documentation, and team enablement. Rather than treating every activity as a rigid fixed deliverable, SmartBug and Procurement Partners will jointly prioritize the work that creates the greatest business impact within the available hours.
Assess & Align
Confirm stakeholders and priorities, review the HubSpot portal and current processes, inventory the technology stack, and establish a prioritized remediation backlog.
Define the Foundation
Validate lifecycle stages, MQL/SQL definitions, funnel criteria, ownership, routing, and the relationship between HubSpot and Salesforce.
Stabilize & Improve
Diagnose and remediate the highest-priority standard integration, form, association, workflow, segmentation, and data-flow issues.
Report & Enable
Build the initial reporting foundation, document the future-state architecture, train the internal team, and define the next-phase roadmap.
Proposed workstreams
Seven coordinated workstreams — allocated flexibly against the 60-hour bank, prioritized against the highest-impact business outcomes.
Project Management & Governance
- Kickoff and stakeholder alignment
- Weekly project coordination and prioritization
- Backlog, risks, dependencies, and decision management
- Progress reporting and working-session facilitation
- Coordination across marketing, Salesforce, and technical stakeholders
HubSpot Portal & Technology Assessment
- Review contacts, companies, properties, forms, lists, workflows, campaigns, reports, permissions, and marketing-contact practices
- Assess the current roles of HubSpot, Salesforce, Clay, Outreach, and ChurnZero
- Identify what should be retained, repaired, consolidated, retired, or evaluated further
Funnel & Lifecycle Architecture
- Reconcile HubSpot lifecycle stages with Salesforce terminology and processes
- Validate MQL, SQL, opportunity, customer, and other required definitions
- Document entry and exit criteria, ownership, and required data
- Use Dave Witt's Salesforce naming conventions as the initial source of truth, subject to stakeholder approval
HubSpot–Salesforce Diagnosis & Prioritized Remediation
- Review sync health, filters, mappings, preferred-value rules, and record associations
- Investigate form submissions that do not create the expected account or company records
- Review lead, contact, company/account, campaign, opportunity, source, and attribution data flow
- Repair prioritized standard integration issues where feasible
- Validate changes using representative test records
Marketing Configuration & Workflow Improvements
- Prioritized form and form-handling cleanup
- Lead routing, assignment, and internal notifications
- List segmentation and lifecycle automation
- MQL and SQL workflow repair
- Campaign, source, UTM, and marketing-contact recommendations
- Configuration of selected high-priority improvements within the available bank
Attribution, Reporting & Initial Dashboards
- Review original source, campaign, UTM, and attribution fields
- Map the path from lead creation through opportunity and closed-won revenue
- Build or repair selected reports and an initial full-funnel dashboard structure
- Support channel views such as direct inbound, digital, events, partner/channel, EHR, and outbound activity where data permits
Documentation, Training & Handoff
- Document key funnel definitions, workflows, data ownership, and integration findings
- Provide administrator enablement for Alex and designated team members
- Deliver a prioritized roadmap and estimates for recommended future work
What Procurement Partners should have at the end of the sprint
Estimated investment
One flexible engagement, priced at a blended $175/hour, allocated collaboratively across the workstreams that create the greatest impact for Procurement Partners.
HubSpot Stabilization & Optimization Sprint
A 60-hour bank engagement to stabilize the foundation and create momentum toward trusted full-funnel reporting.
- 60 total hours
- $175 blended hourly rate
- $10,500 estimated investment
- 6–8 week anticipated timeline
- Flexible allocation across approved workstreams
- No long-term retainer required
How the 60 hours are proposed
A 6–8 week delivery arc
Phases overlap intentionally so remediation begins as soon as the foundation is defined — the team sees momentum in weeks, not quarters.
- 1Weeks 1–2
Kickoff & Assessment
Kickoff, portal assessment, stakeholder interviews, issue inventory, initial sync review.
- 2Weeks 2–3
Foundation & Definitions
Funnel definitions, lifecycle architecture, ownership decisions, prioritization.
- 3Weeks 3–6
Stabilize & Remediate
Integration remediation, forms, routing, workflows, segmentation, testing.
- 4Weeks 5–7
Reporting & Attribution
Attribution review, reporting framework, selected dashboards.
- 5Weeks 7–8
Enable & Handoff
Documentation, administrator training, roadmap, final handoff.
Designed to create momentum without overcommitting
A clear picture of what phase one covers — and what's better addressed in a future engagement once the foundation is trusted.
Included in this phase
- Assessment and prioritized roadmap
- Standard HubSpot configuration
- Standard Salesforce integration diagnosis and prioritized fixes
- Funnel and lifecycle design
- Selected forms, routing, workflows, and segmentation
- Initial attribution and reporting foundation
- Documentation and training
Potential future phase
- Custom APIs or middleware
- Significant Salesforce development
- Large-scale historical cleansing or deduplication
- Complete rebuild of every workflow, report, form, and campaign
- New Clay, Outreach, ChurnZero, product-usage, or other third-party integrations
- Service Hub implementation or Salesforce Service Cloud replacement
- Ongoing marketing campaign execution
Deep HubSpot expertise, delivered flexibly
The strategy, engineering, and enablement bench to stabilize HubSpot and its integrations — without a heavyweight retainer or multi-quarter commitment.
Flexible engagement model
Start with a defined bank of hours, prioritize collaboratively, and expand only when the business case is clear.
Strategy plus implementation
SmartBug can diagnose the architecture, configure the portal, troubleshoot integrations, build reporting, and train the internal team.
Long-term accountability
A dedicated strategist leads the work, supported by project management and specialists, with Casey remaining close to the engagement.
Ready to restore confidence in HubSpot
Three quick steps to move from proposal to kickoff.
Execute the mutual NDA
Formalize confidentiality so both teams can speak freely about systems, data, and priorities.
Grant HubSpot Partner Admin access
Provide HubSpot Partner Admin access and coordinate the appropriate Salesforce access with your admin or TechCXO.
Confirm the sprint & schedule kickoff
Approve the 60-hour optimization sprint and lock in a kickoff date to begin Phase 1.
Build the foundation for trusted growth reporting
With the right funnel definitions, reliable data flow, and a practical operating model, Procurement Partners can turn HubSpot from an underused tool into a trusted marketing and commercial platform.
All hours and timelines are estimates based on information available before direct portal access. Work will be prioritized collaboratively and completed against the approved bank. Material custom development or additional implementation will be presented separately for approval.