Comprehensive Portal Cleanse for Global Events Business
The Challenge
The client’s HubSpot CRM had become fragmented and difficult to manage. Duplicate records, inconsistent properties and unstandardised naming conventions limited reporting and usability. Manual, inconsistent workflows slowed teams down and poor UI consistency discouraged adoption across Sales and Marketing.
Symptoms we observed:
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High duplicate rate and conflicting firmographic data
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Inconsistent lifecycle and status values, making funnel reporting unreliable
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Unclear ownership rules leading to slow follow up and lost context
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Non standard folder and asset naming that made content hard to find
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Limited segmentation caused by incomplete data and mismatched pick lists
Our Approach
We partnered with stakeholders to stabilise the CRM and rebuild to enable future growth. The programme combined a comprehensive portal cleanse with a scalable operating model.
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Full Data Audit
Reviewed object models, key properties, picklists, integrations, metadata and structural issues. Produced a remediation plan with priority scores and owners. -
Deduplication & Normalisation
Identified duplicates, redundancies and inconsistent properties. Utilised 3PT Koalify to streamline merging of duplicates and standardise data at scale. Implemented validation rules and mandatory fields. -
Conventions & Structure
Standardised naming conventions for assets and folders. Rationalised property sets with clear definitions, tooltips and governance. -
Lead Framework & Scoring
Built a lead management framework with lifecycle stages, statuses, ownership rules and qualification criteria. Designed a scoring model prioritising high‑intent leads (engagement, firmographics, event interactions) with decay and negative signals to depreciate scores. -
Handoff & SLAs
Automated Marketing to Sales handover to ensure Sales received qualified, complete records. Introduced SLA timers, breach alerts and task automation to reduce time to first touch. -
Segmentation & Workflows
Implemented audience segments for campaigns and sales motions. Optimised core workflows, reduced redundancy and added guardrails to prevent repopulation. -
Training & Change Management
Delivered training on new conventions, segmentation practices, lead management and CRM best practices. Supplied playbooks and quick‑start guides.
Lead Handover Process
Lead Handover process built to better align sales and marketing with clear from Marketing to Sales with clear acceptance rules, automated routing and SLAs. The outcome is faster responses, consistent ownership, cleaner data, and more MQLs turning into opportunities.
Solution in Action
The cleaned, standardised database became a reliable foundation for go to market. Reps could trust record quality, Marketing could target precise segments and leadership could finally compare apples to apples across regions and product lines.
The Results
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60% reduction in bad data (duplicates and inconsistent properties)
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100% fill rate for critical fields across contacts, companies, and deals
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Clearer lead management process improved Marketing→Sales alignment, reduced leakage, and accelerated follow‑up on qualified opportunities
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Sustainable processes for ongoing hygiene, lead scoring, and CRM efficiency
Conclusion
By transforming a fragmented HubSpot portal into a clean, standardised, and governed CRM, the client moved from firefighting to confidence. Duplicates were eliminated at scale, critical fields reached 100% completion and clear lifecycle, ownership and SLA rules restored trust across Marketing and Sales. Teams can now target precisely, follow up faster, and report accurately - while leadership gets a single source of truth and forecasts they can rely on. Most importantly, the new operating model is sustainable: guardrails, training and scheduled hygiene mean the system stays clean as the business grows.
If your HubSpot instance feels messy or hard to trust, let's have a conversation