We build a shared lead definition in HubSpot, configure lifecycle stages that both teams sign off on, and set up the reporting that shows what happened to every lead that got passed. The argument changes when the data is visible to both sides.
We audit what's in the portal, align the workflows and pipelines to the real process, and build the dashboards that give both teams a shared view. Not a one-time fix. An operating model both teams use daily.
We run a audit of every workflow against current business logic, remove what's broken or redundant, and rebuild what's worth keeping. Then we document what's running so the team can see exactly what's active and why.
We build the enablement tools around how the sales team actually sells. That means talking to the reps before we configure anything. Adoption comes from fit, not from mandate.
We built the handoff playbook in HubSpot. Trigger conditions, assignment rules, notification logic, follow-up sequences, and the reporting that shows time-to-follow-up and conversion rate from each handoff.
We build multi-touch attribution in HubSpot that connects marketing activity to pipelines and closed deals. The dashboards that answer what leadership actually asks, not the ones that look good in a deck.
As a HubSpot Accredited Partner, we deliver goal- focused onboarding that maximizes ROI, simplifies setup, solves technical challenges, and accelerates your time-to-value with a tailored strategy.
The most common source of friction between sales and marketing is that they mean different things when they say, 'qualified lead.' We run the session that produces a shared definition, then configure the lifecycle stages, lead scores, and qualification criteria in HubSpot to reflect it. Once both teams are working from the same criteria, the argument about lead quality usually stops.
Behavior-based and demographic scoring built on what sales use to qualify a prospect. We start by asking the sales team what a genuinely good lead looks like, then work backwards to the scoring model from that answer. Scores that aren't connected to real conversion behaviour don't change how reps prioritise their time. Scores that are, do.
When a lead hits MQL or SQL status, HubSpot should do something specific: assign it to the right rep, notify them with context, enrol the contact in the appropriate sequence, and log the handoff. We build the trigger logic, assignment rules, and notification workflows that make the handoff consistent and traceable. No more leads sitting unactioned because a rep didn't know they were ready.
Email automation, lead nurture sequences, re-engagement workflows, and campaign-connected automation that marketing can run without dev support. We design the nurture logic around buying stage and behaviour, configure the workflows in HubSpot, and build the reporting that shows which paths are advancing leads and which aren't.
Sales email sequences, task automation, deal stage triggers, and the pipeline workflows that keep deals moving. We build sales automation in HubSpot that cuts the admin work on reps while making sure the right activity happens at the right deal stage. More time selling, less time logging.
Multi-touch attribution in HubSpot that maps marketing activity to pipeline and closed revenue. The dashboards that answer which campaigns contributed to this quarter's revenue, what cost per acquisition looks like by channel, and where in the funnel the biggest drop-offs are. HubSpot Marketing Hub has the capability for this. Most portals don't use it.
Before we build anything new, we look at what's already in the CRM. Duplicate contacts, incomplete records, misused lifecycle stages, outdated sequences still running. A clean CRM is what makes automation reliable and reporting accurate. We audit, clean, and document the data model so everything we build on top of it actually works.
Sales and marketing alignment isn't a one-time project. The team changes, the product evolves, and the workflows built six months ago may not reflect current reality. We offer ongoing advisory and optimisation that keeps the HubSpot setup current and the two teams actually working together.
We front-load the discovery. The configuration work is straightforward once we know how the business actually works. When that step gets skipped, the result is a technically correct setup that doesn't match the real process.
We interview sales and marketing separately to uncover process gaps, lead criteria, and points of friction.
We audit lifecycle stages, scoring, workflows, sequences, pipelines, integrations, and reporting to set a clear baseline.
We design a shared process covering lead definitions, lifecycle stages, handoffs, assignment rules, and reporting.
We configure HubSpot to match the approved process, then review it with both teams before launch.
We train both teams, provide documentation, and review alignment metrics to support adoption and ongoing optimisation.
Misalignment looks different in different industries. The root cause is usually the same. Here's what we see most often in the sectors we work in regularly.
Trial-to-sales handoffs that break at the product-qualified lead stage. Usage data sitting in the product that isn't connected to HubSpot. Lead scoring models built for an ICP that's since changed.
Business development teams that operate independently from marketing. Proposal follow-up that varies by rep. Content that marketing produces but sales never uses in conversations.
Handoffs that need to be warm, not just triggered by a score. Marketing that warms up a prospect but sales that needs to close on expertise and relationship. We build the transition logic that respects that dynamic.
Compliance-aware automation, careful lead qualification, and sales teams that need the right context and compliance flags before they reach out.
Distributor and channel-based handoffs. Event and trade show follow-up that falls through the gaps. Field sales that isn't logging activity in HubSpot.
Multiple buyer personas with different buying cycles. Admissions and enrolment processes that don't map neatly to a standard CRM pipeline. Campaign activity that isn't connected to enrolment outcomes.
A contact hits a trigger. Could be a lead score, a form fill, a particular action on the site. From there HubSpot does the work. It assigns the lead to the right rep, fires off a notification with the context attached, drops the contact into a follow up sequence, and logs the whole thing. The rep sees the lead, knows why it’s ready, and knows what to do first. Nothing falls through, and it all shows up in reporting.
Six to eight weeks for the first phase. That covers discovery, the shared definition, a CRM audit, and the core configuration. Attribution takes a little longer, mostly because we want to check it against real data before we trust it. After that, most clients keep us on a monthly retainer to keep tightening things up.
They almost never do at the start. That’s normal, and it’s the reason we talk to each team on its own before we put them in the same room. Once the disagreements are written down and sitting right next to the revenue numbers, people tend to come around. It’s hard to hold your ground when the data shows what actually happened to those leads after the handoff.
HubSpot is what we know best, so that’s where we build the model. Already running Salesforce or Marketo or something else alongside it? We’ll handle the integration so the data lines up across both.
Reps get to MQLs faster. More of those MQLs turn into real opportunities. Cost per acquisition comes down. And you can finally see which marketing actually brought in revenue instead of guessing it. The other thing, harder to stick a number on, is that the two teams stop having the same fight every quarter.
We’re a HubSpot Elite Partner, but the configuration was never the hard part. The hard part is getting two teams who’ve spent a long time blaming each other to commit to one process and stick to it. We’ve run enough of these to know how to steer that conversation, and we know HubSpot well enough to build the result into the system, so it doesn’t quietly fall apart a month later.
