Revenue Ops Overhaul
A Series-A SaaS team was leaking revenue — leads sat unrouted for hours, scoring was manual and no one knew which reps owned which accounts. We rebuilt the entire GTM engine inside HubSpot.
The challenge
The team was running four disconnected tools with no single source of truth. Inbound leads sat in a shared inbox for up to 12 hours before being routed. Lead scoring was a spreadsheet last updated six months ago. When a rep finally got a lead, half the enrichment data was missing or stale — meaning the first call was always cold.
The approach
Audit & data model
Mapped every object, property and association in the existing HubSpot instance. Identified 23 redundant properties and three conflicting lifecycle stage definitions. Agreed a clean canonical model before touching anything.
Instant routing engine
Built a Node.js microservice on AWS Lambda that fires on every new contact. It enriches via Clearbit, scores via a weighted model (ICP fit × intent signals), then assigns via round-robin with territory overrides. P99 latency under 400ms.
HubSpot workflow layer
Replaced 40+ manual sequences with 12 tight, well-named workflows. Each one has a single trigger, explicit goal criteria and a Slack alert on completion so reps always know what fired and why.
SLA alerting & dashboards
Set up escalation alerts: if a MQL sits unworked for 30 minutes, the rep's manager gets a Slack ping. Built a live HubSpot dashboard tracking response time, routing accuracy and pipeline velocity — reviewed in every Monday standup.
The outcome
- Lead response time dropped from an average of 8.4 hours to under 18 minutes.
- Routing accuracy hit 98% in the first week — up from ~60% manual.
- Reps reclaimed ~12 hours per week previously spent on admin and data entry.
- Pipeline velocity increased 34% in Q1 post-launch.
"It feels like someone turned the lights on. Every lead lands in the right place with the right context — our reps just have to close.
Two-CRM Migration
Ready to build something like this?
Tell me where the friction is. I'll map the system, automate the busywork, and hand it back clean.