Brooke Hattie · Apr 2, 2025 · Case Studies
About this engagement
Our client runs their sales process in HubSpot. As the business changed, the way their CRM was set up stopped reflecting how they sold, and their forecasting and revenue reports stopped matching their financial records.
They brought us in to find the root causes, fix the setup and get their reporting back to numbers they could make decisions on.
Our partnership enabled the following results:
The Challenge
Forecasting and revenue reports in HubSpot didn't match the financial records. Deals weren't being closed out with any discipline, so the pipeline was bloated, and there was no way to track sales performance across their different products and services.
The HubSpot setup no longer matched the business it was meant to support. The result was data nobody could rely on, which made it hard to make informed decisions or run the sales process efficiently.
The Solution
We audited the client's HubSpot instance to find the root causes, then designed fixes that fit their business model, the maturity of their team and how much time they had to run it.
At a high level, here is what changed:
| Before | After | |
|---|---|---|
| Reports that didn't match the books | → | Pipeline stages and deal processes reconfigured, so HubSpot reporting aligns with financial records |
| A bloated pipeline, cleaned by hand | → | Automated pipeline cleaning and a Close Lost Recycle stage |
| A product catalog of 200+ items | → | A smaller, hierarchical catalog, easier to add to deals and report on |
| No view of performance by product | → | Dashboards and reports on product-level performance and overall sales |
And now, here is how we got there.
An audit of the HubSpot instance
We started with a thorough analysis of the instance to find what was causing the reporting inaccuracies and the inefficiencies, before designing anything to fix them.
Pipeline stages and deal recycling
We reconfigured the pipeline stages, including a new Close Lost Recycle stage, and built automation that cleans the pipeline and recycles deals, which cuts much of that manual work.
A product catalog built for reporting
The catalog went from more than 200 items to a smaller, hierarchical structure, which made adding line items to deals easier and made product reporting possible. We then re-expressed the historical data in the new product taxonomy, so past reporting stayed accurate.
Dashboards and training
We built dashboards and reports on product-level performance and overall sales metrics, then trained the team on the new setup, including how to create their own dashboards and reports, so they could run and maintain the CRM themselves.
The Results
HubSpot reporting now lines up with the financial records, so the forecasting and revenue tracking are reliable. The automated pipeline cleaning saves the company president about 2 hours a week.
Product-level reporting lets the team make decisions on product strategy and where to put resources based on data, and the CRM's new structure supports the company as it grows and its needs change.
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