Case Study · Revenue Operations
Speed-to-Lead: Days to Under One Hour
An end-to-end HubSpot–Salesforce operating model that replaced manual lead handling with automated scoring, routing, governance, and sales follow-up.
Days → <1 hour speed-to-lead
+45% MQLs
+25% SQL volume
Role, scope, and measurable outcome
My role
Revenue and Marketing Operations architect and implementation lead, responsible for redesigning the HubSpot-to-Salesforce lead flow, lifecycle logic, routing, ownership, automation, and reporting.
Alignment
Aligned Marketing, Sales, leadership, and system administrators around shared definitions, response expectations, ownership rules, and measurable handoffs.
Key tradeoff
Chose standardized, auditable routing and lifecycle governance over one-off exceptions. This reduced ambiguity and made the process easier to scale, troubleshoot, and measure.
Engagement period and outcome
During a six-month engagement (March–September 2025), reduced speed-to-lead from days to under one hour while contributing to a 45% increase in MQLs and 25% growth in SQL volume.
The Problem
BetterLife Insurance was generating leads its sales team never saw in time. Marketing worked in HubSpot, sales worked in Salesforce, and the handoff depended on exports, cleanup, and manual assignment. The time from form fill to first sales touch was measured in days. In insurance, that delay meant lost intent and missed revenue opportunity.
Form fill → export → cleanup → manual assignment → delayed follow-up
Form fill → score → route → SLA timer → rep alert in minutes
What I Built
- Integration architecture: field mapping, sync rules, and deduplication logic so both systems agreed on lead definition and ownership.
- Automated routing and scoring: fit and behavior scoring, rep assignment, SLA timers, and escalation rules.
- Lifecycle and pipeline design: shared stage definitions so Marketing and Sales measured the same funnel.
- Database hygiene program: cleanup, validation rules, governance, and documentation.
- Training and adoption: role-based permissions, playbooks, and live training so the system remained sustainable after the engagement.
The Outcome
- Speed-to-lead dropped from days to under one hour.
- MQLs increased 45% and SQL volume increased 25%.
- HubSpot and Power BI dashboards surfaced opportunities that supported a 30% marketing budget increase.
- The documented operating model became the company’s marketing-to-sales blueprint after the engagement ended.
Stack: HubSpot Sales Hub · HubSpot CRM & CMS · Salesforce · Power BI
NOTE: I was also responsible for deploying HubSpot Sales Hub, end-to-end. That work tied into the speed to lead case study but is considered a separate project.
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