Case Studies

Key properties needed for segmentation, conversion, and reporting were missing or misconfigured (e.g., custom industry type for campaign targeting). Several custom properties were also created in non-reportable formats (e.g., single-line text instead of dropdowns, or text fields that should have been numeric).

Permissions were poorly governed, with several users assigned Admin/Super Admin access—creating both governance and security issues. Views were not tailored by role, leaving users with cluttered screens and extraneous properties that slowed data entry.

Core tools like meeting scheduling and inbox connections weren’t set up, leading to reliance on third-party tools and low visibility into activity history. Automation was barely used (e.g., auto-creating deals from booked meetings, task creation by stage/activity triggers), causing unnecessary manual work and missed follow-ups. Lead scoring wasn’t configured, resulting in generic campaigns, weak performance, and overspend on Marketing Contacts.

Core tools like meeting scheduling and inbox connections weren’t set up, leading to reliance on third-party tools and low visibility into activity history. Automation was barely used (e.g., auto-creating deals from booked meetings, task creation by stage/activity triggers), causing unnecessary manual work and missed follow-ups. Lead scoring wasn’t configured, resulting in generic campaigns, weak performance, and overspend on Marketing Contacts.

Through guided working sessions with leadership, Growth Era built a tailored blueprint including:

Ideal Customer Profiles (ICPs): fit criteria at both company and buying-group persona level

Sales Process Scorecard: exit criteria per deal stage, buying group roles, and actions by both the company and prospect

Data Requirements: the exact Company/Contact/Deal data needed to drive conversion and business intelligence

With a clean structure in place, Growth Era corrected data quality at the source:

CRM Data Backup: CSV exports of contacts, companies, deals, tickets, custom objects, products, calls, tasks, and property values

Cleansing & enrichment: correction of errors, enriched company/contact data, and AI-assisted industry type classification for segmentation

Re-import: corrected and enriched data imported back into HubSpot

Growth Era optimized Marketing Hub and Sales Hub around the company’s revenue process. We built a clean lead scoring foundation, configured real-time fit and engagement scoring, and launched dashboards and automations that improved targeting while reducing Marketing Contact waste. On the sales side, we streamlined properties and views, implemented workflow automation to cut manual work and improve data capture, and delivered reporting that clarifies pipeline health and stage-to-stage conversion. Together, these improvements turned HubSpot into a system the team can trust, use consistently, and scale with.

Growth Era implemented a structured, role-specific training program to ensure consistent adoption and long-term CRM governance. Each team member received a guided onboarding to the optimized HubSpot environment, focused on the exact workflows and data fields they own—so users understood not only how to use HubSpot, but why each step matters for pipeline visibility and reporting accuracy. Training included a library of short, role-based videos for repeatable onboarding, step-by-step reference guides for daily execution, and live sessions with Q&A to reinforce best practices, correct usage issues in real time, and align the team on standardized processes for tasks, deal stage movement, and data entry.