B2B SaaS · HubSpot

HubSpot Pipeline Rebuild

A SaaS startup had inherited a HubSpot account from a former founder. Custom properties everywhere, three different lead-source taxonomies, deals stuck in stages no one understood. The team had stopped trusting the reports. I rebuilt the CRM from the ground up.

Role
CRM Architect
Year
2025
Tools
HubSpot, Zapier, Clearbit
HubSpot pipeline · custom stages, required fields, automated routing

HubSpot pipeline · custom stages, required fields, automated routing

What I rebuilt

  • Pipeline architectureFive custom deal stages with explicit exit criteria. Required fields per stage so deals can't advance without the data the team needs.
  • Lead source taxonomyA single, opinionated taxonomy replacing three competing ones. Migrated all historical data into the new structure.
  • Lead routingStage-triggered emails, task creation, internal notifications, and round-robin assignment to AEs by territory.
  • Reporting dashboardsFour core dashboards — Sales Velocity, Pipeline Health, Source Attribution, AE Performance — built on the new clean data.
  • Data hygiene rulesWeekly automated audit: stale deals flagged, missing fields surfaced, duplicates merged.

The toolchain

HubSpotZapierClearbit

Outcome

1
Lead-source taxonomy
Down from three competing ones.
6
Pipeline stages
Each with explicit exit criteria.
Weekly
Hygiene audit
Catches stale deals automatically.