Building a Revenue System from the Foundation Up

The Situation

No lead process. No attribution. No routing.

A legacy sync error had corrupted Salesforce lead data years before my engagement. As a result, the organization had never established a real lead process — reps defaulted to creating contacts directly, bypassing the lead object entirely.

When the HubSpot owner flagged that she could not demonstrate any marketing ROI, it became clear the problem was not HubSpot. There was simply no infrastructure connecting marketing activity to Salesforce in a meaningful way.

What I Built

The integration layer first. Then the automation logic.

First I diagnosed what ROI actually meant to the stakeholder. The answer was a visible funnel — lifecycle stages she could track and match between HubSpot and Salesforce.

I built the integration layer:

• Synced lifecycle stage, contact info, and key identifiers between platforms
• Built a Recent Conversion field capturing which HubSpot form a lead filled out — establishing true marketing source at the record level
• Added Recent Conversion Date for timestamping funnel entry
• Built an Engagement Score based on form type, timing, and behavior
• Created an assignment rule routing all HubSpot-sourced leads directly to the BDR

Then the automation logic:

• Leads entering at 100 engagement score auto-classify as MQL
• Leads at 50+ also route as MQL
• Blank or incomplete records auto-flow to Unqualified with a tagged reason
• All incoming leads default to New status for clean pipeline entry
• When Recent Conversion data is present, lead source auto-populates — if that field is filled, it came from HubSpot, guaranteed

The Parallel Problem

The sales team wasn't using leads. So I met them where they were.

Recognized that imposing a full lead process on a high-performing sales team would create friction without adding value. Instead, I applied source tracking and auto-qualification directly to the contact object — a mandatory contact source field, with auto-classification to SQL on creation by AEs or BDRs.

The Result

The BDR's job became simple.

Flip lifecycle stage from MQL to SQL, then convert. The system handled sourcing, scoring, routing, and classification automatically.

Marketing now has a defensible, visible funnel in Salesforce with HubSpot as a credited source — which was the original ask. Nobody asked for most of what got built. It just needed to exist.