Where did the pipeline come from?
Every deal carries a first touch, a last touch and the campaign that did the work in between. No spreadsheet reconciliation on the Friday before the board meeting.
A Marketing Hub built to produce pipeline
Most portals can send email. Very few can tell you which campaign paid for last quarter. We rebuild Marketing Hub around the three numbers your CEO asks about: spend, pipeline created, revenue closed.
Spend
$248k
last quarter
Pipeline created
$1.9M
sourced + influenced
Closed won
$610k
attributed
The route
8 stops · 6 weeks · click any stop
Swipe →
Before we start
The questions your portal should be able to answer
What happens if we cut this budget line?
Channel level cost per opportunity, not cost per click. You can see which line pays for itself and which one is a habit.
Why is sales ignoring the leads?
Usually routing and scoring, not lead quality. We fix the handoff first, then argue about volume.
Week 0
We start in your portal, not in a deck
The first session is a screen share. You watch us click through the same settings your team clicks through, and we write down what does not add up. Nothing gets changed in that hour.
This is the list from a recent 40 person software company. Yours will look different in the details and very similar in shape.
Audit notes
6 of 23 shown
- 01Lifecycle stages set by a workflow nobody can findReporting is fiction
- 02Four form variants writing to three different propertiesRouting misses
- 031,100 contacts stuck at MQL since 2023Scores never decay
- 04Campaign names typed by hand, 60+ variationsNo channel rollup
- 05Ads account connected, offline conversions never sent backBidding on the wrong leads
- 06Two dashboards, different definitions of an opportunityWeekly arguments
The shape we build toward
Fewer leads marked qualified, more real opportunities
Loosening the MQL definition inflates the top and starves the bottom. We tighten scoring, cut the noise sales was already ignoring, and the deals go up. Numbers below are a real portal, ninety days either side of the rebuild.
Before After
Visitors42,000 → 42,000
Leads1,850 → 1,410
MQL620 → 310
SQL136 → 211
Opportunity48 → 97
Closed won11 → 26
Lifecycle
Lifecycle stages everyone reads the same way
Written down, agreed by sales, enforced by workflow. Nobody gets to drag a contact into MQL because the month is quiet.
Swipe →
01
Subscriber
Knows you exist
02
Lead
Gave you a form fill
03
MQL
Score + fit threshold met
04
SQL
Sales accepted, meeting booked
05
Opportunity
Deal created in pipeline
06
Customer
Closed won, handed to CS
Scoring
Fit (industry, size, title) scored separately from behaviour. A junior intern reading forty blogs never outranks a VP who read the pricing page.
Decay
Scores drop after 30 days of silence. Old interest stops masquerading as intent.
Reasons
Every MQL stores the reason it qualified, visible on the contact record, so a rep can open with something real.
Forms and routing
A form submission reaches a rep in under a minute
Most leaks happen in the ninety seconds after a form fill. We map the path once, then automate every hop of it.
- 00:00Form submitted, enrichment fires
- 00:12Fit and score calculated
- 00:20Territory and round robin picks an owner
- 00:35Slack ping with company context
- 00:50Meeting link sent, task created
Week 4
What a 91 day buying cycle looks like in the portal
This is the same deal that gets split five ways in the next section. Once the timeline is captured properly, the credit argument mostly ends.
Swipe →
Day 1
Clicks a paid search ad
Anonymous
Day 3
Reads two comparison posts
Anonymous
Day 12
Registers for the webinar
Lead
Day 13
Score crosses 60, routed to a rep
MQL
Day 15
Books a call from the follow up email
SQL
Day 34
Two colleagues join the deal record
Opportunity
Day 91
Signs, $92,000
Customer
Attribution
How credit gets split when a deal has five touches
A $92,000 deal. Here is how the credit lands under the model we set up, and the same view rolls up to channel, campaign and quarter.
Paid search34% · $31,280
Webinar26% · $23,920
Organic content21% · $19,320
Outbound sequence12% · $11,040
Review site7% · $6,440
What this replaces
- A spreadsheet three people maintain differently
- Last touch, which always flatters paid search
- Arguments about whether the webinar worked
- A quarterly deck built from memory
$1 : $7.60
Spend to pipeline, measured the same way every month
What gets built
The six pieces we build
Lifecycle and scoring
Stage definitions, fit and behaviour scoring, decay rules, and the SLA sales signs off on.
Forms, CTAs and routing
Progressive profiling, territory and round robin assignment, Slack alerts with context attached.
Campaign architecture
Naming standard, UTM governance, campaigns as objects that roll up across email, ads and events.
Email and workflows
Nurtures with branching logic, suppression rules, send time tuning and deliverability warm up.
Landing pages and CMS
Modular templates your team can ship without a developer, instrumented from the first pixel.
Reporting and dashboards
One board view, one weekly ops view, one channel view. Same numbers in all three.
Timeline
What happens in each of the six weeks
Two hours a week from a marketing lead, one hour from sales. We do the build, you make the calls that only you can make.
W1W2W3W4W5W6
Audit and lifecycle mapping
Scoring and campaign taxonomy
Forms, routing, workflows
Integrations and tracking
Attribution and dashboards
QA, training, go live
After go live
Your first Monday after go live
The point of the build is an ordinary week that does not need you to reconcile anything. Here is that week, hour by hour.
Read a build we shipped08:40
The weekly ops view
New opportunities by source, SLA breaches from last week, and any form that stopped submitting.
09:15
Sales standup
Reps open one list, sorted by score and recency, with the reason for the score visible on the record.
11:00
Campaign check
Spend against pipeline for every live campaign. Two clicks to pause the one that is not paying.
16:30
The board question lands
You send a link instead of building a slide. The numbers are the same ones the team saw at 08:40.
What you keep
What you get handed over at the end
If you never speak to us again, your team can still run the portal. That is the test we build against.
- 01Lifecycle and scoring model, written down
- 02Campaign taxonomy and UTM standard
- 03Workflow inventory with Loom walkthroughs
- 04Form and routing map
- 05Attribution dashboard, weekly and quarterly
- 06Deliverability health report
- 07Email and landing page template library
- 08Admin SOPs for marketing ops
- 0930 day tune up window
- 10Shared Slack channel with the build team
Integrations
How your other tools connect to HubSpot
Hover a tool to see exactly what moves between it and HubSpot. Nothing here is a logo wall, each one is a connection we have built and documented.
Questions we get
Do we need Marketing Hub Enterprise?+
Not always. We scope to the tier you own and tell you when Pro is the ceiling. If Enterprise unlocks revenue you can measure, we put the case in writing.
What happens to our existing campaigns?+
We audit before we touch anything. What works stays. What is noise gets archived and documented, never silently deleted.
Can you make sales trust the leads?+
By building a scoring model sales helps define, an SLA both sides agree to, and a weekly report that shows the SLA being kept.
How much of our time do you need?+
Two hours a week from marketing, one from sales, plus a kickoff and a training session.
Show us your portal and we will tell you what is breaking
Forty five minutes, screen shared, no deck.