HubSpot and NetSuite Integration: A Practical Guide to Streamlining Complex Operations
HubSpot and NetSuite Integration helps automate workflows, sync data, and eliminate manual processes across your business.
Case Study: Rebuilding Revenue Operations from the Ground Up for MarketScale
Background
MarketScale approached us at a critical juncture. After three failed RevOps and SalesOps revamps across three consecutive quarters, their confidence was low and sales numbers were slipping fast. Despite having talented closers and a product well-regarded in the market, the team was spinning its wheels—over-dialing, under-converting, and losing clarity on what messaging worked. Reps were spread thin across too many industries, leading to inefficiencies at the top and conversion gaps at the bottom of the funnel.
Services we provided
Problem Statement
The client, a global enterprise leveraging Salesforce Marketing Cloud, was hampered by SFMC’s lack of native SMS click-tracking:
- Incomplete Data: Only send and delivery metrics were available, obscuring how recipients engaged with embedded links.
- Manual Integration Gaps: Without automated data synchronization, insights lived in silos, preventing real-time reporting in Salesforce.
- Hindered Decision-Making: Inability to track clicks made it difficult to evaluate campaign effectiveness or refine SMS tactics.
Objective: Implement a robust, automated framework to capture SMS clicks and sync engagement data seamlessly with Salesforce, ensuring end-to-end visibility for more effective, data-driven marketing decisions.
Approach
Our work started with a full-stack rationalization. Redundancies and data conflicts across enrichment and cold sourcing tools were inflating costs and muddying lead quality. We streamlined their data sourcing from five vendors down to one, prioritizing reliability and integration readiness.
We then tore down and rebuilt their outbound infrastructure:
- Removed legacy dialing and outreach platforms.
- Deployed Salesloft as the central outbound engine.
- Built API-driven connections from Salesloft → ZoomInfo.
- Layered in Zoom Phone and Gong for real-time feedback and coaching.
- Integrated everything into Salesforce, including product usage data, to centralize funnel intelligence.
Sales Strategy Redesign
Next, we took a fresh look at how the sales team operated:
- Industry assignments were reshuffled based on historical close rates per rep.
- Additional hires were mapped to under-covered verticals.
- High performers were armed with target account lists and a dedicated playbook for outbound.
We introduced a “Power Hour” incentive—a high-urgency block where reps earned enhanced commissions for meetings booked, fostering team morale and healthy competition.
Results (in One Quarter)
- Top-of-Funnel Conversion: 14% meetings booked from assigned leads
- Funnel Velocity: Salesforce became the mid-funnel orchestrator, syncing seamlessly with Salesloft sequences
- Close Rate: Maintained its high baseline, now with higher volume
- Coaching Culture: CEO and COO led sales reviews using Gong, creating a closed feedback loop
Conclusion
Our goal as consultants isn’t to create dependence—it’s to empower. By the end of the quarter, MarketScale was running a modern, data-informed, high-velocity sales machine. The CEO messaged us not to thank us for being embedded—but for making ourselves obsolete.
That’s how we know it worked.
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Crownpeak Case Study: Maximizing Lead Engagement with Marketo and Salesforce
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Labelbox Case Study: Streamlining Operations and Improving Revenue Attribution
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