Scaling Smarter: Optimizing HubSpot for a Public-Sector Software Provider
RevOps & Marketing Automation (HubSpot)
The Challenge
A public-sector software provider had a functional HubSpot setup but struggled with legacy list-driven workflows, inconsistent Company↔Contact data, and unclear segmentation for Business Units (BUs) and Products of Interest (POIs). Enrollment logic was fragmented, reporting wasn’t trusted, and both marketing and sales lacked clean, repeatable plays aligned to how the business actually sells.
The Solution
We rebuilt HubSpot around event-based automation and data governance:
Retired legacy clutter. Consolidated and deprecated outdated lists and workflows; shifted to event-based triggers for scale and reliability.
Data hygiene & governance. Implemented Company→Contact syncs for key fields (market, territory, ownership), standardized BU and POI tagging, and executed controlled bulk backfills to normalize the database.
Business-aligned segmentation. Mapped BUs from form data and deal attributes; standardized department detection from job titles; prepared compliant flows for marketing vs. non-marketing contacts.
POI instrumentation & nurture. Rebuilt POI tagging with web events and campaign interactions; connected targeted nurtures and sales plays by BU/POI.
Sales play readiness. Designed enrollment rules, duplicate checks, and ownership logic for opportunity creation—so handoffs are fast and auditable.
Trustworthy reporting. Aligned lifecycle and scoring at both Contact and Company levels; cleaned goal logic so dashboards roll up accurately by source, BU, and POI.
The Impact
Moving from list-based to event-based automation eliminated brittle enrollments and made the system behave like a reliable revenue engine. Sales plays now trigger from real buyer actions (web events, campaign interactions), so qualified contacts enter the right plays without manual nudges or rework.
Data is governed at the Company and Contact levels with Business Unit and Product of Interest consistently applied; this gives marketing accurate segments to test and gives sales cleaner context at first touch.
Pipeline handoffs are faster and clearer because deal creation and ownership rules run automatically, with duplicate checks baked in.
Campaign velocity improved. New cadences and landing pages can be launched against precise audiences without recreating lists, and leaders now trust roll-up dashboards because lifecycle, scoring, and goals are aligned to how the business actually sells.
Day to day, ops teams spend far less time investigating “why didn’t this enroll?” and more time iterating tests, since enrollment logic is centralized, workflows are documented, and legacy assets are retired or repurposed.
Collectively, these changes reduced friction across the funnel, tightened attribution, and made HubSpot an operational source of truth for the GovTech team.
We came in with a HubSpot instance that had been touched by multiple agencies and it showed. Lists everywhere, broken enrollments, conflicting properties, and reporting that no one trusted. Within weeks, this team rebuilt the foundation and turned HubSpot into a system we can actually run the business on. Data is consistent and enrollment logic fires from real buyer actions, not guesswork.
Leadership finally has dashboards that match what we see in the field. After years of patchwork, we have clarity, speed, and a path to scale.
— VP, Growth and Operations, Public-Sector Software Provider