Problem
A leading consulting firm had built advanced marketing automation in Marketo — but the system had grown too complex to manage. Operational knowledge concentrated in a single person, and the overall setup had fragmented across tools with no shared data layer.
The website and CRM were not connected, so customer behavior was invisible beyond the point of form fill. Marketing couldn't see which activities led to outcomes. Workflows were difficult to interpret or modify without deep system knowledge.
The result: high maintenance cost, slow operations, and no clear path from marketing activity to revenue visibility.
Work
Rather than a straight tool migration, we redesigned the underlying marketing architecture and data structure. The migration was the mechanism — the goal was a system that multiple people could operate and that connected data across the full revenue stack.
- Architecture simplification — rebuilt Marketo workflows into a maintainable and scalable HubSpot structure
- Data integration — reconnected Salesforce and Sansan to ensure consistency across CRM and contact data sources
- Website consolidation — moved the site into HubSpot CMS to unify behavioral tracking with contact records
- Phased migration management — executed transition without disrupting ongoing campaigns or operations
Result
- Unified data foundation — website, MA, and CRM now operate as a single connected view
- Distributed ownership — multiple team members can manage the system independently
- Consistent data flow — reliable pipeline across all integrated tools
- Scalable infrastructure — built to grow with the business without increasing operational complexity
Why it matters
Fragmented systems don't just create operational overhead — they break the connection between marketing activity and business outcomes. When website data and CRM data don't talk to each other, the team is effectively operating blind on half the funnel.
This project rebuilt that connection at the architecture level. The migration was necessary, but what changed the team's operating capability was having a foundation they could see, trust, and manage without depending on any single person.