Case Study

Overview

Honeycomb.io had used HubSpot as their CRM and marketing automation platform for years, but inconsistent processes and accumulated technical debt stalled their GTM efforts. Their internal marketing ops team was competent, but lean and relatively junior compared to the scale of the sales and marketing organization they supported. They brought me in to assess the situation and provide senior-level strategic guidance, helping them triage the most critical issues, establish best practices, and confidently move forward.

The Challenge

• A long-standing HubSpot instance weighed down by legacy issues and configuration debt

• Inconsistent practices and fragmented ownership across GTM teams

• A small, developing marketing ops team with limited capacity for strategic roadmap setting

• Need for clear, prioritized guidance on what to fix, what to improve, and what to leave alone

• Desire for external expertise to validate direction and enable more confident execution

The Solution

Through a short-term RevOps Advisory engagement, I provided Honeycomb’s team with:

• A Strategic Audit of HubSpot: I evaluated their entire CRM and MAT setup, surfacing pain points, redundancies, and misalignments with current GTM goals

• Clear Prioritization Frameworks: I delivered a tiered set of recommendations — from immediate fixes to longer-term improvements — to help the team focus on what mattered most

• Best Practice Coaching: I coached the team on marketing operations fundamentals, offering not just tactical how-tos but also the “why” behind key decisions

• Documentation for Action: Each recommendation came with clear documentation, empowering the internal team to take action immediately and efficiently

• On-Call Strategic Support: I served as an experienced thought partner, helping validate ideas and guide the team through complexity without overwhelm

The Results

• Triage and Clarity: The marketing ops team gained immediate visibility into what needed fixing, and in what order

• Accelerated Action: They began implementing recommendations right away, unlocking quick wins without overextending resources

• Better Use of HubSpot: With guidance on configuration and process alignment, Honeycomb began using HubSpot more strategically and effectively

• Empowered Internal Team: The internal marketing ops team became more confident, capable, and better aligned with GTM stakeholders

• Lasting Value Beyond the Engagement: Strategic frameworks and documentation remained useful long after the advisory work wrapped

What the Client Said

"Sarah has deep knowledge of HubSpot and other MAT/MAP tools and a background in marketing and expertise in marketing operations best practices which makes her the first person I think of when I have questions about not only HOW to do something in HubSpot, but WHY to do it a certain way.

I connected with Sarah to help us stand up HubSpot as MAT and CRM and she was able to quickly provide specific actionable and documented recommendations that we were able to start working on immediately."
— LJ Banks, then Senior Director of Demand Generation at Honeycomb.io

Need a Strategic RevOps Partner for Your Internal Team?

When your team has the tools but not the senior-level support, RevOps Advisory fills the gap. I help early and growth-stage B2B SaaS companies get more from their CRM, marketing automation, and GTM systems by offering guidance that’s equal parts strategic and actionable.

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