Case Study

Overview

Code Intelligence, a developer-first application security startup, needed help turning a complex, underutilized HubSpot setup into a scalable GTM system. While some documentation and workflows existed, lifecycle logic was unclear, CRM adoption was fractured, and teams lacked shared understanding around lead movement, targeting, and reporting. Initially engaged for a platform audit, I quickly became a strategic partner, optimizing systems, mentoring internal talent, delivering GTM training, and laying the groundwork for a more aligned, efficient revenue engine.

The Challenge

• HubSpot had been in use for years, but suffered from technical debt, inefficiencies, and unclear processes

• Lifecycle stages were in place but poorly understood, confusing lead progression, definitions, and reporting

• Documentation existed, but lacked consistency and strategic framing

• The sales team had low HubSpot adoption and relied on third-party tools as their primary CRM

• ICPs, segmentation, and lead scoring were either missing or unstructured

• Internal RevOps support came from a technically gifted data generalist who needed strategic mentorship for scalable ownership

• GTM teams lacked clarity on how to use HubSpot data for decision-making

• Leadership had limited visibility into GTM performance due to inconsistent systems usage

The Solution

What began as a platform audit evolved into a RevOps-as-a-Service partnership focused on clarity, alignment, and enablement. Key initiatives included:

• Lifecycle Overhaul: Audited and rebuilt the lifecycle stage logic — clarifying definitions, renaming stages, and updating workflow logic to improve lead flow

• Lead Scoring System: Developed a new lead scoring model from the ground up based on ICP criteria, engagement behavior, and sales readiness, making it easier to prioritize outreach

• CRM Optimization: Streamlined property structures and automation to reduce clutter, improve reporting clarity, and enhance usability

• Sales Enablement & Training: Delivered live training and documentation to help the sales team adopt HubSpot and reduce reliance on third-party tools

• ICP & Segmentation Strategy: Refined ideal customer profiles and made them actionable within HubSpot for targeting and reporting

• Mentorship & Internal Enablement: Provided hands-on guidance to the internal team, equipping them to take ownership of the pipeline structure and future RevOps planning

• Compliance & Governance: Implemented permissioning, user roles, and GDPR-compliant infrastructure

• Website Strategy Support: Contributed persona-based recommendations to support their upcoming website redesign

The Results

• Increased HubSpot Adoption: Sales and marketing teams began using HubSpot more effectively and consistently

• Lifecycle Clarity: Created transparency around lead movement, improving alignment between marketing and sales

• Lead Prioritization: Lead scoring model enabled better focus on qualified accounts and improved lead routing logic

• Cleaner CRM Workflows: Reduced noise in automation and property structure, making reporting and execution faster and easier

• Scalable Enablement: Delivered training and documentation that will continue to serve the team after engagement

• Empowered Internal Talent: Internal team gained the frameworks, confidence, and autonomy to continue growing in their RevOps ownership

• Strategic Progress: Set up foundational systems and guidance to support long-term growth, even after the engagement ended

What the Client Said

“Working with Sarah has been a gift. During our time together, she has continuously demonstrated her professionalism. Sarah is an excellent communicator, which makes working with her a joy. Sarah has an eye for the important, which is key for the business context. She’s always open to listening to all points of view, but also knows how to advocate for the most sensible solutions. In short, I highly recommend working with Sarah.”
— Andreas Kolb, Data Generalist at Code Intelligence

Need to Turn a Messy CRM Into a GTM Machine?

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