Case study 02 · Executive Leadership Consultancy
Connected Revenue Stack
Building a connected revenue foundation before complexity compounds—with HubSpot at the center of subscribers, purchases, scheduling, Deals, and reporting.
- Role
- CRM Operations & Digital Infrastructure Lead
- Focus
- HubSpot · CRM Architecture · Integrations · Automation · Reporting
A different kind of problem
Not a cleanup. A foundation.
This organization didn’t have years of legacy CRM debt to untangle. It had something more common for a growing company: subscriber activity in one tool, payments in another, meetings in a third, and customer context spread across all of them.
The goal was to give the business a cleaner revenue operations foundation while it was still growing—so each new product, subscriber, and Deal landed in a structure that could hold it.
HubSpot became the operational center connecting the company’s commercial infrastructure.
Revenue stack architecture
Five tools, one CRM of record.
Beehiiv
Subscriber & audience activity
Stripe
Payment & commercial context
Calendly
Scheduling & meetings
Notion
Operational information
Zapier
Automation & integration layer
Central CRM environment
HubSpot
CRM foundation
A lifecycle the whole business could read.
I defined the lifecycle model, custom properties, and Contact and Deal structure, then audited and standardized 500+ contact records so automation and reporting worked from reliable data.
- 01 →
Subscriber
Receives content and joins the audience.
- 02 →
Lead
Shows intent through engagement, booking, or inquiry.
- 03 →
Opportunity
Active commercial conversation tracked as a Deal.
- 04
Customer
Purchase recorded with product and status context.
Structured customer context
The technical centerpiece
Closing the Contact → Deal gap.
Important customer context lived on Contact records. But commercial work—pipeline, follow-up, execution—ran through Deals. The people working a Deal couldn’t see what mattered without clicking back to the Contact.
I designed a workflow that finds the associated Deal and transfers selected operational context onto it, so the Deal carries what the team needs for commercial execution.
Contact
Holds important customer context: tier, seniority, purchase status.
Find associated Deal
Workflow locates the Deal linked to that Contact.
Transfer selected context
Only the fields needed for commercial work are copied over.
Deal
Contains what the team needs to run the commercial conversation.
Status: piloted and manually validated. This was not a bulk reconciliation of every historical record.
Products & reporting
Purchases became data, not context.
Offerings such as assessments, operating programs, and related leadership products were represented as structured CRM properties—so purchases and status could be tracked, segmented, and reported on. That structure fed a three-zone reporting framework.
Distribution Health
Audience and subscriber visibility: growth, engagement, and paid-tier movement.
Commercial Activity
Purchases, engagement, and revenue-related activity across offerings.
Pipeline Delivery
Deal progression and commercial execution from opportunity to close.
Hands-on implementation
What I actually built.
CRM Architecture
Lifecycle model, custom properties, and Contact / Deal structure
Data Operations
Audit and standardization of 500+ CRM contact records
Revenue Automation
Connected workflows across the commercial stack
Contact → Deal Context
Association-based workflow moving relevant customer context into commercial workflows
Reporting
Distribution Health, Commercial Activity, and Pipeline Delivery framework
Implementation evidence
What the work established.
500+
CRM records audited and standardized
4
Lifecycle stages standardized
5+
Core platforms connected or managed across the revenue stack
3
Reporting zones designed
Operating context (business baseline, not a result of this work): roughly 540 subscribers with a 13.3% paid conversion rate.
Next step
Growing faster than your CRM?
If your tools are multiplying and customer context is scattered, it’s easier to connect them now than untangle them later. Happy to talk it through.