Rebuilding CRM deal architecture and attribution under hypergrowth

The problem

The play

1. 1
   CRM and deal-stage re-architectureHubSpot

   Rebuilt the HubSpot deal architecture, sales stages, entry and exit gates, and the automation behind them, and consolidated the separate pilot and new-business deal models into one, so every pilot is counted once and closed-won deals automatically create a linked renewal.

2. 2
   Attribution and lead lifecycle

   Stood up a full attribution system: UTM mapping, hidden-form UTM capture, a channel translator that normalizes raw traffic sources into clean channels, and default attribution tagging on every form, then split the pipeline into the company's two distinct buyer motions so leadership could see which channels drive wins in each.

3. 3
   Enrichment engine in ClayClay

   Built inbound and post-event Clay enrichment tables for both contacts and companies, buyer-type classification, role-based headcount signals, and an email and phone waterfall, then re-tuned the logic for credit efficiency once real volume was known.

4. 4
   Event attribution at scale

   Imported and tagged event attendee lists into the CRM with a five-field event-attribution model and dedicated segment lists, so event spend could be traced to pipeline instead of disappearing into a generic source.

5. 5
   Executive reporting and a GTM diagnostic

   Turned on a daily CRM digest, ran a quarterly GTM diagnostic scorecard across 16 dimensions, and scoped an executive and board reporting suite to replace the weekly hand-built reports.

What it moved

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