Scaling the Ops Foundation
Client: Analytics8 | IT Services & Consulting | Chicago, IL
"Adeline quickly became a trusted extension of our team. Her HubSpot and RevOps expertise is outstanding, but what impressed me most was her ability to connect systems, processes, and business outcomes. Her recommendations established a strong foundation for long-term success and positioned us to execute more sophisticated, data-driven marketing initiatives. On top of that, she was collaborative, thoughtful, and genuinely enjoyable to work with." – Tracey Doyle, Chief Marketing Officer
I began with a full audit focused on: lifecycle processes, reports & dashboards, lead sourcing & attribution, lead scoring, and HubSpot.
The audit surfaced two main points, sole credit given to first-touch attribution and a reporting infrastructure that needed to scale. HubSpot operational reports were trying to answer performance questions that they weren’t designed for, and the lead sources weren’t robust enough for a scaling Demand Gen function.
The Approach
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Campaign and funnel reporting existed, but needed enhancement to give the team faster, sharper answers as data volume grew. Over reliance on first touch attribution gave an incomplete picture of channel success.
Workflows, forms, and data hygiene practices needed a fresh audit to support more sophisticated marketing programs. An existing lead scoring model needed to be refined against ICP fit and real engagement signals to keep pace with a growing pipeline.
The company was scaling quickly and wanted its marketing operations foundation to scale just as confidently alongside it.
The Challenges
I established a tiered reporting model that aligned each report to its audience and decision type.
Building the Architecture
Tier 1: Board & Executive
Purpose: Narrative development and strategic decision-making
Audience: Board members and exec team
Owner: RevOps
Tier 2: Performance Management
Purpose: KPI tracking and cross-functional alignment
Audience: Exec, Sales, & Marketing teams
Owner: RevOps
Tier 3: Operational Execution
Purpose: quick tactical optimization
Audience: Sales & Marketing teams
Owner: Marketing Ops
With the architecture defined, I worked with stakeholders across marketing, sales, and RevOps to gather requirements at each tier.
I built a report inventory that defined each report and dashboard per tier. I improved existing dashboards, to avoid duplicative reports, and created any missing reports. By the end, they had purpose-built dashboards for the appropriate audiences.
Reliable reporting depends on attribution that captures the full journey. First-touch showed where leads originated, but conversion points along the way were not being stamped, and lead source values were structured differently in HubSpot and Salesforce.
I consolidated the lead source framework across both systems with full stakeholder alignment, corrected a workflow that was overwriting source values on update, and built an MQL source workflow to capture attribution at the moment of conversion.
The result: marketing's influence tied directly to pipeline, not just traffic.
First-Touch to Multi-Touch Attribution
Alongside the reporting and attribution work, I also delivered:
Lead Scoring
Activity and firmographic scoring built in HubSpot with time decay, mapped to Salesforce, and validated against real data before automation was enabled.
HubSpot Governance
Full audit of forms, workflows, and lifecycle logic; including corrective workflows and error notifications built for ongoing maintenance.
Campaign Infrastructure
Email nurture sequence activated, trade show lead handling standardized, and all workflows documented for continuity.