Case Study: Mid-Market Healthcare Technology Provider

Client Profile

A mid‐market healthcare technology company specializing in remote patient‐monitoring devices and subscription‐based telehealth services partnered with RevOps HQ to overhaul their revenue operations. Prior to engagement, the company relied on Salesforce for CRM, Marketo for marketing automation, Zendesk for customer support, and Tableau for analytics. This fragmented stack, combined with lengthy sales cycles and regulatory requirements (HIPAA, FDA), created significant inefficiencies and data silos.

The Challenge

At the outset, the client was struggling with multiple, interrelated pain points. Their Salesforce database contained over 45,000 records, of which nearly 18 percent were duplicates. Inconsistent lifecycle‐stage definitions and non-standardized picklist values (for example, “Hospitals” versus “Hospital”) meant that reports painted an inaccurate picture of lead quality. Marketing campaigns were built and managed in Marketo, sales activity lived exclusively in Salesforce, and customer‐success interactions were siloed in Zendesk. As a result, the average deal took 112 days to close, with leads often languishing between Marketing and Sales handoffs.

On the operational side, sales representatives spent six to eight hours each week manually entering data and updating opportunity stages, while IT teams spent countless hours troubleshooting a custom API that synced device‐usage data from the client’s proprietary monitoring portal into Salesforce—an integration that failed roughly 15 percent of the time. Furthermore, compliance requirements added complexity: generating on-demand reports for HIPAA and FDA audits meant pulling data from multiple systems, a process prone to errors and delays. Finally, internal alignment was lacking: Marketing was measured on raw MQL volume, Sales on pipeline generated, and Customer Success on renewal rates, even though expansion opportunities existed at every stage of the customer lifecycle.

Engagement Objectives

To address these challenges, RevOps HQ and the client agreed on the following objectives:

Platform Consolidation: Migrate away from Salesforce, Marketo, and Zendesk onto a single HubSpot instance—leveraging Marketing Hub, Sales Hub, and Service Hub to unify front- and back-office processes.
Data Hygiene & Governance: Eliminate duplicate records, standardize property definitions (lifecycle stages, industry verticals), and assign clear data-ownership responsibilities.
Process Redesign: Redefine the end-to-end revenue funnel (from MQL to renewal), create explicit handoff criteria and SLAs, and automate repetitive tasks to accelerate deal velocity.
Secure Integrations: Replace the unstable PatientSync-to-Salesforce API with a HIPAA-compliant data pipeline feeding device-usage metrics directly into HubSpot’s CRM.
Real-Time Reporting: Implement dashboards in HubSpot and a connected data warehouse to deliver up-to-the-minute insights into funnel performance, revenue forecasts, and customer-success health.
Change Management & Training: Ensure that Sales, Marketing, and Customer Success teams quickly adopt the new HubSpot environment through role-based training, detailed documentation, and ongoing support.

Specific targets included reducing the average MQL→Closed-Won cycle from 112 to 80 days, raising MQL→Opportunity conversion from 12 to 18 percent, lowering duplicate record rates below 2 percent, and increasing renewal rates from 72 percent to 80 percent within six months.

Discovery & Audit (Weeks 1–6)

RevOps HQ kicked off with a series of executive workshops to align on strategic goals and map out a RACI model—identifying every revenue-related task, from lead scoring and deal-desk approvals to onboarding and renewals. These sessions uncovered gaps (for example, no single owner for subscription-renewal notifications) that were immediately added to the remediation backlog.

On the data front, RevOps HQ ran Salesforce’s duplicate management tool and custom de-duplication scripts to pinpoint 8,200 duplicate contacts, which represented nearly one-fifth of the database. Field-completeness checks revealed that 12 percent of contacts had no defined “lifecycle stage,” and 37 percent of accounts used inconsistent “industry” labels. The resulting “Data Health” report documented each discrepancy, assigned priority levels, and designated data stewards to clean and standardize records.

Simultaneously, a technology inventory captured every tool in use—Salesforce, Marketo, Zendesk, Tableau, and the in-house monitoring-portal integration. Logs showed that the PatientSync-to-Salesforce API failed roughly 15 percent of the time, forcing IT to resolve mismatches biweekly. Marketing reports from Marketo lagged by 48–72 hours, and Tableau dashboards pulled data that was sometimes two days stale. During process workshops, stakeholders identified that Marketing qualified leads (MQLs) only moved to Sales when the lead score exceeded 75 and the “industry” matched a predefined list. Yet, SDRs often waited 48 hours or more to follow up—twice as long as the intended 24-hour SLA. Deal stage definitions varied between Sales Ops and Finance, causing an 8 percent variance in pipeline totals.

By the end of Week 6, RevOps HQ delivered a detailed audit report covering five dimensions—data health, process handoffs, platform integrations, KPI consistency, and people alignment—along with a comprehensive RACI matrix, a technology-stack inventory, a funnel process map, and a high-level project roadmap outlining the next phases.

Design & Planning (Weeks 7–12)

Armed with the audit findings, RevOps HQ collaborated with the client’s RevOps and IT teams to design a robust migration strategy. The data model was reimagined in HubSpot: “lifecycle stage” became a standardized field (Subscriber → Lead → MQL → SQL → Opportunity → Customer → Advocate), while “industry,” “company size,” and “geography” picklists were normalized into consistent values. Three new custom properties were created in HubSpot to capture device-specific details: “Device Model,” “Subscription Tier,” and “Compliance Status.” A separate “Usage Data” custom object was defined to store device-usage metrics at the contact level, preserving the client’s need for in-depth telemetry analysis.

Next, RevOps HQ architected a new, HIPAA-compliant data pipeline. Instead of pushing usage data into Salesforce, a serverless middleware pulled daily CSV exports from the monitoring portal’s secure storage, validated each record, and upserted them into HubSpot’s custom “Usage Data” object. End-to-end latency was reduced to under five minutes, and failure logs with retry logic ensured fewer than 0.3 percent daily errors—drastically better than the legacy 15 percent failure rate.

Funnel redesign sessions redefined how leads progressed: attached to every device-usage signal was a weighted score, so attending a clinical webinar earned ten points, downloading a whitepaper earned five, and syncing usage data more than three times earned twenty-five. When a contact reached 100 points—indicating genuine interest—a HubSpot workflow automatically assigned that lead to an SDR in round-robin fashion, created a follow-up task, and sent an internal notification via Slack. Once the SDR completed a discovery call, the record’s lifecycle stage updated to “SQL,” ownership moved to an Account Executive, and a HubSpot deal was created. If a proposal over $25,000 was sent, a DocuSign contract request triggered automatically.

On the reporting side, RevOps HQ built two flagship dashboards in HubSpot. The “Revenue Performance” dashboard tracked MQL volume by source, MQL→SQL conversion rates, SQL velocity, open pipeline by stage, and weighted pipeline value—alongside a custom chart correlating device usage with win rates. A “Customer Success” dashboard displayed subscription renewal pipelines, churn forecasts, CSAT by tier, and upsell opportunities. To support executive reporting, daily exports streamed from HubSpot into the client’s data warehouse via a managed ETL connector, feeding Tableau dashboards that showed quarterly ARR trends, cohort analyses by “Subscription Tier,” and device-utilization heat maps.

Lastly, RevOps HQ developed a detailed change-management plan. In Weeks 11–12, leadership received an executive briefing on new processes, governance, and reporting cadences. In Weeks 13–16, Sales, SDR, Marketing, and Customer Success teams each attended role-based workshops that walked them through building landing pages, managing workflows, logging activities, and creating reports. From Weeks 17–20, power-user masterclasses covered advanced topics—custom code actions in HubSpot workflows, cross-object reporting, and permission management. A living “Client HubSpot Playbook” consolidated all documentation: the final DEPTH audit summary, field-mapping spreadsheet, workflow definitions, SLA guidelines, dashboard specs, permission matrices, and a troubleshooting guide. Forty-five micro-lesson videos supported on-demand learning, ensuring every user could revisit key concepts at any time.

Execution & Migration (Weeks 13–24)

RevOps HQ executed a phased migration to minimize business disruption. First, a pilot group migrated 1,200 high-value records (top 5 percent of deals) into a HubSpot sandbox. The pilot confirmed that field mappings were accurate, custom object relationships were intact, and workflows triggered as intended. Weekly reconciliation reports showed less than 1 percent variance in deal amounts and object counts.

In Weeks 14–16, the remaining 44,200 contacts, 3,800 accounts, and 1,450 closed-and-lost deals were exported from Salesforce, transformed via Node.js scripts (to standardize date formats, map picklist values, and filter suppressed records), and imported into HubSpot. The custom “Usage Data” object absorbed 5,400 usage records. A final delta run on cutover weekend ensured fewer than 0.2 percent of records mismatched—any exceptions were resolved within 48 hours.

Workflow activation followed immediately. Lead-scoring rules ran every four hours, MQL→SQL handoff workflows created tasks and notifications, and deal-stage automations generated DocuSign contracts without manual intervention. All integration endpoints in HubSpot Operations Hub monitored success rates; each pipeline—device-usage and ETL—achieved better than 99 percent uptime.

User provisioning took place concurrently. HubSpot roles and permissions were defined: Sales Rep, SDR, AE Manager, Marketing Manager, and CS Manager. Nested teams separated Device Sales from Services Sales, and Onboarding from Support. Single Sign-On (SSO) via the client’s identity provider auto-provisioned users into HubSpot. Twelve power users (including SDRs, AEs, Marketing Ops, CS Managers, and Finance) participated in five UAT sprints, submitting forty-seven tickets—everything from “adjust custom-object property access” to “refine dashboard filters”—all of which were resolved prior to Monday morning cutover.

On the cutover weekend (Week 24), the team paused Marketo sync to Salesforce at Friday 6 PM, exported final delta records, and completed the HubSpot import on Saturday. Marketo → HubSpot sync resumed Sunday morning, ensuring all new inbound leads landed in HubSpot directly. By Monday 8 AM, the client’s sales and marketing teams were operating entirely within HubSpot; Salesforce record creation was disabled for standard users.

Optimization & Continuous Improvement (Weeks 25–36)

With HubSpot live, RevOps HQ shifted focus to optimization and user adoption. Monthly RevOps review meetings brought together RevOps HQ, the client’s RevOps analyst, VPs of Sales and Marketing, CS leadership, and the CTO. Each meeting reviewed data-health metrics (duplicate rates, field-completeness), process KPIs (SLA adherence, cycle times), integration performance (device-usage sync success, ETL latency), executive dashboards (pipeline coverage, win rates, forecast accuracy), and team feedback on new processes. Any new issues—such as adjusting lead-scoring weights or adding a custom field for clinical specialty—were added to a prioritized backlog.

Quarterly re-audits followed the DEPTH framework. Data health was reconfirmed (duplicates < 2 percent, missing properties < 5 percent), execution metrics ensured 90 percent of SQL follow-ups occurred within 24 hours and MQL→Closed-Won cycles stayed below 80 days, platform checks verified 99 percent integration uptime, tracking audits confirmed dashboard consistency and fewer than 5 percent variance between HubSpot and BI, and human alignment surveys measured adoption rates (≥ 85 percent satisfaction, ≥ 90 percent feature usage among Sales).

A comprehensive training program reinforced best practices. Sales and SDRs participated in weekly two-hour workshops, logging activities, managing custom object data, and mastering HubSpot’s CRM interface. Marketing and Demand Gen teams learned to build and A/B test landing pages, configure GDPR/HIPAA consent flows, and create personalized nurture streams. Customer Success teams trained on ticket pipelines, SLA management in Service Hub, renewal and churn forecasting, and executing CSAT/NPS surveys. Power-user masterclasses covered advanced custom reporting, JavaScript code actions in workflows, cross-object reporting, and secure permission configurations.

All training materials, including a detailed “Client HubSpot Playbook” and forty-five micro-lesson videos, remained accessible on the client’s learning platform. As a result, usage data indicated that Sales reps reclaimed approximately seven hours per week formerly spent on manual data entry, and Marketing teams reduced campaign-reporting lag from 48 hours to near real-time.

Outcomes & Measurable Impact

By the end of the first quarter post-migration, the client realized significant improvements across every RevOps dimension:

Data Quality: Duplicate contacts dropped from 18 percent to 1.8 percent, and missing critical properties (lifecycle stage, industry) fell from 12 percent to 3 percent.
Sales Velocity: The average MQL→Closed-Won cycle shrank from 112 days to 72 days (–36 percent), and MQL→Opportunity conversion rose from 12 percent to 18 percent (+50 percent).
Operational Efficiency: Sales reps recouped roughly seven selling hours per week (a 40 percent reduction in manual data entry).
Integration Stability: The device-usage pipeline’s daily sync success rate jumped from 85 percent to 99.7 percent, with sub-5-minute latency. The new ETL process eliminated 24–48-hour BI lags.
Reporting & Forecasting: Executive forecasting accuracy improved from ± 12 percent variance to ± 4 percent. Cohort analyses by “Subscription Tier” and “Device Model” enabled refined upsell strategies.
Customer Retention: Subscription renewal rates climbed from 72 percent to 82 percent (+10 percent) within six months, driven by proactive CS workflows in HubSpot.
Cost Savings: Decommissioning Marketo resulted in $27 k annual savings. Reallocating two full-time equivalent positions from manual data cleanup to strategic RevOps projects yielded an estimated $180 k in annual labor savings.
Compliance & Audit Efficiency: Automated monthly HIPAA audit logs in HubSpot saved approximately 180 hours per year previously devoted to manual compliance reporting.

Key Learnings & Best Practices

Pilot Before You Migrate: A small pilot migration (1,200 records) into a HubSpot sandbox validated field mappings, workflows, and custom objects, significantly reducing risk for the full dataset.
Use a Comprehensive Audit Framework (DEPTH): Addressing Data, Execution, Platforms, Tracking, and Human Alignment ensures no dimension is overlooked. In regulated industries, this holistic approach is essential.
Invest in Change Management & Role-Based Training: Hands-on workshops, micro-lessons, and dedicated office-hour sessions accelerate adoption. Empowering “HubSpot Champions” within each department fosters continuous improvement.
Leverage Custom Objects for Industry-Specific Data: Creating a “Usage Data” object in HubSpot allowed the client to blend device telemetry with CRM contacts, enabling highly personalized outreach and deeper account insights.
Embed Ongoing Audits: Quarterly re-runs of the DEPTH audit uncovered new bottlenecks and ensured sustained process rigor. RevOps improvements are not one-time; they require continuous refinement.
Align KPIs with Executive Goals: Dashboards that combine operational metrics (SLA adherence, cycle times) and strategic metrics (ARR growth, forecast accuracy) equip leadership to make data-driven decisions.

Why This Matters

This case study highlights RevOps HQ’s ability to orchestrate a large-scale CRM migration—45 000+ records, custom objects, and a complex technology stack—in a highly regulated environment. By consolidating disparate tools into HubSpot, the client achieved dramatic improvements in sales velocity, data accuracy, and operational efficiency, all while adhering to strict HIPAA and FDA requirements. Our work demonstrates how HubSpot’s unified platform can serve as a single source of truth for revenue operations, even in industries with complex compliance demands. RevOps HQ’s expertise in custom objects, secure integrations, advanced workflows, and continuous-improvement cadences aligns perfectly with the sophistication HubSpot Solutions Partners bring to the table.

Next Steps

If your organization is facing fragmented systems, lengthy sales cycles, or data-quality challenges, RevOps HQ can help you replicate these results. Schedule a complimentary RevOps audit to discover how HubSpot can become your single source of truth for predictable, scalable revenue growth.

Schedule an Audit: revopshq.com/contact
Download a DEPTH Audit Overview: https://revopshq.com/resources/revops-audit-checklist
Learn More About Our Services: revopshq.com/services

Partner with RevOps HQ to transform your revenue engine into a reliable growth machine.