// Case studies
HubSpot RevOps rebuild, lead routing and attribution fix
Duplicate contacts and round-robin gaps let enterprise leads go cold, scoring model, workflows, and Salesforce sync cleaned pipeline.
By Simplileap · Published June 22, 2025 · 8 min read
A B2B analytics platform, HubSpot Marketing Hub + Salesforce, leaked leads when forms created duplicate contacts and round-robin skipped reps on PTO. Marketing blamed sales speed; sales blamed lead quality.
Simplileap RevOps audit: 23 active workflows with overlapping triggers; scoring model double-counted webinar attendance; no SLA timer on MQL → SAL.
Rebuild: single lead ingestion path; dedupe rules on email + company domain; behavior + firmographic score with decay; round-robin with backup queue; Slack alert on SLA breach; bi-directional Salesforce sync with field mapping doc.
Problems: historical duplicate merge, scripted with manual QA sample; sales wanted territory overrides, geo rules layer added.
Outcome: MQL-to-meeting rate up 27%; average first-touch time 41 hours → 9 hours; marketing attribution report trusted in QBR again. Vendor anonymized, B2B analytics SaaS.
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