// Case study
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.
A B2B analytics platform on HubSpot Marketing Hub and Salesforce leaked leads when forms created duplicate contacts and round-robin skipped reps on PTO. Marketing and sales blamed each other while enterprise leads went cold.
+27%
MQL-to-meeting rate
Post-workflow rebuild
41 → 9 hours
First-touch time
Average SLA improvement
23
Active workflows (before)
Overlapping triggers consolidated
Restored
Attribution trust
QBR reporting aligned
Delivered by Shivraj · Published June 22, 2025 · Updated June 17, 2026 · 10 min read
Client context
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. Leadership could not trust pipeline numbers entering quarterly board reviews.
The challenge
Simplileap RevOps audit: 23 active workflows with overlapping triggers; scoring model double-counted webinar attendance; no SLA timer on MQL → SAL; duplicate ingestion from legacy landing pages and a Zapier zap nobody owned.
Discovery: we mapped every form endpoint, UTM capture field, and Salesforce sync path. Duplicate contacts inflated list size by 18%; round-robin skipped reps when backup queues were empty; webinar leads received enterprise scores despite SMB firmographics.
Problems during fix: historical duplicate merge required scripted batch with manual QA on 400-row sample; sales wanted territory overrides, geo rules layer added without breaking round-robin fairness; one legacy workflow sent duplicate Slack notifications until decommissioned.
Our approach
Rebuild: single lead ingestion path via HubSpot Forms API; dedupe rules on email + company domain with merge playbook; behavior + firmographic score with 90-day decay; round-robin with backup queue and PTO overrides; Slack alert on SLA breach at 4 business hours; bi-directional Salesforce sync with field mapping doc versioned in Git.
Technical implementation
Governance: RevOps change log in Notion; workflow edits require engineering review when touching Salesforce custom objects; monthly attribution reconciliation between HubSpot and warehouse export.
Results & impact
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, reference call available under NDA.
// Related services
CIN
AAU-8582
Startup India
DIPP83124
Founded
November 2020
Office
Residency Rd, Bengaluru, India
Ready to scope your next initiative?
Share your goals with our Bangalore team. We respond within one business day with a clear path from discovery to delivery.