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Why Better Data = Better Deals: The ROI of HubSpot Optimisation

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Why Better Data = Better Deals: The ROI of HubSpot Optimisation
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The client, a professional services firm, had invested in HubSpot but wasn’t seeing expected returns. Their data was messy, their processes inconsistent, and their leadership couldn’t trust the reports. They needed HubSpot to be fine-tuned for growth.

The problem
Tools Without Optimisation = Missed ROI

For this client, HubSpot was already in place—but instead of driving efficiency, it was creating frustration. Data lived in silos, workflows were inconsistent, and leadership couldn’t trust the reports they were seeing.

The system had potential, but without proper optimisation, it was underperforming—costing time, accuracy, and ultimately, deals.

 

Problem 1:

Duplicate records, incomplete fields, and unstructured properties undermined reporting accuracy and marketing automation.

Problem 2:

Sales and marketing were using HubSpot differently, with no standardised workflows. Reports were inaccurate, leaving leadership unable to measure ROI.

The solution
The HubSpot Transformation
Engaging.io optimised HubSpot to deliver immediate ROI. We conducted a data hygiene project, deduplicating and restructuring records. Properties were standardised to ensure accuracy and consistency across teams.

Workflows were rebuilt to reflect the client’s sales and marketing processes, including lead assignment, nurturing, and handover. Finally, dashboards were created for leadership, giving a real-time view of KPIs like conversion rates, ROI, and funnel velocity.

This wasn’t a new system—it was about making the existing system work harder, smarter, and faster.
The Strategic Plan
The Implementation
The process
  1. Deduplicated records and standardised properties
  2. Created processes to maintain long-term data quality
Data Clean-Up & Hygiene
The process
  1. Deduplicated records and standardised properties
  2. Created processes to maintain long-term data quality
Workflow Optimisation
The process
  1. Rebuilt sales + marketing automation workflows
  2. Standardised processes across teams
ROI Reporting Dashboards
The process
  1. Built leadership dashboards to measure conversion + ROI
  2. Enabled real-time visibility into funnel performance
Adoption & Training
The process
  1. Trained teams to use workflows consistently
  2. Ensured processes were embedded for future scalability
The Implementation

The project began with a HubSpot audit, identifying gaps in data, workflows, and reporting. Our team then ran a data hygiene exercise to clean, deduplicate, and restructure properties.

Workflows were mapped against business processes and rebuilt to eliminate bottlenecks. Sales handovers, lead assignments, and nurturing sequences were automated.

Finally, we built dashboards for executives, enabling real-time insights into ROI, conversion rates, and marketing effectiveness. Training was delivered to ensure adoption and sustainability.

The Impact and Results
From Messy Data to Meaningful ROI

 

The results of the optimisation project were felt almost immediately across sales, marketing, and leadership teams. By cleaning up data and reducing duplicates by more than 65%, the client finally had a reliable CRM that their teams could trust. This eliminated wasted hours searching for or correcting records and allowed marketing to confidently run targeted campaigns without fear of errors.

Workflows that once slowed sales reps down were rebuilt for speed and consistency. Automated lead assignment and nurturing ensured prospects were engaged at the right time, while streamlined handovers gave sales teams better-qualified opportunities. As a result, response times dropped, deals progressed more smoothly through the pipeline, and sales efficiency improved noticeably.

Perhaps the biggest win was for leadership. With accurate data flowing through HubSpot, dashboards could finally show the true picture of ROI, conversion rates, and funnel velocity. This visibility empowered executives to make better, faster decisions and gave them confidence that HubSpot was delivering value.

In the long term, the client now has sustainable processes in place—data hygiene rules, optimised workflows, and standardised reporting—that ensure their CRM remains a strategic growth engine. Instead of a system that felt like a burden, HubSpot is now the backbone of their sales and marketing operations, proving that better data really does lead to better deals.

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