A 30-Day Cleanup After the Third CRM Migration
A multi-company services firm had three CRM migrations' worth of data debt in one HubSpot portal. In 30 days we reconnected 19,000+ orphaned deals, flagged $1.73M of stale pipeline, built lead routing and attribution from scratch, and delivered 13+ board-level reports.
"Things are getting fixed, and we're so excited."
This client is a B2B services firm with a multi-company affiliate structure and sales cycles that run six months or more. In 2025 the firm finished its third CRM migration, this time onto HubSpot. The migration worked. The data underneath it didn't.
Where they were
Three migrations had stacked years of data debt into one portal. Marketing, sales, and technology leadership each felt it differently, and every complaint traced back to the same foundation.
"Over the last three years we've been trying to fix some of this stuff," said the firm's head of marketing. "That's why we brought in a RevOps team, to fully fix it."
- 19,000+ deals with no contact attached, invisible to the reps who owned them
- 4,000+ companies with no contact, breaking segmentation and attribution
- 160 stale deals worth $1.73M with no meaningful activity, mixed in with legitimate deals waiting on legal review
- No lead assignment at all, so inbound leads sat unclaimed
- Marketing responding to leads in 129 seconds, sales taking 22.4 hours
- No UTM tracking on forms, so zero marketing attribution
- Seven inactive integrations still connected, including the migration tool itself
- No board-level pipeline or ROI reporting
What it was costing them
Leadership was managing by reports it couldn't trust. "Those are the reports I get asked for by the board a lot," the head of marketing said. "It requires me to pull all of it, and I'm not super confident in the accuracy of it." With deals detached from contacts and stages nobody policed, a pipeline number could be defensible and wrong at the same time. The 22-hour lead response gap meant inbound demand went cold before sales saw it. And with no attribution, nobody could say what marketing was worth.
In maturity terms, the firm had a CRM but not a system. This is the first move, Reactive to Aligned: clean data, defined stages, leads routed, and a set of reports leadership can stand behind.
What we did
Week one was audit and baseline. We ran a full property, record, workflow, and integration audit, traced each reporting discrepancy to its cause (a phantom meeting owner turned out to be a Calendly sync setting), documented the affiliate naming structure that had been breaking segmentation since two migrations back, and got sign-off on a written plan before touching anything.
Then four workstreams ran in parallel over the remaining three weeks.
- Data. Deduplicated contacts and companies, validated emails at scale, cleared incorrectly bounced segments, and rebuilt the associations behind 19,000+ orphaned deals. Reviewed all 160 stale deals to separate genuine legal-hold deals from dead pipeline.
- Process. Built the lead assignment workflow from scratch, consolidated redundant automations, deleted conflicting ones, and fixed email logging so activity history is complete.
- Integrations. Removed seven dead integrations and reconfigured Calendly.
- Reporting. Built the full UTM attribution stack, first touch and conversion touch, then a library of 13+ reports: pipeline health, funnel conversion, lead response time by team, net-new contracts and closed-won on trailing 90 days, close rate by rep, and weekly activity.
What changed
Thirty days after kickoff, every orphaned deal had a contact, inbound leads routed automatically, marketing attribution existed for the first time, and leadership had a reporting suite built for the board rather than for standups. Duplicate notifications now fire in real time so the cleanup holds.
The cleanup didn't finish the job. It made the next move possible, because you can't connect systems or forecast off data you can't trust.
In their words
"I'm sitting here thinking of how great you are, and that things are getting fixed, and we're so excited. Thank you."
Your transformation could look like this.
Every case study on this site started with a single conversation about what wasn't working.