Jackie Wright
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CASE STUDIES

 

Case Studies

Case Study 1: HubSpot ↔ Dynamics Integration Rebuild

The Problem
The client’s HubSpot ↔ Dynamics sync was creating duplicates, breaking parent/child relationships, and overwriting fields. Contacts were attached to the wrong companies, pipeline reporting didn’t match Sales’ reality, and leadership couldn’t trust the numbers. Every team was doing manual “workarounds” just to get basic information.

What I Did

  • Audited the entire object model and integration field mappings

  • Rebuilt company + contact association logic to match their Dynamics hierarchy

  • Cleaned and remapped broken records and inconsistent fields

  • Created a new data governance structure to prevent future sync conflicts

  • Implemented lifecycle, routing, and ownership workflows that aligned to their GTM process

  • Built reporting dashboards for pipeline, revenue, and data health

Impact
The CRM became reliable for the first time in years. Reporting synced across systems, SDRs stopped fighting bad data, and leadership finally had accurate pipeline visibility. The integration stopped breaking, and HubSpot became a source of truth instead of a liability.

 
 

Case Study 2: 40,000+ Record Cleanup & Data Enrichment

The Problem
Years of uncontrolled data entry, faulty imports, and disconnected systems left the CRM unusable. Contacts weren’t associated with companies, thousands of companies had missing fields, duplicates were everywhere, and nothing aligned to their reporting needs. Sales and marketing couldn’t trust—or use—the CRM.

What I Did

  • Built a full data dictionary and cleanup plan

  • Matched 40k+ contacts to the correct companies using multiple fields

  • Enriched missing firmographic and ownership data

  • Cleaned, merged, and rebuilt associations for thousands of records

  • Removed legacy properties and standardized field usage

  • Implemented automated data hygiene workflows moving forward

Impact
The team went from “we can’t use this data” to a clean, functional CRM. Associations were correct, reporting became meaningful, and workflows finally ran the way they were supposed to. Sales immediately felt the improvement in accuracy and speed.

Case Study 3: Lead Lifecycle, Routing, and Campaign Framework

The Problem
Marketing, Sales, and RevOps were all using different definitions of lifecycle stages, routing rules, and campaign structure. Leads fell through the cracks, attribution was inconsistent, and no one had a reliable view of what was working.

What I Did

  • Rebuilt lifecycle stages with clear entry/exit criteria

  • Designed a new routing system with ownership rules, notifications, and handoff workflows

  • Created a campaign architecture: naming conventions, UTMs, folder structure, and reporting

  • Implemented a governance layer to keep routing predictable and measurable

  • Built dashboards for campaign performance, lifecycle velocity, and handoff visibility

Impact
Leads finally moved through the system the way they were supposed to. Sales got faster visibility, Marketing got accurate attribution, and leadership got a clean, consistent story from interest → opportunity → revenue. The entire GTM motion became more predictable and measurable.