The Solution

Phase 1 — Discovery & Alignment

• Facilitated six discovery sessions with leadership, marketing operations, web, SDR, and account executive teams
• Ran a joint Salesforce and marketing automation workshop to document current lead flow and sync requirements
• Mapped MCH Data list pulls, website form submissions, and Sample Center registrations from end to end
• Converted interview findings into user stories that defined the migration and integration scope
• Documented the requirement to trace marketing-sourced leads through Salesforce opportunities to closed won

Phase 2 — System Design & Data Modeling

• Standardized 184 MCH job titles into one governed title property with consistent spellings
• Mapped every job title to 24 product lines as influencer, decision maker, or senior decision maker
• Defined HubSpot lifecycle stages aligned to Salesforce lead and contact status values
• Defined distinct lead and contact records in Salesforce to support more precise segmentation and targeting
• Configured custom persona properties supporting vertical targeting across math, literacy, and world languages

Phase 3 — Implementation & Integration

• Migrated the legacy contact database and marketing activity history into HubSpot Marketing Hub
• Built over 100 HubSpot workflows automating list management, persona assignment, title-to-vertical mapping, and lead routing
• Configured the HubSpot and Salesforce connector to sync lead and contact records in both directions
• Deployed a Visualforce window that shows HubSpot engagement history on Salesforce lead records
• Integrated Zoom webinars to capture registrations, attendance, and non-attendees directly in HubSpot

Phase 4 — Reporting & Analytics

• Built HubSpot reports and dashboards measuring marketing performance across channels and product lines
• Grouped emails, forms, and landing pages into HubSpot campaigns for side-by-side performance comparison
• Configured sync health monitoring so marketing operations can find and resolve integration errors
• Enabled Zoom webinar properties for reporting on registrations, attendance totals, and average attendance duration

Phase 5 — Training & Enablement

• Delivered HubSpot training covering objects, custom views, lists, personas, campaigns, email, and forms
• Trained the team to build custom reports and dashboards, basic workflows, and Zoom webinar segments
• Covered integration sync health, error files, sync types, and settings for marketing operations staff
• Supported the client team in live sessions rebuilding email templates, forms, and landing pages
• Transitioned Carnegie Learning to an ongoing support agreement for continued HubSpot optimization