Executive Overview
Current State Pain Points: Disconnected tools (15+ systems), manual data entry consuming 30% of team time, reporting delays (5-7 days), inaccurate forecasting
Target State Vision: Unified revenue infrastructure with real-time data flow, single source of truth, automated workflows, sub-hour reporting
Expected Business Outcomes: 70% reduction in manual work, real-time revenue visibility, 50% faster system scalability, 95%+ data accuracy
Architecture Design
MARKETING STACK
HubSpot · Attio · LinkedIn Ads · Google Ads · Content CMS
SALES STACK
Salesforce · Outreach · Granola · Gong · DocuSign
CUSTOMER SUCCESS STACK
Gainsight · Zendesk · ChurnZero · Intercom
DATA & ANALYTICS LAYER
Snowflake · Fivetran · dbt · Tableau · Amplitude
Key Integrations
Integration 1: HubSpot → Salesforce (Bidirectional Sync)
Objects synced: Contacts, Companies, Deals
Sync frequency: Real-time (webhook-based)
Data governance: HubSpot owns marketing-qualified leads; Salesforce owns opportunities
Integration 2: Salesforce → Data Warehouse (Snowflake)
ETL pipeline: Fivetran connector
Transformation logic: dbt models for revenue metrics, pipeline analysis
Refresh schedule: Daily at 6am UTC
Integration 3: Gainsight → Salesforce (Customer Health)
Data flow: Health scores, NPS, usage metrics → Salesforce Account object
Use case: Sales visibility into customer health for upsell/cross-sell
Sync frequency: Hourly
Integration 4: Attio CRM → Marketing Automation
Purpose: Modern CRM for flexible data model + enrichment
API connections: Bidirectional sync with email tools, meeting intelligence (Granola)
Benefit: 60% cost reduction vs legacy CRM, better product-led growth support
Data Governance Framework
Single Source of Truth Definitions:
- Lead: HubSpot (marketing-qualified)
- Opportunity: Salesforce (sales-qualified)
- Customer: Salesforce Account + Gainsight health data
- Revenue metrics: Snowflake data warehouse (aggregated)
Data Ownership (RACI):
- Marketing owns lead data quality
- Sales owns opportunity data hygiene
- CS owns customer health & usage data
- RevOps owns system configuration & integrations
Data Quality Rules: Required fields enforced, duplicate detection enabled, regular audits (monthly), automated data cleaning workflows
Compliance & Security: GDPR-compliant data processing, SOC2 Type II certified vendors, encryption at rest and in transit, audit logs enabled
Automation Workflows
Workflow 1: Lead Routing & Assignment
Trigger: New lead created in HubSpot with score >70
Logic: Route by territory (geo), industry, deal size (company revenue)
Action: Auto-assign to sales rep + Slack notification + email alert
Workflow 2: Renewal Reminders & Health Alerts
Trigger: 90 days before renewal date OR health score drops below 60
Logic: Evaluate contract value, usage trends, support ticket volume
Action: Create renewal opportunity + alert CSM + flag for executive review if >€50K ARR
Workflow 3: Deal Stage Progression Alerts
Trigger: Opportunity stage unchanged for >14 days
Logic: Check for stalled deals, identify blockers
Action: Notify sales manager + trigger follow-up sequence in Outreach
Workflow 4: AI Meeting Intelligence (Granola Integration)
Trigger: Sales call completed
Logic: Granola AI generates meeting summary, action items, next steps
Action: Auto-create Salesforce task + update opportunity notes + notify AE
Implementation Roadmap
Phase 1 (Months 1-2): Core CRM Optimization
• Salesforce data cleanup & field standardization
• HubSpot-Salesforce bidirectional sync setup
• Lead routing automation implementation
• User training & change management
Phase 2 (Months 3-4): Data Warehouse & Integration
• Snowflake data warehouse setup
• Fivetran ETL pipelines configuration
• dbt transformation models development
• Tableau dashboard deployment
Phase 3 (Months 5-6): Automation & Analytics
• Advanced workflow automation (renewal, health alerts)
• Gainsight CS platform integration
• AI meeting intelligence (Granola) rollout
• Performance optimization & scaling
Success Metrics
- Data accuracy: 95%+ (vs 60% current) — measured via audit sampling
- Manual data entry: -80% reduction — time tracking surveys
- Report generation time: 10 minutes (vs 2 days) — dashboard load times
- System adoption: 90%+ active users — login analytics & feature usage
- Revenue visibility: Real-time (vs 5-7 day lag) — timestamp tracking