Two systems, one true funnel.
How a logistics technology SaaS provider rebuilt its marketing-to-revenue engine on HubSpot and Salesforce.
This enterprise last-mile logistics SaaS provider's revenue systems were fragmented and marketing couldn't prove its contribution to pipeline. Two disconnected systems of record, years of data debt, and a flood of low-quality inbound. Multiple years and phases later, leadership relies on the reporting Driftless built for board meetings.
Two systems, no shared truth.
The company's HubSpot and Salesforce disagreed with each other, and years of data debt buried the good leads under a flood of noise. Leadership had no dashboard it could trust.
Broken sync
Salesforce overrode HubSpot values, lifecycle conflicts pushed leads to "Disqualified" mid-qualification, and enterprise accounts showed up as prospects.
Data hygiene debt
Tens of thousands of junk and duplicate records, plus domain-formatting quirks, including 67 account variations that should have been two.
Poor lead quality
~75% of inbound form fills were courier submissions, not sales prospects, on top of a prior 40–60% bot/spam rate.
No attribution foundation
Marketing couldn't produce clean influenced-revenue reporting; execs pulled figures like annual MQL count by hand.
Rebuild the data layer, then instrument the funnel.
Data Foundation
Led a ~23,000-account Salesforce/HubSpot dedup and cleanup, migrated Contacts to Leads, automated domain-prefix stripping, and ran recurring lifecycle-stage reviews.
Scoring, ABM & Routing
Architected a company + contact-level MQL/MQA model with buying-pod logic, connected ~6,500 ICP accounts for 6sense targeting, and built a two-track Sales vs. Logistics-Partner inbound architecture. Moved targeting from all titles to mapped buying committees and industry-specific personas, surfacing that top deals.
Attribution, Reporting & Spam Protection
Built the marketing-influenced revenue model and an executive North Star dashboard, plus CAPTCHA, honeypot, and real-time ClearOut validation site-wide.
Reporting the board actually trusts.
Documented marketing-influenced pipeline across named enterprise accounts: five named deals spanning food & beverage, big-box retail, and industrial distribution.
Traffic at an all-time high
Roughly double year-over-year, ~20,000 monthly visitors in December, running ~30% ahead YoY by February, with organic search up 22% YoY.
Enterprise pipeline sourced via organic AI
A $500K enterprise opportunity plus two ~$200K opportunities, all discovered through ChatGPT, with AI-referral tracking as ChatGPT referrals grew ~3x in 2025.
Lead quality, transformed
Qualified-lead rate lifted from roughly 10% to near 100% through scoring, CAPTCHA, and real-time email validation.
Cleaner data, sharper targeting
23,000+ inactive companies removed, duplicates cut from ~2,300 to ~1,400, and 6 of 7 6sense campaigns at or above zero web lift.
The full funnel, finally in view.
From cleaning the data to defining "marketing influence" with rules and time windows to board-ready deal narratives, Driftless shifted the company from "we can't show what marketing did" to executive reliance on the reporting, operating as a strategic partner, not an order-taker.
We have appreciated the support you have provided us.
Sam Bowman · SVP Marketing
Thanks again for all the effort spent managing the account over the years and also the support you've given to me in my 1st month here.
Tyler Lawson · Director of Demand Generation
What durable RevOps infrastructure looks like.
Provable revenue contribution
From clean data to a defined influence model to board-ready deal narratives.
One trustworthy source of truth
Two disconnected systems became one leadership could trust without manually re-checking the CRM.
The inbound engine, refocused
Filtered out ~75% non-ICP/courier noise and surfaced real buying groups to sales.
Durable, documented infrastructure
A two-track lead architecture and spam protection, built by a strategic partner, not an order-taker.
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