Rebuilding the HubSpot engine that drove $12M in pipeline

Owned every workflow, sequence, form and dashboard in HubSpot for a global AI-driven supply chain SaaS — contributing directly to $12M in annual pipeline and lifting MQL-to-SQL conversion by 40%+ year-over-year.

The team was flying blind — MQLs stacked up in HubSpot with no clear line to pipeline, and every board deck required two days of manual pulling.

I rebuilt the workflows, form logic and lifecycle stages from scratch, then designed multi-touch attribution dashboards that tracked pipeline by channel, campaign and stage in one view.

The result: a weekly rhythm where marketing, sales and leadership all looked at the same numbers, cost-per-acquisition dropped 30% and revenue could finally give marketing credit where it was earned.