Re-architecting a segmentation field across two CRMs, and rebuilding every report that depended on it

The problem

The play

1. 1
   Salesforce ↔ HubSpot data architecture and syncSalesforce

   Re-architected the segment field as a Salesforce formula mirroring the account-level segment, mirrored as a text field in HubSpot with a remapped integration, then re-imported contacts to backfill it, and rebuilt all 37 downstream Salesforce reports onto the new field as part of the same change.

2. 2
   Inbound routing and opportunity creationChili Piper

   Built and maintained the Chili Piper inbound and CRM routers with segment, sub-industry and billing-system rules, added automatic opportunity creation when a demo is booked, and fixed Outreach race conditions that had been silently preventing opportunities from being created at all.

3. 3
   Lifecycle automation and lead scoring

   Stood up MQL timestamp and lifecycle flows, iterated on the lead-scoring model, and tightened MQL rules so webinar registrants stopped being mis-tagged as demo-request MQLs and inflating the MQL number.

4. 4
   Campaign, nurture and event operationsHubSpot

   Delivered high-volume HubSpot email workflows, including an eight-email product-waitlist nurture on a weekly cadence with dynamic late-joiner enrollment and a hard stop before the general-availability announcement, plus dozens of webinar and dinner-event campaigns with invite lists, post-event sequences and CRM campaign uploads.

What it moved

From a LeanScale case studyRead the full case study →