41% shorter sales cycle
How a Series B FinTech SaaS at $14M ARR rebuilt their HubSpot from a broken Salesforce migration in 11 weeks — and made the forecast defendable in time for the next board meeting.
Forecast had missed by more than 22% three quarters in a row. The CRO was about to be replaced. The data model from a Salesforce migration two years prior was double-counting ARR by $2.3M every quarter — and nobody had caught it.
- Audited 14 GTM tools, eliminated 5 ($73K/year saved)
- Rebuilt Stripe ↔ HubSpot integration in TypeScript with idempotency + retries
- Consolidated 3 prospecting tools into 1
- Removed 3 Salesforce-leftover custom objects
- Rebuilt company / contact / deal architecture
- Rewrote lifecycle stages with measurable definitions
- 24 workflows rebuilt from scratch
- Lead routing engine rebuilt — recovered $1.4M in stalled pipeline
- Round-robin replaced with weighted assignment by AE quota
- New CRO + board dashboards
- Forecast model rebuilt — accuracy from 78% to 96%
- Stripe ARR matched HubSpot ARR for the first time in company history
“We’d spent eighteen months and three agencies trying to make our HubSpot work. SonaMation rebuilt it in eleven weeks. The forecast hasn’t missed by more than 4% in three quarters.”
How a Series A PLG SaaS rebuilt PQL definitions and lifecycle automation — tripling MQL→SQL conversion in 9 weeks.
How a $28M ARR healthcare vertical SaaS migrated off Salesforce to HubSpot in 9 weeks with zero data loss and a 47% reduction in CRM seat cost.