No More Siloed Reports in HubSpot: How a B2B Team Proved Marketing’s Impact on Pipeline

Background: From Silos to a Shared Source of Truth

The go-to-market team was using both HubSpot and Salesforce — but you wouldn’t know it by looking at their reporting. There was no clear way to track how a lead moved from MQL to Closed-Won, or what marketing efforts actually influenced revenue. Without unified visibility, budget planning, sales alignment, and campaign optimization were all suffering.

The Problem: Split Funnels, Incomplete Attribution, and Disconnected Teams

Despite having powerful tools in place, teams were stuck with blind spots:

• No single report could show a lead’s full journey — from first touch to revenue
  
• Attribution models were inconsistent, and UTM data was incomplete or overwritten
  
• Sales and marketing weren’t aligned on which channels or touchpoints mattered
  
• Salesforce had duplicate deals and inconsistent naming, which muddied funnel reporting

In short: too much noise, not enough clarity.

The Solution: A Unified Funnel View Built in HubSpot and Synced with Salesforce

Xgrid built a full-funnel reporting system that blended HubSpot lifecycle data, attribution insights, and Salesforce opportunity mapping — all designed to give sales and marketing a shared foundation for decision-making.

What We Did

Built Lifecycle Reporting in HubSpot

• Created custom lifecycle dashboards to track stage progression across Contacts and Companies
  
• Visualized conversion rates between stages like MQL, SQL, Opportunity, and Customer

Introduced velocity metrics to measure how fast leads moved between stages

Enabled Attribution That Tells the Full Story

• Activated Time-Decay Attribution in HubSpot to credit multi-touch journeys fairly
  
• Cleaned and standardized UTM parameters to make attribution reports more accurate and trustworthy

Helped marketing understand which sources and campaigns were contributing to actual revenue

Connected HubSpot to Salesforce Opportunities

• Mapped contact and company records in HubSpot to opportunities in Salesforce
  
• Segmented deals by original source, campaign, and touchpoint type
  
• Resolved inconsistencies in deal ownership, naming conventions, and lifecycle alignment
  

Delivered Drillable, Decision-Making Dashboards

• Built custom reports like:
  • “Deals by Original Source”
    
  • “Contacts by Engagement Type”
    
  • “Marketing Touchpoints by Deal Stage”
• Provided drill-down access so reps and marketers could explore campaign influence at both the macro and contact level.

Results: One Funnel, One Language, Real Insight

✅ Complete end-to-end funnel visibility from MQL to Opportunity to Closed-Won
✅ Identified top-performing channels and campaigns by revenue contribution
✅ Sales gained clarity on what deserved follow-up
✅ Marketing could finally report on influenced pipeline, not just lead volume
✅ The team now speaks one language when reviewing performance

Key Takeaways

• A unified reporting framework empowers marketing and sales to collaborate — not compete
  
• Attribution models mean nothing without clean UTM data and consistent campaign structure
  
• Full-funnel visibility helps prioritize high-impact campaigns, not just high-volume ones
  

Aligning lifecycle stages in HubSpot with CRM opportunity stages unlocks true ROI insights

Best Practices to Apply

• Use Time-Decay Attribution to fairly credit long B2B journeys with multiple touchpoints
  
• Standardize naming conventions across HubSpot and Salesforce to reduce reporting noise
  
• Audit contact-deal connections monthly to maintain data accuracy and funnel trust

Align marketing lifecycle stages with sales pipeline stages to ensure smooth handoff and reporting clarity