The Integration That Disrupted Marketing, and the Architecture That Restored Momentum

When VenturEd Solutions migrated to HubSpot, they expected clearer attribution, stronger lead flow, and better alignment with Salesforce. Instead, a difficult implementation left both systems crippled.

A previous vendor implemented a custom “marketing object” in HubSpot and connected it to Salesforce,  destabilizing both systems. Overnight, VenturEd’s inbound engine stopped functioning as intended. 

• Leads weren’t routing properly
• Workflows required closer monitoring
• Automations produced conflicting updates across systems
• Pipeline visibility and key metrics became less reliable
• Reporting across U.S. and U.K. teams required manual reconciliation

It wasn’t always clear which system should be treated as the source of truth, and confidence in reporting dipped for a period of time.

“It was chaotic and concerning. I was an unhappy person,” Becca Mendoza, Sr. Director of Marketing, recalled.

The situation created pressure for the team. Inbound flow became inconsistent, sales confidence was impacted, and leadership had limited visibility into pipeline and performance during the transition. Even routine tasks, like building lists in HubSpot, required extra care

Without accurate data and reliable lead flow, marketing couldn’t drive the pipeline or demonstrate its contribution.

VenturEd needed a partner who could rebuild two broken systems, restore trust, and give the team confidence in their tools again.

Vaulted stepped in to help them do exactly that.

Not a Patch. A Rebuild From the Rubble

Vaulted addressed VenturEd’s system failure by tearing down the integration to the studs and rebuilding it with intention, governance, and control.

1. Full system reset
   We disconnected the broken HubSpot / Salesforce sync entirely. Starting fresh prevented corrupted mappings, looping workflows, and custom-object conflicts from carrying forward.
2. Re-architected data model
   Working closely with VenturEd’s marketing and sales teams, we rebuilt the data structure for Contacts, Companies, and Deals, aligning fields, associations, and ownership rules to how their U.S. and U.K. organizations actually operate.
3. Field-level source-of-truth governance
   For 60+ fields per object, we defined:

• • the system of record (HubSpot vs. Salesforce)
  • directionality rules (“Prefer Salesforce,” “Prefer HubSpot,” “Two-way sync”)
  • formatting standards to eliminate duplicates and ambiguity

This documentation became the backbone for long-term data integrity.

4. Comprehensive mapping audit and cleanup
   We untangled poorly named, duplicated, and obsolete fields—standardizing everything and resolving the custom object that had broken VenturEd’s routing and workflows.
5. Sandbox-first, controlled rollout
   To ensure stability, we synced the database in eight progressively larger cohorts—starting with <1% of records and scaling to over 40%. After each cohort, we monitored for 24 hours to catch:

• • rogue workflows
  • errant email triggers
  • API conflicts
  • and sync errors

Only when stable did we proceed to the next stage.

6. Iterative testing, correction, and documentation
   At each phase, Vaulted validated mappings, deduped records, corrected discrepancies, and aligned Salesforce settings before moving forward. To support a safe, controlled rebuild, Vaulted created a detailed Implementation Plan and SOP outlining the testing sequence, roles, responsibilities, and timing required to remap HubSpot and Salesforce without disrupting live operations. This ensured a smooth transition from a broken integration to a stable production environment.

 We created SOPs and a framework VenturEd can rely on for future maintenance.

7. A true partnership, not a vendor relationship
   Vaulted acted as an expert guide. We were transparent, patient, and collaborative.

Becca shared:

“We never felt like just another client. Vaulted made sure we understood every step and never made us feel dumb for asking questions.”

Vaulted even jumped into Salesforce as an admin when needed—going above and beyond to ensure the integration worked end-to-end.

By the time the rebuild was complete, VenturEd had a stable, documented, and scalable HubSpot / Salesforce architecture.

The Transformation From Crisis to Clarity

The rebuilt integration transformed VenturEd’s operations.

• Data integrity restored: Sync errors dropped to near zero. Contacts, Companies, and Deals now pass cleanly and predictably between HubSpot and Salesforce.
• Reliable inbound lead flow: Form submissions now route correctly to sales, eliminating lost opportunities and restoring confidence in marketing attribution.
• A true single source of truth: With clear field ownership and standardized mappings, both systems finally reflect the same reality.
• Reporting accuracy regained: Leadership can again trust pipeline and performance dashboards, which are critical for forecasting across U.S. and U.K. teams.

• Operational hours reclaimed: The team regained an estimated 30 hours per week previously lost to troubleshooting, manual reconciliation, and recreating corrupted lists.
• Higher-quality pipeline: Once the integration was stable, VenturEd could finally implement lead scoring—driving MQL → SQL conversion rates from 8–11% to an average of ~17% within three months.
• Team adoption and confidence surged: Sales and marketing now rely on HubSpot daily, no longer questioning whether the data is trustworthy.
• System stability proven: After launch, no unexpected workflows or rogue triggers occurred, a first since the failed implementation.

As Becca shared,

“This project has been critical to how marketing contributes—and how that contribution is recognized. It’s completely changed how the business sees us as a revenue driver.”

Reshaping How VenturEd Operates, Collaborates, and Proves Its Value

With reliable data flowing between HubSpot and Salesforce, marketing regained its ability to drive and demonstrate pipeline contribution. Sales regained trust in inbound leads. Leadership regained clarity in forecasting. And the teams, once strained by frustration and doubt, finally had a system that supported their work instead of holding it back.

Cross-department alignment was rebuilt.
Sales and marketing now operate from one shared truth, enabling faster follow-up, clearer ownership, and more consistent communication.

Marketing’s credibility was restored.
Becca described the impact simply:

“This project has been critical to how marketing contributes — and how that contribution is recognized.”

The foundation for scale is now in place.
With a documented architecture, defined field ownership, and clean data, VenturEd can confidently expand its database, add processes, and implement advanced features. 

A trusted partner relationship emerged.
VenturEd didn’t just gain a functioning integration; they gained a team they rely on.

“We never felt like just another client,” Becca shared. “Vaulted made us feel cared for during a time of crisis.”

Operational confidence replaced crisis mode.
The team now works with confidence. VenturEd understands how its systems communicate with each other, why the data behaves as it does, and how to maintain long-term integrity.