Industry
Education Technology / SaaS
Challenge
A custom HubSpot–Salesforce integration was set up incorrectly, causing lead routing issues, workflow errors, and unreliable reporting.
Results
Stabilized the system, rebuilt the CRM setup, fixed reporting accuracy, improved lead routing, and helped marketing and sales work from the same reliable data again.
Key Product
HubSpot Consulting, HubSpot Administration
“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.”
About
VenturEd Solutions is a global education technology company that provides software and services to K–12 schools and educational institutions. They support schools with solutions for enrollment, fundraising, financial management, and community engagement. Their platforms help education organizations operate more efficiently while better serving students, families, and staff.The Challenge: A Broken Integration Disrupted Marketing Operations
After migrating to HubSpot, VenturEd Solutions expected stronger visibility, better attribution, and tighter alignment with Salesforce. Instead, a custom “marketing object” built by a previous vendor created instability between the two systems.
Leads were no longer routing consistently.
Workflows required constant oversight.
Automations produced conflicting updates
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 the data declined.
Inbound flow became inconsistent. Sales teams questioned the numbers. Leadership had limited visibility into pipeline performance. Even routine tasks, like building lists in HubSpot, required extra care.
Without reliable data and stable lead flow, marketing couldn’t accurately measure performance or confidently demonstrate its impact on revenue.
Strategy: A Rebuild From the Rubble
Rather than applying temporary fixes, Vaulted took a step back to evaluate the entire HubSpot–Salesforce integration. The goal was clear: create a clean, scalable architecture that both systems could rely on.
First, the team audited the custom marketing object and mapped how data was flowing between platforms. From there, they identified where conflicts were occurring, where automation logic overlapped, and where reporting broke down.
Vaulted recommended removing unnecessary complexity and rebuilding the integration using HubSpot and Salesforce best practices.
The strategy focused on:
- Establishing a clear source of truth between systems
- Simplifying automation logic
- Aligning lifecycle stages and lead definitions
- Restoring accurate reporting across regions
The objective was to create a stable foundation that marketing and sales could trust long-term.
Implementation: Simplifying, Standardizing, and Rebuilding
Vaulted began by removing the custom marketing object that was creating instability between HubSpot and Salesforce. From there, the team rebuilt the integration using native functionality and clear data governance rules.
Key actions included:
- Reworking lead routing logic to ensure contacts were assigned correctly
- Cleaning up overlapping workflows and eliminating conflicting automations
- Standardizing lifecycle stages and field mappings across both systems
- Rebuilding reporting structures so leadership could view consistent pipeline data
- Implementing validation and monitoring processes to prevent future conflicts
Throughout the process, Vaulted worked closely with VenturEd’s marketing and sales teams to confirm definitions, align handoffs, and test data flow before relaunching the system.
Results: Restored Confidence and Operational Stability
With a clean integration in place, VenturEd regained visibility into its marketing and sales performance.
-
30 operational hours per week reclaimed
The marketing team recovered an estimated 30 hours per week previously spent troubleshooting workflows, manually reconciling reports, and rebuilding corrupted lists. -
Higher-quality pipeline performance
Once the system was stable, VenturEd implemented lead scoring for the first time. Within three months, MQL-to-SQL conversion rates improved from 8–11% to an average of approximately 17%.
- Reliable cross-region reporting
U.S. and U.K. teams were able to align reporting without manual reviews, restoring leadership confidence in pipeline data.
- Consistent lead routing and automation
Workflows operated without conflicting updates, and sales teams once again trusted the data they were working from.
Marketing was once again able to measure its contribution to revenue. Sales teams trusted the data they were working from. Routine tasks, like building lists and launching campaigns, no longer required extra safeguards
Future Outlook: Built for Growth
With a stable HubSpot–Salesforce foundation in place, VenturEd is positioned to scale with confidence.
Marketing and sales now operate from shared definitions and reliable reporting. Leadership has clear visibility into pipeline performance across regions. New campaigns, workflows, and initiatives can be launched without risking system instability.
Instead of spending time troubleshooting data issues, the team can focus on strategy, growth, and performance.
What began as a system recovery effort has become a stronger, more resilient infrastructure built to support long-term expansion.