Optimizing HubSpot for Global Staffing
Jack Epner
Driving Revenue Uplift Through Operational Excellence
Client Snapshot
Detail Value
Client: Potentiam
Industry: Recruitment and Staffing (Global Scale)
Primary Challenge: Inefficient lead management, siloed data
between marketing and sales, and slow global
reporting, resulting in high lead leakage and
delayed placements
Intervention Focus: Revenue Operations Strategy, Data
Management at Scale across Integrations,
Sales & Marketing Alignment, Lead
Scoring System
The Challenge: Losing Speed at Scale
Potentiam operates in three distinct international markets, relying on inbound marketing and a vast global network of recruiters. Before engaging our Revenue Operations expertise, their growth was being hampered by technical and procedural bottlenecks within their HubSpot platform.
Potentiam’s existing setup suffered from three core issues:
Lead Leakage and Lag: New candidate and client leads were being captured by Marketing but were often assigned manually or based on outdated geographic properties, leading to an average 48-hour delay in the first sales touch. Approximately 35% of high-value leads were misrouted or lost in the handover process.
Data Silos and Inaccurate Reporting: The Marketing and Sales teams used different definitions for key metrics (e.g., SQL, Qualified Prospect), making it impossible to accurately attribute revenue generation to specific campaigns. Furthermore, they lacked a unified view of the core business relationship: the Placement/Contract.
Scalability Issues: The existing HubSpot Professional platform lacked the advanced features necessary for complex, high-volume operations like automated territory management and governance controls needed for a multi-regional sales structure.
The result was a high-performing Marketing team feeling frustrated by sales misalignment, and a Sales team missing opportunities due to poor data quality—a direct drag on the company’s revenue potential.
The Solution: A Unified RevOps Framework
Our engagement focused on engineering a resilient, scalable, and fully aligned RevOps engine using the capabilities of HubSpot Enterprise. The solution was executed in three phases over a four-month period:
Custom Property Standardization: Audited and consolidated over 400 redundant HubSpot properties, defining clear naming conventions and mandatory data fields to ensure global data integrity.
Sales & Marketing Service Level Agreement (SLA): Formalized the lead hand-off process, including a mandate for Sales to engage all Marketing Qualified Leads (MQLs) within 2 business hours.
Custom Objects for Placements: Created a Custom Object called "Placement Contract" linking the Company, Contact, and Revenue Value, providing a single source of truth for all business outcomes.
Advanced Lead Routing and Territory Assignment: Implemented a sophisticated workflow based on a weighted lead score and automated a round-robin assignment to instantly route leads accurately.
Security and Permissions: Utilized HubSpot’s granular permissions to ensure sales users only saw data relevant to their specific territories, improving focus and governance.
Revenue Attribution Reporting: Leveraged the new Custom Object to create multi-touch revenue attribution reports, accurately tying marketing channels to completed contracts.
Efficiency Dashboards: Implemented dedicated "RevOps Health" dashboards for leadership, tracking key operational metrics like lead response time and data completion rate.
The Results: Measurable Impact on the Bottom Line
The implementation of the new RevOps framework transformed Potentiam's sales and marketing function from a disjointed process into a unified, high-speed engine.
Metric Before Project After Project Improvement
Lead Response Time (Avg.) 48 Hours 1.8 Hours 96% Reduction
Marketing-Generated Pipeline 15% of Total 32% of Total 113% Increase
User Data Entry Compliance 65% 98% 50% Improvement
Annualized Revenue Growth Tracking 7% YoY Achieved 18% YoY 11% Uplift
The ability to instantly route qualified leads and accurately measure the impact of marketing activities was directly credited with capturing significant market share. The new Placement Contract object became the organizational backbone for reporting, eliminating countless hours of manual data reconciliation and allowing the leadership team to make real-time decisions based on trusted data.
The Client's Takeaway: The investment in Revenue Operations moved the focus from simply collecting leads to strategically activating them for profit, transforming HubSpot from a database into a core engine of sustainable, global revenue growth.
Let’s turn your CRM into the growth engine it was meant to be.
Like this project
Posted Nov 25, 2025
Driving Revenue Uplift Through Operational Excellence
Likes
0
Views
0
Timeline
Aug 1, 2023 - Oct 1, 2023
Clients
Potentiam
