A robotics integration company was struggling with one of the most common RevOps headaches: inaccurate lead attribution.
Manual lead source entry: Sales reps selected lead sources from dropdowns—often misclassifying or claiming credit.
Sales vs. marketing friction: Reps overstated their impact while marketing’s inbound efforts got buried.
High stakes: In an industry with 12–24 month sales cycles, losing visibility on the first touch meant marketing ROI was invisible.
The tipping point? A rep claimed credit for a $40M deal—but the real source was organic search.
1. Automated Source Tracking
HubSpot replaced dropdown guesswork with automatic, first-touch tracking across organic, paid, referral, social, and direct.
2. Single Source of Truth
Lead sources were standardized, logged in the CRM, and surfaced on real-time dashboards.
3. Alignment Through Transparency
Marketing and sales saw the same data, from first Google search to signed contract—ending the finger-pointing.
$40M Reality Check: HubSpot attribution revealed the deal originated from organic search, not a rep’s cold outreach.
Smarter Spend: Marketing doubled down on SEO, optimizing content and keywords to replicate success.
Trust Restored: With reps locked out of manual edits, data accuracy improved and collaboration replaced conflict.
💡 This wasn’t just a reporting fix—it was a cultural shift toward data-driven RevOps.
Long sales cycles demand reliable attribution. When deals take years to close, first-touch clarity prevents marketing from being erased from the story.
Revenue growth depends on truth, not ego. Accurate data keeps investments aligned with impact.
RevOps maturity starts with clean data. Automation reduces bias, improves reporting, and builds trust between teams.
Automate lead attribution to eliminate bias and manual errors.
Align sales & marketing with shared dashboards and reporting.
Let data drive strategy—not gut instinct or internal turf wars.
👉 Want to stop guessing where your $40M deals come from? Start with a HubSpot attribution audit.