Get sales and marketing working from the same definitions and numbers
We build shared definitions, clean handoffs, and reporting both teams trust into HubSpot.
Can marketing show its impact on revenue with data sales trusts?
Marketing reports a strong month of leads. Sales says the leads aren't ready. Leadership gets two sets of numbers and no clear answer about what's working.
The cause is rarely effort. The teams work from different definitions of a qualified lead, hand work off through email and memory, and report out of different tools. HubSpot can hold all of it, but only when the definitions, rules, and reports are built in on purpose.
Signs it's time to fix it
- No shared definition of a marketing-qualified or sales-qualified lead, or one nobody follows
- Leads that wait days for follow-up, or never get it
- Lifecycle stages that don't match how deals actually move
- Marketing and sales reporting different pipeline numbers
- No clear view of which programs influence revenue
Who is this for?
This work fits B2B companies where marketing, sales, and often customer success all touch the customer. HubSpot is in place or being selected, and leadership needs pipeline numbers both teams agree on.
It usually starts with a change. That could be a new marketing or sales leader, a new go-to-market (GTM) motion, a CRM migration, or a board asking which programs drive revenue.
What do we build into HubSpot?
Lifecycle definitions and lead management
We start by getting marketing and sales to agree, in writing, on what each lifecycle stage means and what moves a contact from one stage to the next. Then we build those definitions into HubSpot so the system enforces them consistently.
- Shared lifecycle stage and lead status definitions
- Lead scoring based on fit and real buying behavior
- Rules for recycling, nurturing, and disqualifying leads
- Cleanup of the data the new rules depend on
Routing and handoffs
A qualified lead should reach the right rep quickly, with the context to act on it. We build assignment rules by territory, segment, or product and set follow-up expectations both teams sign off on. When a lead goes untouched, reps and managers get an alert. The handoff from sales to customer success gets the same care, so the customer's history follows the account.
- Assignment and rotation rules
- Follow-up tasks and alerts tied to agreed response times
- Handoff records that carry context from marketing to sales to service
Attribution and shared reporting
Both teams should look at the same funnel. We connect campaigns to the contacts, companies, and deals they influence. Attribution is set up to fit the length of your sales cycle, and shared dashboards give marketing and sales one view to review together.
- Funnel conversion by stage and source
- Campaign and source attribution to pipeline and revenue
- One set of dashboards for a joint pipeline review
Account-based programs
Account-based marketing works when sales and marketing agree on which accounts matter and what progress looks like. We help define target account criteria, buying roles, and account scoring. Then we set up HubSpot so both teams can track engagement, meetings, and opportunities by account.
We don't create content or run ads. We work with your marketing team on the processes, systems, and reporting their campaigns depend on.
How does an alignment project run?
- Understand: We talk with marketing, sales, and the people who run HubSpot, and trace how leads actually move today.
- Agree: We facilitate the definitions, rules, and response times both teams sign off on.
- Build and connect: We configure HubSpot, and the systems around it, so both teams see the same data.
- Adopt and improve: We train both teams, set up a regular joint review, and tune scoring and routing as results come in.
The right starting point isn't always a large project. Sometimes it's one set of shared definitions and a routing fix.
What does alignment look like in practice?
A smart grid services provider that supports electric utilities came to us with an inherited HubSpot account, no documentation, and sales cycles that run longer than 18 months. Marketing needed qualified leads to get timely follow-up, and both teams needed to see how marketing contributed to the pipeline.
We defined lead scoring around real buying behavior and laid the foundations for account-based programs. We also rebuilt lead handling and follow-up workflows and set up full-funnel reporting.
- Lead qualification and follow-up streamlined
- Account-based and long-cycle sales efforts easier to scale and track
- Better reporting for campaign performance and sales prioritization
“Working with Pyxis has accelerated the impact of our integrated marketing activities. They’re creative problem solvers and thought partners who have evolved with us.”
Marketing team, smart grid services provider
Why Pyxis?
Pyxis Growth Partners is a HubSpot Diamond Solutions Partner with HubSpot ecosystem experience since 2012. We go deeper in discovery than most partners before we scope, so the definitions we build reflect how your teams actually sell.
We carry the work from strategy through build, integration, adoption, and ongoing improvement. When alignment depends on data from an ERP, finance, or operations system, we connect that too.
Where are marketing and sales out of step?
A HubSpot Audit reviews your lifecycle definitions, data model, and Marketing and Sales Hub setup. You get a short executive summary that shows where the teams are out of step and what to fix first.
