Untangling a CRM full of leads no one could trust

Collette Health's HubSpot instance was brimming with Sales Qualified Leads lacking crucial context. The absence of clear qualification criteria made it difficult for the team to trust the data, raising concerns about the authenticity of leads and their current status. They urgently needed a way to distinguish between leads genuinely qualified by team members and those that had simply gone cold.

To address the issue, we conducted a thorough examination of Collette Health's contacts, companies, lifecycle stages, and workflows. Our investigation revealed that a significant number of contacts and companies had been incorrectly classified as Sales Qualified Leads through a combination of bulk updates, imports, and workflows. Utilizing data analysis techniques, we identified patterns and trends to distinguish between genuinely qualified SQLs and those that had been inaccurately labeled. This analysis shed light on a substantial problem: a considerable portion of the contact database was inaccessible to the BDR team due to flawed data. In response, we devised and implemented cleanup workflows aimed at resetting the lifecycle stage of these contacts and companies, ensuring a more accurate representation of qualified leads in their HubSpot account.