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    Théo Le Breton
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    Case study Â· RevOps

    HubSpot from scratch, from architecture to forecasting

    At Tinycoaching, marketing, sales and customer success had to share one view of every account, from the first touch to the renewal. I set up HubSpot Marketing Hub and Sales Hub from zero and ran it from 2020 to 2024.

    The constraint: A small team, long cycles, business buyers and learners in the same base, and a founder who needed a forecast to decide on.

    How it ran

    1. Architecture: contacts, companies and deals, custom and historical properties, imports, deduplication and data cleaning.
    2. Lifecycle stages, MQL → SQL scoring and rules of engagement, with follow-⁠ups triggered by behaviour: a click, a clear interest, a demo, a proposal.
    3. Segmented nurturing sequences, and two pipelines: sales, then customer success and adoption.
    4. Weekly dashboards on campaigns, pipeline health, stage progression and activity, with summaries for the founder.
    5. A probability-⁠weighted forecast, the founder keeping the final call on forecasts and margins.
    6. Quotes and documents produced from Google Sheets to Canva, with HubSpot-⁠tracked links.

    Outcome

    • About 2,000 contacts in the CRM, around 500 to 700 of them highly qualified people.
    • One base, from first touch to renewal, shared by sales and customer success.
    • Show leads, LinkedIn conversations and both newsletters feeding the same base.
    What carries over

    A CRM designed around how the company really sells, that a small team can run and a founder can decide from.

    HubSpotMarketing HubSales HubLifecycleLead scoringForecastingDashboards