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Transforming Buyer Journey, Data Accuracy & KPI Visibility with HubSpot
OnIndus partnered with Straight Growth to eliminate data discrepancies, streamline their buyer journey, and establish a reliable KPI tracking system within HubSpot. Through a comprehensive portal audit and solutions, we transformed their fragmented processes into a structured, automated, and performance-driven system.
This case study explores the operational challenges OnIndus faced, the HubSpot solutions implemented, and the impact of aligning sales and marketing under one unified process.
Who They Are
OnIndus is a leading PMIS consulting and asset management advisory firm focused on enabling sustainable infrastructure development. They specialize in project management automation, custom dashboards, data migration, system integrations, CMMS support, BIM services, and asset advisory. With a strong emphasis on data-driven infrastructure planning, OnIndus helps organizations enhance operational visibility and long-term asset performance.
The Challenges
Despite having HubSpot in place, OnIndus faced multiple structural and data-related challenges that limited visibility and performance accuracy:
- Manual tagging and contact updates leading to inconsistent data
- Scattered databases with duplicate and overlapping properties
- Contacts and deals not properly synced
- No standardized lifecycle stage definitions
- Non-qualified leads being directly converted into deals
- Inflated or inaccurate KPIs due to process gaps
- Marketing event tracking inconsistencies
- Lack of clarity on sales ownership and responsibilities
- No centralized reporting structure for leadership visibility
The result?
Unreliable dashboards, misaligned sales-marketing collaboration, and unclear revenue forecasting.
Solutions
Straight Growth conducted a detailed HubSpot portal audit to identify structural gaps, data inconsistencies, and workflow inefficiencies
Lifecycle Stage Implementation:
We aligned sales and marketing by clearly defining lifecycle stages, qualification rules, and ownership. This ensured everyone followed the same buyer journey process. We standardized lifecycle stages and added automation to move contacts correctly. Deals were created only after proper qualification to avoid premature pipeline entries. We also implemented lost deal re-engagement and trained the team. This improved funnel clarity and reduced unqualified deals.
Data Sanitization & Hygiene:
We identified duplicate properties and inconsistent data usage across the portal, which was affecting reporting accuracy. We cleaned the database, merged duplicate fields, and standardized key properties like Industry, Events, Original Source, and Persona. Automation and a Data Quality Dashboard were added to maintain clean, reliable data moving forward.
The Result
OnIndus's Success Journey Driven by Straight Growth.
01.
Funnel Clarity
Clear visibility from Lead to MQL/SQL to Deal stages, improving qualification accuracy and overall pipeline transparency.
02.
Time Efficiency
Automation reduced manual updates, saving team time and ensuring consistent lifecycle progression across records.
03.
Trusted Reporting
Leadership now tracks accurate KPIs through structured dashboards aligned with defined lifecycle and sales processes.
04.
Data Accuracy
Standardized properties and duplicate removal improved data consistency and created a reliable single source of truth.
Interested in achieving similar success?
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