I’d just started working with a team where the marketing system and sales system didn’t speak the same language. And somewhere along the way, marketing had quietly taken over one-to-one outbound because sales wasn’t set up to do it.
So we retooled the system.
First, a global data hierarchy was automated in HubSpot to keep the data clean.
Second, one playbook. Every campaign, event, and webinar was process documented. Giving the team clear guidance on how to deploy.
Third, sales adoption. We moved the sales team onto Cadences. Outbound is automated and professional, and marketing is out of the one-to-one game.
With a clear strategy and clean systems in place, we were able to develop a tech stack that truly works.