Leadership was running pipeline review out of three different exports and a Slack thread. We built a single source of truth on top of Salesforce + HubSpot, with lead-source attribution that survives the messy multi-touch reality.
Stitched HubSpot lead-source data into Salesforce opportunities, built a five-widget pipeline dashboard in Tableau, and replaced four weekly spreadsheets with one live view. Pipeline review meetings dropped from 90 minutes to 25.
Where are paying customers actually coming from? Marketing said inbound, sales said referrals, finance said both. All three were partially right, and none of them could prove it from the data on hand.
HubSpot tracked the first touch. Salesforce tracked the closer. Neither talked to each other on lead source. CAC by channel was an educated guess.
Mapped first-touch and last-touch attribution to opportunity records via a Salesforce custom object, then built the dashboard on top — not the other way around.
Built on what the client already paid for. Tableau was already in the BI seat — we used it instead of adding another tool.
Anonymized numbers but layout and widget set are the actual artifact. Five widgets, no more — we tested a six-widget version with leadership and they ignored anything below the fold.
The dashboard isn’t the whole win. The conversation around it is.
Illustrative outcome for this engagement type.
