amazee.io CRM Realignment
July 2025 - Ongoing
GooseOps is leading a comprehensive overhaul of amazee.io’s HubSpot CRM to bring clarity, consistency, and scalability to their sales and marketing operations. The project covers data cleanup, rationalization of deal pipelines and lifecycle stages, automation of lead and contact flows, and repair of broken integrations. It also includes documentation of internal processes, improvements to reporting dashboards, alignment of fields with frameworks like MEDDPICC, and close collaboration with multiple teams to ensure the CRM reflects real-world operations rather than theoretical workflows.
Goals and Objectives
Align CRM structure with real-world sales and marketing workflows
Improve data quality, consistency, and lifecycle tracking
Automate lead flows and reduce manual admin burden
Enable clear reporting across teams and regions
Document internal processes to support scalability
Challenges
Pipeline Complexity
Multiple sales and marketing pipelines have evolved organically, making coordination and reporting harder to standardize.
Data Inconsistencies
Contact records and lifecycle stages vary in format and usage, reducing data clarity across teams.
Manual Dependencies
Key processes require manual updates or checks, increasing the risk of missed steps and inconsistent follow-through.
Process Documentation Gaps
Internal knowledge about HubSpot workflows lives across teams, often undocumented, limiting visibility and alignment for new or rotating team members.
Key Achievements (ongoing)
Mapping workflows and triggers
Tracing how deals, pipelines, and lifecycle properties interact to reveal unintended consequences and automation gaps.
Auditing data hygiene
Reviewing contact and deal properties to identify inconsistencies, redundancies, and cleanup priorities.
Uncovering usage patterns
Mapping roles and team behaviors to surface variations in how HubSpot is used across the company.
Surfacing pain points
Interviewing stakeholders to understand blockers, historical decisions, and areas of friction across teams.
Key Deliverables (upcoming)
HubSpot workflow documentation
Map existing automation flows, triggers, and pipelines to improve clarity and reduce risk.
Standardize property definitions
Align field naming, usage, and visibility across objects to support data hygiene and cross-team consistency.
Object-specific import guides
Creating clear, reusable import templates and instructions tailored to each object type and use case.
Filtering and segmentation improvements
Make it easier for teams to surface the right data with cleaner property logic, simplified views, and associations.
Source of truth in Notion
Establish a shared Notion space with living documentation, team-specific references, and key system knowledge.
Conclusion
This ongoing engagement with amazee.io focuses on untangling and streamlining internal HubSpot systems. GooseOps is actively mapping workflows, surfacing hidden dependencies, aligning processes across teams, and reducing friction caused by inconsistent setup and unclear conventions. As the work progresses, it continues to unlock clarity, consistency, and confidence—turning HubSpot into a more usable, scalable tool for the entire organization.
