Building Your Complete GTM on HubSpot: The ARISE Method

In "Go-To-Market Uncovered," I detail why HubSpot sits at the centre of the ARISE GTM Framework®. After 15+ years building GTM strategies and implementing them across dozens of B2B SaaS and fintech companies, I've seen every CRM platform. HubSpot's single-code architecture, embedded app cards, and native integrations make it uniquely positioned to execute the kind of aligned, data-driven GTM that actually works.

What makes HubSpot unique for GTM:

• Single platform, not stitched-together acquisitions: Unlike Salesforce's patchwork of acquired products, HubSpot was built as one cohesive system
• Marketing, Sales, and Service unified: True cross-functional visibility without complex integrations
• Workflow automation without developers: RevOps teams can build sophisticated automations in hours, not months
• Product usage data integration: Connect Mixpanel, Customer.io or your product directly to track the complete customer journey
• Built for agility: Deploy and iterate faster than enterprise platforms that require admin armies

Common mistakes companies make:

1. Installing HubSpot with the "standard onboarding" and stopping there
2. Treating it like a contact database instead of an operational system
3. Not customising properties, objects, and workflows for their specific GTM motion
4. Failing to integrate product data leaves a massive blind spot across your revenue arc
5. Using HubSpot for marketing only, while sales uses Salesforce (the worst and most costly possible setup)

If you're not maximising HubSpot's value, you're burning budget. This article shows you exactly how to build your complete GTM on HubSpot using the ARISE methodology, the framework detailed in "Go-To-Market Uncovered" and battle-tested across startups, scale-ups, and enterprise GTM transformations.

The ARISE GTM Methodology for HubSpot

I designed the ARISE Go-To-Market Methodology® specifically to be deployed on HubSpot. Not adapted to it, built for it from the ground up.

ARISE stands for Assess, Research, Ideate, Strategise, Execute. It's the framework I detail extensively in "Go-To-Market Uncovered," and it's how we've helped dozens of B2B tech companies transform their revenue operations without ripping out their tech stack or hiring armies of consultants.

Why ARISE was designed for HubSpot:

Traditional GTM consulting gives you a beautiful deck, then you're on your own to implement it. ARISE is different; it's a deployable framework. Every stage produces assets that live inside HubSpot: custom objects, workflows, playbooks, and reports. When we finish an ARISE engagement, everything you need to execute is already built in your HubSpot portal.

The 5 phases explained:

1. Assess

Audit your current GTM using HubSpot data: pipeline velocity, content performance, email engagement, and win/loss patterns. We analyse what's working and what's leaking revenue. This isn't opinion-based; it's data-driven using the metrics already in your CRM.

2. Research

Conduct customer interviews, competitive analysis, and jobs-to-be-done research. All findings are stored in HubSpot custom objects, making them accessible to marketing, sales, and CS without being locked in a PDF that gets lost in your downloads or on a random Google or OneDrive.

3. Ideate

Use service design workshops to map your customer experience and identify where HubSpot workflows can automate handoffs, trigger alerts, and eliminate manual tasks. We redesign positioning and messaging frameworks that feed directly into HubSpot sequences and content strategy.

4. Strategise

Build your Revenue OS architecture in HubSpot. Custom objects for product features, competitive intel, and customer health scoring. Map workflows that connect marketing, sales, CS, and product data into a unified system.

5. Execute

Deploy campaigns, sales playbooks, and customer success workflows in HubSpot. Launch with reporting dashboards that tell stories, not just display numbers. Implement a continuous improvement loop that optimises based on real-time data.

How HubSpot enables each phase:

• Assess: Built-in analytics across Marketing, Sales, and Service Hubs reveal bottlenecks
• Research: Forms, surveys, and AI transcription capture VOC data directly in contact records
• Ideate: Documents and wikis inside HubSpot store frameworks and playbooks
• Strategise: Custom objects, properties, and workflows become your Revenue OS
• Execute: Sequences, workflows, and campaigns launch without switching platforms

This is what I mean when I say HubSpot isn't a CRM, it's a GTM platform.

Introducing "Go-To-Market Uncovered"

Everything in this article comes from the book I wrote specifically to solve the problem of failed GTM strategies. "Go-To-Market Uncovered: How to Successfully Launch a Product and Drive Sustainable, Long-Term Revenue Growth" is the complete ARISE playbook, over 300 pages of frameworks, worksheets, and case studies.

The book details:

• The 8 Pillars of GTM Strategy and how to optimise each one
• How to build Revenue OS on HubSpot (with actual setup instructions)
• 151 KPIs and metrics you should track in your CRM
• Persona interview templates and competitive analysis frameworks
• Sales enablement playbooks and customer onboarding strategies
• Real case studies like DSSI Inc., where we used ARISE to increase search rankings for 273 new keywords and engage 53 target ABM accounts in 6 months

If you're serious about building GTM on HubSpot, the book is your blueprint. This article gives you the overview, and the book gives you the execution details.

Phase 1: Assess (on HubSpot)

You can't fix what you don't measure. The Assess phase uses HubSpot data to establish your current state, not what you think is happening, but what the data proves is happening.

GTM audit using HubSpot data:

Start by analysing performance across every stage of your funnel:

• Traffic sources: Which channels drive visitors who actually convert?
• Content performance: What blogs, landing pages, and CTAs generate SQLs?
• Email engagement: Open rates, reply rates, and sequence drop-off points
• Sales velocity: Time in each deal stage, win rates by rep, average deal size
• Customer health: Product usage (if integrated), support tickets, NPS/CSAT scores

In "Go-To-Market Uncovered," I provide the complete audit framework with 151 KPIs you should track. For the Assess phase, focus on these critical metrics:

Marketing audit:

• MQLs (based on lead scoring)
• Paid ad spend to conversions
• Website visitors per month + source breakdown
• Top performing pages for conversions
• Email CTR and reply rates by campaign

Sales audit:

• SQL to closed-won conversion rate
• Average sales cycle length
• Deal velocity (how fast deals move through the pipeline)
• Win/loss ratio and reasons (standardise these in HubSpot)
• Deals ghosted (abandoned without response)

Customer Success audit:

• NPS and CSAT scores (monthly trends)
• Product usage frequency (requires integration)
• Support ticket volume and resolution time
• Renewal rates and churn reasons
• Upsell/cross-sell conversion rates

Current state analysis:

Use HubSpot's reporting to answer these questions:

1. Where do leads stall in your funnel? (Look for stages with long dwell time)
2. Which campaigns generate revenue, not just leads? (Attribution reports)
3. Are sales and marketing aligned on what "qualified" means? (Compare MQL vs SQL definitions)
4. Do you have data on why deals are won or lost? (If not, start capturing this immediately)

Identifying gaps in HubSpot setup:

Most companies have these gaps:

• No product usage data flowing into HubSpot: You're blind to how customers actually use your product
• Generic deal stages: Not customised to your actual sales process
• Poor data hygiene: Duplicate records, missing required fields, inconsistent tagging
• Underutilised automation: Manual handoffs between marketing, sales, and CS
• Weak reporting: Default dashboards that don't tell your story

We built a Data Hygiene Report specifically for this—it scores your portal health and identifies what needs fixing. It's one of the first things we deploy during ARISE.

Data quality assessment:

Bad data = bad decisions. Use HubSpot's data quality tools to audit:

• Completeness: What % of contacts have email, company, and lifecycle stage?
• Accuracy: How many bounced emails, invalid phone numbers, and outdated job titles?
• Consistency: Are lifecycle stages progressing logically? Any contacts skipping stages?
• Duplicates: Run HubSpot's deduplication tool and merge records

Set up data governance rules:

• Required fields before deals can move to certain stages
• Workflows that automatically update lifecycle stages based on behaviour
• Regular audits (quarterly minimum) to catch data decay

The Assess phase typically takes 2-3 weeks. The output: a comprehensive report showing exactly where your GTM is leaking revenue and what needs to be built in HubSpot to fix it.

Phase 2: Research (on HubSpot)

Research is where most GTM strategies fail. Companies either skip it entirely ("we already know our customers") or do surface-level surveys that produce generic insights.

ARISE Research is different. It's deep, structured, and stored in HubSpot so the insights actually get used by your go-to-market teams.

Market research tools:

Use these to inform your HubSpot strategy:

• SEMrush/Ahrefs: Keyword research to understand what your ICP searches for
• G2/Capterra: Competitor reviews reveal what users love and hate
• SimilarWeb: Traffic sources and engagement patterns of competitors
• Respondent.io: Book interviews with your target personas for qualitative research
• Wynter: Test messaging and positioning with your ICP before deploying in HubSpot

In "Go-To-Market Uncovered," I detail exactly how to run Win/Loss interviews, Jobs-to-be-Done research, and competitive SWOT analysis. These methods uncover the insights that make your HubSpot campaigns actually work.

Competitive intelligence:

Create a custom "Competitive Intelligence" object in HubSpot to store:

• Competitor positioning statements
• Pricing models and recent changes
• Feature comparison matrix
• Win/loss patterns (which competitor you lose to most often)
• Battle card content (how to position against each competitor)

We've built this as a HubSpot custom object in ARISE deployments. It connects to deals so reps can see competitive intel directly in the deal record, no switching to Google Docs or outdated PDFs.

Competitive analysis framework from the book:

1. Company's market placement (who they target, major customers, geographic reach)
2. Product/service analysis (features, pricing, unique differentiators)
3. Positioning analysis (messaging, value prop, market category)
4. Marketing tactics (channels, content types, paid strategy)
5. Sales process (demo-led vs PLG, sales cycle length, common objections)

Store all of this in HubSpot. When a rep is working on an opportunity where a specific competitor is in play, they should see relevant intel automatically.

ICP validation using HubSpot data:

Don't guess at your Ideal Customer Profile. Prove it with data.

Run a report in HubSpot to identify:

• Best customers: Highest LTV, fastest time-to-value, best NPS, lowest churn
• Common attributes: Industry, company size, tech stack, geographic location
• Buying patterns: Deal size, sales cycle length, number of decision-makers involved

Segment these customers and reverse-engineer their characteristics. This becomes your ICP.

In "Go-To-Market Uncovered," I provide the ICP Dashboard we built in HubSpot. It uses calculated properties to score contacts and companies against your ideal profile, so marketing and sales immediately know which opportunities to prioritise.

Customer feedback integration:

Capture Voice of Customer (VOC) data directly in HubSpot:

• NPS/CSAT surveys: Trigger via Service Hub after key interactions
• Win/Loss interviews: Store transcripts on deal records using Fathom.ai integration
• Feature requests: Create a custom "Feature Request" object linked to contacts
• Support tickets: Connect Service Hub to the product so CS can track issues by customer segment

All of this informs your GTM strategy. For example:

• If Enterprise customers request Feature X in 60% of win/loss calls, that goes in your messaging
• If SMB churn correlates with lack of Feature Y adoption, CS builds a workflow to trigger engagement

The Research phase takes 4-6 weeks for comprehensive execution. The output: a complete understanding of your market, competitors, and customers, all stored in HubSpot custom objects so your GTM teams actually use it.

Phase 3: Ideate (on HubSpot)

Ideation isn't a brainstorming session where you throw ideas at a whiteboard. In ARISE, Ideate is a structured process that uses research insights to redesign your positioning, messaging, and go-to-market motion, then document everything in HubSpot so it's executable.

Strategy workshops:

Run these workshops with cross-functional teams (marketing, sales, CS, product):

Service Design Workshop: This is the foundation. I dedicate an entire section to this in "Go-To-Market Uncovered" because it's how you build a truly customer-centric GTM.

Service Design asks:

• How do users find your product? (SEO, paid, word-of-mouth, partnerships)
• What language do they use to search? (150+ keyword variations you need to track)
• How do we set their expectations? (22 ways to manage expectations before they buy)
• How do we enable them to achieve their goal? (14 ways to enable outcomes)
• What's the minimum steps to value? (29 ways to get customers to quick wins)

This workshop produces your entire customer journey map—from stranger to advocate, with specific HubSpot tactics at each stage.

Positioning Workshop: Redesign your value prop, positioning statements, and messaging frameworks for each persona.

Competitive Strategy Workshop: Build battle cards and "compete" campaigns targeting companies researching your competitors (using RollWorks or HubSpot's ABM tools + Bombora intent data).

Frameworks and templates:

Store these in HubSpot:

• Messaging frameworks: Upload to Documents tool, link to contact properties by persona
• Positioning statements: Custom properties on Company records so reps see the right positioning for each account type
• Storytelling frameworks: I detail the Hero's Journey and simplified frameworks in the book; these inform your content and sales sequences
• Battle cards: Competitive objection handling scripts stored in the HubSpot knowledge base

Collaborative tools:

Use HubSpot's native collaboration features:

• HubSpot Documents: Store frameworks and playbooks
• Comments: Tag team members on contact/deal records to discuss strategy
• Tasks: Assign research follow-ups or content creation directly from the Ideate workshops
• Projects: New feature in HubSpot for managing cross-functional GTM initiatives

Documentation in HubSpot:

This is critical: Don't let your GTM strategy live in a deck that sits in Google Drive.

Build it directly into HubSpot:

• Create a "GTM Strategy" wiki in HubSpot knowledge base
• Link positioning statements to persona properties
• Store interview transcripts and research findings on contact records
• Build custom reports that visualise your ICP, buyer journey, and segment hypotheses

When everything lives in HubSpot, your team actually uses it. When it's in a PDF, it gets forgotten in a week.

Outputs from the Ideate phase:

• Refined positioning and messaging for each segment
• Buyer journey map with HubSpot tactics at each stage
• Sales enablement assets (battle cards, sequences, playbooks)
• Content strategy tied to keyword research and persona pain points
• Revenue OS architecture (what custom objects, properties, and workflows you'll need)

The Ideate phase takes 2-3 weeks. The output: a complete, HubSpot-ready GTM strategy that your teams can execute immediately.

Phase 4: Strategise (on HubSpot)

Strategy without execution is hallucination. The Strategise phase takes everything from Research and Ideate and builds it into HubSpot as your Revenue OS, the operational architecture that makes your GTM actually work.

Revenue OS architecture on HubSpot:

Revenue OS is how you turn HubSpot from a CRM into a go-to-market engine.

Here's what we build:

Custom Objects:

• Personas: Store persona profiles, pain points, and preferred content types. Associate with contacts for segmented campaigns.
• Competitive Intelligence: Competitor positioning, pricing, battle card content. Associate with deals so reps see relevant intel.
• Customer Intelligence: Research findings, JTBD insights, interview transcripts. Makes VOC data accessible to product and marketing.
• Product Features: Track feature adoption by customer segment. Trigger upsell workflows when usage indicates readiness.
• Strategic Accounts: ABM target accounts with engagement scoring, decision-maker mapping, and multi-touch attribution.

Custom Properties:

• ICP Score (calculated): Automatically scores contacts/companies against your ideal profile
• Customer Health Score: Combines product usage, NPS, support tickets, and engagement
• Persona Type: Dropdown mapped to your research (e.g., "Technical Buyer," "Economic Buyer," "Champion")
• Competitive Situation: Which competitor is in play for this deal?
• Feature Adoption Level: Low/Medium/High based on product usage data

Process design:

Map your actual buyer journey, not an idealised funnel, but what really happens:

1. Awareness Stage
   • Traffic sources that drive high-intent visitors
   • Content offers that convert strangers to leads
   • Lead scoring criteria (what actions indicate real interest?)
2. Consideration Stage
   • Nurture sequences by persona and pain point
   • Sales triggers (when should a rep reach out?)
   • Content progression (blogs → guides → webinars → demos)
3. Decision Stage
   • Sales process mapped to HubSpot deal stages
   • Required activities and exit criteria for each stage
   • Automated handoffs (marketing to sales, sales to CS)
4. Retention/Expansion Stage
   • Onboarding workflows (triggered on closed-won)
   • Health score monitoring with risk alerts
   • Upsell/cross-sell triggers based on product usage

In "Go-To-Market Uncovered," I provide the complete Buyer Funnel Stages & Tactics template we use in ARISE deployments. It details exactly what happens at each stage and which HubSpot workflows execute each tactic.

Workflow mapping:

Design workflows that connect the dots:

• Lead nurture workflows: Persona-specific sequences based on content engagement
• Sales handoff workflow: Auto-assigns leads to reps, creates a deal, notifies the rep, and books a meeting
• Onboarding workflow: Triggers on closed-won, sends welcome email, creates CS tickets, schedules kickoff
• At-risk customer workflow: Monitors health score, triggers CS alert when it drops, escalates to leadership if unresolved
• Upsell workflow: Tracks feature usage, identifies expansion signals, notifies AE

Every workflow should have:

• Clear trigger conditions
• Branch logic based on persona, segment, or behaviour
• Delays that are appropriate to the sales cycle and customer journey
• Unenrollment criteria (when should someone exit this workflow?)

Automation strategy:

Build automation that eliminates manual work but preserves the human touch:

• Email sequences: Automated outreach for leads and opportunities, but written in your brand voice
• Task creation: Auto-create tasks for reps when high-intent actions occur (demo request, pricing page visit, competitor keyword search)
• Lead routing: Assign leads based on territory, ICP score, or account ownership
• Data enrichment: Workflows that clean data, update properties, and score leads

Don't automate everything. High-value accounts and complex deals need human judgment. Build automations for efficiency, not to replace strategic thinking.

Integration planning:

HubSpot's power comes from integrations. Plan these:

Essential integrations:

• Product analytics (Mixpanel, Pendo): Track feature usage, trigger workflows based on adoption
• Intent data (Bombora, 6sense, Clay): Identify companies researching your category or competitors
• ABM platform (RollWorks, Demandbase): Target accounts with personalised ads and track engagement
• Sales enablement (Gong, Chorus, Sales Hub): Analyse calls, surface coaching opportunities
• Support (Zendesk, Intercom, Service Hub) - Sync tickets to HubSpot for a holistic customer view

Data flow architecture:

• Which systems are the source of truth for which data?
• How often does data sync? (Real-time vs batch)
• What's the fallback if an integration breaks?
• Who owns troubleshooting integration issues?

The Strategise phase takes 3-4 weeks to design and build. The output: A complete Revenue OS built in HubSpot, ready to execute your GTM strategy with automation, workflows, and reporting.

Phase 5: Execute (on HubSpot)

Execution is where most GTM strategies die. Not because the strategy was bad, but because implementation was weak.

ARISE Execute is different: everything's already built in HubSpot during Strategise. Now you deploy campaigns, train your teams, and launch with confidence.

Campaign implementation:

Launch your GTM campaigns in HubSpot:

Content campaigns: Publish SEO-optimised blog posts, gated content offers, and case studies. Use HubSpot CMS for programmatic SEO (more on this below).

Email campaigns: Deploy nurture sequences, sales outreach sequences, and re-engagement campaigns. Use persona properties to send targeted messaging.

Paid ad campaigns: Sync HubSpot audiences to LinkedIn, Google, and Facebook for retargeting and lookalike targeting. Use UTM parameters to track attribution.

ABM campaigns: If you have RollWorks or HubSpot's ABM tools, launch account-based display ads targeting your strategic accounts. Track engagement in HubSpot.

Sales outreach campaigns: Activate your sales sequences. Train reps on when to use which sequence based on lead source, persona, and ICP score.

Sales enablement setup:

Configure Sales Hub for your GTM motion:

Deal pipelines: Customise stages to match your actual sales process (not HubSpot's default). Define exit criteria and required activities for each stage.

Email templates: Load persona-specific templates based on your messaging frameworks. Include variables for personalisation.

Sequences: Build outreach sequences for different scenarios:

• Inbound lead follow-up sequence
• Outbound cold outreach sequence
• Competitor displacement sequence (targeting companies using rival products)
• Re-engagement sequence (for stalled deals)

Calling playbooks: HubSpot's calling tool supports playbooks (scripts reps follow during calls). Build these for discovery, demo, objection handling, and closing.

Sales content: Upload battle cards, one-pagers, case studies, and ROI calculators to HubSpot. Reps can share directly from CRM and see when prospects open them.

Reporting dashboards: Create role-specific dashboards:

• Sales dashboard: Pipeline value, win rate, deal velocity, top performers
• Marketing dashboard: MQL volume, cost per lead, campaign ROI, content performance
• CS dashboard: NPS trends, health score distribution, upsell pipeline

Customer success integration:

Configure Service Hub for retention and expansion:

Onboarding workflows: Auto-trigger on closed-won deals:

• Send a welcome email with the next steps
• Create an an onboarding ticket assigned to a CSM
• Schedule a kickoff call
• Enrol the customer in an onboarding email sequence

Health scoring: Build a calculated property that combines:

• Product usage (requires integration with your product or Mixpanel)
• NPS/CSAT scores
• Support ticket volume
• Engagement (email opens, logins, meeting attendance)

Risk alerts: Workflow that monitors health score. When it drops below the threshold, create a high-priority task for CSM and send a Slack notification.

Expansion workflows: Track product usage. When customers reach certain adoption milestones, trigger workflows:

• Auto-create a deal for an upsell opportunity
• Assign to original AE
• Notify CSM to warm up the conversation

Reporting dashboards:

Build dashboards that tell stories, not just show numbers:

Executive Dashboard: High-level view for leadership:

• MRR and ARR trends
• Customer acquisition cost (CAC) and payback period
• Net revenue retention (NRR)
• Pipeline coverage (pipeline value divided by quota)

Marketing Performance Dashboard:

• MQL volume and cost per MQL by channel
• SQL conversion rate (MQLs that become SQLs)
• Influenced revenue (revenue from deals marketing touched)
• Content performance (views, conversions, influenced deals)

Sales Performance Dashboard:

• Quota attainment by rep and team
• Win rate by rep, deal size, and competitor
• Average sales cycle length (trending over time)
• Deal stage conversion rates (where deals stall)

Customer Success Dashboard:

• NPS and CSAT trends
• Customer health score distribution
• Churn rate and churn revenue
• Expansion revenue and upsell conversion rate

The Execute phase is ongoing; GTM is never "done." But initial deployment takes 2-3 weeks. The output: A fully operational GTM on HubSpot with campaigns live, teams trained, and dashboards tracking performance.

Revenue OS on the HubSpot Platform

Revenue OS is the architecture that makes your GTM work. It's not a tool you buy; it's how you configure HubSpot to align marketing, sales, and customer success around a unified view of the customer.

What Revenue OS looks like in HubSpot:

Revenue OS transforms HubSpot from a contact database into an operational system that:

• Automates handoffs between marketing, sales, and CS (no more leads falling through cracks)
• Scores and routes leads based on ICP fit and intent signals
• Tracks the complete customer journey from anonymous visitor to expansion revenue
• Provides predictive insights using health scores, engagement trends, and usage data
• Enables personalisation at scale with dynamic content, smart CTAs, and targeted sequences

In "Go-To-Market Uncovered," I call this the "flywheel in motion", everything feeds everything else, creating momentum.

Custom objects and properties:

Revenue OS requires custom configuration. Here's what we typically build:

Custom Objects:

1. Personas: Store persona profiles (pain points, goals, preferred content). Associate with contacts to personalise campaigns.
2. Competitive Intelligence: Competitor details, battle card content, win/loss patterns. Associate with deals so reps see relevant context.
3. Customer Intelligence: Research findings, JTBD insights, interview transcripts. Makes VOC data accessible across teams.
4. Product Features: Track features, usage by customer segment, and adoption rates. Trigger workflows based on feature usage.
5. Strategic Accounts (for ABM): Target account list with engagement scoring, decision-maker mapping, and buying committee tracking.

Critical Custom Properties:

• ICP Score (calculated): Auto-scores contacts against your ideal profile using firmographic and behavioural data
• Customer Health Score: Combines product usage, NPS, support ticket volume, and payment history
• Persona Type: Maps contacts to research personas for targeted messaging
• Lead Source (Granular): Tracks not just "Organic" but "Organic - Blog - [Specific Article]"
• Competitive Situation: Which competitors are in play for this deal?
• Product Adoption Stage: Onboarding / Activated / Power User / At Risk
• Engagement Score: Behavioural scoring based on email opens, content downloads, demo requests

Workflow automation:

Revenue OS runs on workflows that eliminate manual work:

Lead Management Workflows:

• Lead scoring and routing: Score leads based on behaviour and fit, auto-assign to reps based on territory and account ownership
• MQL to SQL handoff: When lead reaches MQL threshold, create deal, assign to rep, book meeting
• Re-engagement: Detect stalled leads (no activity in 30 days), trigger re-engagement sequence

Sales Workflows:

• Deal stage automation: Required activities at each stage, auto-advance when criteria met, create tasks for next steps
• Competitive alert: If a competitor is mentioned in call notes or emails, assign a battle card and notify the manager
• Deal risk alert: If the deal stalls in stage >30 days, create an escalation task for manager review

Customer Success Workflows:

• Onboarding: Trigger on closed-won, send welcome email, create CS ticket, schedule kickoff
• Health score monitoring: Weekly check of health score, alert CSM if dropping, escalate to VP if score <5

• Expansion triggers: Monitor feature usage; when the customer reaches power user status, create an upsell opportunity

Cross-functional alignment:

Revenue OS aligns teams by giving everyone access to the same data:

Shared visibility:

• Marketing sees which campaigns sourced revenue, not just leads
• Sales sees the marketing engagement history before calling a lead
• CS sees sales promises made during the deal process
• Product sees which features drive retention and expansion

Shared metrics:

• Marketing, sales, and CS all measured on revenue, not just vanity metrics
• Everyone tracks customer health, pipeline coverage, and win rates
• Dashboards update in real-time, so teams spot issues early

Shared workflows:

• Marketing nurtures leads until the SQL threshold, then auto-assigns to sales
• Sales triggers CS onboarding automatically on deal close
• CS creates expansion deals that route back to the original AE

Reporting and analytics:

Revenue OS provides unified reporting across the GTM:

Attribution reporting: Multi-touch attribution shows which marketing campaigns influence deals. Use HubSpot's built-in attribution or integrate with Dreamdata for advanced modelling.

Forecasting: Pipeline reports show projected revenue by month, factoring in win rate, deal stage, and historical close rates.

Cohort analysis: Track retention and expansion by customer cohort (month acquired, deal size, industry, etc.). Identify patterns in churn and upsell.

Funnel analysis: Conversion rates at each stage (visitor → lead → MQL → SQL → opportunity → customer). Spot bottlenecks immediately.

This is Revenue OS, not a loose collection of tools, but a unified system that makes your GTM actually work. It's what HubSpot becomes when you configure it correctly.

HubSpot CMS for GTM

Most companies treat their website as a marketing asset. That's a mistake.

Your website is a GTM asset, arguably your most important one. When configured correctly on HubSpot CMS, it becomes a conversion engine that attracts, engages, and converts your ICP at scale.

Website as GTM asset:

HubSpot CMS does more than host pages; it's integrated with your CRM, so your website becomes smart:

Personalisation: Show different content based on:

• Lifecycle stage (anonymous vs lead vs customer)
• Persona (detected from form fills or linked to contact record)
• Industry or company size
• Previous page views or content downloads

For example: A first-time visitor sees generic messaging. A known contact who's viewed your pricing page 3 times sees a CTA for "Schedule Demo" instead of "Download Guide."

Smart CTAs: HubSpot's smart CTAs change based on contact properties:

• Leads see "Request Demo"
• Customers see "Access Resources"
• Expired trials see "Reactivate Your Account"

Form pre-population: If HubSpot recognises a visitor via cookie, pre-fill form fields. Reduces friction and increases conversions.

Progressive profiling: Never ask the same question twice. Forms ask new questions based on what you already know about the contact.

Programmatic SEO:

HubSpot CMS is ideal for programmatic SEO, creating hundreds of pages targeting long-tail keywords at scale.

Example: If you sell project management software, create pages like:

• "Project management for [Industry]" (e.g., construction, marketing, healthcare)
• "Best project management software for [Company Size]"
• "[Competitor] alternative"

Use HubDB (HubSpot's built-in database) to store structured data, then template pages that pull from it. Build 100+ pages in days, not months.

In "Go-To-Market Uncovered," I detail how we used this strategy to help DSSI rank for 273 new keywords in 6 months.

Personalisation at scale:

Combine CMS personalisation with marketing automation:

Dynamic content: Same page, different content:

• Show different value props based on persona
• Highlight different case studies based on the industry
• Change hero images based on company size

Behavioural targeting: Trigger sequences based on page views:

• Viewed pricing page 3 times → "Talk to Sales" email
• Read competitor comparison → Competitive battle card email
• Downloaded ROI calculator → "ROI Review Call" sequence