Customized Reporting Structure Tracks 100% of Revenue Opportunities

SpringCM operates within a complex marketing and sales cycle, often spanning an entire quarter before reaching a closed-won deal. To support their rapid growth, they needed a seamless system that would provide a unified buying experience from prospect to customer. Specifically, they required deeper insights into their marketing channels—including paid advertising, email marketing, and events like Dreamforce—to understand which efforts influenced leads beyond the first touch.

However, SpringCM faced two primary challenges:

Incomplete Attribution

While HubSpot’s Campaign Tool tracked ongoing engagement, it lacked the granularity to identify which specific channels were driving these interactions after the initial touchpoint.

Data Fragmentation

Their legacy Salesforce platform contained vast amounts of unstructured data, making it difficult to track and attribute conversions effectively. Additionally, SpringCM received leads from external sources—such as Salesforce AppExchange and G2 Crowd—where HubSpot forms couldn’t be embedded, resulting in an influx of unknown data.

To overcome these challenges, SpringCM needed a solution that would:

• Track every touchpoint throughout the customer journey and attribute each interaction back to revenue and conversions.
• Provide a clear understanding of ROI at both the channel and campaign levels.
• Enable precise tracking of marketing initiatives within HubSpot while allowing for more granular data analysis in Salesforce.

SOLUTION

From Data Chaos to Clarity: Crafting a Comprehensive Marketing Tracking Solution

SpringCM partnered with New Breed to develop an integrated reporting structure that would bring clarity and accuracy to their data. Our approach consisted of the following steps:

Comprehensive Audit & Standardization

We began by auditing SpringCM’s existing conversion channels, both within HubSpot and external platforms. Once we mapped out their marketing campaigns and lead sources, we established standardized naming conventions for UTM parameters to ensure accurate source tracking within both HubSpot and Salesforce.

Streamlined Data Integration

The New Breed team built a custom configuration to automatically import external conversion data into HubSpot, ensuring that critical data from the Salesforce AppExchange flowed seamlessly into their CRM. Additionally, we integrated software listing and review sites using HubSpot’s Forms API to track leads that previously appeared as "unknown." This standardization process provided a unified data framework for accurate attribution.

Enhanced HubSpot Forms with Hidden Fields

To capture more granular attribution data, we enhanced SpringCM’s HubSpot forms with hidden fields that recorded "Most Recent Channel" and "Campaign" from UTM parameters. We also implemented custom JavaScript across their website to infer traffic sources when UTM parameters were unavailable, ensuring that all conversions could be properly categorized.

Custom Contact Properties for Better Attribution

To store and process conversion data, we developed a set of custom contact properties within HubSpot, including:

• Recent Lead Source
• Recent Lead Source Detail
• Original Lead Source
• Original Lead Source Detail

These properties enabled better tracking and reporting of lead sources, even for contacts engaging across multiple platforms.

Custom HubSpot Workflows for Attribution

To automate lead source tracking and Salesforce campaign attribution, we implemented two key HubSpot workflows:

• Set Recent Lead Source: Triggered upon form submissions or external conversions, this workflow processed attribution data to update the contact record with the most recent lead source details.
• Set Salesforce Campaign: This workflow categorized contacts into Salesforce campaigns based on the overarching HubSpot campaign, the lead source, and the calendar quarter in which the conversion occurred

Templatized HubSpot Campaigns for Scalability

To facilitate efficient campaign tracking, we created a templatized structure in HubSpot. These templates allowed SpringCM to quickly clone and configure new campaigns each quarter, while pre-built branching logic ensured that campaign-specific attribution rules were applied consistently.

Deeper Salesforce Integration

To enhance attribution reporting, we optimized the Salesforce integration to enable multi-touch tracking of campaign influence. By structuring Salesforce campaigns into "parent" and "child" categories, SpringCM gained precise visibility into how each marketing channel contributed to revenue generation over time.

RESULTS

100% Visibility: Transforming Lead Tracking from Fragmented to Focused

Eliminated Unknown Lead Sources

Previously, 16% of leads lacked attribution. With our solution, 100% of leads now have a known source.

Complete Revenue Tracking

Every revenue opportunity is now tracked, providing a clear picture of marketing ROI.

Data-Driven Marketing Decisions

SpringCM can analyze the influence of each marketing channel on pipeline generation and confidently invest in high-performing strategies.

Ongoing Optimization 

As SpringCM continues to expand, their new reporting structure allows them to seamlessly incorporate emerging marketing channels without disrupting existing processes. Our team remains actively engaged in further customizing integrations to enhance their HubSpot and Salesforce reporting capabilities, ensuring their data remains a powerful driver of strategic decision-making.

Through our partnership, SpringCM has transformed its reporting infrastructure—gaining unprecedented visibility into marketing performance and maximizing the impact of their investments.