HubSpot Overview

HubSpot serves as the central CRM and orchestration layer for all GTM operations.

Role in the Stack

Key Functions

Function	Purpose	Owner
Contact Database	Single source of truth	GTM
Company Database	Account-level data	GTM
Workflows	Automation, routing, alerts	GTM
Sequences	High-intent outreach	BDRs
Lists	Segmentation for campaigns	Marketing
Lead Scoring	Prioritization	GTM
Reporting	Pipeline dashboards	GTM

Data Flow

Current State

Database Size

Entity	Count	With Baseloop Attribution
Companies	TBD	17,605
Contacts	TBD	32,254
Properties	565	To be audited

Known Issues

Data quality issues identified:

Company name mismatches - Company name ≠ website domain
LinkedIn URL issues - Missing or incorrect LinkedIn URLs
Email domain mismatches - Contact email domain ≠ company website
Duplicate companies - Same company with different names
Property bloat - 565 properties, many unused

Key Properties

Contact Properties

Property	Type	Source	Required
`email`	String	Baseloop	✅
`firstname`	String	Baseloop	✅
`lastname`	String	Baseloop	✅
`jobtitle`	String	Baseloop	✅
`phone`	String	Baseloop	⚠️
`baseloop_fit_score`	Number	Baseloop	✅
`baseloop_campaign_id`	String	Baseloop	✅
`contact_owner`	User	Workflow	✅

Company Properties

Property	Type	Source	Required
`name`	String	Baseloop	✅
`domain`	String	Baseloop	✅
`numberofemployees`	Number	Baseloop	✅
`industry`	Dropdown	Baseloop	✅
`baseloop_tier`	Dropdown	Baseloop	✅
`status`	Dropdown	Workflow	✅

Lifecycle Stages

Stage	Definition	Owner
Subscriber	Newsletter only	Marketing
Lead	Enriched, not yet contacted	Marketing
MQL	Qualified by scoring/behavior	Marketing
SQL	Accepted by sales, being worked	BDR
Opportunity	Meeting booked, in pipeline	AE
Customer	Closed-won	CS