HubSpot

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

Quick Links

App: HubSpot Dashboard
Documentation: HubSpot Knowledge Base

What HubSpot Does

HubSpot is our single source of truth for:

Contact & Company Database: All enriched data from Baseloop + Historical data
Workflows: Automation, routing, and tasks
Sequences: High-intent outreach campaigns
Reporting: Pipeline dashboards and metrics

Role in the Stack

Key Functions

Function	Purpose	Ownership	Proposed Ownership
Contact Database	People level data	GTM	RevOps
Company Database	Account-level data	GTM	RevOps
Workflows	Automation, routing, alerts	GTM	RevOps, GTM
Sequences	High-intent outreach	BDRs	BDRs, GTM
Lists	Segmentation for campaigns	Marketing	Marketing, GTM
Lead Scoring	Prioritization	GTM	GTM
Reporting	Pipeline dashboards	GTM	GTM

Data Flow

Current State

Database Size (HubSpot CRM)

Entity	Count	With Baseloop Attribution	Properties
Companies	72,318	18,203	419
Contacts	162,366	33,273	568

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
Many properties unused

Full report available: CRM Audit

Key Properties

Contact Properties

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

Company Properties

Property	Type	Source	Required
`name`	String	Baseloop	✅
`domain`	String	Baseloop	✅
`numberofemployees`	Number	Enrichment	✅
`industry`	Dropdown	Enrichment	✅
`baseloop_tier`	Dropdown	Baseloop	✅
`country_of_hq`	Checkbox	Enrichment	✅
`linkedin_company_id`	String	Baseloop	❌
`address`	String	Enrichment	❌
`VAT`	String	Enrichment	❌