The Runbook

Your CRM data is lying to you. Here's how to fix that.

Connor Skelly — Wed, 29 Apr 2026 05:45:00 GMT

76% of salespeople admit to fabricating data in the CRM according to Validity.

HubSpot integrations: why every connected tool is a liability until it's governed

Connor Skelly — Tue, 28 Apr 2026 23:08:02 GMT

There's a question we ask every client when integrations come up that gets the most honest answers: "When a tool syncs data into HubSpot, do you know exactly what it creates, updates, or overwrites?" The answer is almost always no. Sometimes it's a confident no. More often it's a pause, followed by "I think so" or "we set that up a while ago."

AI enablement in HubSpot: why your operations have to be ready before AI can do anything useful

Connor Skelly — Tue, 28 Apr 2026 23:07:57 GMT

Every software vendor in the HubSpot ecosystem is shipping AI features right now. AI-generated emails, AI-powered forecasting, AI chatbots, AI content tools. The pitch is always some version of “turn it on and watch the magic happen.”

Cross-functional HubSpot ops: marketing, sales, and CS on the same system, seeing the same customer

Connor Skelly — Tue, 28 Apr 2026 23:07:54 GMT

Most HubSpot portals are organized by hub. Marketing Hub for marketing. Sales Hub for sales. Service Hub for CS. Each team has their dashboards, their workflows, their properties. And each team sees a fragment of the customer.

HubSpot automation: why workflows fail and what has to be true before you build them

Connor Skelly — Tue, 28 Apr 2026 23:07:52 GMT

The most common request we hear in discovery calls is some version of "we need to automate our lead handoff." Marketing is generating leads. Sales says they're not qualified. The handoff is manual, slow, and inconsistent. The obvious fix is automation.

HubSpot data integrity: why cleanup projects don't fix structural problems

Connor Skelly — Tue, 28 Apr 2026 23:07:49 GMT

Your scoring model is only as good as the records it scores. This sounds obvious. Everyone nods along when you say it. And then they build a scoring model on top of a database where 30% of records are missing company associations and the industry field has twelve spellings of "Technology."

HubSpot pipeline design: stages, structure, and why your forecast doesn't hold up

Connor Skelly — Tue, 28 Apr 2026 23:07:48 GMT

A deal stage is not a feeling. It sounds like a strange thing to have to say, but open any HubSpot portal and look at the deal board. There's almost always a bulge in the middle. A cluster of deals sitting in "Proposal Sent" or "Negotiation" for weeks, sometimes months. That bulge is where defined process ends and rep judgment begins.

Deal health in HubSpot: what you can measure, what you can't, and what you're missing

Connor Skelly — Mon, 27 Apr 2026 19:42:14 GMT

Ask a sales rep how their deal is going and you'll get some version of "it's moving along" or "I think we're close."

HubSpot reporting and attribution: building dashboards your team actually trusts

Connor Skelly — Mon, 27 Apr 2026 17:15:00 GMT

If you're exporting to Excel to double-check your HubSpot numbers, the reports aren't trusted. That's the simplest diagnostic we have for reporting maturity. Not whether dashboards exist. Not whether someone built a report last quarter. Whether the people using the data actually believe it.

7 Signs Your HubSpot Portal Has Drifted (And What It's Quietly Costing You)

Connor Skelly — Wed, 22 Apr 2026 20:15:00 GMT

Your HubSpot portal looked great on day one. Clean properties. Logical workflows. Dashboards that actually made sense. Somebody put real thought into the setup.