Tracera is an AI-powered sustainability and ESG data platform that enables enterprises to collect, verify, and audit sustainability metrics across suppliers, geographies, and regulations.When Tracera partnered with OneMetric, the core problem was not visibility; it was structure.
Each team inside the company used HubSpot differently. Marketing tracked engagement, sales tracked opportunities, and post-sales teams managed accounts, but none spoke the same data language. The CRM had become overloaded, misoriented, and inconsistent, leading to inefficiency, inaccurate reporting, and wasted effort.
The objective was to stabilize the CRM foundation, standardize data management across teams, and build a complete operational architecture for long-term scalability and accuracy.
Tracera’s HubSpot instance had evolved organically without a central schema or governance model.
Each department customized HubSpot to fit its own view of the customer, creating duplicate records, redundant properties, and conflicting lifecycle definitions.
Marketing, Sales, and Customer Success teams each created their own custom properties, pipelines, and lists. The same customer record had multiple interpretations, creating confusion and data fatigue.
Contacts from free domains, university addresses, and demo environments inflated total record count. These irrelevant entries distorted dashboards and skewed metrics such as MQL–SQL conversion.
The project followed a data-first approach, building from foundation to automation. Each deliverable was structured around clarity, consistency, and continuity.
The engagement began with a detailed data audit focused on HubSpot’s CRM structure.
All active records were reviewed and categorized using smart lists — such as contacts with free-domain emails, non-corporate addresses, and inactive records with zero engagement.
This step helped identify the magnitude of clutter and the exact locations of system strain.
The audit also revealed property duplication and missing associations between related records.
Clear documentation of the CRM’s current state and a prioritized list of discrepancies for remediation.
Instead of manually cleaning records, a cleanup framework was designed for repeatability.
Using active lists, the team segmented invalid or irrelevant data into specific action categories — delete, merge, reassign, or enrich.
Example cleanup segments included:
This framework not only enabled the first cleanup cycle but also established a live mechanism for ongoing data hygiene, allowing Tracera to maintain quality continuously.
HubSpot now auto-identifies and isolates poor-quality data before it disrupts reporting or performance.
The next step was a complete data architecture blueprint, mapping how data flows across HubSpot objects — from lead capture to renewal.
The blueprint defined:
This architecture resolved the earlier problem of disconnected data silos and brought relational clarity to HubSpot.
Stakeholders can now visualize and measure the complete customer journey from first interaction to renewal, without duplication or overlap.
Once the data foundation was stable, the team implemented structured deal pipelines that reflected Tracera’s true sales process.
Custom deal stages were created to track internal reviews, proposal approvals, technical validation, and contract negotiation.
The pipeline also included custom properties for ARR and renewal tracking, allowing leadership to monitor both new business and recurring revenue directly inside HubSpot.
Every deal now moves through a defined, auditable process with stage-specific ownership, ensuring pipeline accuracy and forecast reliability.
To unify sales and customer success workflows, a Product Library was configured within HubSpot.
Each module or license sold by Tracera was mapped as a product with SKU-level tracking.
This enabled reporting on product mix, contract value, and renewal frequency.
Post-sale, a renewal pipeline architecture was introduced. Deals automatically cloned into the renewal pipeline near term-end, prompting CSMs with tasks and notifications.
Renewal forecasting became automated, ARR was calculable at scale, and customer success gained a structured workflow for retention management.
The engagement concluded with a KPI definition blueprint that gave every team measurable ownership.
Each department received clear metric definitions and formulas, documented inside HubSpot.
Examples:
The documentation also included entry and exit criteria for every stage, ensuring all stakeholders interpret CRM data consistently.
HubSpot now acts as a single, trusted source of truth across all GTM teams.
Tracera’s HubSpot instance evolved from a fragmented database into a structured operational ecosystem. Every object, property, and workflow now serves a defined purpose in the customer journey.
System load has reduced significantly, duplicate data has been eliminated, and reporting accuracy has reached enterprise-grade consistency.
The new HubSpot setup provides:
So, Tracera now runs on a CRM architecture built for precision, performance, and growth with the confidence that every piece of data in HubSpot is clean, connected, and actionable.
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