--- title: HubSpot Sales Setup & Contact Database Cleanup type: article created: '2026-03-19' updated: '2026-04-05' source_docs: - raw/2026-03-19-impromptu-zoom-meeting-131232632.md tags: - hubspot - crm - sales - marketing - contact-database - database-hygiene - bant - mql - sql - lifecycle-stages - lead-source - email-deliverability - aws-ses - fishbowl layer: 2 client_source: null industry_context: null transferable: true --- # HubSpot Sales Setup & Contact Database Cleanup **Meeting date:** 2026-03-19 **Attendees:** Miriam Framson, Melissa Cusumano, Karly Oykhman, Mark Hope (Asymmetric) ## Overview This meeting finalized the HubSpot sales qualification workflow and approved a major contact database hygiene initiative. The sales pipeline setup is nearly complete pending a few field corrections. A full database cleanup was greenlit to address email deliverability issues and reduce the ~$20k/year HubSpot subscription cost by cutting the 8,200 marketing contacts by at least 50%. --- ## Key Decisions - **BANT scoring simplified for rollout:** Budget, Authority, and Need must each score 3; Timing must score 3 or 4. The team can add more nuance later once adoption is established. - **MQL → SQL automation fix approved:** The trigger field must be changed from `Are you juicing currently?` to `Are you already juicing?` with all existing data mapped over. - **Contact database hygiene run approved:** Full cleanup to proceed — hygiene run first, then AI-assisted segmentation, then enrichment for high-priority contacts. - **Newsletter switched to engaged-only segment:** Sending to unengaged contacts ("gray matter") hurts deliverability and skews open rates. Engaged-only going forward. - **Sales rep list consolidation:** Melissa will own the rep list for both HubSpot and the sales portal to prevent future data drift. - **APS success story will use generic K–12 imagery** to avoid the lengthy client approval process; targeting the April newsletter. --- ## HubSpot Sales Workflow — Status & Fixes ### Contact Card View The global contact card view was reorganized for clarity: - **Top section:** Core contact info (name, email, phone) - **Bottom section:** Marketing info (lead source, lead source detail) - **Side panel:** Payment links, Subscriptions, and Invoices removed; Playbooks moved to bottom; Tickets and Attachments retained ### Lead Source Fields The redundant `Inbound Lead` field will be hidden. The new two-field structure: - `Lead Source` — high-level category (list upload, sales rep, trade show, website, other) - `Lead Source Detail` — granular detail (specific trade show with year abbreviation, specific rep, etc.) Karly will map all existing `Inbound Lead` data to the new fields and align the website contact form and the HubSpot create-contact form to the new structure. ### MQL → SQL Automation Fix - **Problem:** The MQL → SQL workflow is triggering on `Are you juicing currently?` — the wrong field. - **Fix:** Change trigger to `Are you already juicing?` and map all existing data from the old field before hiding it. - **Owner:** Karly Oykhman ### BANT Scoring Model Simplified thresholds for initial rollout: | Dimension | Required Score | |---|---| | Budget | 3 | | Authority | 3 | | Need | 3 | | Timing | 3 or 4 | Can be made more granular (point-based minimums) in a future iteration. ### Lifecycle Stage Automation — Bidirectional Confirmed (pending Mark's verification) that the deal/lifecycle stage automation works in both directions: - **Path A:** Set contact lifecycle stage → Opportunity → deal is created automatically - **Path B:** Create a deal directly → contact lifecycle stage updates to Opportunity --- ## Contact Database Cleanup Plan ### The Problem - **8,200 marketing contacts** out of ~10,700 total - **$20,000/year** HubSpot subscription cost ($5k/quarter) - Unengaged contacts ("gray matter") are degrading email deliverability and inflating bounce rates ### Approved Cleanup Process 1. **Bulk email hygiene run** — identify all undeliverable email addresses and delete the email value (not the contact record) to prevent accidental sends and protect sender reputation 2. **AI-assisted analysis** — export contacts via API; AI categorizes by engagement history, industry/domain type, and other signals. Data is anonymized (no client attribution) before processing. 3. **Data enrichment** — use Hunter (and similar tools) to find missing phone numbers, LinkedIn profiles, and correct emails for high-priority contacts only 4. **Segmentation for review** — compile categorized lists (high-priority, unengaged, no-email) for Miriam to review and approve deletions or non-marketing conversions ### Goal Reduce marketing contact count by at least 50% (targeting ~4,000 or fewer) to drop to a lower HubSpot subscription tier and save ~$10k/year. ### External Email Sending (AWS SES) Mark introduced an option for sending bulk nurture emails outside HubSpot via AWS SES, with activity synced back to HubSpot via API. This keeps non-pipeline contacts as non-marketing contacts in HubSpot (no cost) while still tracking opens, clicks, and engagement. Miriam requested more info before deciding. > See also: [[knowledge/hubspot/hubspot-external-email-aws-ses]] *(to be created)* --- ## Sales Rep List Cleanup **Reps to remove:** KLH, HRI, Total Source (all entries), William Flannery **Reps to keep:** John Moehrer, Ian, Alliance/Butkvich, Jeff Kaufman **New process:** Miriam notifies Melissa of any rep changes → Melissa updates both HubSpot and the sales portal. Single owner prevents data drift. --- ## Other Updates ### X-Pro Juicer Launch - First unit shipped; strong interest at AFS show with a potential second order incoming - Disney resort inquiry in pipeline - Key selling points: futuristic design, screw-less assembly (eliminates lost-parts problem) - Citro Casa Fantastic Series redesign expected ~2027 ### Fishbowl–HubSpot Integration Miriam pays for a Fishbowl connector integration (renewed every two years, ~$600 on the Fishbowl side). Integration is deferred until HubSpot sales setup is fully complete. Future goal: HubSpot won → quote pushes to Fishbowl → Fishbowl syncs to QuickBooks. - **Next step:** Miriam sends Fishbowl integration details to Mark; Mark will need Fishbowl login to configure the API. --- ## Action Items | Owner | Action | |---|---| | **Karly** | Fix MQL→SQL trigger: replace `Are you juicing currently?` with `Are you already juicing?`; map existing data | | **Karly** | Hide `Inbound Lead` field; map its data to new `Lead Source` / `Lead Source Detail` fields | | **Karly** | Remove Serial Number field; remove Payment Links, Subscriptions, Invoices from side panel | | **Karly** | Align website and create-contact forms to new lead source field structure | | **Karly** | Update sales rep segment list in HubSpot | | **Melissa** | Clean sales rep list in HubSpot and sales portal (remove Total Source, KLH, HRI, William Flannery) | | **Melissa** | Send updated sales rep list email today | | **Melissa** | Switch monthly newsletter to engaged-only segment | | **Melissa** | Send blog style guide to Miriam | | **Miriam** | Send Fishbowl integration details to Mark | | **Miriam** | Find APS school juicer models (likely 8000 SBTS) and dealer info for Melissa | | **Miriam** | Email Melissa X-Pro placeholder preference (simpler dark background, no kitchen) | | **Miriam** | Review blog style guide | | **Mark** | Verify bidirectional deal ↔ lifecycle stage automation | | **Mark** | Run bulk email hygiene; delete undeliverable emails; compile no-email list; enrich/convert non-marketing contacts | | **Mark** | Send Miriam info on external email sending via AWS SES | --- ## Related - [[clients/citrus-america/_index]] - [[knowledge/hubspot/bant-scoring-model]] - [[knowledge/hubspot/lifecycle-stages-and-automation]] - [[knowledge/hubspot/lead-source-field-structure]] - [[knowledge/hubspot/marketing-vs-non-marketing-contacts]]