A 360 view of the prospect journey, built between HubSpot and Salesforce

The client is a multi-brand marketing platform serving professional practices. Marketing ran in Marketo, sales ran in Salesforce, and the two told different stories about the same prospect.

Most marketing and CRM stacks treat a prospect as one record with one history. That works until the same company comes back. A practice evaluates the platform, goes quiet for eight months, then returns with a new decision maker and a bigger budget.

In a standard setup, that second run overwrites the first. Campaign attribution resets. The original disqualification reason disappears. A rep opening the account sees a lead that looks new, with no way to know it has been through the cycle before or why it stalled. Marketing counts the same company as a fresh MQL. Nobody can answer the question leadership actually asks: what does it take, over time, to win one of these?

The engagement began as a migration from Marketo to HubSpot with a HubSpot to Salesforce integration behind it. A partner agency owned the HubSpot side. coResolute owned Salesforce and the integration between them.

Rather than force the journey into the lead record, we built a custom Buying Cycle object in Salesforce, populated from both systems. Each time a prospect enters a buying motion, it gets its own buying cycle record: its own source, its own campaign influence, its own outcome. The account keeps every one of them.

Around that object we built the rules that make it trustworthy:

MQL rules for secondary buying cycles, with suppression logic. A returning prospect should not re-trigger the full new-lead motion, and a rep should not get the same alert twice. The rules decide when a new cycle genuinely starts and when activity belongs to the cycle already open.

Standardized disqualification reasons across both systems. HubSpot and Salesforce had grown their own vocabularies for why a deal died. We reconciled them into one set so the reasons aggregate instead of fragmenting.

A reporting and attribution layer in Salesforce. Campaign influence now attaches to the cycle it actually belongs to, which means multi-touch reporting survives a prospect coming back a year later.

The client can now see the full history of a prospect across every buying motion, in one place, without stitching it together by hand. Sales opens an account and sees what happened last time and why. Marketing reports on influence without double counting a company that has been through the funnel twice. Leadership can look at the real shape of a repeat buying cycle rather than a snapshot of the current one.

None of that required replacing a platform. It required deciding what the unit of measurement should be, and then building the object and the rules to hold it. That is usually the difference between a stack that reports and a stack that explains.