Revenue data and CRM
Ownership, lifecycle, deduplication, account structure. The layer everything else depends on.
For B2B companies running HubSpot
Revenue systems, built on HubSpot.
You bought a platform that can run marketing, sales, service and reporting as one system. Most companies use a corner of it and buy tools for the rest.
I design and build the whole thing, then make it prove what's working.
HubSpot at the centre. B2B only.
Recognise any of this
HubSpot can run the whole engine. Most companies use a corner of it.
Nobody agrees on the pipeline number.
The website was built once and nobody has touched it since.
SEO happens by accident, if it happens at all.
Sales and marketing define the same word differently.
Campaigns go out, then nobody checks whether they worked.
You are paying for a full platform and using it as a filing cabinet.
None of these are HubSpot problems. They are what happens when nobody owns the whole platform.
The argument
Split the platform across four suppliers and nobody owns the outcome.
Most companies end up here without deciding to. Each piece has a different owner, none of them talk, and the reporting never reconciles because nobody built it to.
How it usually ends up
CRM and dataWhoever set it up
WebsiteAn agency, two years ago
SEOA freelancer
CampaignsMarketing, in between things
ReportingNobody
The whole thing workingYou
How it works with Smush
CRM and dataSmush
WebsiteSmush
SEOSmush
CampaignsSmush
ReportingSmush
The whole thing workingSmush
What I do
Six parts of one system.
These are not six projects. They are one system, and fixing any of them in isolation is why most HubSpot work quietly stops working.
Website and conversion
Built or rebuilt wherever it lives, HubSpot CMS or otherwise, and wired back into the CRM so you can see what it is actually doing.
Search and visibility
Technical SEO, structure and content that answers real questions. Increasingly that means AI answers, not just Google.
Campaigns and automation
Nurture, sequences, lead routing and paid tracked through HubSpot instead of alongside it.
Reporting and attribution
Dashboards that show which of it worked, and forecasts that hold up when questioned.
Platform and AI readiness
Permissions, governance, integrations and the data quality Breeze and AI agents assume you already have.
How I work
Diagnose. Define. Fix. Govern.
Four steps, in that order. Skipping the second one is why most of this work quietly falls apart six months later.
1
Diagnose
Find what is broken, what is unused, and what is actively working against you.
2
Define
Agree what good looks like. Lifecycle, ownership, what counts as a lead, what a campaign has to prove.
3
Fix
Rebuild it. The data, the site, the campaigns, the reporting. Whatever the diagnosis says comes first.
4
Govern
Document it and put rules around it so it does not drift back within a quarter.
On AI
AI magnifies whatever is underneath it.
Breeze, AI agents and AI search all assume the same things. If those things are not true, automating them makes the problem faster, not smaller.
- Data that is consistent enough to act on
- Clear ownership and controlled permissions
- A site structured to be read, not just seen
Fix the foundation first. Then work out where AI actually saves you time.
In their words
What people I've worked with say.
“
Testimonial 01 — paste the quote here. Two or three sentences works best.
“
Testimonial 02 — paste the quote here. Two or three sentences works best.
“
Testimonial 03 — paste the quote here. Two or three sentences works best.
HubSpot Solutions Partner badge — add once approved
Ways to work together
Start small. Scale it if it makes sense.
Diagnostic
A review of the whole platform, not just the CRM. You get a prioritised plan and you keep it either way.
- CRM and data structure
- Website and conversion paths
- SEO and visibility
- Campaigns and automation
- Reporting and attribution
Sprint
Fixed scope, fixed price. I take the priorities from the diagnostic and fix them, wherever in the platform they sit.
- Data cleanup and restructuring
- Website build or repair
- SEO and technical fixes
- Campaign and automation rebuild
- Documentation and handover
Fractional
Ongoing ownership of the platform, one to three days a week, for companies that need it run properly but can't justify the hire.
- Platform ownership end to end
- Website and content upkeep
- Campaign and SEO management
- Leadership reporting
- Rolling improvement roadmap
Who you will be working with
Kevin Daly
I lead the work at Smush, and I am the person you deal with day to day. No hand-off to someone junior once the project starts.
I spent years running HubSpot from the inside rather than configuring it for clients from the outside. Not just the CRM. The website, the campaigns, the SEO, the automation and the reporting that had to stand up in front of a board.
That is the difference. I have had to live with these decisions afterwards, which changes how you make them.
A sensible first step
Not sure what you're not using? Start there.
Send over a line or two about what's going on and I'll come back to you within a day. No transformation programme. No software pitch. Just what's worth doing.
Tell me what's going on