Aligning HubSpot’s configuration, data and processes with Binalyze’s business needs.

Binalyze is a growing cybersecurity company whose digital forensics platform, AIR, helps security teams investigate threats at speed and scale. As the business expanded, its HubSpot environment evolved to meet changing needs across sales, marketing and demand generation.

Over time, this organic growth introduced complexity. Automations overlapped, data quality varied and reporting was not always consistent across teams. Processes developed to address immediate requirements, but the wider CRM structure needed attention to support the next stage of growth.

HubSpot had the capabilities Binalyze needed. The opportunity was to bring its configuration, data and processes into closer alignment with the way the business operated.

Origin began with discovery, working with stakeholders across sales, marketing, demand generation and operations to understand how teams used HubSpot, where processes differed and what needed to improve.

Alongside stakeholder interviews, we carried out a technical audit covering workflows, lifecycle stages, lead scoring, deal pipelines, integrations, data and reporting. The audit covered approximately 95,000 contact records and identified 268 workflows, including 54 with errors. These findings gave us a clear basis for prioritising improvements.

Rather than replacing the existing configuration in one step, we developed a phased approach: address data quality and foundations first, then simplify processes and automation, followed by improvements to reporting and integrations.

We improved the foundations of Binalyze’s HubSpot environment by reviewing and cleansing contact data, removing outdated and duplicate records, and restructuring lifecycle stages and qualification criteria around the way teams actually work.

We simplified deal pipelines and rationalised overlapping automations, resolving the 54 identified workflow errors. Clearer lead routing, notifications and handover processes now support more consistent follow-up between marketing and sales.

We refined forms and data capture, reviewed third-party integrations, and strengthened the reporting structure for marketing performance, lead progression and pipeline activity. Clearer CRM governance helps keep data, workflows and future changes manageable.

Binalyze now has a cleaner, more consistent HubSpot environment, with clearer lifecycle definitions, streamlined pipelines and more reliable automation. Sales, marketing and demand generation have a stronger shared foundation for managing prospects and understanding activity across the customer journey.

The work has reduced unnecessary CRM complexity, improved the quality of data and lead management processes, and established clearer reporting and governance. This creates a more maintainable platform for ongoing optimisation and future growth, without assuming unverified gains in revenue or conversion rates.

Following the rebuild, Origin Growth continues to support Binalyze through an ongoing service arrangement focused on maintaining data quality, refining processes and making further HubSpot improvements as business requirements evolve.