Case Studies / Sports Performance
Case Study · VertiMax

How a sports-performance brand restored forecast integrity after a Salesforce migration corrupted 7,166 deals.

Chris Tveter
Engagement: Q1 2026 · 10 weeks
Hub ID 3053274
Situation Summary
VertiMax inherited a HubSpot portal from a prior Salesforce migration that left deal records in an unforecastable state. A live portal audit surfaced four structural issues: 7,166 deals with corrupted close dates, a Shopify order feed occupying the sales pipeline, 90-plus legacy owner artifacts, and a 13% deal-routing gap. A three-phase fixed-fee remediation restored clean forecasting and pipeline hygiene inside ten weeks.
Starting state
7,166
Deals with corrupted close dates
Artifacts from the Salesforce migration, blocking accurate forecast modeling.
13%
Deal routing gap
Deals entering the pipeline without owner assignment or territory match.
90+
Legacy owner artifacts
Inactive users still attached to pipeline records across five years of history.

What did the situation actually look like?

A portal inherited from Salesforce, running operationally but returning unreliable pipeline data.

VertiMax was running day-to-day sales operations on HubSpot but could not trust any forecast report. Close dates across thousands of deals were set to the migration date. A Shopify order feed had been misconfigured to write into the sales pipeline rather than a separate e-commerce pipeline. Deal routing workflows were assigning to users who had left the company two years earlier.

What did the diagnosis reveal?

Four root causes, each traceable to a specific migration-era decision that had never been revisited.

The live audit focused on four layers: deal data integrity, pipeline structure, owner assignment logic, and cross-domain attribution. Each layer had one or more defects that, compounded, explained the full forecasting problem. Root causes were documented with specific record counts so the remediation plan could be scoped precisely.

Phase 1: Data remediation

Bulk-updated the 7,166 corrupted close dates against a reconstructed source of truth drawn from activity timestamps and email history. Archived the 90+ legacy owner artifacts and remapped historical records to their current territory owners.

Phase 2: Pipeline separation

Created a dedicated Shopify pipeline and reconfigured the order feed. Moved 2,400+ misclassified records out of the sales pipeline into e-commerce where they belonged. Sales forecast inputs became clean immediately.

Phase 3: Routing and attribution

Closed the 13% deal-routing gap with a new assignment workflow. Restored cross-domain attribution by consolidating tracking across the three subdomains the marketing team operates.

Outcome
100%
Deals with valid close dates
Forecast reports restored to trustable state inside Phase 1.
0%
Deal routing gap
New assignment workflow closes the gap in real time on deal creation.
10 wk
Total engagement
Three phases delivered on the fixed-fee schedule, client now operates independently.

What does this enable going forward?

A portal the VertiMax team can now operate and extend without returning to AIRops for basic reporting or routing adjustments.

Client independence is a core AIRops deliverable. Every remediation included documentation and a handoff training session. The VertiMax RevOps function can now run weekly forecast reviews, adjust territory rules, and diagnose routing failures without external support.

Frequently asked questions

How long does a HubSpot portal audit typically take?

A live portal audit runs two to three weeks depending on portal complexity. It surfaces structural issues across data quality, pipeline configuration, workflow logic, and attribution. The output is a written findings document plus a phased remediation proposal with specific record counts and scoped effort.

What is the difference between a portal audit and a full implementation?

An audit diagnoses the current state of an existing portal. An implementation builds new functionality or migrates data into the portal. Most AIRops engagements start with an audit to scope the real remediation work, then move into a fixed-fee phased implementation.

When should a RevOps engagement include data cleanup?

Any time forecast or pipeline reporting cannot be trusted by the revenue team. Data cleanup is not an aesthetic exercise. It is the prerequisite for every downstream RevOps decision, from routing rules to territory planning to quota modeling.

How is client independence built into the engagement?

Every deliverable includes documentation written for the client's internal team. Training sessions are recorded and transcribed. At engagement close, the client receives a complete operating manual specific to their portal. No ongoing retainer is required for the client to run the system.

What does a fixed-fee phased engagement cost?

Engagement cost depends on portal complexity and scope. Typical three-phase engagements range from $24,000 to $60,000 total, with each phase purchasable independently. Pricing is fixed per phase with no time-and-materials overrun risk.

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Author headshot
Connor Walsh
Connor leads technical RevOps engagements for B2B SaaS companies scaling past $5M ARR, with a focus on HubSpot portal architecture and forecast integrity.