Make HubSpot match how your business actually works.
A custom HubSpot data model ensures that your objects, properties, and relationships accurately reflect your unique revenue processes. By refactoring your architecture to match your actual business operations, you eliminate technical friction and enable reliable reporting.
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When HubSpot no longer reflects reality
A misaligned HubSpot data model occurs when your portal structure no longer matches your current business operations. Over time, systems grow unintentionally, causing reports to require complex workarounds and preventing new automation from being built. When your current setup reflects how you worked years ago rather than today, team onboarding stalls and visibility drops.
Objects no longer represent real processes
Structural misalignment occurs when your HubSpot objects do not represent your current business operations.
Properties added to solve short-term problems
Data fragmentation occurs when fields are created to address immediate, one-off needs without considering their long-term impact on the system.
Different teams use different structures
Departmental silos occur when sales, marketing, and customer success each track the same information using different fields and methodologies.
Reporting depends on workarounds
Structural inefficiencies occur when your HubSpot data model fails to support the business questions you're asking. Every report becomes a project, requiring complex filters, manual adjustments, or external spreadsheets just to get a clear answer.
The system reflects history, not current reality
Structural stagnation occurs when your HubSpot data model remains anchored to legacy processes from years ago.
Structure creates manual work
Your team spends time working around the data model - copying information between objects, maintaining parallel structures, or manually updating relationships.
What Data Model & Structuring does
The HubSpot Data Model & Structuring service aligns your CRM architecture with how revenue actually flows through your organization.
This is not about adding more fields; it is a strategic RevOps refactor focused on entity relationships, lifecycle stage definitions, and data ownership. By optimizing how information supports reporting and forecasting, this service removes manual effort and technical debt.
Delivered in 3–6 weeks,
The goal is a HubSpot setup that reflects your business logic, ensuring your system of record matches your operational reality.
What's included in the data model review
Object design
- Review of standard and custom objects
- Evaluation of whether current objects match real processes
- Recommendations for restructuring or adding objects where needed
- Clear ownership and purpose definition for each object
Property and schema design
- Definition of critical properties across all objects
- Standardization of key fields and naming conventions
- Removal or consolidation of overlapping data points
- Field-level validation rules and requirements
Associations and relationships
- How contacts, companies, deals, and other objects connect
- Fixing broken or missing relationships
- Structuring for accurate rollups and reporting
- Many-to-many associations where needed
Lifecycle and ownership logic
- Clear definition of lifecycle stages
- Ownership rules across teams
- Alignment between operational and reporting needs
- Stage progression and automation triggers
Documentation
- Data model overview with entity relationship diagrams
- Field and object ownership guidelines
- Rules to keep the structure clean going forward
- Migration plan from current to future state
We collaborate with companies all around the world
How it works
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Week 1: Current state review
Review of current data model and structure. We interview stakeholders and document how teams use HubSpot today.
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Week 2: Process mapping
Mapping of real business processes to understand how revenue flows and what structure is needed to support it.
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Week 3-4: Future-state design
Design of the future-state model with validation from stakeholders to ensure it meets business requirements.
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Week 5: Documentation and handover
Validation with stakeholders, complete documentation delivery, and handover with clear next steps for implementation.
What broken structure costs you
Every report requires manual workarounds
€5,000-€8,000/month in ops time building custom reports because the data model doesn't support standard queries
Automation that can't be built
Revenue opportunities lost because workflows can't be created on top of a broken structure, forcing manual follow-up
Teams maintaining parallel systems
Sales uses spreadsheets, marketing uses separate tools, CS tracks data externally - your CRM investment delivers zero ROI
New team members can't understand the system
2-3 months to onboard because HubSpot's structure is so convoluted it requires institutional knowledge to navigate
Migration or integration projects that fail
Tens of thousands spent on integrations that don't work because your data model can't support the data flow
Strategic initiatives delayed
Can't implement attribution, can't build advanced automation, can't enable self-service reporting - all blocked by structural problems
One quarter lost to "fixing HubSpot"
More expensive than building it right the first time
Pricing
Fixed scope. Final price depends on:
- Number of objects and complexity
- Size of existing property library
- Reporting needs and integration requirements
- Whether implementation is included
Frequently Asked Questions
No. We review your entire data architecture - standard objects, custom objects, properties, associations, lifecycle stages, and how everything connects to support your business processes.
The design phase has zero disruption - it's pure planning. Implementation can be disruptive depending on scope, which is why we create careful migration plans and can phase changes.
We can, but we typically recommend pausing other HubSpot work until the data model is right. Building on a broken foundation creates more problems.
That's fine. We evaluate whether they're serving their purpose or creating problems. Sometimes we consolidate, sometimes we keep them, sometimes we restructure how they connect.
Ideally yes, but we can do both. Many clients do data hygiene first, then restructure. Or we incorporate cleanup into the migration plan.
Some might. We document which reports will be affected and provide updated versions. The tradeoff is short-term report updates for long-term structural reliability.
Not very. We handle the technical design. Your team needs to provide business context about processes, workflows, and reporting needs.
Yes. We map how data flows between systems and ensure the new model supports all integration requirements. This often reveals why integrations aren't working properly.
Why WX for data modeling
HubSpot architecture specialists
We've designed data models for hundreds of companies across every industry and revenue model. We know what works at scale.
Business-first approach
We design around how your business operates, not around HubSpot's default structure. The system serves the business, not the other way around.
Implementation experience
We don't just design - we implement. We understand what's actually feasible, what's risky, and how to migrate without breaking everything.
RevOps perspective
We consider the full revenue process - marketing, sales, CS, finance - so the model supports everyone, not just one team.
Documentation obsession
Our deliverables include complete documentation so your team understands the model and can maintain it going forward.
This is a good fit if
HubSpot no longer reflects how your business operates
Reporting depends on workarounds and manual adjustments
Teams use different structures for the same business process
You're planning deeper automation or advanced reporting
You want to remove structural friction before optimizing
New hires struggle to understand how HubSpot is organized
Build a system that fits your business
If HubSpot feels harder than it should, the structure is often the reason.
Align the data model so the system supports how you actually work, not how it happened to evolve.
3-6 weeks to a logical data model. Foundation for everything else.
Your data modeling team
CEO
COO
Lead of RevOps &
Commercial Growth