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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.

reporting inaccuracy

Objects no longer represent real processes

Structural misalignment occurs when your HubSpot objects do not represent your current business operations. 

Pipelines chaos

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. 

Lots of manual work

Different teams use different structures

Departmental silos occur when sales, marketing, and customer success each track the same information using different fields and methodologies. 

HubSpot used differently

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.

Leadership questions unanswered

The system reflects history, not current reality

Structural stagnation occurs when your HubSpot data model remains anchored to legacy processes from years ago. 

Broken Automations

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 Data Model  Structuring does

What's included in the data model review

audit-1

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
audit-2

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
audit-3

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
audit-4

Lifecycle and ownership logic

  • Clear definition of lifecycle stages
  • Ownership rules across teams
  • Alignment between operational and reporting needs
  • Stage progression and automation triggers
audit-5

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

Review of current data model and structure We interview stakeholders and document how teams use HubSpot todayWeek 1 Current state reviewReal image wit Mapping of real business processes to understand how revenue flows and what structure is needed to support itWeek 2 Process mappingReal image with no Week 34 Futurestate designDesign of the futurestate model with validation from stakeholders to ensure it meets business requirementsReal image with no-1 Week 5 Documentation and handoverValidation with stakeholders complete documentation delivery and handover with clear next steps for implementationRea

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

Data model & structuring pricing
Starting from €5,000

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

Is this just about custom objects?
Will this disrupt our daily operations?
Can you do this if we're mid-implementation of something else?
What if we've already built a lot of custom objects?
Do we need clean data before restructuring?
Will our existing reports break?
How technical does our team need to be?
Can this be done if we have complex integrations?

Why WX for data modeling

Group 35642

HubSpot architecture specialists

We've designed data models for hundreds of companies across every industry and revenue model. We know what works at scale.

Group 35782

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.

Group 35793 2

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.

Group 35795 2

RevOps perspective

We consider the full revenue process - marketing, sales, CS, finance - so the model supports everyone, not just one team.

lead-allocation

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

On-brand quote templates

HubSpot no longer reflects how your business operates

Custom deal fields

Reporting depends on workarounds and manual adjustments

Display what’s needed

Teams use different structures for the same business process

Dynamic terms & conditions

You're planning deeper automation or advanced reporting

Migrate products

You want to remove structural friction before optimizing

Hubspot Scaling

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

Martjin
Martijn van Dooren

CEO

WX Agency
Melvin
Melvin Heinsius

COO

WX Agency
Ruben Brouwers
Ruben Brouwers

Lead of RevOps &
Commercial Growth

WX Agency
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