Revenue reports the team can trust again
The challenge they faced
A healthcare administrative technology provider, the team had built their HubSpot instance over time without a coordinated approach to revenue tracking. Multiple custom fields tracked similar data, creating duplicates and confusion about which figures were authoritative. Reports pulled from inconsistent sources, and leadership lacked a single reliable view of contract value and recurring revenue performance. The fragmented setup meant manual workarounds and time spent navigating between reports instead of acting on insights.
The strategy we mapped
The team needed a clearer view of revenue performance without jumping between multiple reports. We structured the work to start with property hygiene, since accurate reporting depends on clean data in the right places, duplicates and misaligned fields would only clutter the dashboard we'd build afterward. Once the foundation was solid, we could create reporting that actually reflected what leadership needed to track.
The solutions we executed
We audited all custom properties across contacts, deals and companies to identify duplicates, misaligned fields and properties living on the wrong object type. Each property was reviewed for the correct field type, whether it should be a dropdown, radio select, text field, true/false toggle or another format, and we consolidated or removed redundant properties. The cleaned properties were then incorporated into custom views and configured as required fields where appropriate.
We built a centralized dashboard in HubSpot that brought together up to 15 custom reports tracking the team's primary marketing and revenue goals. Rather than lock in a first draft, we refined the dashboard through two rounds of iteration to ensure the data presentation and metrics aligned with how leadership actually wanted to monitor performance.
What changed after the engagement.
The client's revenue reporting foundation is now clean and reliable. Duplicate custom properties tracking total contract value, annual recurring revenue, and average contract value have been consolidated into HubSpot's native fields, eliminating confusion about which figures are authoritative. Deals now flow through line items with standardized calculations for ARR, ACV, and TCV.
A centralized dashboard brings together up to 15 custom reports tracking primary revenue and marketing goals, refined through two iterations to match how leadership monitors performance. Leadership now has a single dependable view of contract value and recurring revenue without manual workarounds or navigating between fragmented reports.
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