A marketing command center
for PSI-CRO
built on HubSpot.
Nine connected workstreams that move PSI off Pardot, stand up Marketing Hub Enterprise, and wire it into Salesforce so marketing can finally report on RFP influence, Closed Won attribution, and 12-month lookback from conferences, webinars, paid, and content.
PSI-CRO
Marketing Hub Enterprise · Pardot migrationPSI is moving from Pardot to HubSpot to build a marketing-owned growth engine that connects content, conferences, paid media, social, webinars, RFP activity, lead scoring, nurture, and Salesforce opportunity data into one unified view.
Salesforce stays the sales CRM. HubSpot becomes the marketing command center for engagement, attribution, nurture, scoring, and campaign performance — wired into Salesforce so marketing can finally report on RFP influence and Closed Won impact.
Next steps
Two quick items to get rolling in parallel with the proposal review — the SmartBug MSA for your legal team to review, and a mutual NDA ready to e-sign so we can dig into Pardot, Salesforce, and Goldcast specifics on the next call.
SmartBug Master Services Agreement
Our standard MSA — terms, IP, confidentiality, and how SOWs hang off it. Share with your legal team for review ahead of SOW execution.
Mutual NDA
Standard two-way NDA via Adobe Sign — about a 2-minute signature so we can talk freely about systems, data, and roadmap.
The SMARTBUG Methodology™
Every workstream in this proposal runs through the same eight-step framework. It's how we keep an Enterprise implementation on rails — from strategy through go-live and ongoing growth.
S — Strategize
Align on goals, KPIs, and HubSpot's role across PSI's stack — stakeholder discovery, system evaluation, and what success looks like.
- Stakeholder interviews (marketing, BD, RevOps, IT)
- Success metrics + RFP attribution definition
- Pardot, Salesforce, Goldcast, WordPress, Sprout audit
M — Map
Map current processes and data architecture to HubSpot — object model, lifecycle, lead sources, and Salesforce-connected reporting needs.
- Data + process mapping
- Object model + lifecycle definition
- Lead scoring + handoff outline
A — Assemble
Build the HubSpot foundation based on the strategic and technical plans — portal, properties, integration, governance.
- Property setup + campaign structure
- User permissions + teams
- Salesforce connector configured
R — Refine
Refine to match real-world workflows — iterate on early feedback from PSI's marketing and BD teams.
- Workflow + nurture build
- Lead routing + automation logic
- Iteration on feedback
T — Train
Tailored training so PSI can confidently adopt HubSpot — admin, marketing, BD, and reporting enablement.
- Role-based training
- Hands-on working sessions
- Documentation + recordings
B — Boost
Launch with momentum — first conference, first nurture, first attribution-tracked campaign all running through HubSpot.
- Go-live support
- Dashboard setup
- First-campaign coaching
U — Understand
Help PSI understand how data is flowing — early performance interpretation, attribution sanity-checks, and analytics foundation.
- Report creation
- Funnel + RFP analysis
- Attribution validation
G — Grow
Recommendations for continuous growth — advanced attribution, conference influence, additional integrations, AI use cases.
- Optimization roadmap
- Advanced use case planning
- Hand-off to long-term success team
What you get, workstream by workstream
A concrete breakdown of every workstream — what's in, what's sequenced into post-launch, and where the biggest unknowns live. Hours are ranges so we stay honest as Salesforce and Pardot reality comes into focus.
Marketing Hub Enterprise Foundation
Stand the portal up clean from day one — not a Pardot clone. Foundational settings, governance, and architecture PSI can scale on.
- Portal config, marketing settings, brand kit
- Users, teams, roles & permissions guidance
- Domain, tracking code, sending domain & compliance
- Campaign structure + naming conventions
- Lifecycle / lead status architecture + core property model
- Foundational reporting structure
Pardot → HubSpot Migration
Audit, rationalize, rebuild. We don't move Pardot 1:1 — we decide what migrates, what gets rebuilt, and what gets retired.
- Pardot asset audit (forms, lists, segmentation, templates, automations, nurtures)
- Migrate / rebuild / retire recommendations
- Rebuild prioritized forms, lists, workflows, nurture paths, emails
- Historical activity / data migration assessment
- Attribution-context preservation guidance (12-mo lookback)
- Parallel-run plan between Pardot and HubSpot
Salesforce + HubSpot Integration
The most important technical workstream. Salesforce stays the sales CRM — HubSpot becomes the marketing brain. We define ownership, sync, and reporting visibility.
- Connector setup + configuration
- Lead, contact, account, opportunity sync mapping
- Field mapping + sync rules + system-of-record decisions
- Salesforce-side recommendations to support HubSpot reporting
- Opportunity sync into HubSpot for ROI reporting
- RFP received, Closed Won, therapeutic area, opp value visibility
- Sync testing, troubleshooting & ownership documentation
Attribution Strategy & Reporting
The biggest strategic driver. Start with HubSpot's standard models, then evolve toward a custom weighted model tied to scoring and conversion patterns.
- Attribution discovery + model recommendations
- Multi-touch attribution setup
- Campaign influence reporting
- RFP received + Closed Won attribution views
- 12-month lookback reporting concept
- Conference, webinar, paid, social, email & web influence tracking
- ROI reporting tied to Salesforce opportunity data
Lead Scoring, Qualification & BD Handoff
PSI has a lot of webinar and content leads sitting in the database. We build a scoring + qualification model marketing AND BD actually trust.
- Lead scoring discovery
- Fit + engagement scoring model
- Recommended scoring thresholds
- Sales-ready lead definition + BD handoff rules
- Workflow configuration for routing
- Salesforce handoff logic + SLA recommendations
- Testing and refinement period
Forms, Landing Pages & WordPress
WordPress site stays. We embed HubSpot tracking, replace Pardot forms, and clean up how Goldcast registrations flow.
- WordPress + HubSpot tracking code support
- Pardot form replacement strategy
- Rebuild prioritized forms in HubSpot
- Landing page / form embed guidance
- Form routing + notification workflows
- Hidden field / source-tracking recommendations
- Goldcast / webinar form integration review
Nurture, Email & Campaign Rebuild
Audit, rationalize, rebuild prioritized programs. HubSpot lets us cut Pardot automation complexity significantly.
- Email template setup
- Nurture workflow architecture
- Rebuild of prioritized Pardot nurture programs
- Segmentation + list strategy
- Webinar follow-up workflows
- Content-based nurture paths
- Conference / event follow-up workflows
- Testing + QA
Conference & Event Tracking
PSI runs ~50 trade shows a year. We build the structure to know whether conference meetings actually influence RFPs and pipeline.
- Conference campaign structure
- Event meeting tracking recommendations
- Salesforce task / activity visibility review
- HubSpot campaign association strategy
- Reporting on meetings, event influence & downstream RFP creation
- Tracking BD meetings scheduled from conferences / landing pages
Strategic Support, QA & Enablement
This isn't a pure build project. Hands-on partnership through launch, with documentation and training so the team owns it long-term.
- Weekly project meetings + working sessions
- Architecture reviews + troubleshooting
- HubSpot ↔ Salesforce sync QA
- User training for marketing + system admins
- Documentation + launch support
- Post-launch optimization recommendations
How the work sequences
Roughly 16 weeks from kickoff to launch — Discovery & Architecture, then HubSpot Foundation + Salesforce Integration, then Pardot Asset Rebuild and Attribution running in parallel into a clean go-live.
Launch · Phases 1–4
Hours per workstream match the breakdown above. Dates confirmed at kickoff.
Phase 5 · Post-Launch Optimization
Post-launch is intentionally not committed in the launch number. Re-scope after go-live based on real usage.
Three paths at $185/hr
Scoped at SmartBug's blended HubSpot rate of $185/hour. We recommend the middle option — enough room for architecture, migration, Salesforce integration, attribution, scoring, and support without locking you into the floor.
SmartBug stands up the foundation, integration, prioritized rebuild, scoring, reporting, and launch — with PSI doing some lift internally.
The balanced path. Architecture, Pardot migration, Salesforce integration, attribution, scoring, WordPress/forms, reporting, QA, and support.
Deeper Pardot audit/rebuild, attribution architecture, Salesforce recommendations, conference tracking, and post-launch optimization.
Hours by workstream
Recommended path · 9 workstreams- Marketing Hub Enterprise foundation20–30 hrs
- Pardot → HubSpot migration30–45 hrs
- Salesforce + HubSpot integration30–45 hrs
- Attribution strategy & reporting25–35 hrs
- Lead scoring, qualification & BD handoff20–30 hrs
- Forms, landing pages & WordPress15–25 hrs
- Nurture, email & campaign rebuild25–35 hrs
- Conference & event tracking15–20 hrs
- Strategic support, QA & enablement20–30 hrs
- Recommended subtotal~220 hrs
- Expansion bucketDeeper migration / SFDC / post-launch — Option 3+ 40 hrs
- Expanded total260 hrs · $48,100
- • Pardot historical attribution can't be back-filled.
- • Goldcast → Salesforce sync needs re-architecting for HubSpot visibility.
- • Heavy / messy Pardot automation pushes Workstream 7 toward the high end.
- • Custom Salesforce dev is out of scope — recommendations only.
The middle option. Right-sized for PSI's Pardot footprint, Salesforce integration complexity, and the attribution reporting Paul wants in place by go-live.
~180 hrs if Pardot is light and PSI takes some build internally. 260+ hrs if the Pardot estate is dense, Salesforce needs rework, or conference attribution gets ambitious.
Crystal clear on what's in and what's later
- HubSpot Marketing Hub Enterprise foundation
- Pardot audit + migrate / rebuild / retire plan
- Rebuild of prioritized Pardot forms, lists, workflows, nurtures
- Salesforce ↔ HubSpot bi-directional integration + field mapping
- Opportunity, RFP, and Closed Won data sync into HubSpot
- Lifecycle, lead status, lead scoring & BD handoff model
- Multi-touch attribution + 12-month lookback reporting concept
- Conference / event campaign structure + influence reporting
- WordPress tracking + HubSpot form embeds
- Goldcast / webinar form integration review
- Email templates + nurture workflow rebuild (prioritized)
- Admin + marketing user training
- Launch support + documentation
- Custom Salesforce development beyond agreed integration support
- Full WordPress site rebuild or template development
- Net-new content / copywriting / creative production
- Goldcast platform configuration outside of integration review
- Paid media management and ad buying
- Sales Hub / Service Hub implementation
- Long-tail Pardot assets that don't earn a rebuild
- Ongoing managed services after launch (separate retainer)
- Historical Pardot attribution back-fill (not technically possible)
What we'd layer in next
Intentionally not in the launch number. Post-launch protects the go-live date and gives PSI room to operate before we go deeper on attribution, scoring, and event influence.
Scoped post-launch once real usage data informs priorities. Retainer option available for ongoing support.
Ready to make HubSpot the marketing command center?
Once we walk this through on the call, the official SOW will be linked here via PandaDoc for direct signature. Until then — questions on Salesforce ownership, Pardot priorities, or what we'd push to post-launch are exactly what the call is for.