New site launch. Two acquired brands folding in. HubSpot and Salesforce arguing about the truth. iExcel came in as the RevOps operator — rebuilding pipes and restoring attribution.
Reveal sells eDiscovery into law firms, corporate legal departments, and litigation-support teams. During the engagement window, the business was doing three hard things at once: launching a new website, folding in acquired brands (Onna and Logikcull rolling into Reveal), and keeping paid media and webinar programs running through all of it.
The moving parts weren't the problem. The connections between the moving parts were. HubSpot and Salesforce weren't agreeing on contact records. Paid leads were landing in forms nobody was routing. Webinar registrants were sitting in export CSVs waiting for someone to import them. The dashboard the marketing team looked at every Monday didn't match the pipeline the sales team looked at every Tuesday.
iExcel came in as the RevOps operator: diagnose every broken pipe, rebuild the integrations, consolidate the acquired systems, and restore a single truth layer for marketing-sourced pipeline — before the CMO's next board meeting.
Every RevOps rescue starts the same way: draw the pipes. Then draw them as they actually are, not as the sales deck says they are. Reveal's diagram had five broken pipes converging on a single reporting layer that couldn't reconcile any of them. The rebuild — the Integration Bridge — is the diagram every operator should be able to hand to a CFO on request.
The first pipe to open is always the CRM sync. If HubSpot and Salesforce don't agree on what a contact is, nothing downstream can be trusted. Reveal's sync was showing the classic symptoms: duplicate contacts, lifecycle stage mismatches, and opportunities appearing in one system without contact roles in the other.
iExcel ran the full diagnostic — field mapping, sync-error audit, workflow overlap, deduplication rules, and lifecycle-stage source-of-truth decisions. Every conflict resolved with a documented rule the internal team could maintain after the engagement ended.
The output isn't a slide. It's a clean sync log, a stable contact record, and a lifecycle stage every downstream report can rely on.
Paid media was spending. Leads were coming in. The routing was broken — a mix of legacy form endpoints, orphaned redirects from the old site, and a lead-owner assignment rule that hadn't been updated since the acquisitions. Some leads sat in HubSpot without ever reaching a SDR. Others reached the wrong SDR and died in the wrong queue.
iExcel audited every paid-media landing path — search ads, social ads, ABM programs, review-site referrals — and fixed the form flow end-to-end: form embeds, hidden UTM fields, HubSpot workflow triggers, Salesforce lead assignment, and the follow-up sequence each channel should feed.
The result was less dramatic than the marketing team expected and more valuable than the sales team realized: paid leads now reached the right person, tagged with the right source, on the same day they filled out the form.
"You don't fix a broken funnel with a new campaign. You fix it with a clean pipe, a clean form, and a clean handoff — in that order."
Every legal-tech marketing team runs webinars. Almost none of them run webinars cleanly imported into the CRM the same day they end. Reveal's team was exporting registration lists from the webinar platform, sitting on the CSVs, and re-uploading them into HubSpot days later — with hand-cleaned columns, guessed lifecycle stages, and no attribution back to the promoting channel.
iExcel rebuilt the webinar-to-CRM path: automated registration imports, attendance vs. no-show segmentation, lifecycle stage triggers tied to attendance behavior, and attribution back to the paid-media source that drove each registrant. Post-event nurture became the moment the sequence started — not a manual task someone remembered on Thursday.
The webinar program stopped being a manual chore. It became a predictable input into the truth layer.
Post-acquisition contact lists carry the residue of every prior system. Old bounces. Role addresses. Employees who left three companies ago. When Onna and Logikcull records rolled into the Reveal database, deliverability took the predictable hit.
iExcel ran a full list hygiene pass — bounce analysis, syntax validation, role-address flags, disposable-domain removal, engagement-based suppression — plus DNS-layer authentication checks (SPF, DKIM, DMARC) on the sending domains that were struggling. Everything documented so the internal team could re-run the cleanup on future imports.
The team stopped losing sends to soft-bounce spirals and started seeing the open-rate numbers a clean list actually produces. The clearest proof point: the sending domain's sender score climbed from 20 to 78 within roughly a month of the SPF and DNS remediation — a 3.9× recovery in deliverability health, measured against the program's own starting baseline.
Domain sender score climbed from 20 to 78 in roughly a month following SPF and DNS remediation — a 3.9× recovery in deliverability health, measured against the program's own starting baseline.
Every previous chapter feeds this one. Sync repair gives you a stable contact. Paid routing gives you a source tag. Webinar automation gives you an engagement signal. Deliverability keeps the sends alive. The truth layer is what happens when all four are true at once.
iExcel rebuilt the marketing-sourced pipeline report inside the tools Reveal already owned — HubSpot reporting, Salesforce campaign influence, and a Databox-style rollup for the CMO's Monday view. Five source systems reconciled into one number, with the drill-down path documented for every claim.
The board deck stopped showing three different pipeline totals from three different tools. It started showing one number the ops team could defend against every subsequent question.
Marketing Hub — clean contact records, lifecycle stages, workflow triggers.
Sales Cloud — opportunity ownership, contact roles, campaign influence.
New launch — form embeds, UTM capture, event tracking, redirect map.
Search + social + ABM — source tagging, routing, follow-up sequences.
"One dashboard. One number. One answer to the CFO's next question. That's what a truth layer is — and it's what every subsequent campaign now compounds on top of."
For B2B SaaS teams staring down a website launch, an acquisition roll-up, or a HubSpot ↔ Salesforce sync that stopped agreeing months ago — the Reveal engagement is the template.
It's not the story of a hero campaign. It's the story of a RevOps operator walking in during the messiest possible quarter, diagnosing every broken pipe, and rebuilding the integration bridge that turns five source systems into one trustworthy pipeline number.
Post-acquisition consolidation. HubSpot ↔ Salesforce reconciled. Paid routing restored. Webinar imports automated. Deliverability rescued. Attribution rebuilt. Five pipes, one truth layer, ready for the next board meeting.
iExcel runs the RevOps rescue — HubSpot ↔ Salesforce sync repair, paid-media routing, webinar automation, deliverability cleanup, and the attribution layer that ties every source back to one defensible pipeline number.
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