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From Innovation Software Leader to Data-Driven Revenue Operations
SmartOrg partnered with Elefante RevOps for an ongoing Revenue Operations as a Service engagement to optimize their HubSpot-powered commercial infrastructure — building executive dashboards, structured campaign attribution, and marketing event integration to match the decision intelligence they deliver to Fortune 1000 clients.
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WHAT OUR CLIENTS SAY
“What an amazing team to work with and very knowledgeable on all HubSpot related matters and implementing my business requirements into the system, not only limited to what they are asked but also coming up with solution to help and improve”
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“Working with Elefante RevOps has been a great experience. Pedro and Andre are kind, approachable, and truly easy to work with. They’ve provided valuable solutions and training that have helped us create more efficient processes”
“Colten, Pedro and Team were critical in our migration to HubSpot. Through every part of the onboarding and implementation they have been attentive and valuable. I look forward to continue working with them with future projects”
“As a rep agency we required a ton of customization. Things started a little slow but then picked up. It would have been beneficial to do a deeper dive into our needs and flow before implementation started. Friendly staff who really seemed to care”
Quick Facts
1998
Scale-up
Accelerated Growth
Decision Intelligence Software
elefante RevOps Solutions Provided
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HubSpot Implementation
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Data Architecture
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Workflow Automation
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Reporting & Dashboards
Struggle
SmartOrg was facing four core operational challenges when they engaged Elefante:
Limited Revenue Visibility Across the Pipeline
SmartOrg’s leadership team lacked a centralized view of pipeline health, deal progression, and revenue performance. Reporting was manual and ad hoc, making it difficult to track commercial momentum or make data-backed GTM decisions.
Disconnected Marketing Event Data
SmartOrg relies on industry events like the IRI Innovators Summit to engage prospects and demonstrate thought leadership. But their event management tool, Contrast, was not integrated with HubSpot — meaning event attendance, engagement data, and follow-up workflows were not connected to the CRM or attributed to pipeline activity.
Campaign Attribution Gaps
Contacts and deals were not being properly associated to marketing campaigns in HubSpot. This made it impossible to measure which campaigns were driving pipeline and which investments were underperforming — a blindspot for a company that sells decision intelligence to others.
Underutilized HubSpot Environment
While SmartOrg had HubSpot in place, the platform was not configured to support the operational depth the team needed. Key features — from custom reporting to workflow automation — were either unused or underdeveloped, limiting the team’s ability to scale their GTM execution.
Solution
Elefante RevOps designed and executed an ongoing RevOps as a Service engagement for SmartOrg, with strategist Pedro Miquelasso leading the account. The work focused on building operational visibility and connecting SmartOrg’s commercial tools into a unified, actionable system.
Custom Executive Dashboard Suite
Elefante built a comprehensive set of custom dashboards inside HubSpot, purpose-built for SmartOrg’s leadership team. These dashboards provided real-time visibility into pipeline health, deal velocity, revenue forecasting, and team performance — replacing manual reporting with self-serve, always-current insights. David and Teresa, key stakeholders at SmartOrg, noted how satisfied they were with the clarity and depth the new dashboards delivered.
Campaign Architecture and Attribution
Elefante restructured SmartOrg’s campaign tracking in HubSpot, ensuring that contacts and deals were properly associated to campaigns. This gave the team clear attribution data — connecting marketing investments to pipeline outcomes and enabling data-driven budget allocation.
Marketing Event Integration
Elefante evaluated and implemented solutions to connect SmartOrg’s event management tool, Contrast, with HubSpot. This ensured that event attendance, engagement signals, and follow-up workflows flowed directly into the CRM — closing the loop between SmartOrg’s thought leadership presence and their sales pipeline.
Ongoing Strategic RevOps Support
As a month-to-month RaaS client, SmartOrg receives continuous HubSpot optimization, proactive recommendations (such as leveraging new HubSpot features for marketing events), and hands-on execution from Elefante’s team — including portal management, DNS and website support, and technical troubleshooting.
Results
SmartOrg’s outcomes with Elefante include:
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Executive-Ready Reporting Delivered
Leadership now has real-time dashboards that provide full pipeline visibility — no more manual reporting or ad hoc data pulls. Stakeholders David and Teresa praised the quality and impact of the reporting Elefante delivered.
Campaign Attribution Connected End-to-EndQuote Processing Automated End-to-End
Contacts and deals are now properly associated to campaigns, giving SmartOrg clear line-of-sight into which marketing investments drive pipeline and revenue.
Marketing Events Integrated into CRM
Event data from Contrast now flows into HubSpot, connecting SmartOrg’s industry event presence directly to their sales follow-up workflows and pipeline reporting.
Continuous Optimization via RaaS
SmartOrg’s HubSpot environment is proactively managed and improved month over month, with new features adopted, workflows refined, and strategic recommendations delivered on an ongoing basis.
