myskillcamp

Building a Scalable Sales Operations Infrastructure from the Ground Up

CRM Manager & RevOps Engineer

European Markets

France, UK, Benelux

50K+

CRM Contacts Managed

Cleaned, enriched, segmented

50+

Automated Workflows

HubSpot automation

Dashboards

Real-time reporting

Context

Company Background

myskillcamp is a B2B SaaS learning experience platform (LXP) helping companies aggregate, curate, and deliver training content. The company operates across multiple European markets with a sales-led GTM motion targeting mid-market and enterprise accounts.

My Role & Scope

As the sole RevOps resource, I owned the entire revenue operations stack: CRM architecture, sales process automation, data quality, pipeline management, and reporting infrastructure for sales teams across 3 European markets.

The Challenge

When I joined, the CRM was in a critical state: duplicate records, inconsistent data structures, no standardized sales process, manual lead routing, and zero visibility into pipeline health. Sales reps were spending more time on admin than selling, and leadership had no reliable forecasting.

Approach

1CRM Architecture Overhaul

-Conducted full audit of HubSpot CRM: Contacts, Companies, Deals, Pipelines, Workflows, Campaigns
-Identified and cleaned 35K+ Marketing contacts, saving €5K/year in HubSpot fees
-Designed and implemented a new data model with standardized properties, required fields, and validation rules
-Created a contact/company hierarchy structure supporting account-based selling with proper association labels
-Implemented automated data hygiene workflows: auto-merge duplicates, standardize formatting, flag incomplete records

2TAM Generation & Account Targeting

-Built a Total Addressable Market (TAM) database using Sales Navigator, ZoomInfo, and custom scraping workflows
-Defined Ideal Customer Profile (ICP) criteria based on historical win analysis: company size, industry, tech stack, growth signals
-Created account scoring model in HubSpot combining firmographic data, engagement signals, and intent data from LeadSift
-Segmented TAM into tiers (Tier 1: 500 accounts, Tier 2: 2,000 accounts, Tier 3: 5,000+ accounts) with differentiated outreach strategies

3Lead Enrichment Pipeline

-Designed multi-source enrichment workflow: ZoomInfo (primary) > DropContact > BetterContacts (waterfall approach)
-Built automated enrichment triggers on lead creation and form submission
-Implemented company data enrichment: employee count, revenue range, tech stack, funding status
-Created contact enrichment: job title normalization, seniority detection, department classification

4Sales Process Automation

-Mapped the entire sales process from MQL to Closed Won with clear stage definitions and exit criteria
-Built automated lead routing based on territory (country), company size, and lead source
-Created deal stage automation: auto-update properties, trigger tasks, send internal notifications
-Implemented SLA tracking: time-to-first-touch, stage duration alerts, stale deal notifications

5Pipeline Management & Reporting

-Built a real-time pipeline dashboard with drill-down by market, rep, and stage
-Created forecasting reports combining weighted pipeline, historical conversion rates, and rep input
-Implemented deal velocity tracking: average sales cycle by segment, conversion rates by stage
-Set up automated weekly reports to leadership: pipeline health, forecast vs. target, team activity

Results

-70%

Data Duplication

From 3,000+ duplicates to under 100

4h/week

Time Saved per Rep

Through automation

100%

Lead Routing Automation

Zero manual assignment

15min

Avg. Time-to-First-Touch

Down from 24h+

Business Impact

+Sales leadership gained accurate forecasting for the first time, enabling better resource allocation
+Reps focused on selling instead of CRM admin, increasing meaningful prospect conversations
+Marketing and Sales alignment improved through shared definitions and automated handoffs
+New hire onboarding reduced from 2 weeks to 3 days with documented processes and guided CRM workflows

Process Diagrams

Lead Enrichment Waterfall

flowchart TD
    A[New Lead Created] --> B{Has Email?}
    B -->|Yes| C[ZoomInfo Enrichment]
    B -->|No| D[DropContact Lookup]
    C --> E{Data Complete?}
    E -->|Yes| F[Score & Route Lead]
    E -->|No| G[BetterContacts Fallback]
    D --> C
    G --> F
    F --> H[Assign to Rep]
    H --> I[Create Task: First Touch]

Diagram code (render with Mermaid.js or paste into mermaid.live)

RevOps Tech Stack

flowchart LR
    subgraph Data Sources
        SN[Sales Navigator]
        ZI[ZoomInfo]
        WEB[Website Forms]
    end
    subgraph Enrichment Layer
        DC[DropContact]
        BC[BetterContacts]
        LS[LeadSift Intent]
    end
    subgraph CRM
        HS[HubSpot CRM]
        WF[Workflows]
        SEQ[Sequences]
    end
    subgraph Reporting
        DB[Databox]
        HSR[HubSpot Reports]
    end
    SN --> HS
    ZI --> HS
    WEB --> HS
    HS --> DC
    HS --> BC
    LS --> HS
    HS --> WF
    WF --> SEQ
    HS --> DB
    HS --> HSR

Diagram code (render with Mermaid.js or paste into mermaid.live)

Sales Pipeline Stages

flowchart TD
    MQL[MQL - Marketing Qualified] --> SAL[SAL - Sales Accepted]
    SAL --> SQL[SQL - Sales Qualified]
    SQL --> DIS[Discovery Call]
    DIS --> DEM[Demo Completed]
    DEM --> PRO[Proposal Sent]
    PRO --> NEG[Negotiation]
    NEG --> CW[Closed Won]
    NEG --> CL[Closed Lost]

Diagram code (render with Mermaid.js or paste into mermaid.live)

Skills & Tools

Skills Demonstrated

CRM Architecture & Data ModelingHubSpot Administration (Sales Hub, Marketing Hub, Operations Hub)Sales Process DesignLead Scoring & RoutingData Enrichment StrategiesPipeline ManagementRevenue ForecastingWorkflow AutomationCross-functional Alignment (Sales, Marketing, CS)TAM/ICP Analysis

Tools Used

HubSpot CRMHubSpot Operations HubZoomInfoSales NavigatorDropContactBetterContactsLeadSiftMake (Integromat)EvabootDatabox

Tool Stack Details

Tool	Category	Usage
HubSpot CRM	crm	Primary CRM platform: contact/deal management, workflows, sequences, reporting
HubSpot Operations Hub	crm	Data quality automation, custom coded actions, advanced workflows
ZoomInfo	enrichment	Primary B2B data provider for contact and company enrichment
Sales Navigator	enrichment	TAM building, account research, lead discovery
DropContact	enrichment	Email finding and verification (GDPR-compliant)
BetterContacts	enrichment	Backup enrichment source, phone number verification
LeadSift	enrichment	Intent data signals for account prioritization
Make (Integromat)	automation	Complex multi-step automations connecting HubSpot with enrichment tools
Evaboot	enrichment	Sales Navigator data extraction
Databox	analytics	Executive dashboards combining CRM and marketing data