case study

Anomalo.

Increased opportunity creation by 33% through HubSpot workflow optimization.

Reduced Cost Per Acquisition by 12% while improving lead quality.

Automated 80% of manual lead routing and assignment processes.

Transformed fragmented system into unified revenue operations engine.

Anomalo, a Series B data quality platform that helps businesses validate and trust their warehouse data, was drowning in manual lead management processes that created 48-hour response delays and 70% sales rejection rates. The Matchbox executed a complete HubSpot operational overhaul that transformed their fragmented systems into a unified revenue engine.

Lead Management Chaos

Manual Processes Creating 48-Hour Response Delays

SDRs spending 3 hours daily on administrative tasks instead of selling.

The Challenge:

Anomalo's lead routing was entirely manual — marketing exported CSV files twice daily for SDRs to manually import and assign. This created 24-48 hour delays in first contact, during which 35% of leads went cold. SDRs spent the first 3 hours of each day on data entry instead of outreach.

The Matchbox Solution: ‍

We built intelligent automation workflows in HubSpot that instantly route leads based on territory, company size, and product interest, while automatically creating tasks and sending Slack notifications to assigned reps.

Implemented round-robin assignment logic with load balancing across SDR team
Created territory-based routing rules using IP lookup and company domain matching
Built automated lead scoring model weighing 15+ behavioral and firmographic factors
Established SLA automation triggering escalations if leads aren't contacted within 2 hours
Reduced average first response time from 48 hours to under 30 minutes

Data Quality Crisis

Duplicate Records and Missing Context Killing Conversions

Sales reps working with incomplete data, causing embarrassing outreach mistakes.

The Challenge:

Anomalo had 40% duplicate records in HubSpot, with leads existing under multiple emails and companies. Critical fields like company size, industry, and use case were blank 65% of the time, forcing SDRs to research manually or guess, leading to irrelevant outreach.

The Matchbox Solution: ‍

We implemented comprehensive data hygiene protocols and enrichment workflows to ensure every lead had complete, accurate information before SDR assignment.

Deployed deduplication workflows merging records based on email domain and company name
Integrated Clearbit for automatic enrichment of company size, industry, and technographics
Built progressive profiling forms capturing additional data points across multiple touches
Created data validation rules preventing incomplete records from entering sales queue
Established weekly data quality audits with automated cleanup workflows

Attribution Black Hole

No Visibility into Revenue-Driving Channels

Marketing couldn't prove ROI, leading to budget cuts despite growth.

The Challenge:

Anomalo couldn't track which marketing efforts drove opportunities. UTM parameters were inconsistently applied, form submissions weren't connected to campaigns, and there was no closed-loop reporting between marketing touches and closed deals.

The Matchbox Solution: ‍

We architected a complete attribution system within HubSpot, providing full visibility from first touch to closed-won revenue.

Standardized UTM taxonomy across all campaigns with automatic parameter appending
Built custom attribution reports showing multi-touch influence on pipeline
Created lifecycle stage automation tracking progression from lead to customer
Implemented campaign influence tracking for all marketing activities
Established dashboard showing channel-specific CAC, velocity, and lifetime value

Sales-Marketing Misalignment

Different Definitions of "Qualified" Creating Friction

70% of marketing leads rejected by sales as unqualified.

The Challenge:

Marketing considered any form fill an MQL, while sales only wanted enterprise accounts actively evaluating solutions. This disconnect created animosity between teams, with sales ignoring marketing leads and marketing feeling undervalued.

The Matchbox Solution: ‍

We facilitated alignment workshops and built shared processes ensuring both teams worked toward unified definitions and goals.

Developed mutual MQL criteria based on firmographic and behavioral thresholds
Created automated lead scoring with transparent visibility for both teams
Built nurture tracks for leads not yet sales-ready, preventing premature handoff
Implemented feedback loops where sales dispositions inform marketing scoring
Achieved 33% increase in opportunity creation through improved lead quality

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The Matchbox transformed Anomalo's revenue operations by eliminating manual processes, ensuring data integrity, and aligning sales and marketing around shared definitions of success. This comprehensive HubSpot optimization delivered 33% more opportunities at 12% lower cost, proving that operational excellence directly drives revenue growth.

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