How Beqom Aligned Their Funnel Across Marketing and Sales

Beqom’s go-to-market process was overloaded. There were great tools in place, but no unified process. The SDR process wasn’t scalable. Work queues were unreliable. And Marketing? They couldn’t see what was converting — or when.

Here’s what wasn’t working:

• Legacy tech debt and bloat: Unused integrations, leftover configurations, and a past SFDC-to-HubSpot migration created a complex, hard-to-maintain environment.
• Disorganized lead lifecycle: Inconsistent lead statuses, no SDR acceptance process, and gaps in qualification/recycle flows led to poor funnel visibility and low MQL-to-opportunity conversion.
• Broken attribution and reporting: Manual Excel reporting, unclear source tracking, and misaligned campaign taxonomy made it impossible to measure marketing impact accurately.
• No nurture or engagement process: Leads from ads and events were not being nurtured effectively, leaving valuable inbound activity unleveraged.
• Operational inefficiencies: Overlapping SDR/AE responsibilities, manual list imports, and inconsistent meeting handoffs created friction between teams and slowed pipeline movement.
• Data quality issues: Reliance on HubSpot Insights, lack of alignment with ZoomInfo/6sense, and unmaintained key fields resulted in unreliable data and limited segmentation.
  

This led to frustration, wasted time, and no way to measure funnel performance across teams.