Transforming Lead Attribution

At Navina, our mission is to simplify the chaos of patient data, empowering healthcare providers to deliver optimal care. As a fast-growing healthcare technology company, our ability to track and manage leads effectively is critical to scaling our impact. While we had previously implemented HubSpot to support our marketing and sales efforts, the system lacked the clarity and structure we needed for granular lead tracking and robust data analysis.

Faced with a complex data structure and a pressing need to overhaul our processes, we turned to Paio Solutions to help rebuild and optimize our HubSpot infrastructure. Their expertise and methodical approach proved to be transformative for our operations.

The Challenge: Navigating Complexity to Build Clarity

When we engaged Paio Solutions, we required a very sophisticated infrastructure to support our very complex target market and business needs. The existing setup didn’t align with our business needs, making it difficult for our marketing, operations, and sales teams to extract actionable insights.

Our requirements were twofold:

• Redesign the lead attribution system across Contacts, Companies, and Deals to ensure alignment with our lifecycle stages and lead statuses.
• Develop a weighted lead scoring model that accurately reflected the nuances of our sales pipeline and marketing efforts.

Additionally, we needed to migrate our historical data into the new system while maintaining data integrity—a monumental task given the complexity of our existing workflows.

Paio’s Approach: Precision and Collaboration

From the outset, Paio Solutions approached the project with a clear and structured methodology. They started by deeply understanding our existing infrastructure and business goals, using Miro visual boards and structured workflow mappings to ensure every element of the rebuild was accounted for.

Their team held brainstorming sessions with our marketing, operations, and sales teams to uncover pain points and define success criteria. Based on these insights, they proposed actionable solutions, demoed the changes, and iterated through several feedback loops to refine the build.

A standout feature of their work was the use of Python and HubSpot’s OperationsHub modules to develop custom-coded workflow actions. These workflows were tailored to complex use cases, ensuring that our data was not only structured but also actionable at every stage of the lead lifecycle.

Delivering Results: A New Standard for Lead Management

Thanks to Paio’s efforts, we now have a fully rebuilt HubSpot infrastructure that meets the unique needs of our business. The revamped workflows and data management processes provide granular visibility into lead source tracking, down to the campaign, webinar, and event level.

This level of detail has been a game-changer for our teams, enabling more accurate reporting on the performance of our growth initiatives. The weighted lead scoring model has also helped our sales team prioritize prospects more effectively, leading to better conversion rates and stronger pipeline performance.

Ongoing Partnership: A Trusted Advisor for CRM Optimization

The success of the initial project was just the beginning. Impressed by their professionalism and expertise, we have continued to work with Paio Solutions on an ongoing monthly basis. They are now an integral part of our operations, helping us develop Google Sheet scripts, refine marketing campaign attribution, and provide strategic consultation on all things CRM-related.

Paio’s ability to not only execute but also explain and document every process has empowered our team to be more independent. Their responsiveness and dedication to our success have made them a valued partner as we continue to scale.