System Overview

How your HubSpot is wired.

A map of the system The Matchbox built inside MontyCloud's HubSpot — the one rule that runs it, where every piece of data lives, and the automations doing the work behind the scenes. Start here, then dive into the Build Log.

Key takeaway

One control, everything follows. Reps set Lead Status. The system sets lifecycle stage, customer status, ownership, and deals automatically. Almost nothing here is manual.

Section 01

The one rule that runs everything

If you remember nothing else, remember this: Lead Status is the single control point. Reps update one field and the system cascades the rest. Manual edits to Lifecycle Stage, Customer Status, or owners fight the automation and create bad data.

Lead Status (rep sets)

Lifecycle Stage (auto)

Customer Status (auto)

Owner / Territory (auto)

Deal created (auto)

Lead Status drives lifecycle.

A chain of "Do Not Touch" workflows reads Lead Status and sets Lifecycle Stage (Lead → MQL → SQL → Opportunity → Customer). Never set Lifecycle Stage by hand.

The Company is the source of truth for "who & where."

Firmographics, Customer Type, Territory Owner, Named-Account flag, and AWS data live on the Company and are mirrored down to its Contacts so reps see them without opening the company. The person-level MQL/behavioral score lives on the Contact.

Routing is automatic and company-level.

Companies are assigned by headquarters location; named accounts bypass geography and are assigned manually. Reps never assign themselves — they read the Territory Owner field.

For the rep-facing version of this (how to update lead status, move a deal, read territory) point your sales team to the existing HubSpot Sales Playbook. This page is the admin/build view.

Section 02

Where every piece of data lives

The build is organized around HubSpot's three core objects. Here's what each one owns and how they stay in sync.

CONTACTthe person

Lead Status (the control field), Lifecycle Stage (auto), Lead/MQL behavioral score, Score Tier (mirrored), engagement history.
Mirrored down from the company: Customer Type, Territory Owner, Named-Account flag, Region, Customer Status.
Contact-level deal roles: Exec Leader, Champion, Budget Owner.

COMPANYthe account — source of truth

Customer Status (Prospect / Active Customer / Churned / Partner / Vendor / Competitor / Hyperscaler / Amazon / Nurture), Customer Type (MSP / GSI / SI / ISV / Distributor).
Territory Owner (+ legacy Company/Contact Owner, hidden), Region, Named Account (checkbox) + Named Account Owner, Territory Owner Lock.
ICP Segment, Score Tier, Has Open Deal / Has Closed-Won Deal, AWS Competencies, AWS Partner Programs.
Account-plan fields used at close: AWS Monthly Spend, Target Customer Count, Priority Use Cases.

DEALthe opportunity

Single pipeline, 8 stages. Auto-created from Lead Status = "Open Deal" (currently OFF — see Next Steps) or on meeting booked.
Required at entry: associated Contact + Company, amount, close date, owner. Closed Lost requires a reason; "Chose Competitor" reveals a Competitor Name field.
Deal owner is independent of company/contact owner (deals can be reassigned without re-routing the account).

How the two objects stay in sync

COMPANY ──(mirror workflows)──▶ CONTACT and CONTACT ──(lead status / lifecycle)──▶ COMPANYCompany attributes flow down to contacts; lead-status/lifecycle promotion flows up from contacts to the company. Both directions are workflow-driven.

Section 03

≈38 workflows do the work

The system runs on roughly 38 HubSpot workflows, all named with the Ops - prefix so they sort together. About 30 are live, a few are intentionally off pending decisions, and a handful are planned (mostly scoring). The full inventory is in the Build Log → Workflow Inventory, and every workflow lives in your HubSpot portal.

Naming convention

Every workflow starts with Ops -. Workflows whose names end in (Do Not Touch) are the lifecycle/lead-status backbone — editing them breaks the cascade. New workflows added in the May 2026 owner-field cleanup are tagged … - Owner Fields Clone.

The lifecycle chain

Ops - Lead Status Automations

sets Lead Status from engagement activity (e.g., activity detected → In Progress; 90 days no activity → Cold).

Ops - Lead Status → Lifecycle (Do Not Touch)

Lead Status drives Lifecycle Stage.

Ops - Contact → Company Lifecycle Promotion (Do Not Touch)

promotes the company's lifecycle (MQL/SQL/Opp) from its contacts.

Ops - Company → Contact Lifecycle Sync (Do Not Touch)

copies lifecycle back down to contacts; Ops - Lifecycle Stage backup - Companies to contacts backs it up.

OPS: Deals: Closed/Won = Customer

a won deal flips the company (and contacts) to Customer; closed-lost can route to Churn.

Ops - Company Status to Contact Status / Customer Type

mirrors keep status & segment in sync both directions.

Routing & ownership cluster

Ops - Sales - Territory Routing - 2026 (primary)Ops - Company to Contact - State/Country RoutingOps - Sales - Territory Routing - RegionsOps - Company Territory Owner - Data HygieneOps - Deactivated Owners - One off - ReRouteOps - Named Account - Company to ContactOps - Named Account - Value CloneTerritory Owner Clone to Owner Fields (May 2026)Named Account - Owner Fields Clone (May 2026)Ops - MontyCloud Internal Routing

2 workflows are currently OFF on purpose

Ops - Lead Status = Open Deal → Deal Creation and Ops - Unknown Company - Routes Contacts to Holding Pattern ("waiting for Ann Marie approval"). See Next Steps before turning them on.

Scoring workflows are built on paper but not live

1 - build company score to contact record and 2 - combine scores (Combined MQL Score = Contact×0.6 + Company×0.4 → set MQL when both ≥ 50). See the Lead Scoring section of the Build Log and Next Steps P0-1.

Section 04

The platform, licenses, and integrations

HubSpot portal

Item	Value
HubSpot Hub ID	22107327
Subscription	Sales Hub Enterprise + Marketing Hub Professional + Operations Hub Professional ("Data Hub")
Data Hub Pro added	23 Mar 2026 ($500/mo, 37.5% off list — for dedup, data standardization, webhooks)
Contacts at start	~30,000
Admin access used in build	`michael.hood@montycloud.com` (super-admin SSO), plus a HubSpot seat for `cole.allen@montycloud.com`

Integrations at a glance

Breeze Intelligence

HubSpot (ex-Clearbit) — company-level enrichment (firmographics, revenue buckets). Used in routing/scoring; note: Breeze IP Country can differ from the stated Country property.

Operations Hub Professional ("Data Hub")

Deduplication + data-quality automation + webhooks. (Dedup completed Apr 2026.)

Day2 Platform ↔ HubSpot

MontyCloud's own product; pushes trial/onboarding signups into HubSpot via workflows. Owned by MontyCloud (Madhavi K). Currently a source of duplicate creation and legacy routing.

Salesloft

Outbound cadences. Retained (auto-renewed through ~Mar 2027); HubSpot Sequences are used for inbound speed-to-lead. Source cadence: AWS MSP 25 Day Outbound.

LinkedIn Ads

Matched-audience retargeting to the SCA/MSP list (set up Jan–Feb 2026).

Google Tag Manager / pixels & UTMs

Not yet linked to HubSpot; this blocks behavioral scoring (see Next Steps).

Reference library

Your HubSpot portal

Hub ID 22107327 — the live workflows, properties, lists, and records.

This site → Build Log

Every workstream plus the full Workflow Inventory are documented here.

Note to MontyCloud: confirm share access on each link; some were created under Matchbox accounts.

Section 05

The engagement, summarized

Context for whoever inherits this system.

The engagement began as a shared build: under SOW #1, The Matchbox provided strategy, technical architecture, and the complex configuration (~25–30 hours/month), while MontyCloud's RevOps team was to own execution and finalization. Once we were inside the instance, the rebuild proved far more involved than the original scope anticipated — so The Matchbox took on the full execution itself as a good-faith gesture, investing well beyond the engagement's scoped hours to get MontyCloud to a working system ahead of SKO. As a result, the infrastructure for every workstream is built and documented here, and the work that remains is the finalization layer — the sign-offs, inputs, and integration settings that the shared model always kept on MontyCloud's side. This site and Next Steps are written so your team can take it the rest of the way and operate the system independently.

Scope delivered

SOW area	Delivered
HubSpot audit + cleanup	80+ legacy fields archived; deal & lifecycle stages reworked; data deduplicated (~2,500 companies / ~4,000 contacts)
Pipeline & deals	Single consolidated pipeline, exit criteria, required fields, one-click deal creation, quotes/CPQ (5 SKUs, 3 templates)
Lead scoring	Full model designed (Fit + Engagement + Recency, "Revised Scoring 4.0") — built, awaiting activation
Territory routing	Company-level routing workflows, named-account handling, owner hygiene — live (with open cleanup)
Enablement	Two GTM enablement sessions, Sales Playbook, recorded walkthroughs, this handoff site
Reporting	Board dashboard, ARR (=MRR×12) field, campaign attribution + hygiene SOPs

A few items were intentionally left for MontyCloud to finish or decide (scoring activation, final territory list, sequences, nurtures, paid media) — these are captured in Next Steps with enough detail to complete or hand to any HubSpot admin. This documentation completes the engagement's goal of positioning MontyCloud to operate the system independently.

Section 06

Terms used across this handoff

Lead Status

The single field reps set on a contact. Drives lifecycle, status, and deal creation. Values: New, MQL, In Progress, Meeting Booked, Open Deal, Cold, NQ-Other/Partner/Vendor/Competitor, Do Not Contact.

Lifecycle Stage

HubSpot's funnel stage (Lead → MQL → SQL → Opportunity → Customer). Automated — do not edit by hand.

Customer Status

What an account is: Prospect, Active Customer, Churned, Partner, Vendor, Competitor, Hyperscaler, Amazon, Nurture.

Customer Type

Partner segment: MSP, GSI (Global System Integrator), SI (System Integrator), ISV, Distributor.

Territory Owner

The rep who owns the account; set automatically by routing. Legacy Company/Contact Owner are hidden.

Territory Owner Lock

A checkbox that stops routing from overwriting a manually set owner.

Named Account

A strategic account assigned manually to a specific rep; bypasses geographic routing. (Currently over-applied — see Next Steps.)

Score Tier

Hot / Warm / Cold bucket derived from lead score + recency (to be automated once scoring is live).

ICP Segment

Small / Mid / Large MSP, Enterprise Direct, or Not ICP.

MQL / SQL

Marketing-Qualified Lead (score ≥ 50) / Sales-Qualified Lead (meeting booked).

SCA

The ~2,500–3,000 AWS-approved partner target list that seeded outbound; treated as a campaign list, not a permanent property.

Exit criteria

Required multi-select checkboxes that appear when a rep drags a deal to the next stage.

Data Hub

HubSpot Operations Hub Professional add-on; powers dedup and data quality.

Breeze

HubSpot's enrichment engine (ex-Clearbit).

Day2

MontyCloud's own product platform; pushes signups into HubSpot.

Sequence vs Workflow

A sequence is rep-driven outbound (emails/tasks from a rep's mailbox); a workflow is back-end automation. Sequences live in Salesloft + HubSpot; workflows are the Ops - automations.

"Do Not Touch" workflow

A lifecycle/lead-status workflow that must not be edited; it's load-bearing for the whole cascade.

Prepared by The Matchbox · June 2026 · Internal handoff · HubSpot portal 22107327.