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SaaS

People-process-B2b

& software

People-process-B2b

Recurring revenue needs a recurring engine. Most SaaS companies run HubSpot as if the story ends at closed won. It doesn’t. In recurring revenue, most lifetime value is made after the first contract. We build HubSpot on Winning by Design’s bowtie, so onboarding, adoption, expansion and renewal run on the same data as your pipeline.

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Half the funnel is missing from most SaaS CRMs

Our framework: the Winning by Design bowtie.

The bowtie maps the full recurring revenue journey. Every stage becomes a lifecycle stage, pipeline or object in HubSpot, with a volume metric (VM) and conversion rate (CR) you can steer on.

  • Acquire (Marketing & Sales Hub): VM1 Awareness, VM2 Education and VM3 Selection. ICP targeting, intent and product signals, trials and PQLs scored on fit and usage, SPICED qualification in every deal stage.
  • VM4 Commit: the knot of the bowtie, where acquisition hands over to retention.
  • Retain & expand (Service & Revenue Hub): VM5 Onboarding, VM6 Impact and VM7 Growth. Sales-to-CS handover and time-to-first-value, adoption and health scores from product data, expansion, cross-sell and renewal pipelines.
Scherm­afbeelding 2026-09-11 om 15.54.43

Growth moves the logic out of the CRM

What we see in every SaaS portal.

ARR lives in a spreadsheet
Subscriptions, seats and line items sit outside HubSpot. MRR, NRR and churn are rebuilt in BI every month.

Product data never reaches sales
Trial and usage signals sit in the warehouse. Reps prospect blind while PQLs go cold.

The bowtie breaks at closed won
Onboarding, health and renewals live in separate tools. Expansion depends on who remembers to call.

Two versions of the truth
HubSpot and Looker disagree on the funnel by 30% or more. Nobody trusts attribution, so budget follows opinion.

The SaaS Revenue Blueprint

Purpose-built for SaaS: six building blocks that turn HubSpot into one recurring revenue engine, from first signal to renewal and expansion.

Bowtie lifecycle & metrics
VM1–VM7 and conversion rates as lifecycle stages and dashboards. One definition per metric, agreed with finance.

PLG meets sales-led
Trial and usage data from Snowflake, Databricks or Segment into HubSpot. PQL scoring and signal-based outbound.

SPICED deal stages
Situation, Pain, Impact, Critical event and Decision captured as required fields, enriched by AI from call recordings.

Subscriptions on line items
Seats, modules and usage as line items. ARR, MRR and contracted ARR reported from HubSpot, synced to your warehouse.

Onboarding, health & renewals
AI handover per closed deal, health scores and renewal deals created automatically before the contract ends.

Expansion & cross-sell pipeline
Separate pipelines for new logos and expansion, each with its own probability. Cross-sell lists per product combination.

Scan. Blueprint. Build. Steer.

We start with a RevOps Scan of your portal, deliver a blueprint in weeks, build it with your team and stay on as your RevOps partner. Technology isn’t the goal. Adoption is.

RevOps Scan
the good, the bad and the ugly across every Hub, including the revenue cost of doing nothing.

Blueprint
lifecycle, pipelines and data model designed around the SaaS bowtie.

Build & adopt
implementation, integrations and role-based training.

RevOps as a Service
QBRs, monthly steering and sprints tied to commercial outcomes.

DSC03226
Abstract SaaS Software Overview Interface

We speak SaaS. Your board metrics are our data model.

Every term below maps to an object, property, pipeline or report we configure in HubSpot.

  • ARR & MRR
  • NRR & GRR
  • Churn & contraction
  • Expansion & upsell
  • PLG, trials & PQLs
  • Trial-to-paid
  • CAC payback & LTV:CAC
  • Seats & usage-based pricing
  • SPICED
  • Bowtie VM1–VM7
  • Health score
  • Snowflake, Databricks, Segment
  • Planhat, Intercom, Chargebee

FAQ: HubSpot for SaaS companies

Can HubSpot run the full SaaS bowtie?

Yes. We model every bowtie stage, from VM1 Awareness to VM7 Growth, as lifecycle stages, pipelines and objects in HubSpot, each with a volume metric and conversion rate you can steer on.

Can you report ARR, MRR and NRR in HubSpot?

Yes. We put subscriptions, seats and usage on line items, so ARR, MRR, contracted ARR, NRR and churn are reported from HubSpot and synced to your warehouse. One definition per metric, agreed with finance.

We run product-led growth. How does product data reach sales?

We bring trial and usage data from Snowflake, Databricks or Segment into HubSpot. PQL scoring and signal-based outbound mean reps work the accounts that are actually using the product.

Do you integrate with our data and CS stack?

Yes. We connect Snowflake, Databricks, Segment, Planhat, Intercom, Chargebee and your BI tools via native integrations, n8n and APIs, so HubSpot and your warehouse tell the same story.

Where do we start?

With a 30-minute call. We map your funnel on the bowtie and show where recurring revenue leaks. From there, a RevOps Scan of your portal and a blueprint in weeks.