say clean data and defined processes have to come before scaling AI
have the enforcement mechanisms in place to do it
name poor data quality as a barrier to operations maturity
You bought HubSpot Pro for the AI. Breeze drafts the follow-ups, scores the deals, writes the briefs. It comes back wrong a few times, and the team drifts back to spreadsheets and gut feel.
The problem sits underneath the AI. Breeze can transcribe the call and suggest the next step, but a rep still has to approve it into the record, and the fields your forecast runs on stay empty when they don’t. Stages mean different things to different people. Half the contact records are missing the fields the AI needs.
It hits hardest at quarter close, when it’s time to defend the forecast to the board and you know the pipeline under it is a mess.
That’s the work I do first. Fix the data the AI depends on, then build the workflows and dashboards that keep it clean. Then you’re standing behind a number you can defend, because the data under it is solid.
Fixing the data is just the start.
My process is holistic, designed to help you uncover revenue, and reduce friction. It encompasses the following five components of a strong revenue system:
Every build is shaped to your business, and kept as simple as it can be.
01
The diagnostic.
The audit.
A scan that scores your CRM data, shows what it’s costing your pipeline, and tells you what to fix first.
The assessment.
A deeper, cross-functional review of the whole revenue system, with the opportunities quantified.
02
The engagement.
The foundation.
Every build starts by making the base solid, usually the data, sometimes the structure or process under it. Nothing gets built on a broken base.
The build.
With the foundation in place, the fixes go in one at a time, stalled deal recovery, rules and enforcement to contain drift, cleaner handoffs, delivered as the dashboards, workflows, and structural changes each one needs.
03
The upkeep.
Starting fresh on HubSpot? The first step is a design instead of an audit: the structure and rules set right before any data goes in. The implementation follows.
The diagnostic sets the final scope, which can move according to your needs.
Built for a specific kind of team.
Aquma is for B2B companies running HubSpot Professional or Enterprise. If you’re a CRO or VP of Sales who owns the forecast, with a team that doesn’t have the bandwidth for a deep look at the system behind the forecast, or for initial HubSpot setup, Aquma can help.
Your forecast, lead score, and compensation plan are specialties. So is the layer they depend on, from the data and process to the rules and metrics that make it usable. I go deep on that layer, alongside the specialists who own the models and plans on top.
A career spent making software trustworthy, now pointed at your pipeline.
I’ve always believed quality is structural. It comes from building the system and its rules right instead of patching the same things over and over. I spent the first part of my career in software quality engineering and test architecture, leading the teams and designing the systems that catch errors before they reach production, where they’re hardest and most expensive to fix.
The same failure shows up in revenue data. A bug that ships to production and bad data that reaches the forecast are alike: both get expensive as they compound. And they are rarely only technical. CRM data breaks for human reasons, people and incentives and process, not just how it’s configured.
So Aquma (uh-KYOO-muh) finds the revenue trapped behind incorrect, incomplete, or inconsistent data, gets both the data and the process behind it right, and keeps watch as the pipeline grows. Whether I am auditing an existing setup or designing a new one, the way I work comes from years of seeing what it costs to catch a problem late instead of early.
Tell me what’s going on. I’ll tell you if I can help.
Thirty minutes on what’s slowing you down and whether Aquma’s the right fit. No slide decks, just a conversation.