About the Client
Patchstack is the leader in open‑source vulnerability intelligence, delivering end‑to‑end coverage from detection through mitigation. Their solutions protect thousands of websites and applications worldwide by continuously monitoring and mitigating security vulnerabilities in open‑source components.
Vendor Information
We at DevriX rolled up our sleeves and got fully engaged to implement and set up HubSpot CRM and Sales Hub for Patchstack. Drawing on our deep HubSpot expertise, we guided the client from a minimal, out‑of‑the‑box setup to a robust, fully customized sales and marketing system.
Client Request
Patchstack reached out via our HubSpot landing page, explaining that they had only passively used HubSpot in the past and needed help building a complete sales pipeline. This included from data cleanup and deal tracking to forecasting MRR/ARR. They also wanted to expand HubSpot’s usage to Marketing Pro once the core CRM was in place.
Challenges
- Unconfigured HubSpot Instance
Patchstack had never configured a HubSpot setup from scratch, leaving key features like properties, scoring, and reporting unconfigured. - Lack of Pipeline Visibility
With no existing deals in HubSpot, the sales team had limited visibility into their pipeline, forecasts, or renewal metrics. - Disconnected Product Data
Their product offerings lived outside of their HubSpot environment, making it impossible to associate deals with specific security‑mitigation packages. - Advanced Reporting Needs
The leadership team required custom dashboards to track quarterly and annual forecasts, weighted pipeline revenue, and board‑level KPIs.
Solution & Implementation
- Discovery & Planning
We began with the initial call to outline the upcoming tasks, priorities, and to determine the key stakeholders from Patchstack’s sales, marketing, and operations teams. During this session, we reviewed the desired outcome of the project – how they wanted to use HubSpot, who was going to use it, and what they expected as a tangible result. Then, we classified them into high‑, mid‑, and low‑impact tiers based on how directly they influence sales outcomes.
Mapping out the sales stages in their HubSpot pipeline (from qualification through renewal) ensured our implementation mirrored Patchstack’s actual process, which is a necessity for accurate forecasting and consistent team adoption. This upfront alignment prevented unexpected obstacles and laid a clear roadmap for all subsequent configuration tasks.
- Properties Review & CRM Cleanup
Next, we conducted a full audit of existing HubSpot properties to eliminate duplicates, retire obsolete fields, and standardize naming conventions. Cleaning up properties reduces clutter, makes data entry more intuitive for reps, and ensures that reporting is based on a single source of truth.
We then reorganized the CRM views. We always suggest starting by grouping essential fields at the top of each record, and then building a reference table that categorizes each property by its sales‑impact tier. Having this table allows the Patchstack team to understand the importance of data hygiene and quickly identify which fields drive the most value. - HubSpot Scoring
An effective lead‑scoring model helps sales prioritize the most promising prospects. We evaluated Patchstack’s legacy scoring setup and identified gaps where engagement signals (e.g., content downloads, demo requests) weren’t being captured.
Since we began the project, when HubSpot announced that they are moving away from the previous scoring model, and migrating to the Breeze‑provided scoring model, we have been able to apply tested and proven practices like assigning weighted points to behaviors that signal higher conversion likelihood or renewal risk. This refined scoring approach not only surfaces the hottest opportunities for sales but also provides insights for marketing on what content and campaigns resonate most. - Product Library Sync
Associating deals with specific products or service packages is key for analyzing which offerings drive revenue. We imported Patchstack’s entire catalog of security‑mitigation plans into HubSpot’s Product Library, ensuring each one included price, description, and renewal terms. With product associations in place, the business can now filter pipelines by offering, forecast revenue per product, and identify cross‑sell or upsell opportunities during renewal cycles. - Report & Dashboard Optimization
Raw data only becomes actionable when surfaced in clear, tailored reports. We built a suite of custom reports, quarterly MRR and ARR forecasts, weighted‑pipeline analyses that apply stage‑based multipliers to deal values, and deal‑velocity metrics to track the time spent in each sales stage. These reports feed into executive dashboards that provide real‑time visibility for Patchstack’s Board, highlighting progress against revenue goals and alerting them to potential shortfalls. By automating these dashboards, leadership can make informed decisions faster, without waiting for manual data pulls. - Pipeline Configuration
We began by aligning their existing deal pipeline with Patchstack’s actual sales stages, ensuring each stage, from qualification to closed won, accurately mirrored their internal process. To validate our setup, we spun up a temporary “test pipeline” where the team could trial stage names, properties, and automation rules without impacting live data.
Once approved, we retired the test pipeline and consolidated everything into a single, active pipeline: streamlining data sync and ensuring all deal activity feeds into one source of truth for reliable forecasting. - Third‑Party Integrations
Integrating external systems with HubSpot prevents data silos and keeps records up‑to‑date in real time. We synced their existing data from Recurly so that subscription events, like new signups, renewals, and cancellations, automatically update corresponding HubSpot deal properties.
Calendly integration ensures that booked meetings create activities in the CRM, giving reps complete visibility into their schedules, although they decided to go with the internal HubSpot booking system. To enable advanced prospecting, we also facilitated an enterprise‑level setup of LinkedIn Sales Navigator by liaising directly with LinkedIn’s team through our CEO’s connection, allowing Patchstack to import enriched contact data and social interactions seamlessly. - Workshops & Training
Technology only delivers value when users know how to leverage it. Over several sessions, we conducted hands‑on workshops covering CRM navigation, deal creation best practices, interpreting custom reports, and building simple automation workflows.
Each training included live demonstrations, guided exercises, and prepared reference guides. The tools that provided us the flexibility to do so were: Loom and Fathom. We also provided ongoing ad‑hoc support, answering questions on advanced topics like HubSpot invoicing (a newer product) and marketing tactics, ensuring their in‑house team felt confident managing and evolving the system independently. - Marketing Pro Upgrade
Once the core CRM and Sales Hub were in place, Patchstack’s marketing needs reached a point where they needed an upgrade to HubSpot Marketing Pro. Since DevriX is a HubSpot Solutions Partner, our connection with the Sales team provided Patchstack with a lucrative price for the upgrade.
This package unlocks advanced features, including email automation with branching logic, A/B testing for optimized campaign performance, and a drag‑and‑drop landing‑page builder. We guided the client through the purchase process, and as a result, this uplifted their marketing team to generate and qualify leads more effectively, closing the loop between marketing efforts and sales results.
Results & Impact
- Full Pipeline Visibility: All of Patchstack’s active deals (40+ imported) are now tracked in HubSpot, with 100% of deals tagged to specific products, enabling precise revenue attribution.
- Custom Forecasting: Leadership now reviews real‑time MRR/ARR forecasts and weighted pipeline reports, improving decision‑making and board reporting.
- Enhanced Team Productivity: Sales reps save an estimated 30% of time per deal entry and reporting, due to standardized properties and automated workflows.
- Marketing Pro Adoption: The upgrade empowered their marketing team to launch automated lead‑nurturing campaigns and build optimized landing pages, driving higher engagement.
- Ongoing Partnership: After three months, Patchstack’s team is fully self‑sufficient in HubSpot, and DevriX remains their trusted support partner for advanced integrations and growth initiatives.
Lessons Learned & Next Steps
- Property Impact Assessment: Early categorization of CRM fields by business impact ensures teams focus on the data that drives revenue.
- Product Library Importance: Associating deals with products unlocks detailed revenue insights and upsell opportunities.
- Continuous Training: Regular workshops accelerate adoption and HubSpot’s depth demands ongoing education as teams grow.
- Future Growth: Next, we’ll explore chatbot integrations, advanced sales sequences, and AI‑powered lead scoring to further scale Patchstack’s operations.
Patchstack’s transformation from a minimally configured HubSpot instance to a fully optimized CRM and Sales Hub shows businesses what a structured, data‑driven execution is! By cleaning up properties, syncing product data, refining lead‑scoring models, and building executive dashboards, we turned HubSpot into a transparent, reliable engine for forecasting MRR/ARR and tracking deal health. Hands‑on workshops and continuous support ensured their team could confidently manage and evolve the system on their own.
With a single, optimized pipeline and integrations that keep subscription and calendar data in sync, Patchstack now has visibility into each opportunity and an efficient workflow that empowers reps to focus on selling rather than admin. Upgrading to Marketing Pro has also unlocked new automation and conversion tools, further strengthening their growth capabilities.
Ready to Transform Your HubSpot Experience?
Whether you’re starting fresh or looking to supercharge your existing HubSpot setup, DevriX’s HubSpot specialists are here to help. From CRM cleanup and advanced reporting to Marketing Pro migrations and third‑party integrations, we tailor each solution to your unique process and business goals.
Contact us today to schedule a discovery workshop and see how we can turn HubSpot into your most strategic growth platform.