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Hatchi Digital & CalypsoAI: Bringing Order and Insight to HubSpot

Olivia Bagnall Jul 27, 2026 4:19:44 PM

Calypso AI, a fast-scaling cybersecurity company at the forefront of trusted AI testing and validation, had reached the point every growing team eventually hits: the CRM that once kept pace with the business had quietly turned into its biggest bottleneck. Hatchi came in to bring clarity, structure, and a documented, scalable HubSpot system the entire team could rely on.

 

What Was the Challenge?

As Calypso AI's team grew and demand increased, so did the complexity sitting underneath their HubSpot. Multiple people had built out workflows, pipelines, and processes over time, each well-intentioned in isolation, none of it documented in a way anyone else could pick up. When those individuals moved on, they left behind a maze of disconnected automations, inconsistent data structures, and half-understood systems that nobody fully owned. Duplicate records had built up across the contact database to the point where basic reporting couldn't be trusted. Lifecycle stages and pipelines no longer reflected how buyers actually moved through the funnel. Offline and event leads went untracked and unattributed as soon as they left the trade show floor. Sales reps had each settled into their own way of managing deals, with no shared standard across the team. Marketing, meanwhile, had no reliable way to tie campaign activity back to actual pipeline impact. Internally, the teams had ended up spending their energy on how to use HubSpot, rather than on what it should have been helping them do.

Our Approach

Hatchi worked directly alongside Calypso AI's sales and marketing teams, rather than handing over a plan and stepping back. The first priority was data hygiene: thousands of duplicate records were bulk merged, new import templates and guides were built to stop the problem recurring, and reps were given custom training so they could self-manage contact issues going forward instead of relying on an agency to fix it every time. From there, the focus moved to attribution and lifecycle clarity, separating original source from attribution so reporting actually meant something, and mapping lifecycle stages to automations that matched Calypso AI's real sales funnel rather than a generic HubSpot default. The deal pipeline itself was reviewed and cleaned up, and a dedicated lead pipeline was built out so top-of-funnel activity had somewhere proper to live instead of crowding the deals view. Event and offline lead tracking got the same treatment: custom dashboards were built for individual marketing events, and offline lead templates were created so trade show contacts were captured correctly the first time, not reconstructed weeks later from a spreadsheet. Underpinning all of it, Hatchi built custom contact homepage views by role so each team saw only what was relevant to them, implemented automations for managing marketing contacts, and put ongoing Slack-based support in place with a 24-hour SLA, so the system had a safety net as Calypso AI kept scaling.

What Were the Results?

Calypso AI now has a CRM that both reps and marketers trust, built to keep working as the business keeps growing. Leads from both online and offline sources onboard faster, with far less manual cleanup along the way. Sales stages are clear and aligned to how deals actually move, rather than sitting disconnected from the real-world sales process. And the ongoing support relationship means the system doesn't quietly drift back into the same tangle it started in, adapting instead as Calypso AI's needs change.

What Calypso AI Said

"The Hatchi team are not only experts in their field, but genuinely form an extended, supportive, and empathetic portion of our own team." — Tom D., Marketing Manager, Calypso AI

The Takeaway

A CRM doesn't get messy overnight, and it doesn't get fixed with a quick tidy-up either. If your HubSpot has been shaped by whoever happened to be building in it at the time, with no one owning the system as a whole, it's worth asking what it's actually costing you in duplicate work, missed attribution, and reps who've each invented their own process. If that sounds familiar, we'd like to hear about it.
FAQ

Questions?
We've got answers

Everything you need to know about working with Hatchi and getting the most from HubSpot.

Start with the contact database itself: bulk merge duplicate records, then put import templates and guardrails in place so the problem doesn't resurface with the next data upload. From there, audit existing workflows and pipelines against how the business actually operates today, not how it operated when each piece was originally built, and rebuild lifecycle stages and automations to match the real funnel.

Original source records how a contact first entered your database, while attribution tracks which touchpoints actually influenced a deal along the way. Conflating the two makes campaign reporting misleading, since a contact's very first interaction gets credited for outcomes it may have had little to do with. Separating them out is a foundational step before any campaign ROI reporting can be trusted.

Offline leads need a dedicated capture template built before the event, not a spreadsheet reconciled afterwards, so contacts land in the CRM with consistent, complete data from the moment they're captured. Pairing that with a custom dashboard per event makes it possible to measure each event's performance individually rather than lumping trade show activity into one generic bucket.

It depends heavily on how much undocumented history has built up, but this kind of project usually runs as a phased engagement: data hygiene and deduplication first, then lifecycle and pipeline restructuring, then event tracking and system enhancements layered on top. Ongoing support tends to continue afterwards, since a CRM that's just been fixed still needs a system in place to stop it degrading again.

When each rep manages deals their own way, pipeline reporting stops reflecting reality, forecasting becomes unreliable, and managers can't compare performance across the team on a like-for-like basis. Standardising how deals move through the pipeline, and building views tailored to each role, gives everyone a shared structure without forcing a one-size-fits-all workflow that ignores how different teams actually work.

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