Executive Summary
Hubbard Broadcasting runs one sales force selling radio, 2060 Digital and Gamut/podcasting to the same advertisers across nine markets and the remote SHIFT team. That work runs on about 20 tools plus spreadsheets, and none of them holds a single account record. Hubbard's own current-state pass lays this out clearly: what each system does, the eleven-stage path from prospect to invoice, and where markets work differently.
This readout carries that document forward. Hubbard's content is summarized as written, with clarifications from Hubbard's reviewers folded in. Indigo Trigger's position on each system, pain point and open question sits beside it. Most of our recommendations follow one rule: HubSpot should be the system of record for advertisers, contacts, deals and pipeline, and nothing more. Orders, pricing and revenue stay in the systems built for them, and reporting that spans systems is assembled in a reporting layer and surfaced in HubSpot.
Figures come from Hubbard's current-state document and intro conversations, not system reports.
Guiding Principles
These six positions shape every recommendation that follows. We'd ask Hubbard Broadcasting to confirm them before scoping, since each one removes or adds a large block of work.
- HubSpot is the source of truth for deals, opportunities and pipeline.
Every market and every product line works from the same deal stages and the same pipeline, replacing RAB, Sharebuilder, SalesIQ and the market spreadsheets.
- One advertiser record across radio, digital and podcasting.
A single company record carries all third-party platform IDs, so Marketron, Mothership, Advisr and NetSuite all point back to the same advertiser.
- Don't turn HubSpot into an OMS or a CPQ.
Be careful about turning HubSpot, a pre-sales and CRM solution, into an order management or pricing engine. Draw a clear line. Integration is not always the right option.
- Booked business and revenue come from downstream systems.
Mothership, NetSuite and Marketron own what was booked, delivered and billed. Reports that combine pipeline and revenue are built in a reporting layer such as PowerBI and surfaced inside HubSpot.
- Fewer integration points.
The HubSpot to Mothership integration is already assumed. NetSuite data should flow through Mothership rather than through a second direct integration.
- Requests and work management move to HubSpot Service Hub.
Creative, production, RFP and strategist requests become tickets with standard workflows, replacing the mix of VCreative, Asana, WorkZone, Wrike and request forms where that makes sense.
Current Systems & Our Recommendation
Hubbard Broadcasting's document lists each system, what it does today, and its plan with HubSpot. We've added our recommendation for each one. Clarifications from Hubbard's reviewers are included in the "Today" column.
| System | Today | Hubbard plan | Indigo Trigger Recommendation |
|---|---|---|---|
| Systems of record | |||
| Mothership | Internal homegrown order management for 2060 Digital. Order entry (digital only). May eventually take over Wrike's request management. | Integrate | Integrate · core 100%. This one is important. |
| NetSuite | Finance and ERP: invoicing, receivables, revenue reporting. Billing (digital only). | Integrate | Integrate via Mothership I don't see the need for a direct HubSpot to NetSuite integration. We're already building a Mothership to HubSpot integration. Use Mothership as the solution to exchange data between NetSuite and HubSpot. One less integration to deal with; the HubSpot to Mothership integration is already assumed. |
| NSPB (NetSuite) | P&L budgeting and forecasting. Reporting. | Integrate (for revenue only) | Needs discussion Needs discussion. Again, initial thinking is that any NetSuite data should run through Mothership back to HubSpot to limit integration points and complexity. |
| Marketron | Radio traffic and billing: order entry, scheduling, spot invoicing (radio and podcast). Marketron is the source of truth for radio revenue detail; revenue entries are made into NetSuite manually from it. | Integrate | Integrate · customer data only Integrate for customer data only. Do not try to make HubSpot an OMS for broadcast products. It will never work. |
| Proposals, pricing & contracts | |||
| Advisr | Proposal and media-planning builder for 2060 digital (digital only). Stays in use through 2027 while Hubbard builds a replacement. | Replace | Light integration · replace early Also an important replacement. See the Advisr recommendation below. |
| Rate Optics | Radio pricing tool. | Integrated?? | Standalone at launch Need more information. As an overarching rule, be careful about trying to turn HubSpot as a pre-sales and CRM solution into an OMS / CPQ. Draw a clear line. Integration is not always the right option. |
| DocuSign | E-signature on contracts and orders. | Possibly replace | Depends on proposal decision This is just the e-sign function. Many options to replace or keep; depends on proposal solution decision. |
| Nielsen / TapScan | Audience ratings analysis for radio proposals: rankers, schedules, reach and frequency. | TBD | Keep standalone for MVP Leave as-is for MVP. Likely a lift to plan integration. Look to evaluate for a future phase if there's value / need. |
| CRM, pipeline & prospecting | |||
| RAB | Account claiming and prospect research: sellers claim opportunities and show who is working an account, visible only within their own market. Used by some markets. | Replace | Replace 100%. Data migration effort of RAB / CRM & pre-sales data needs to be scoped: customers, contacts, opportunities, tasks, history. Scope of this will define level of effort. |
| Sharebuilder | Media-specific CRM and sales management: accounts, leads, pending business, revenue, forecasting and sales activity; radio pricing. Used by some markets. | Replace / might stay for pricing function | Replace CRM functions Same as RAB above. Assumed this is another point-solution CRM and should be merged into the enterprise-wide HubSpot standard. |
| SalesIQ | Role to confirm. Not used in DC or SHIFT. | Replace | Need to understand more Need to understand more. |
| Spreadsheets | Pipeline tracking, forecasting and reporting; for 2060, a master report fed by 14 market workbooks updated weekly. | Replace | Replace 100%. |
| Rumple | Prospect research; used by some markets in place of RAB. | Replaced | Evaluate alternatives What are the initial thoughts of replacement here? HubSpot offers a number of data enrichment and research tools, but capabilities may be perceived to be limited based on what Rumple does. Data and research functions in HubSpot can rely on credits and for larger groups can become an unplanned expense. Many other research options exist. Would be worth evaluating. |
| ZoomInfo | Company and contact data for prospecting; used in every market except St. Louis. | TBD | Keep if valued · marketplace app Keep if there's value. A HubSpot / ZoomInfo marketplace plug-in is available. |
| Seamless AI | Contact data for prospecting; used in St. Louis. | TBD | Need more info Need more info. |
| Media Monitors | Ad airplay monitoring: which advertisers are running on which stations. Supporting tool, not mission critical. | TBD | Keep standalone Likely keep if there's value. No need to push for integration with this for MVP / Phase 1 launch. |
| AdMall | Local advertiser and category research. Supporting tool, not mission critical. | TBD | Keep standalone Same as Media Monitors: likely keep if there's value, with no integration for MVP / Phase 1 launch. |
| Fathom | Meeting recording and AI call notes. Under contract through mid-2027; connects directly to HubSpot. | Under evaluation | Keep · native integration Fathom or native HubSpot meeting / notes solution. Personally a big fan of Fathom. |
| Requests & work management | |||
| VCreative / VPromotion | Radio spot and video production requests; Cincinnati confirmed, other markets TBD. | TBD | Service Hub tickets I would build this into HubSpot Service Hub with a standard ticket-based workflow. HubSpot does this very well and we have built a number of custom solutions around HubSpot Service Hub for various request-type workflows, including production requests, inventory requests, report requests, customer & service requests, etc. |
| Asana | Work request management (creative, RFPs); used in Minneapolis. | TBD | Evaluate HubSpot Work Management HubSpot's new Work Management solution should be evaluated. Dead-on Asana replacement. Extremely easy to use. Currently in beta. Unclear how HubSpot will deploy this solution and how it will be priced, if it's priced as a standalone module. Could be part of Service Hub. A lot of unknowns. |
| WorkZone | Work request management (creative, RFPs); used in DC. | TBD | Service Hub tickets Should move to HubSpot Service Hub ticketing. |
| Wrike | 2060 team work management: creative requests, D&A requests and web support tickets. Mothership may eventually replace it. | Possibly replace | Mothership or Service Hub This should move, either to Mothership or to HubSpot ticketing via Service Hub. Mothership is only replacing work management for 2060 Digital. HBI & Broadcast will likely need a workflow management solution, and if that's confirmed, for these tactics we would recommend that workflow be HubSpot-managed with Service Hub. |
| DBS meeting request form | Sellers request a digital brand strategist for an advertiser meeting; used in MSP, CIN, SEA, WPB and CHI. | TBD | Replace · HubSpot task Standard HubSpot task. Out of the box. Should easily go away and be merged into HubSpot. |
Indigo Trigger Recommendation · Advisr
I would strongly look at the options to replace Advisr sooner rather than later, if Mothership has the capabilities to take over the Advisr functions as a CPQ (products, pricing, inventory, etc.). If this is true, Advisr is then really only in place to support the proposal creation / send / sign function. This could easily be replaced with a number of solutions, both HubSpot-native and third-party (Qwilr, Pitch, etc.). With Mothership integration already a requirement, Advisr integration is ultimately throw-away work for a system whose value is already degraded.
While Advisr remains in place, keep the integration light: launch from the HubSpot deal into Advisr, and bring the proposal number and PDF back to the deal. Details are in question 1.
Integration Architecture
Hubbard Broadcasting asked which integration pattern we recommend for Marketron, NetSuite and Mothership, and which way data flows for each. Indigo Trigger's end-state schematic below shows how HubSpot, Advisr, Mothership, NetSuite and Marketron work together. It is a high-level view; a detailed integration design will follow.
Path 1 · 2060 Digital
Sellers work pipeline and deals in HubSpot Sales Hub. Products on the deal go to Advisr for proposal creation and e-signature. At closed / won, the HubSpot deal is updated and the order goes to Mothership for 2060 Digital order management, workflow and fulfillment. Mothership passes billing to NetSuite.
Path 2 · Broadcast
Broadcast products on the deal create HubSpot Service Hub tickets and workflows for broadcast production and task management, and connect to Marketron for HBI broadcast billing.
Connections in detail
| Connection | Pattern | What moves |
|---|---|---|
| HubSpot ↔ Mothership | Core integration | Advertisers and closed digital deals flow to Mothership for order entry and fulfillment. Mothership is the path for any NetSuite data HubSpot needs. |
| NetSuite / NSPB | Via Mothership | No direct HubSpot connection. Finance data reaches HubSpot through Mothership, if needed at all. NSPB needs discussion. |
| HubSpot ↔ Marketron | Customer data only | Advertiser and account identifiers so radio records match the HubSpot company. No order management in HubSpot. Pending Marketron API confirmation. |
| HubSpot → Advisr | Launch point | Deal launches the proposal in Advisr; proposal or order number and proposal PDF return to the deal. |
| Fathom → HubSpot | Native integration | Meeting recordings and notes attached to the advertiser and deal. |
| Reporting layer | PowerBI / warehouse | Pipeline from HubSpot combined with booked and billed revenue from Mothership, NetSuite and Marketron. Reports surface in HubSpot dashboards as external content. |
How a Deal Moves: Today and Recommended
A single deal touches six or more systems between first contact and invoice. After signature the path splits: radio orders go to Marketron and digital orders go to Mothership. Both recognize revenue in NetSuite at month end. For radio and podcasting, revenue entries are made into NetSuite by hand from Marketron, which remains the source of truth for radio revenue detail.
| # | Stage | System today | Recommended future state |
|---|---|---|---|
| 1 | Prospecting | RAB, Sharebuilder or Rumple (varies by market); ZoomInfo, or Seamless AI in St. Louis; Media Monitors and AdMall; spreadsheets | HubSpot company records with cross-market claiming. ZoomInfo through the marketplace app if valued. Media Monitors and AdMall standalone. Rumple replacement to evaluate. |
| 2 | Discovery | Fathom; DBS meeting request form (MSP, CIN, SEA, WPB, CHI); CRM tracking | HubSpot meetings with Fathom's native integration. DBS requests become standard HubSpot tasks. |
| 3 | Pipeline tracking | RAB, Rumple, Sharebuilder (some markets); SalesIQ (not in DC or SHIFT); spreadsheets | HubSpot deals and forecasting, one standard for all markets and business units. |
| 4 | Radio pricing | Rate Optics in some markets, Sharebuilder in others | Rate Optics and Sharebuilder pricing stay standalone for initial launch. |
| 5 | Proposal | Advisr (digital); radio proposal templates on a shared drive; RFP requests in Asana (MSP) or WorkZone (DC). Hubbard reviewers suggest splitting into 5a radio and 5b digital. | Digital: Advisr, launched from the HubSpot deal, with proposal number and PDF returned. Radio: proposal tool to decide (see decisions). RFP requests become Service Hub tickets. |
| 6 | Contract | DocuSign | Digital: send and e-sign stay in Advisr. Broadcast: depends on the proposal decision (DocuSign, Revenue Hub or another option). |
| 7 | Order entry | Marketron (radio); Mothership (digital) | Unchanged. Mothership fed by the HubSpot integration; Marketron matched by customer data. |
| 8 | Creative | VCreative (some markets); Asana (MSP) or WorkZone (DC); Wrike for 2060 digital creative (moving to Mothership) | Service Hub tickets created automatically at the line-item level, plus ad hoc requests. 2060 creative to Mothership or Service Hub. |
| 9 | Fulfillment | Marketron (radio); Mothership (digital); Wrike for 2060 D&A and creative requests and web support tickets (moving to Mothership) | Unchanged in the systems of record. Broadcast workflow requests in Service Hub if needed. |
| 10 | Billing | Marketron (radio); NetSuite (digital) | Unchanged. Revenue stays in NetSuite and Marketron. |
| 11 | Reporting | Sharebuilder (some markets); spreadsheets; 2060 master pipeline report updated weekly; PowerBI reports on Mothership data | PowerBI or a warehouse combining HubSpot pipeline with booked revenue, surfaced in HubSpot dashboards. |
Hubbard · Sale stages
Digital sales run three pre-sale stages: Discovery, Pre-pitch strategy review, and Pitch / proposal / ask. A deal reaches the pitch only once scope and investment are agreed. Open: whether radio sales follow the same three stages.
Indigo Trigger Recommendation · Deal stages DRAFT
These three stages map well to HubSpot deal stages. We'd recommend one shared set of stages for radio, digital and podcasting wherever the motion allows, with required fields at each gate, so pipeline reads the same in every market. A separate radio pipeline only makes sense if radio's stages differ meaningfully once that question is answered.
How 2060 Pipeline Is Reported
2060 pipeline runs on one master Excel workbook fed by 14 separate market workbooks, each updated by hand every week. Each market sorts its pipeline into three probability tiers (Hard over 80%, Medium 50 to 70%, Soft under 50%) with expected revenue forecasted by month. The master pulls tier totals through links to files in one person's OneDrive, adds booked revenue (BOB) by market and month, and rolls up progress to budget, gap and unsecured revenue for leadership. Hubbard's reviewers note that the forecast comparison and history tabs are not currently kept up to date.
Hubbard · Steve Goldstein
"We would use PowerBI to triangulate between Mothership as the 'booked' source of truth and HubSpot as the pending/pipeline source to create our pipeline reports."
Indigo Trigger Recommendation
This should 1000% be moved to HubSpot as the single source of truth for deals / opportunities. Tier-based projections (aka good / better / best) need to be configured using HubSpot's forecasting solution. Standard deals do not support good / better / best projections. Configuring multiple deals to emulate good / better / best fails because it ends up inflating pipeline and cluttering the CRM. Do not go down this path.
Anything related to booked business and revenue needs to be sourced from a downstream system, either Mothership or NetSuite. Many companies have tried to force HubSpot into being a revenue tracking system and it simply fails. We recommend using a data warehouse-like solution (Snowflake, PowerBI, Google BigQuery, etc.) to generate all reports and data visualizations that rely on data from multiple systems. HubSpot should be the source of truth for deals / opportunities and pipeline. NetSuite should ultimately be the source of truth for revenue and revenue recognition data.
This aligns with Steve's PowerBI direction.
What Breaks Today
The core problem is fragmentation: the same advertiser and the same deal live in several places, and no one view shows the whole relationship. Marketron, Sharebuilder and RAB each show part of a client's relationship across radio, podcast and digital.
Pain points from Hubbard's document, with our response
1No single advertiser record+
A client buying radio and digital appears separately across proposal, order and billing systems.
Indigo Trigger Recommendation
This will be solved by structuring HubSpot to have a single advertiser / company record which includes all third-party platform IDs.
2No cross-market view of account ownership+
With separate CRMs in each market, claims are visible only inside each market, so sellers in two markets can work the same advertiser without either knowing.
Indigo Trigger Recommendation
This is due to system fragmentation (RAB, Sharebuilder, spreadsheets, etc.). Structuring HubSpot to support a company record that can be shared across multiple business units / divisions needs to be carefully planned. There are many options, but the ability to support an account / company that is shared across markets, while each market keeps its own seller, billing details and history, is the key design decision.
Our working recommendation is the parent and child model described under account claiming: one parent advertiser record, a child company for each market, a seller assigned in each market, and claims visible to every market. DRAFT
3Pipeline lives in multiple places+
In some markets, salespeople have a pipeline view in both their CRM and SalesIQ. For digital, each market updates its own workbook by hand every week, and a master file links all 14 together. One late update or broken link and the roll-up is wrong.
Indigo Trigger Recommendation
Move all pipeline to HubSpot as the single source of truth for deals, with tiers handled through HubSpot forecasting. See pipeline reporting.
4Deal details are re-entered+
The same campaign information is keyed again at proposal, contract and order entry.
Indigo Trigger Recommendation
The HubSpot to Mothership integration carries closed digital deals into order entry. The deal launches the Advisr proposal, and the proposal number and PDF come back to the deal. How far to push deal and product data into Advisr depends on the product catalog decision in question 1.
5Activity sits outside the account+
Meeting notes and call recordings in Fathom are not attached to the advertiser or the deal.
Indigo Trigger Recommendation
We would highly recommend keeping Fathom and HubSpot via the out-of-the-box integration, so recordings and notes land on the company and deal.
6Markets cannot be compared cleanly+
Local process differences make performance and pipeline hard to read side by side.
Indigo Trigger Recommendation
One portal, one set of deal stages and required properties for every market, with local configuration limited to views and dashboards. See question 3. DRAFT
7Data integrity+
The pipeline spreadsheets are completed by hand and are not linked to any opportunity in a system, so the person entering the detail decides what dollar value to enter and what probability to assign it.
Indigo Trigger Recommendation
Pipeline values come from HubSpot deal records, with stage-based probabilities and forecast categories, rather than from hand-entered spreadsheet totals.
Hubbard's Questions, Answered
Hubbard Broadcasting listed thirteen questions where the answer shapes scope. Our responses follow each one.
Click to expand
1How should HubSpot deals connect to Advisr through 2027, and could HubSpot carry part of what replaces it?+
Why it matters: Advisr stays through 2027 while its replacement is built, so proposal data has to reach HubSpot deals in the meantime.
Indigo Trigger Recommendation
HubSpot deals should provide a launch point, governed by deal stage or a similar gate, to bring the user directly into Advisr to create the proposal. We would set a custom property on the deal to bring the Advisr order and / or proposal number back into the HubSpot deal via integration. All proposals would be created in Advisr.
Open questions about aligning the product catalog between HubSpot and Advisr need to be discussed. There are many options; you could build the HubSpot product catalog out to match Advisr one-to-one. This could allow for the push of deal and product information from HubSpot to Advisr. All proposal send / e-sign should remain in Advisr (recommendation). If possible, we would recommend pulling the Advisr proposal (PDF) back into the HubSpot deal as an attachment.
We would recommend being careful with how advanced the integration should be with respect to line item and product integration. We typically recommend keeping the HubSpot product catalog simple and leveraging the third-party CPQ (Advisr in this case) for more advanced product rates and rules.
2What integration pattern do you recommend for Marketron, NetSuite and Mothership, and which way does data flow for each?+
Why it matters: Sets integration scope, cost and timeline.
Indigo Trigger Recommendation
See Indigo Trigger's end-state schematic under Integration Architecture. A detailed integration design will follow. In short: Mothership is the core integration, NetSuite data runs through Mothership, and Marketron integrates for customer data only.
3How should nine markets (plus SHIFT) be structured in one portal, and how much local configuration should we allow?+
Why it matters: Balances consistent company-wide reporting against real market differences.
Indigo Trigger Recommendation DRAFT
One HubSpot portal for all nine markets and SHIFT. Each market is a HubSpot team under a company-wide hierarchy, and a Market property on companies and deals drives views, permissions and reporting. Sellers see their own market's records by default, while advertiser records and claims stay visible across markets so ownership conflicts surface early.
Standardize what reporting depends on: deal stages, required properties, forecast categories and naming. Allow local configuration in saved views, market dashboards and task queues. Market-specific processes should be handled as exceptions agreed in discovery, not as separate pipelines by default.
SHIFT does not sell radio and podcasting, so SHIFT users would work digital deals only. The structure should also allow for standalone 2060 Digital sellers, which is Hubbard's long-term plan even though there are none today.
4Can HubSpot quotes and e-signature handle our contract formats and volume?+
Why it matters: Determines whether DocuSign retires.
Indigo Trigger Recommendation
HubSpot quotes and e-sign are now only available via HubSpot Revenue Hub. Revenue Hub offers a lot of functionality; however, with the Advisr platform remaining in use for 2027, the cost / benefit of Revenue Hub is not favorable for 2060 Digital. We need to understand if there would be value for the broadcast sales team, who are not in Advisr and may not have an integrated proposal solution.
5Fathom connects directly to HubSpot and is under contract through mid-2027. Should we integrate it, or move to HubSpot call recording when the contract ends?+
Indigo Trigger Recommendation
We would highly recommend keeping Fathom and HubSpot via the out-of-the-box integration.
6What inside HubSpot replaces AdMall, RAB and Rumple prospect research, and how should ZoomInfo and Seamless AI contact data flow in?+
Why it matters: Markets use different prospecting tools today; sellers will notice a gap immediately.
Indigo Trigger Recommendation
In my experience, very little within HubSpot would replace the richness of the research capabilities of AdMall and Rumple. Unclear how the RAB solution would stack up; it would need review. ZoomInfo can connect through the HubSpot marketplace plug-in if it's kept. We need more information on Seamless AI.
7What should migrate from SalesIQ, RAB, Sharebuilder, market spreadsheets and the 2060 pipeline workbooks, and how should it be cleaned first?+
Why it matters: Pilot markets need clean accounts and pipeline on day one. Dates to be set after Hubbard Broadcasting meets with HubSpot.
Indigo Trigger Recommendation
Customer (company) and pipeline data (deals) could be aggregated and imported into HubSpot as historical deals if desired. Active deals in spreadsheets or the other CRM solutions would be exported, harmonized and then imported into HubSpot as active deals. There will be a decent effort to align unstructured data from spreadsheets and then align this data with structured objects in HubSpot (actual company records, actual deal records, etc.).
The effort will also need to consider how to align market-specific deals to HubSpot records. For example, if a consolidated customer record with a division flag is planned for initial launch, we'll need to work together to align data to the target end-state configuration.
8How would HubSpot proposals get current radio rates from Rate Optics or Sharebuilder?+
Why it matters: Proposals depend on current radio rates; decides whether Rate Optics and Sharebuilder integrate or stay alongside HubSpot.
Indigo Trigger Recommendation
Based on information provided earlier, it sounds as though proposals will continue to be supported by Advisr. If this is the case, Advisr would need to talk to Rate Optics and Sharebuilder to consume rates and product information from these systems. If API integration is an option, a HubSpot deal could be configured to query third-party rating engines (Rate Optics, Sharebuilder, etc.). This would need to be evaluated to determine feasibility and level of effort. For MVP, this effort could be significant. The easy way forward would be to keep Rate Optics and / or Sharebuilder as standalone, non-integrated solutions for initial launch.
9Can a closed HubSpot deal trigger a VCreative / VPromotion production request, and is there a connector?+
Why it matters: Decides whether creative requests become an automatic handoff or stay a separate step.
Indigo Trigger Recommendation
With the Indigo Trigger model, we trigger production requests automatically using standard HubSpot workflows that create a Service Hub ticket. This is done at the product / line item level and not at the deal level. Some products have production requirements and some don't. There are also usually ad hoc production requests that need to be supported; in this case, users can simply create a ticket in Service Hub. We could also offer a product / line item level flag which a user can set as needed to trigger production requests.
We believe HubSpot should take over the entire VCreative / VPromotion solution natively. The model of how we execute needs to be discussed and confirmed.
10For 2060 Digital business, should creative, RFP and DBS meeting requests run inside HubSpot, or should HubSpot connect to Asana, WorkZone and Wrike?+
Why it matters: Markets manage requests in different tools today; decides whether we standardize on one process or integrate each.
Indigo Trigger Recommendation
These should all be merged into HubSpot Service Hub or HubSpot Work Management. Asana, WorkZone and Wrike should be deprecated unless there are specific use cases where they must remain in place. One important consideration is whether Asana, WorkZone and Wrike support non-2060 / HBI users (customers). If so, this would need to be reviewed. The HubSpot customer portal is included with Service Hub and could be part of the solution if customer access is required.
11Can HubSpot handle account claiming: one seller shown as working an advertiser, visible across all markets, with rules for resolving conflicts?+
Why it matters: Sharebuilder, RAB and other CRMs do this today, but only within each market. Sellers will judge HubSpot early on whether it protects their accounts.
Indigo Trigger Recommendation
Yes. We've configured options for account ownership and claiming a few different ways and can provide examples of how users can claim and own accounts. By default (out of the box), HubSpot company and deal records only have one owner.
If a single account is desired, to be used by multiple divisions, we've built custom properties in the past to support "other sellers": for example, no account / company owner by default, but each market / division could have a rep assigned. Another option is to create a company for each market and then roll all market-based accounts up to a parent account, which would act as a wrapper or container for all individual companies which belong to each market.
For this particular project, we might recommend this approach, as each account might require unique billing information (terms, addresses, contacts, etc.). HubSpot doesn't natively have strong support for multiple addresses on the account record, and trying to make it support this kind of thing can get messy. This approach needs to be discussed and finalized during discovery & planning. Important structural decision.
12Can HubSpot dashboards reproduce the 2060 master report: BOB against budget, gap, pipeline by tier and unsecured revenue, by market and rolled up, with prior-year comparison?+
Why it matters: This report is how leadership runs 2060 today. BOB lives in the systems of record, so the dashboards depend on the integrations.
Indigo Trigger Recommendation
The short answer is no. A defined data warehouse should be responsible for aggregating data sets from all business systems that drive the data and formatting required to produce these reports. We've implemented a number of solutions this way, leveraging PowerBI, Snowflake, BigQuery, etc. These solutions aggregate all the required data sets: pipeline (HubSpot) and revenue (from Marketron / NetSuite or others). Once aggregated, a data visualization solution formats the report.
HubSpot offers a way to connect third-party reports into its solution natively using Dashboards + External Content Sources. Reports created by third-party platforms like Snowflake and PowerBI can be made to look native to HubSpot even though they reside in other platforms. This gives reps and users a seamless, HubSpot-centric experience.
13How should seats, permissions and visibility be set by role, from sellers and managers to Traffic and Business Office?+
Why it matters: Eleven roles per market touch the workflow; licensing cost and who sees which accounts depend on it.
Indigo Trigger Recommendation
HubSpot provides really strong capabilities for access and role-based permissions. This would need to be reviewed in detail and documented for rollout. HubSpot offers free "view-only" access for casual users who need to review and monitor but not actually perform functions in the system. These are typically used for senior manager-type users who just want to view dashboards, certain reports, etc.
Key Structural Decisions for Discovery
These decisions set the shape of the build and the level of effort. We'd plan to settle them early in discovery and planning.
- Account model. Single shared company with market reps, or a parent advertiser with a child company for each market. Our lean is parent and child, because billing details differ by market.
- Advisr timeline. Whether Mothership can take over Advisr's CPQ functions, which would allow an earlier move to a lighter proposal tool and limit Advisr integration work.
- Broadcast proposals and e-sign. Whether Revenue Hub, DocuSign or another option serves the radio sales team, who are not in Advisr.
- Product catalog depth. How closely the HubSpot product catalog mirrors Advisr, given our advice to keep it simple.
- Forecasting tiers. Configuring Hard / Medium / Soft tiers in HubSpot forecasting rather than as multiple deals.
- Work management. Service Hub ticketing versus HubSpot Work Management for creative, RFP and production requests, pending HubSpot's pricing for Work Management.
- Data migration scope. Which records and how much history move from RAB, Sharebuilder, SalesIQ and the spreadsheets. This defines the migration effort.
- Reporting layer ownership. Who builds and owns the PowerBI pipeline and BOB reporting, and which measures (forecast comparisons, history) are still needed.
Proposed Phased Direction
A phased rollout avoids a "big bang" for a team new to a modern CRM. Timing will be set after Hubbard Broadcasting meets with HubSpot.
Core CRM (MVP)
- Account model, claiming and market structure
- Standard deal stages and forecasting
- Mothership integration (NetSuite via Mothership)
- Marketron customer data
- Fathom native integration
- Advisr launch point, proposal number and PDF back
- Migration from RAB, Sharebuilder, SalesIQ and spreadsheets
- Roles, permissions and view-only seats; training
Workflow & Reporting
- Service Hub ticketing for creative, production, RFP and DBS requests
- Line-item triggers for production requests
- VCreative, WorkZone, Asana and broadcast Wrike use moved to HubSpot
- PowerBI pipeline and BOB reporting surfaced in HubSpot
- ZoomInfo marketplace app, if kept
Evaluate & Extend
- Advisr replacement (Mothership CPQ plus proposal tool)
- Broadcast proposals and e-sign
- Rate Optics / Sharebuilder rate lookups, if feasible
- Nielsen / TapScan, if there's value
- Prospect research to replace Rumple and AdMall
- Marketing Hub; HubSpot Work Management
Open Items
- Marketron API scope, especially customer and revenue data.Hubbard Broadcasting (Kelsey with Marketron)
- Whether Mothership can take over Advisr's CPQ functions: products, pricing, inventory.Hubbard Broadcasting / 2060 Digital
- SalesIQ's role in the workflow, and how Seamless AI is used in St. Louis.Hubbard Broadcasting
- Whether Asana, WorkZone or Wrike serve users outside 2060 / HBI, such as customers.Hubbard Broadcasting
- Whether radio sales follow the same three pre-sale stages as digital.Hubbard Broadcasting
- NSPB scope and Finance's involvement in Phase 1.Hubbard Broadcasting Finance
- SHIFT in or out of scope, and the market variation table, which is complete only for Cincinnati.Hubbard Broadcasting
- How RAB's research capabilities compare with HubSpot and other options.Indigo Trigger
- HubSpot Work Management packaging and pricing.HubSpot
