The context: a leadership gap after a merger of teams

Hublo had merged its marketing and product teams and seen a major turnover in leadership. iytro stepped in with two part-time CMOs working in tandem, Béatrice Corazza and Vanessa Maury, to restructure the department, build the annual marketing plan and set up shared processes before a full-time CMO was hired.

The diagnosis

• No coordination between sales and marketing. Internally, people questioned what marketing really contributed.
• Conflicting metrics. Marketing tracked raw lead volume. Sales needed real opportunities and closed deals.
• Leads that were not leads. A simple click on a button counted as a lead, producing volume that sales reps did not want to work.
• Short-term gaps on the landing page, the SEO strategy and the CRM setup.

What iytro did

Dual leadership

The two CMOs combined corporate structuring experience with startup growth experience. They managed the transition, clarified roles in the team and built the annual roadmap.

Lead qualification

An analytics tracking matrix and automated lead scoring rules were built in HubSpot. Low-intent interactions were filtered out so that sales received qualified profiles only.

CRM governance

Lead management workflows and configuration rules were aligned in HubSpot, giving sales and marketing one shared model and clean handoffs.

Website and SEO

The landing page was updated with direct calls to action, and a targeted SEO strategy was deployed to grow qualified organic traffic.

The results

• Higher lead conversion and callback rates, after the shift from volume to qualification.
• Leads that are easier to close, according to the sales team.
• More demo requests following the website updates.
• Marketing's impact made visible to the whole company through shared analytics and regular performance reviews.
• A secured handover: iytro recruited the permanent internal CMO once the structure was performing.

What this case shows

When sales and marketing disagree on what a lead is, more leads make things worse. The first job of a part-time CMO in that situation is to agree on a definition, build it into the CRM and prove the result with shared numbers.

Further reading: our B2B SaaS marketing strategy guide and the marketing strategy audit checklist.