Congrats, Nicolas L.! My quick answers below as someone that's run marketing ops in HubSpot for Series A-C startups and now runs a HubSpot Solutions Partner consultancy
Lead intake: For website, using native module (HS marketing hub) or other providers (i.e. forms)? And for product leads, sending in using Segment/CDP?
Yep, using the native forms works well. Segment also works, but important to define the events and what they'll be used for
Marketing attribution: Good old UTM stitching pushed to CRM fields? Is that automated cleanly within HS marketing?
You'll have to have hidden fields for each UTM parameter on each form (utm_source, utm_medium), but yes. You may also want to set up workflows that save the UTM parameters when they fill out a particularly important form like a demo request.
Lead scoring: Simple custom-built scoring in CRM or other provider?
Yep, this works well in HS and can handle most of what you throw at it
Billing and invoicing: Guessing Stripe still leads for payment processing. Dedicated solution for invoice generation + accounts payable?
You can use Stripe, but HubSpot also can process payments. You should explore both
Legal & contracting: Are most of you using a contract management system or relying on a CRM module? Curious is there is a scrappy hack using a Google Drive integration + vibe coding
I bet there's a scrappy version. I think you could also use something like PandaDoc too, but I've never been willing to upgrade it high enough to get the integration working.
MRR reporting: Dedicated subscription management tool or CRM add-on? Bonus points if anyone has nailed easy push to accountimngs software 😅
You can do it with some elbow grease in HubSpot, but there are some tools out there that could help with that too
Renewal management: Leveraging CRM out-of-the-box, custom built, or point solution? What is your take os CSPs?
Could probably get from 0-1 with a workflow-based solution in HS, but worth looking at the paid options too. Never needed to take this out of an HS workflow.
Hope this all helps!
Congrats! Getting certified on Marketo is a must, but there is also lots of good stuff on MarketingOps.com for training
100%, Jakob M. has actually done a couple of those. Including one client that's exploring that path now. My understanding/lived experience for startups is that often growth investors or VCs will want their portfolio companies using "best practices" tech and reporting, so they'll strongly recommend a move to Salesforce. However, it creates a lot of needless complexity in the data and the companies that get tired of trying to manage it may eventually decide to go back to HubSpot to simplify since HubSpot's caught up with SFDC in functionality in almost all cases and even surpassed it in usability.
