Case Study: How InTandem Helped Analytics8 Strengthen Marketing Operations to Support Faster Growth
About Analytics8
Analytics8 is a data and AI consultancy that helps enterprise organizations turn complex data into measurable business outcomes. With over 20 years of experience, they combine senior-led teams and AI-enabled delivery frameworks to move clients from data strategy through execution while reducing risk.
- Founded: 2003
- Industry: IT Services and IT Consulting
- Location: Chicago, Illinois
- Company Size: 51-200 employees
The Challenge:
Analytics8 already had HubSpot, Salesforce, and 6sense in place, inbound demand generation working, and an established RevOps function with a dedicated RevOps Director. But with revenue targets rising, the team wanted to sharpen and scale its marketing operations as confidently as the business was growing.
Breakdown of challenge areas:
MarTech Foundation: Workflows, forms, and data hygiene practices needed a fresh audit to support more sophisticated marketing programs.
Lead Scoring Precision: An existing scoring model needed to be refined against ICP fit and real engagement signals to keep pace with a growing pipeline.
Reporting Depth: Campaign and funnel reporting existed, but needed enhancement to give the team faster, sharper answers as data volume grew.
Growth Readiness: The company was scaling quickly and wanted its marketing operations foundation to scale just as confidently alongside it.
The InTandem Solution
InTandem embedded a fractional Marketing Operations expert who moved from orientation to execution within the first weeks, working alongside Analytics8's RevOps Director and marketing team throughout the engagement.
Lead Scoring Refinement
- Refined the existing activity and firmographic scoring model based on ICP fit and engagement
- High- and low-intent leads routed through distinct workflows
- Combined score mapped to Salesforce; three lists created for high-intent, low-intent, and threshold-crossing leads
- Defined MQL thresholds
Campaign Operations & Database Hygiene
- Provided campaign setup in HubSpot, including tracking, lists, forms, and landing pages
- Identified and resolved operational issues within campaign execution
- Improved database hygiene and enrichment strategy, including cleanup processes and enrichment integrations
Marketing Reporting & Dashboards
- Conducted a full report inventory to identify what existed, what was outdated, and where each report should live
- Built MQL reports in Salesforce
- Analyzed direct traffic and email performance; identified root attribution factors and recommended an outcome-based measurement framework
- Delivered five custom dashboards (demand gen, website, campaigns, email, newsletter), each reviewed with stakeholders before launch
Forms Migration & Lead Source Attribution
- Managed the migration from Gravity Forms to HubSpot Forms, consolidating 80+ forms into 12 and improving attribution tracking across the site
- Finalized a lead source classification framework with full stakeholder alignment
- Created an MQL Source workflow to capture attribution at the moment of conversion
- Began the transition from first-touch to a U-shaped attribution model, with foundational logic set up during the engagement
- Documented all field mapping and admin logic for ongoing maintenance
Tracey Doyle
Analytics8, CMO
Adeline quickly became a trusted extension of our team. Her HubSpot and RevOps expertise is outstanding, but what impressed me most was her ability to connect systems, processes, and business outcomes. Her recommendations established a strong foundation for long-term success and positioned us to execute more sophisticated, data-driven marketing initiatives. On top of that, she was collaborative, thoughtful, and genuinely enjoyable to work with.
Tools We Supported
Meet the InTandem RevOps Expert who Drove Our Success
Want to get started? Fill out the form on the right if:
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You already have HubSpot and Salesforce running, but want ops that scale with your growth
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Your lead scoring needs refining against ICP fit and real engagement
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Your reporting exists, but isn't giving your team fast, sharp answers