Our thinking about HubSpot, AI, & removing silo'ed data

Bad HubSpot Property Design Will Ruin Your Automations Most HubSpot automations don’t break because you built a “bad workflow”. They break because the data underneath it is… dodgy. Not always wrong, just unreliable enough that you can’t trust it. And if you can’t trust the data, your automation is basically guessing. And the quickest way to create that kind of mess in HubSpot is sloppy property design. Not “sloppy” like someone did something insane. Sloppy like: you needed to ship something, everyone was busy, nobody wanted to start a

HubSpot has multiple solutions to a vast number of business problems. Depending on your situation, you would need to consider which is the best option for your organisation and the teams within it. When it comes to choosing the correct solution to host multiple entities under one HubSpot roof, you have two main ways to approach this. These two ways would be to purchase additional brands under your existing HubSpot or, more recently, connect your HubSpot portal to already existing HubSpot instances. Who is the new multi-account for?

Most marketing teams can tell you what they spent. Far fewer can tell you what it actually returned — not in clicks or impressions, but in revenue. And when you're working with external partners across paid media, content, SEO, and automation, the measurement problem compounds fast. This guide is for the CMOs, revenue leaders, and ops teams who are done with dashboard theatre and want a framework that ties marketing investment to business outcomes. We'll cover the principles, the infrastructure, the attribution models, and the practical steps to build a measurement system that CFOs

If your sales team is working off one version of reality, marketing off another, and service off a third — you don't have a RevOps problem. You have a data problem. In South Africa's market, where budgets are tight and Rand volatility makes every tool decision count, fixing that problem is one of the highest-ROI moves a leadership team can make. We've implemented unified CRM and RevOps architectures for businesses across Africa, the UK, and the Middle East. The pattern is always the same: the companies that get consolidation right — single source of truth, clean data, governed

We recently attended The Open Letter's "Building Global Tech from SA" event in Stellenbosch — a gathering of entrepreneurs, founders, and tech builders exploring how AI is fundamentally reshaping what it means to build software and scale businesses from South Africa. The lineup featured Adii Pienaar, co-founder of WooCommerce, and Renier Kriel, founder of The Open Letter and former developer. The conversation was sharp, practical, and deeply relevant to what we're seeing every day at MO Agency: the cost of building has collapsed, the barrier to entry has evaporated, and

Introduction I created this page for HubSpot customers looking for help and information on choosing a HubSpot agency in the UK. I run one of them; we've specialised in the HubSpot platform for over fifteen years, so I have a few good ideas about what makes a HubSpot agency tick and how to choose one that is best suited to you. About MO Agency MO Agency is a HubSpot Elite Solutions Partner founded in 2011. We have over 35 full-time staff across offices in London, Johannesburg, and Cape Town — a full-stack team of strategists, designers, developers, and data analysts

HubSpot CRM is a free, cloud-based CRM platform that unifies your sales, marketing, and customer service tools in one place. It’s used by over 228,000 businesses worldwide—from startups to enterprises—and scales with you as you grow. Start free, upgrade when you need to. In today's fast-paced business environment, the integration of effective Customer Relationship Management (CRM) systems is pivotal for sustained success. As the owner of MO Agency, an award-winning HubSpot agency with over seven years of experience implementing HubSpot, I can attest to the transformative

At some point in the last year, SEO quietly split into two conversations. One group is still arguing about rankings, backlinks, and domain authority. The other group is asking a different question entirely: “Why does this article keep getting cited by ChatGPT?” That second question is where things start to get interesting. Because what we’re seeing now isn’t the death of SEO — it’s a shift in what matters most. First, let’s clear up the terminology mess Depending on who you ask, this new thing is

Once you accept that discovery is happening inside AI tools – AI is changing search from clicks to answers – an uncomfortable question follows pretty quickly: How do you even know if your brand is showing up there? With Google, we had dashboards. Rankings. Impressions. Clicks. Search Console. Ahrefs. SEMrush. With AI? It mostly feels like shouting into a