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Data Architecture

The invisible fabric powering your business. We design the data architecture that connects your CRM, website, integrations, and reporting into one coherent system.

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DATA DESIGN

Is your data working as hard as the rest of your business?

Most growing businesses have data in more places than they realise — CRM properties, website analytics, integration payloads, spreadsheets, and custom objects scattered across systems. We design the data architecture that turns this fragmentation into a connected, governed system — so every team works from one source of truth.

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WHY MO FOR DATA

Data architecture designed for revenue operations — not just IT compliance

We design data systems for business teams, not database administrators. Every property, association, and data flow is structured to support reporting, automation, and decision-making — not just storage.

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Single source of truth

We design data structures where every team — sales, marketing, service, and operations — works from the same definitions, the same properties, and the same records. No conflicting spreadsheets. No departmental data silos.

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CRM data modelling

Custom objects, properties, associations, and lifecycle definitions are designed around your business model — not HubSpot’s default structure. Your CRM reflects how your business actually operates.

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Integration data design

When data flows between systems, it needs a schema. We define the data contracts, field mappings, and transformation rules that ensure clean, consistent data passes between HubSpot and your external platforms.

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Reporting-ready structure

Data architecture isn’t useful if you can’t report on it. Every property, association, and pipeline is designed with reporting requirements in mind — so your dashboards work from day one, not after months of cleanup.

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Data governance

Naming conventions, property creation rules, required fields, and ownership definitions prevent your CRM from degrading over time. Architecture without governance becomes chaos within twelve months.

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Scalable foundations

We design data architecture that supports your current operations and scales as your business grows. New products, new markets, and new teams should extend the system — not break it.

Your data architecture determines the ceiling of everything else

Automation can only be as sophisticated as the data it reads. Reporting can only be as accurate as the properties it pulls from. Personalisation can only be as relevant as the segmentation it’s built on. When your data architecture is fragmented — duplicate properties, inconsistent naming, orphaned records, and undefined associations — every system downstream suffers. We design the foundational data layer that makes everything else work: clean CRM structures, well-defined custom objects, consistent property conventions, and clear association maps. The result is a system where automation fires on accurate data, reports tell the truth, and teams stop debating whose spreadsheet is correct.

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Designed for business users, documented for everyone

Data architecture projects often produce technical documentation that nobody outside the IT team reads. We take a different approach. Our deliverables are designed for the people who use the system daily — revenue operations managers, marketing directors, and sales leaders. Every custom object is documented with its purpose, associations, and business context. Every property has a definition, owner, and usage guideline. The result is a data system that business teams understand, trust, and maintain — not a technical asset that drifts into disrepair the moment the project ends.

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OUR APPROACH

How we design data architecture on HubSpot

A structured methodology that produces data systems your teams can understand, trust, and maintain.

Discovery & Audit

We map your existing data landscape — every CRM property, custom object, integration touchpoint, and reporting requirement. Duplicate properties, inconsistent naming, and orphaned records are identified. The audit produces a clear picture of where you are and what needs to change.

Data Model Design

Custom objects, properties, associations, and lifecycle stages are designed around your business model. We define the schema that connects contacts, companies, deals, tickets, and custom objects into a coherent data model — with clear naming conventions and ownership rules.

Integration Architecture

Data contracts and field mappings are defined for every system that connects to HubSpot. We specify which fields sync, in which direction, with what transformation rules, and what happens when conflicts arise. No more "it just syncs everything" integrations.

Implementation & Migration

Properties are created, custom objects are built, associations are configured, and data is migrated or cleaned according to the new architecture. Existing automations and reports are updated to use the new structure.

Governance & Documentation

A comprehensive data dictionary, property ownership matrix, and governance playbook are delivered. Your team knows how to maintain, extend, and protect the architecture — so it doesn’t degrade after the project ends.

DELIVERABLES

What you get from a data architecture engagement

Every project produces tangible deliverables that your team can use immediately and maintain independently.

CRM Data Model

Complete schema of custom objects, properties, associations, and lifecycle definitions — designed around your business model and documented for every team.

Data Dictionary

Every property defined with its purpose, owner, data type, valid values, and usage guidelines. The single reference document for anyone creating reports, automations, or integrations.

Integration Data Maps

Field mapping documents for every integration — specifying sync direction, transformation rules, conflict resolution, and error handling for each data flow between systems.

Governance Playbook

Property creation rules, naming conventions, data ownership matrix, and review processes that prevent your CRM from degrading. Designed for operations teams, not database administrators.

Data architecture that powers every department

Clean, well-structured data doesn’t just help IT — it transforms how every team operates, reports, and makes decisions.

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Revenue Operations

Unified pipeline definitions, consistent deal properties, and accurate attribution data. Your RevOps team gets the clean data foundation they need for forecasting, territory planning, and performance reporting.

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Marketing & Demand Gen

Segmentation that works because properties are consistent. Attribution that’s accurate because touchpoints are properly tracked. Personalisation that’s relevant because contact data is clean and complete.

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Sales & Account Management

Complete account views with associated contacts, deals, tickets, and custom objects. Sales teams see the full picture without switching between systems or asking operations for ad-hoc reports.

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Customer Service

Ticket categorisation, SLA tracking, and customer health scoring built on properly structured data. Service teams resolve issues faster when they have complete context from a well-architected CRM.

CASE STUDIES

Trusted by leading brands

Financial Services Firm

Redesigned the CRM data architecture for a financial services company — consolidating 400+ duplicate properties into a governed system of 120, reducing report build time by 60% and enabling accurate attribution reporting for the first time.

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SaaS Scale-Up

Built a custom object architecture for a SaaS company with complex subscription and usage data — connecting product data, billing records, and support tickets to CRM contacts and companies for complete customer lifecycle visibility.

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Multi-Brand Retailer

Designed integration data architecture connecting HubSpot to ERP, e-commerce, and customer support platforms — defining field mappings, sync rules, and conflict resolution across 5 systems and 200,000+ contact records.

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TESTIMONIALS

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Frequently Asked Questions

What is data architecture in the context of HubSpot?

Data architecture refers to the design of your CRM’s data model — how custom objects, properties, associations, and lifecycle definitions are structured. It includes naming conventions, data types, required fields, property groups, and the relationships between different record types. Good data architecture means every team can find the data they need, reports are accurate, and automation works reliably.

How do you know if your data architecture needs work?

Common symptoms include: duplicate or conflicting properties, reports that show different numbers depending on who builds them, automation that fires incorrectly or not at all, integration sync errors, teams maintaining separate spreadsheets because they don’t trust the CRM, and new hires taking weeks to understand the system. If more than two of these apply, your data architecture likely needs attention.

Do you work with existing HubSpot instances or only new setups?

Both. Many of our data architecture projects involve existing HubSpot instances that have grown organically over several years. We audit the current state, design the target architecture, and manage the migration and cleanup — including updating existing automations, reports, and integrations to use the new structure. New implementations get the benefit of clean architecture from day one.

How long does a data architecture project take?

A focused data architecture project for a mid-size HubSpot instance typically takes 6–10 weeks. Complex instances with multiple custom objects, extensive integrations, and large datasets may require 10–16 weeks. The timeline depends on the number of systems involved, data volume, and the degree of cleanup required. We provide a detailed timeline after the discovery audit.

What about custom objects — when should we use them?

Custom objects are appropriate when your business has data entities that don’t fit naturally into contacts, companies, deals, or tickets. Common examples include subscriptions, products (with usage data), locations, projects, assets, or any business-specific entity with its own properties and lifecycle. We help you determine whether a custom object is the right approach versus using existing objects with custom properties.

How do you prevent data architecture from degrading after the project?

Governance is built into every project. We deliver a data dictionary, property ownership matrix, naming convention guide, and property creation approval process. These documents give your operations team the tools to maintain the architecture independently. We also offer ongoing governance retainers for teams that want regular audits and proactive maintenance.

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