Helping Praecipio connect marketing effort to closed won revenue

Client Profile

Project + Partners



Total Annual Revenue


Employee Count

Hubspot / Salesforce Multi-Touch Attribution


Hours saved weekly on analysis


New Stakeholders Identified

Project Overview

Praecipio Consulting offers Atlassian, Enterprise Service Management, Software Development, DevOps, and Agile capabilities, to deliver proven value that goes beyond product expertise.

They came to us with a tricky problem - they owned two industry-leading technologies: Salesforce Sales Cloud and Hubspot Enterprise Marketing Hub.

Integrating the two? Easy. Done. Standard.

The harder part? Multi-touch attribution that leveraged standard Salesforce Sales Cloud functionality.

Project Execution

We first set up a process audit and investigation engagement that allowed us to research the existing process of Praecipio's marketing team and the Hubspot / Salesforce configurations.

We determined early-on that the standard Hubspot-to-Salesforce integration would not be enough for the detailed analytics Praecipio needed. The alternative - converting entirely to another marketing system and re-platforming their website and marketing engagement - was not a realistic option. We agreed on initially measuring the performance of premium assets on opportunity close rates.

Together, we:

  • Integrated all relevant Hubspot Marketing Hub activities for premium marketing assets
  • Created a multi-touch attribution model in Salesforce Sales Cloud
  • Deployed Dashboards and Reports in Sales Cloud that connected closed won revenue to Hubspot Marketing Campaigns
  • Created Opportunity and Account Contact Roles when Hubspot marketing activity detected for new contacts
  • Created a Slack Notification to alert the sales team of newly-identified key stakeholders on open B2B opportunities
  • Configured Workato to move Hubspot data and handle Slack notifications via bot

Project Results

We were able to help Praecipio provide the granular, ROI-based reporting that their investors and executives required while also creating benefit for sales reps and improving win rates globally.

  • Objective, measurable, provable digital marketing impact
  • Win rate improvement by getting 'wider' in accounts with existing opportunities
  • Aligned analytics to unify Sales and Marketing efforts across the company
  • Visibility for private equity owners to understand performance of their PortCo.

We make a good match

ShadowRock has been an invaluable partner in our company's transition to Salesforce. They staffed a skilled team that helped guide our implementation from start to finish. ShadowRock's expertise with the Salesforce platform allowed them to quickly understand our unique business needs and propose customized solutions leveraging Salesforce products like Sales Cloud and Service Cloud.

Within just 6-7 months, ShadowRock empowered our team to become self-sufficient with Salesforce  through hands-on training and ongoing mentorship. Their responsiveness and commitment to our success are unparalleled.  I would highly recommend ShadowRock to any organization looking for an experienced Salesforce architect and implementation partner.

Frank Jonke
Director, Sales Operations at Klick
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