Phrase
Phrase: building a data-driven multi-touchpoint reporting foundation for marketing and sales alignment.
Articulate Marketing partnered with Phrase to design and deliver a deep-dive multi-touch HubSpot data and reporting transformation.
We built a new touchpoint and source taxonomy, custom workflows and dashboards and a clean data path into Snowflake. The result? Reliable, CFO-ready insight and a scalable foundation for marketing, sales and BI teams to make smarter decisions together.
Project overview
Tech
Transforming HubSpot into a single source of truth
Phrase wanted to connect the dots between marketing activity, sales outcomes and financial reporting.
By default, HubSpot only reports the first and last conversion for each contact, along with associated UTM codes and sourcing data.
This created blind spots in the customer journey
While HubSpot offers some attribution reporting, Phrase sought to capture the details of every touchpoint to measure the ROI of its marketing investments in a more detailed and granular manner.
Working closely with Phrase’s team, we built a new Touchpoint custom object and helped them define a taxonomy for source reporting, which supports detailed analysis in HubSpot and Snowflake.
About the client
Phrase is a global SaaS platform for translation and localisation management. Its technology helps businesses streamline multilingual content workflows and scale their operations worldwide.
With a fast-growing customer base and multiple lead sources, Phrase needed a clearer view of how prospects engaged across channels and what drove the best results for the business.
The challenge
Marketing and sales shared a familiar problem: too many unqualified leads and not enough clarity. HubSpot’s out-of-the-box reporting captured only limited conversion data, which meant everything between the first and most recent activity was missing.
That made it impossible to see which touchpoints actually influenced deals and what content and offers were working.
The consequences:
- Sales teams were flooded with early-stage, low-quality leads
- Marketing couldn’t attribute revenue to activity accurately
- Finance lacked clean data for BI and Snowflake reporting
As Sonny explained, “Before, someone could just sign up for a newsletter and they’d be treated like an enterprise lead ready for a sales call. We needed to focus on quality, not quantity.”
Overcoming the challenge
Phrase needed to capture every meaningful interaction. They wanted to align sales and marketing on what defined a quality lead and ensure that data could flow into the company’s BI stack.
The goal was not just to fix a workflow issue, but to build a system that would scale with Phrase’s growth and evolve over time.
Our solution
HubSpot audit and taxonomy design
We reviewed Phrase’s setup and designed a clear touchpoint to reflect customer journeys, including:
- Web and paid campaigns
- Events and webinars
- Product demos and free trials
- Partner referrals and outbound outreach
Custom workflows and reporting
We built custom properties, objects and workflows to capture every touchpoint and surface the data in useful, real-time dashboards. These included prototype reports for demo and trial performance.
Snowflake integration
We worked directly with Phrase’s BI team to ensure clean, reliable HubSpot data could flow into Snowflake for cross-system analysis and CFO-level reporting.
Documentation and handover
We produced comprehensive documentation and training for Phrase’s in-house team, ensuring they could maintain and expand the system independently.
“We turned lead scoring from a black box into a shared language between teams. Everyone’s talking about lead quality the same way now.”
Aligned marketing and sales
Only qualified, high-intent leads now reach sales, while marketing nurtures the rest.
Data-driven decision-making
Campaign, channel and partner performance are visible and measurable.
CFO-ready insights
Data flows from HubSpot to Snowflake, powering BI dashboards that support strategic planning.
Sustainable growth
With strong documentation and quarterly review cycles, the system is designed to scale as Phrase evolves.
“This wasn’t a typical client–vendor relationship. It was a genuine partnership.”
Sonny Khaira
Chief of Staff at Phrase
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