say clean data and defined processes have to come before scaling AI
have the enforcement mechanisms in place to do it
name poor data quality as a barrier to operations maturity
HubSpot’s AI depends on the information available to it. If contact records are incomplete, deal stages are used inconsistently, or important details never make it into the CRM, there’s only so much AI can do.
And these aren’t always configuration problems. A workflow might be set up correctly, but if people aren’t following the process, the information the business depends on still ends up missing or inconsistent.
The consequences become more visible when it’s time to review the pipeline, understand why deals are stalling, or explain the forecast to leadership.
So I start with the cause. I look at the data, the systems, and the processes behind them to understand what’s going wrong. Then I work on fixing the underlying problems, building the workflows and dashboards that help people work more effectively, and putting controls in place to keep the improvements intact.
The goal is straightforward: information that can be used with confidence, whether it’s for reporting, forecasting, or AI.
Fixing the data is just the start.
My process is holistic, designed to help you uncover revenue, and reduce friction. It encompasses the following five components of a strong revenue system:
Every build is shaped to your business, and kept as simple as it can be.
01
The diagnostic.
The audit.
A focused analysis of your CRM data to identify quality issues, assess their potential impact on your pipeline, and prioritize what needs attention.
The assessment.
A deeper, cross-functional review of the whole revenue system, with the opportunities quantified.
02
The engagement.
The foundation.
Before building anything new, the problems that would undermine it are addressed. That might mean cleaning up the data, changing how the CRM is structured, or fixing a process that isn’t working.
The build.
With the foundation in place, the agreed improvements are implemented. That could include better deal tracking, clearer handoffs, controls, automation, or dashboards that make it easier to see what’s happening.
03
The upkeep.
Starting fresh on HubSpot? The first step is a design instead of an audit: the structure and rules set right before any data goes in. The implementation follows.
The diagnostic sets the final scope, which can move according to your needs.
Built for a specific kind of team.
Aquma works with growing B2B companies using HubSpot Professional or Enterprise.
If you’re responsible for sales or revenue operations, you probably have a good idea of what you need from your CRM. The challenge is finding the time and resources to understand why it isn’t delivering, or to build it properly in the first place.
That’s where I can help.
I focus on the data, systems, processes, and controls that support your revenue operations. Forecasting models, lead scoring strategies, and compensation plans have their own specialists. My work helps make sure those specialists have reliable information and a solid foundation to work from.
A career spent making software trustworthy, now pointed at your pipeline.
Ruthann Martin-Pote
Founder & Principal Consultant
About Me
I’ve spent much of my career in software engineering and quality, working with teams to build better systems, improve processes, and catch problems before they become expensive to fix. Over time, I learned that the technology is often only part of the problem. How people work, how information moves between systems, and the decisions made along the way matter just as much.
That’s what drew me to revenue operations. A CRM can be configured correctly and still produce unreliable information if the processes around it aren’t working. Incomplete data, inconsistent practices, and disconnected systems can make it difficult for businesses to understand what’s happening in their pipeline and where opportunities are being lost.
I started Aquma (uh-KYOO-muh) to help businesses work through those problems. My approach is to understand how things work today, identify what’s getting in the way, and then improve the systems, data, and processes together. Whether that means reviewing an existing setup or building something new, the goal is the same: make it easier for people to do their work and give the business information that’s accurate.
Tell me what’s going on. I’ll tell you if I can help.
Thirty minutes on what’s slowing you down and whether Aquma’s the right fit. No slide decks, just a conversation.