BigCommerce is an ecommerce platform company in Austin running a global marketing organization. When they brought Aspect in, they were in a period of aggressive growth and the operational layer underneath marketing had not kept pace with it.
They did not have a tooling problem. They had bought good software. What they did not have was a system where any of it agreed with the rest.
The challenge
Lead routing ran on assumptions that no longer matched how reps actually sold. MQL definitions had drifted. Data moved between the sales and marketing systems in ways nobody could fully trace, so leadership got a different answer depending on which system they asked.
The tools themselves were not the issue. The stack included HubSpot, 6sense, Salesforce, Outreach, Tableau, PandaDoc, Chili Piper, Grafana, G2, Gong, Drift, and Ironclad, alongside the Feedonomics database from their subsidiary. Most of them lived in silos, and only three fed the reporting layer.
Owning the operational layer
Aspect functioned as an embedded team rather than a vendor. Kevin took ownership of the HubSpot environment and every integration feeding it: evaluating, selecting, and implementing the right tooling for a global marketing org, then stitching it into a stack that produced numbers the team could actually trust.
That ownership was end to end. Strategy, implementation, integrations, lifecycle, and compliance, rather than a queue of tickets waiting on someone else to prioritize them.
Lifecycle and routing rebuilt
MQL processes, lead routing rules, and the data sync between sales and marketing systems were rebuilt to match how the reps sold, not how the original workflows assumed they did.
Email operations matured into a real practice: nurtures, scoring, segmentation, and a testing strategy that campaign performance reflected. Data quality and compliance stopped being a fire drill, with guardrails for GDPR, CAN-SPAM, and CCPA plus ongoing hygiene processes that kept the database clean between audits instead of letting it rot.
The results
Cost per lead fell 54% over twelve months, driven by rebuilt nurture workflows and structured, automated handoffs.
The reporting layer went from three connected systems to eleven, which finally made multi-channel campaign performance visible to stakeholders in one place and let departments work cross-functionally where it mattered. The engagement ran 32 months.
“Before Aspect, these tools lived in silos. After, they actually talked to each other and produced data we could trust.”
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