Healthcare Success Story

Restoring Trust in Data: TELUS Health's Revenue System Transformation

Campaign Creators migrated, cleaned, and standardized the 350,000 records, consolidated more than 60 legacy Lead Source values into 15 standardized categories, and simplified over 200 workflows into scalable automation. They also deployed up to 5 custom data automation workflows and restored a fully functional Salesforce integration.

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TELUS Health operates at a global scale, managing marketing and sales across regions including North America, the UK and Europe, Asia-Pacific, and Latin America. Its growth depends on accurate data to support campaign performance, lead management, and revenue reporting.

Behind these operations sat a CRM environment that had become increasingly difficult to manage. Over time, inconsistent data structures, legacy workflows, and a failing integration created gaps across systems.

Marketing could not confidently report on ROI, and sales teams questioned the quality of incoming leads. Attribution lacked consistency, routing logic was overly complex, and sync errors disrupted the flow of information between HubSpot and Salesforce.

TELUS Health needed more than a platform migration. The situation required a complete redesign of how data, attribution, and system integration worked together.

Campaign Creators partnered with TELUS Health to rebuild this foundation, restore data integrity, and create a unified system across HubSpot and Salesforce.

Industry

Healthcare

Tools Used

HubSpot
Salesforce
Google Analytics
Google Tag Manager
Google Ads
LinkedIn Ads.

Services

Data Strategy
CRM Integration
Attribution Modeling

The Challenge

TELUS Health operates as a global enterprise organization with a large-scale marketing database of approximately 380,000 contacts.

Its marketing and sales operations depend on accurate data to manage campaigns, generate leads, and support revenue growth across multiple regions. This requires consistent attribution, reliable lead routing, and seamless integration between marketing and CRM systems.

As the organization expanded, its CRM environment became increasingly fragmented. Legacy systems, inconsistent data structures, and complex workflows created a setup that was difficult to maintain and scale.

The System Limiting Marketing and Sales Alignment

As TELUS Health began its migration, several underlying issues became more apparent across its CRM and marketing systems.

Marketing attribution was inconsistent due to conflicting Lead Source values, with dozens of overlapping tags such as variations of “Web” and “Website” being used interchangeably
The Salesforce integration relied on a legacy sync that produced persistent errors and prevented reliable data flow between systems
Over 200 workflows controlled MQL routing, using complex branching logic based on multiple country and region fields
Lead Source data was fragmented, making it difficult to standardize reporting or align attribution across campaigns

These issues created a disconnect between marketing and sales. Marketing could not demonstrate ROI through accurate campaign tracking, and sales teams lacked confidence in the data being passed into Salesforce.

At the same time, the digital team was forced to operate in a production role, spending significant time managing broken workflows, fixing data issues, and maintaining complex routing logic instead of focusing on strategy and campaign performance.

Without a standardized Lead Source model and a reliable integration, multi-touch attribution was not possible, and leads risked being misrouted, delayed, or lost entirely.

Their digital team was spending more time managing broken workflows than actually driving strategy. That’s always a signal that the system isn’t serving the team. We focused on simplifying the logic, standardizing the data, and giving them a structure that would scale without constant manual intervention.
— Daria Cutrone, Account Executive

Why TELUS Health Chose Campaign Creators

TELUS Health needed a partner who could address both technical issues and the underlying data strategy. The challenge extended beyond fixing workflows or repairing integrations. It required redefining how attribution, lead routing, and data flow should function across systems.

Campaign Creators approached the engagement as a full CRM strategy and data modeling initiative. Instead of migrating fragmented data and legacy workflows into a new system, they redesigned the structure from the ground up.

The team rebuilt the Lead Source framework, implemented a new integration model, and simplified routing logic into a structure that could scale with the organization.

This approach ensured that the new system would not only function correctly but also support accurate reporting, reliable data flow, and long-term growth.

Solution: How Campaign Creators Rebuilt the Data and Attribution System

The rebuild focused on three core areas: Standardizing Lead Source architecture, Implementing an Advanced Native Salesforce Integration, and Simplifying MQL routing into a scalable structure.

Rebuilding the Lead Source and Attribution Framework

The legacy system contained dozens of inconsistent Lead Source values, making attribution unreliable. Multiple tags representing the same traffic source existed across the database, which prevented accurate reporting.

Campaign Creators developed a standardized framework consisting of 15 marketing-specific Lead Source values. They mapped more than 60 legacy values into this new structure through a detailed data mapping process.

This approach preserved historical attribution data while creating a consistent model for future tracking. As a result, TELUS Health gained a reliable foundation for first-touch attribution and campaign reporting.

Implementing the Advanced Native Salesforce Integration

The existing Salesforce sync relied on a legacy setup that caused ongoing data errors and prevented consistent communication between systems.

Campaign Creators replaced this with an Advanced Native Salesforce Integration. The new integration connected Contacts, Leads, Accounts, Opportunities, and Tasks, enabling accurate bidirectional data flow between HubSpot and Salesforce.

A dynamic “Sync to Salesforce” inclusion list was introduced to control which records were passed to Salesforce, ensuring that only qualified, sales-ready leads entered the pipeline. This improved data quality and reduced noise for sales teams.

Translating Attribution Into Automated Data Logic

To operationalize attribution, Campaign Creators built custom data manipulation automations within HubSpot.

These automations evaluated each lead’s “Original Traffic Source” and assigned it to one of the 15 standardized Lead Source values. The “First Touch Converting Campaign” populated a dedicated Lead Source Detail field.

Form submissions pushed campaign data into a “Marketing Campaign” property, which automatically associated contacts with Salesforce Campaigns. This structure enabled both first-touch and multi-touch attribution across the system, and supports closed-loop reporting that connects campaign activity directly to revenue outcomes.

Simplifying MQL Routing With the Territory Owner Model

Legacy MQL routing relied on more than 200 workflows with complex branching logic based on multiple country and region fields.

Campaign Creators simplified this structure by introducing a centralized “Territory Owner” property. This field was populated early in the lead lifecycle using Salesforce country and region data.

All routing logic then operated from this single source, reducing workflow complexity and improving routing accuracy. Updates to routing logic could now be made in one place instead of across hundreds of workflow branches.

Resolving Data Integrity and Migration Challenges

During implementation, an API migration sequencing issue caused duplicate records and sync conflicts across a large dataset. The migration process was initiated before the Salesforce integration was fully established, which led to inconsistencies in how records were created and synced across systems.

Campaign Creators took full ownership of this issue, identifying the root cause and resolving it through a detailed manual cleanup process across hundreds of thousands of records. This ensured that active pipeline data and historical activity were preserved without compromising data integrity.

They also used HubSpot sandbox environments to test field mappings, integration logic, and data flows before go-live. This allowed issues to be identified and resolved in a controlled environment, resulting in a stable production deployment.

The Results

The transformation delivered measurable improvements across data integrity, attribution, and system performance.

350,000+ records migrated, cleaned, and standardized
60+ legacy Lead Source values consolidated into 15 structured categories
200+ workflows simplified into scalable automation
Up to 5 custom data manipulation automations deployed
Legacy Salesforce sync replaced with a fully functional, advanced integration

Beyond these metrics, the impact extended across teams. Marketing can now clearly track campaign performance and demonstrate ROI through accurate attribution. Sales teams operate with confidence, supported by consistent and reliable data within Salesforce.

Lead routing is accurate, attribution is captured across the full customer journey, and reporting reflects real performance across campaigns.

The Results of the TransformationThe Results of the Transformation

Impact: A New Foundation for Data-Driven Growth

TELUS Health now operates on a unified system where marketing and sales align through shared data and consistent processes.

Attribution is captured across both first-touch and multi-touch interactions. Lead routing is streamlined, and reporting reflects actual campaign performance across regions and channels.

The digital team no longer spends time managing broken workflows or correcting data issues. Instead, focus has shifted toward strategy, campaign optimization, and data-driven initiatives that support growth.

To maintain this structure, clear governance was established across the system. Campaign Creators provided training, documentation, and defined rules for how data should be managed, ensuring Lead Source values remain consistent and historical attribution is protected over time.

This new foundation enables TELUS Health to make informed decisions with confidence, supported by accurate and reliable data.

Transform Your Data and Marketing Systems With Campaign Creators

If your team is dealing with inconsistent attribution, unreliable data, or disconnected systems, the challenges often look similar to what TELUS Health experienced.

Without a clear data structure and a reliable integration, marketing and sales struggle to operate from the same source of truth.

Campaign Creators helps organizations redesign their CRM and marketing systems into unified, scalable platforms. The focus is on building systems that support accurate attribution, reliable data flow, and long-term growth.

If you are looking to create a system where your data supports decisions rather than limits them, this is the level of transformation that becomes possible. Reach out to us today!

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