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Optimizing CRM & Sales with HubSpot

How Mollie managed to fully utilize the HubSpot CRM platform by standardizing marketing and sales processes. 200% Increase in CRM Usage, better sales forecasting, improved sales productivity.

Challenges: Move on or get moving 

Mollie initially implemented the HubSpot CRM platform in 2017, but as Mollie scaled from a couple of salespeople to 50+ sales professionals organizational and operational changes happened fast within the organization. Resulting in the big picture of HubSpot CRM as a holistic system blurred. 

The CRM started to show significant issues with data integrity, organization and automation. Making it impossible for the sales team to track their deal-progress, organize sales activities and use HubSpot effectively for both sales and marketing. It was either time to move on or get moving. Rather than taking on the costs and time of switching to a new CRM, Mollie decided to stretch the possibilities of HubSpot, challenge the tool and most importantly: focus on the process. Because after all, the tech can only take you so far. Having the right processes in place makes or breaks ROI.

Solution: Turning Chaos into Clarity

As the Mollie team explored their HubSpot portal they realized that most issues stemmed from a lack of a standardized process. So they started sorting through all of their CRM knots. 

HubSpot Data Clean Up

The first step was to check their lifecycle stage, deal-stage and property condition by asking several questions, including:

  • “Is the data up-to-date, relevant and useful?”

  • “What data is worth keeping?

  • “What should we be eliminating?”.

Process blueprint

Once the data cleanup was completed, Mollie focused on mapping out an ideal process blueprint to get a clear understanding of what the marketing and sales process should look like within the HubSpot portal. “The blueprint was a big eye-opener for me. It helped me understand how the CRM platform is related to our Sales Hub and Marketing Hub process," explaining Hoang.

Furthermore, it helped us simplify certain sales steps. Once the process mapping was completed, Mollie focused on implementing the process within HubSpot. This meant cleaning years of false triggers, duplicate properties and unused workflows and lists.

Sales training

After the HubSpot portal was organized around a clear process, Mollie ran a full day of sales workshops to teach sales reps how to follow the new sales process within HubSpot, as well as how to use the majority of the Sales Hub tools.

To make sure Mollie could keep their new sales process and clean CRM in place for many years to come, Mollie decided to create a summary of the sales workshops by setting up a document called the “8 Golden Rules of HubSpot.” The document describes everything new hires need to know about keeping HubSpot healthy. Most importantly, it clearly lists rep-specific benefits to increase adoption.

As a last step, Mollie compiled a list of reports by creating various reporting dashboards that the team could use to track the effectiveness of both their marketing and sales efforts.

Results: An extremely healthy CRM

The alignment of Mollie's CRM and Sales Hub with their business objectives has definitely paid off. It allows for better forecasting and tighter processes that enable the sales teams to use the tool effectively. It also gives the team at Mollie access to the sales insights they need to further grow the business.

  • 200% Increase in CRM Usage

  • Better sales forecasting

  • Improved sales productivity

Want to read the full story?

Check out the Mollie case study here
Picture of Anne van der Kammen
Anne van der Kammen

Marketing Manager