From insight to impact: Dopper's journey to CRM-driven success

Dopper uses business as a force for good, balancing purpose with profit. To spread the message that Dopper is standing up against plastic pollution - and empower others to do the same - Dopper wants to create a community of Wavemakers working toward crystal clear waters around the world.

But of course, it's hard for people to join a mission if they don't know it exists....

Dopper discovered thatpeople who owned a Dopper bottle were not always aware of the mission behind the bottle - especially if the Dopper was sold through their B2B channel. To properly carry out their mission and empower people to choose reusable bottles over disposable ones, Dopper realized it was crucial to better connect with their customers online - especially when a Dopper was sold through an intermediary.

Dopper realized they needed to talk to the right people, at the right time and in the right way to support their mission. But their customer-facing teams were all working separately from each other. They worked with different processes and systems (because of their three audiences). As a result, they missed crucial customer information in the customer journey, making it difficult to connect with customers online to carry out their mission.

Investing in digital transformation & their HubSpot CRM implementation became crucial to enable this connection.

Why? Because their current customer data was disconnected - resulting in a disconnect with customers.

• Dopper's IT infrastructure had evolved over the past few years. Tooling was added based on needs at specific times;
• They had multiple CRM data sets in three different systems - and there was no customer visibility whatsoever;
• The database was difficult to maintain and the team could not trust the accuracy of the data - making it difficult to talk to the right people in the right way at the right time.

To help Dopper's business transformation, we started with the business first and technology second. We make sure the technology supports the business and the business processes.

Our Proven CRM Consultancy Process:

Awareness: First, Dopper defined their business goals and strategy and ensured broad organizational alignment for digital transformation; for Dopper, that meant connecting their systems and connecting with their teams and customers.

Second, the C-level evaluated the company's digital maturity, readiness for change and the necessary critical skills and competencies required to do so.

This resulted in the need to restructure both the business processes and their IT landscape.

Desire: To motivate the desire for change, we engaged all stakeholders in identifying, creating and building out the new business and technical models that would support their transformation vision.

By creating a detailed roadmap to move the organization forward and ensuring full alignment with the plan, we were able to motivate the desire for change within Dopper.

Knowledge: We then promoted user adoption by identifying and engaging advocates to define acceptance criteria that would make the change a success for them.

We used the "Train the Trainer" principle to ensure that the application was scalable across Dopper's teams.

Ability: Since adoption is an ongoing process, teams still need to get used to the change. To improve/ensure adoption, we use "User Adoption Monitoring" in HubSpot to identify needed support and training.

Reinforcement: We built Dashboards in HubSpot to measure results and KPIs and evaluate the impact the digital business transformation strategy is having on Dopper's organization and customer.

Strategic roadmap with phased rollout

To support Dopper in their business transformation with HubSpot as the main CRM, we used the customer journey of the three different target groups and the desired IT landscape as a starting point. This was to ensure that there was a common understanding - between the different teams - of HubSpot's role within their tech stack and what processes needed to be managed there.

This approach allowed us to determine which functionality and processes were supported by which licenses, and most importantly, to develop a strategic roadmap to determine the key approach that would best support their business objectives.

The key approach to the project was a phased implementation along these lines:

• Create business impact within 90 days (immediate HubSpot value)
• Getting up to speed quickly on HubSpot Hubs
• Start user adoption as soon as possible
• Less risk due to complexity of integration

CRM process blueprint

With the agreement between Dopper and Webs on what high-level HubSpot implementation looks like, we moved to a more tactical level to define a CRM blueprint of HubSpot's process implementation.

Here we covered the following points:

• Make sure it is clear what lifecycle stage each contact or business relationship of Dopper was in - keeping in mind the three different audiences;
• Being clear what responsibility marketing and sales have in that life cycle to achieve better alignment and scalable results;
• Defining process tasks so we know where to optimize and automate later to increase efficiency.

Data Discovery

We followed with a Data Discovery - combining the CRM process design and all customer data across the IT landscape, including the three systems to be integrated with HubSpot (which the different audiences were working with) to come up with a definitive data model of how the systems should work together.

From three to one integration

By following this process and mapping all the data, we found out that Dopper did not need three integrations, but that one integration was sufficient.

It was only necessary to build an integration between HubSpot and Netsuite to ensure a 360-degree customer view.

Implementation

We started by onboarding marketing on HubSpot and trained them first, so that Dopper achieved afast time-to-value (within 90 days).

In the second phase, we aligned the CRM implementation for sales with centralizing all CRM data.