Hoang: “We knew that this time around, we would need help to do it right. I have experience working with CRM systems, but obviously, I’m not a software implementation expert. So we reached out to HubSpot asking who could help us with this project. Based on recommendations from HubSpot, Webs flew in to sort through all of our CRM knots.”
As Mollie explored their HubSpot portal together with Webs, they realized that most issues stemmed from a lack of a standardized process. Once this core issue was isolated, they started fixing the organization of their HubSpot CRM:
HubSpot Data Clean Up
The first step was to check their lifecycle stage-, deal stage- and property condition by asking several questions like: “Is the data up-to-date, relevant and useful?”, “What data is worth keeping, and what should we be eliminating?”. A logical first step for Mollie, as a messy and inconsistent database could impose negative effects on their marketing and sales productivity.
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.
Hoang: “The blueprint was a big eye-opener for me. It helped me understand how the CRM system is related to our Sales Hub and Marketing Hub process. 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.
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.
The 8 Golden Rules of HubSpot
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, and most importantly; it clearly lists benefits specific to reps to make sure they will adopt the process quickly and fully.
Connecting our Ecosystem of tools
Hoang: “Since we have quite a complex HubSpot portal and a whole Ecosystem of tools we use, it is essential for our organization – as I can imagine it is for other SaaS companies – to have a scalable and easy-to-manage sales process and integration program in place. So, the training of our sales reps was a fundamental part in this project. Without the adoption of the new sales process by our people, this simply couldn’t have been a success. Besides, it was very important for us to connect HubSpot with other tools. Luckily we found out that you can start sharing data across all your tooling quite easily with HubSpot integrations.”
As a last step Mollie compiled a list of reports by creating various reporting dashboards that could be used to track the effectiveness of both their marketing and sales efforts.
Hoang: “Based on our new reporting dashboard, I now have insights into our sales data. I can see if our salespeople follow our new process and use HubSpot efficiently.”