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From HubSpot self-implementation to CRM and Sales Hub optimization

How Mollie managed to fully utilize their HubSpot portal and increased portal usage by 200%, by standardizing their marketing and sales processes. 


Mollie: Aims to simplify complex financial technology

Mollie is a pioneer in online payments and well known in the fintech industry. They are one of the fastest-growing payment service providers in Europe.

Mollie helps businesses of all sizes sell and scale more efficiently with a solid and easy-to-use payment solution.

With the help of their simple and clear payment API, Mollie offers almost every payment method you can think of in just one go. Customers can drop Mollie into their hosted webshop with one of the free plugins or packages – without being tied to a subscription. In doing so, Mollie simplifies the often complicated and confusing banking products and processes which are still used today.


The data challenge: It was either time to move on or get moving

The data challenge: It was either time to move on or get moving

Mollie initially implemented HubSpot CRM in 2017, but as Mollie scaled and organizational and operational changes happened fast within the organization, the big picture of HubSpot CRM as a holistic system blurred. This resulted in data and process issues within their HubSpot portal. Making it impossible for the sales teams to track their deal-progress, automate and organize sales activities and use HubSpot efficiently. 

For a while, the HubSpot CRM and Sales Hub worked fine, but because Mollie didn’t review and develop the tool regularly throughout the years, things started to go wrong. As a result, sales data was stored in separate systems. And as Mollie scaled from a couple of salespeople to 50+ sales professionals, Mollie was left with a lot of disparate data sets. The old method of tracking deals – whether in an Excel spreadsheet or shared in Google Documents – was actively hurting the business.

Hoang Pham, Head of Growth at Mollie: “Jumping between the different points where our data lived became cumbersome and slowed down our sales team. We only did some admin work in HubSpot. That’s when we realized HubSpot wasn’t being used optimally by our sales teams and we weren’t fully committing to HubSpot.”

The Mollie HubSpot portal started to show significant issues with data integrity, organization and automation. These issues were making it impossible to  use HubSpot effectively for both marketing and sales. 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.


The solution: Turning chaos into clarity

The solution: Turning chaos into clarity

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.

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.

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.

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.

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.”