.webp)
Challenge
- Inadequate integration of marketing and sales processes with CRM to track and comply with attribution regulations
- Absence of a streamlined onboarding process for SDRs in HubSpot ● Needed assistance to establish and configure Google Analytics, which includes setting up goals, event tracking (such as scroll, clicks, and form fills) through Google Tag Manager, and implementing heatmaps
- Lack of implementation for marketing nurturing campaigns
- No visibility of numbers and no reporting in a cohort manner
Solution
Sales and Marketing Alignment
Privado’s Successful HubSpot Implementation Journey
Discovery:
In the beginning, Privado faced the challenge of aligning its unique business processes and goals with its HubSpot implementation. We worked closely with Privado's team to conduct a deep dive into their Marketing and sales processes, define their exact HubSpot deliverables, and visualize the entire process on Miro.
Implementation:
Once we mutually agreed on the processes to be built, we started implementing the solution on HubSpot. Our team set up the correct data architecture aligned with Privado's trackable KPIs. We built workflows and playbooks that mimicked their processes and documented everything along the way.
HubSpot Onboarding:
We understood the importance of adoption for the success of their HubSpot implementation. Our team provided weekly training for both the Marketing and sales teams to keep utilizing the newly built system and enabled support channels to ensure smooth onboarding.
Optimization:
As Privado's team started using the system and generating valuable data, our data analytics team started building kickass dashboards and reports for all the teams using HubSpot. This enabled strategic discussions to improve gaps in the current process. We provided reports on the performance of their email marketing campaigns and suggested improvements to increase engagement rates.
- Aligning Sales and Marketing Strategies
- HubSpot Onboarding
- Funnel Reporting
- Sales Pipeline Modelling
- Process for Lead Scoring
- SOP- Standard Operating Process
- Process Optimization
- Designing relevant Report and Dashboards
- Automation of Sales and Marketing
- Lead Intake and Routing Mechanisms
- Integration of Products and Third-Party Tools
- CRM Optimization
Detailed examples
Problem: The team had one specific use case where there were Discovery calls and Demo calls, and these were scheduled by SDR and then taken by AE, as ownership of leads was transferred so reports for analysis were not present in terms like :
No of leads assigned to SDR
No of calls booked by SDR
No of calls taken by AE
No of Demo calls scheduled by AE
No of Demo calls taken by AE
Solution: We created a workflow from activity where any call scheduled by any SDR would be Copied and frozen for that specific contact and then copied to the associated company and Deal(if available). Also, once calls were marked as completed, another workflow would run to freeze the owner and date in another property, and subsequently, it was copied from contact to company and deal.
To make this a failsafe mechanism, we created Slack alerts on every action
This helped us to streamline the reports, and we had to tear down of performance of SDR and AE funnel metrics were also available
Problem: We had some defined ICP questions for the prospects that needed to be filled to understand what type of prospects are moving forward and what not, but there was constant resistance from SDR and AE to fill this data as they needed to open CRM to fill these data points once the meeting was over
Solution: We implemented a solution, Luru, which provides an extension during meetings, either Zoom or Google Meet, so that SDR/AE can update the required information on the call itself, and they need not to open CRM, all the questions were also made more objective in nature.
Once the data was complete, we went ahead and narrowed down the ICP and asked SDR to focus more on the narrowed ICP
