Case: Migrate to HubSpot CRM and integrate to ERP system

The challenge

Gap between Marketing and Sales

The client had a traditional market process and no cooperation between the marketing and sales department.

More leads

In order to achieve their growth goals the client needed more leads, the client did not experience enough leads from their digital channels.

CRM and common process

The sales department did not use its CRM. In addition, the different regions had their own solutions (in the form of Excel sheets and other). There was no common way of working with sales and thus it was also difficult to forecast future quarters.

Increase efficiency with new assignments

The company’s managers had also identified that several manual steps were required from the closure of a deal before the customer’s assignment could be started. This needed to be streamlined.

Different processes and currencies

The different regions within the clients organization had different processes for sales and worked in different local currencies – but included common currency in their business system.

Our process

Doidea was given the task of addressing these challenges and helping with the following:

  • Introduce inbound marketing as a method
  • On-boarding of the marketing department in HubSpot
  • Create a process for integrating market and sales
  • Migrate all information from SugarCRM to HubSpot CRM
  • Create best practice process in CRM as well as on-boarding of over 100 account managers as users
  • Create integration between HubSpot CRM and their business systems to increase the efficiency of customer onboarding

The mission commenced in November 2016 and ended in April 2017. Doidea’s team started introducing inbound marketing as a method so that the client had a common and strong foundation to stand on.

Doidea started a number of parallel processes. Migration of information from SugarCRM to HubSpot was a major part since the client had millions of rows in its existing system, which would both be cleaned and structured and then moved into HubSpot CRM. Meanwhile migration work was ongoing Doidea started on-boarding of the marketing department in New York and London. Once this was completed, the project team could look at both the market and sales cooperation and the creation of a best practice process for HubSpot CRM.

In order to increase the efficiency of on-boarding customers / assignment, Doidea created an integration between HubSpot CRM and the client’s ERP system. This integration enables project managers not to have to use the ERP system at all on the on-boarding of assignment, as projects and POs are created automatically as soon as a deals closes in HubSpot CRM.

By creating a common process for all regions for sales part of the challenge of being a global company was solved. In order to solve the link with local currencies in sales but a common currency in the ERP system, Doidea created a currency conversion function in the integration between HubSpot CRM and the business system. This created a simplicity and efficiency in forecasting.

Results

A few weeks after the launch, the client could report increased traffic on its website by 15 percent. Lead inflow had risen by almost 90 percent.

Today, the sales department handles the leads that are delivered to them directly. The use of CRM has increased and will continue to increase, as, among other things, integration with the ERP system has reduced administration for account managers with up to 30 minutes per closed deal.

The client also experiences an increased opportunity to forecast its sales as well as correct data is available in CRM and that business opportunities are created as soon as they arise.

Summary

The client has had a digital lead generator in place in a relatively short space of time. Their marketing and sales departments work together as well as activities and in the system. They have gained increased efficiency and satisfied employees with systems that are integrated with each other.

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