HubSpot CRM Optimization
Skills Used
Technical Proficiency, Integration Skills, and Process Improvement
Reporting, Analytics, and Data Management
Project Management, Change Management, and Communication
My Role
I was both the implementation expert and the core strategist for this project with Sectigo. This means that I was the main source of knowledge regarding the platform capabilities, the core individual executing on each task, and the analyst of all incoming data in order to provide optimization suggestions and advice regarding next steps.
When approaching each task within this larger project, my steps were typically as follows:
Outline the issue(s) and assign target goal(s) that would define success.
Design a solution using either existing properties or custom ones I would create. A necessary piece to this step involved future-proofing the solution, ensuring that it would not negatively impact existing performance and that it would "play nice" when another task came down the pipeline.
Discuss the solution with the Sectigo stakeholders, tweaking it as necessary dependent on feedback and any goal realignment.
Prepare for implementation. This step involved creating drafts of all solutions, testing them for accuracy, notifying the Sectigo stakeholders before implementation began, developing backup plans in case the designed solution did not behave as expected, and closing any potential holes in my proposed scenario.
Implement the solution. This step involved activating all drafts, monitoring their effectiveness, and quickly pivoting to backup plans whenever necessary.
Problems & Solutions
#1: Lack of Data Integrity
The CRM was messy, with no differentiation between leads to pursue vs leads to remove from the system.
To combat this issue, I spearheaded the implementation of a custom lead scoring model. This bespoke framework revolutionized our approach by accurately distinguishing between true leads, leads who required a little more nurturing before converting, and those contacts better suited for removal from the CRM. This solution helped streamline our operations and ensured we focused our resources on the most promising opportunities.
The scoring system focused primarily on lead engagement, as it was determined by the stakeholders that lead actions would carry a heaviest weight. However, I also accounted for other factors such as lead demographics and historical data in my assessment, relying on industry information and key personas identified through sales efforts. This comprehensive approach enabled us to assign meaningful scores to each lead, empowering our team to effectively prioritize their efforts.
Additionally, I implemented a system of ongoing monitoring and evaluation. This continuous feedback loop allowed us to refine our scoring criteria and tweak according to industry shifts, address emerging challenges, and seize new opportunities for enhancement.
My role involved active engagement with cross-functional teams, processing and disseminating insights and recommendations from our analysis. By fostering a culture of collaboration and data-driven decision-making, I ensured that our efforts remained aligned with organizational objectives and delivered tangible results.
In summary, my initiative in implementing and refining this custom lead scoring model not only resolved the CRM's initial chaos, but also paved the way for sustained operational efficiency and strategic alignment within the organization.
#2: No Lead Handoff Process
There was a lack of workflows to automate the lead handoff process between marketing and sales initiatives, resulting in double work, poor UX, and unclear reporting. To combat this issue, the following occurred:
Creation of Workflows and Forms: To address the challenge of lead management, I orchestrated the development of a host of workflows, public-facing forms, and alternate Business Units within the HubSpot CRM instance. These were designed to streamline the lead intake process, ensuring that incoming leads were efficiently categorized, labeled, and assigned appropriate ownership within the sales team structure. By standardizing this process, we not only minimized the risk of oversight or misclassification but also expedited the response time to incoming leads, enhancing stakeholder satisfaction and maximizing conversion potential.
Organization of Internal Sales Structure: I led efforts to restructure the internal sales organization. This involved defining clear protocols and responsibilities for each stage of the lead lifecycle, from initial contact through conversion and beyond. By establishing a cohesive framework that delineated roles, responsibilities, and contact pathways, we ensured that leads were seamlessly transitioned between teams and individuals, minimizing delays and ensuring a consistent and personalized experience for prospects.
Custom Properties and Data Mapping: Leveraging the versatility of our CRM platform and other tools within the stakeholder tech stack, I spearheaded the creation and mapping of custom properties across all relevant systems. This strategic initiative allowed for the efficient labeling and synchronization of data, facilitating seamless data flow and integration between systems. By aligning data structures and ensuring consistency across platforms, we not only enhanced the accuracy and reliability of our data but also empowered the team with actionable insights and streamlined workflows, driving operational efficiency and informed decision-making.
Detailed Reporting and Monitoring: Speaking of “actionable insights” and “informed decision-making”, I oversaw the development and implementation of detailed reporting dashboards within HubSpot. These dashboards tracked KPIs, monitored lead progression through the sales pipeline, and provided real-time visibility into the effectiveness of our lead management processes. Continual monitoring and analysis of these dashboards allowed us to stay agile and adaptive in our output by identifying trends, pinpointing areas for improvement, and addressing challenges proactively.
In summary, through a multifaceted approach involving workflow and form optimization, functional design, data synchronization, and analytics-driven decision-making, I played a pivotal role in transforming the lead management processes, driving operational efficiency, and empowering stakeholders to achieve greater success in converting leads into loyal customers.
#3: Tech Stack Underutilization
Stakeholders felt that resources were being underutilized and were under a budget crunch, so I conducted an audit of the company tech stack. It became evident that 3rd party tools were being used inefficiently, leading to redundant functionalities and wasted investments. To address this challenge, I formulated a strategic plan to integrate all tools within the Sectigo tech stack with either HubSpot or Salesforce, dependent on the tool and its lead entry data.
Data Transparency: By consolidating data from multiple sources into either of the centralized platforms, HubSpot or Salesforce, we achieved a holistic view of each lead's journey and interactions with the organization. HubSpot held the marketing functions and identified MQLs, handing off leads to Salesforce once properly nurtured. This comprehensive map empowered stakeholders with valuable insights into lead behavior, preferences, and engagement patterns, enabling more informed decision-making and targeted marketing efforts. This process also eliminated silos and data discrepancies, ensuring that all lead entry points ultimately fed the larger engine.
Tenfold Reduction of Integration Errors: Prior to this initiative, integration errors between the tools were a persistent challenge, leading to data inconsistencies and operational inefficiencies. To combat this issue, I successfully implemented a framework that significantly reduced integration errors by tenfold. This dramatic improvement was achieved through rigorous testing, validation, and optimization of integration pipelines, as well as the implementation of automated monitoring. The direct result of this initiative was a seamless flow of data between systems, ensuring integrity and reliability while minimizing disruptions to business operations.
In summary, by addressing the misuse of allocated funds, integrating tools for enhanced data transparency, and reducing integration errors, I played a key role in optimizing Sectigo's tech stack and maximizing resource value.