Scale Enablement Focused
CRM Migration
The Client:
An Australia based shed manufacturing company with 40+ sales reps which felt that the legacy CRM they were using wasn’t answering their needs anymore
The Challenge:
Implementing HubSpot as the new CRM, safely migrating all data and making sure full adoption is secure by the established sales team
Project Achievements
Data Governance
From a legacy CRM built in patches to a superpowered platform with a mapped out data strategy
Regained Sales Momentum
Through adoption of new tools and processes, the sales team managed to break free from stagnation, increasing the revenue gained per rep
Bespoke Tech Stack
Detailed CRM implementation with integrations and automations built customly to match the optimal tech stack for the needs and limits of the client
Right from the first discovery meeting with this shed manufacturing company, I sensed their uneasiness regarding the migration. On one hand, they knew that they were not working efficiently enough, and are far from actually leveraging the full capabilities of their 40+ sales rep team. On the other hand, they knew how change-averse their sales team is, with some of them having 10+ years of experience in the company.
Being a revenue operations consultant, I’ve learned to be comfortable with this kind of friction. Luckily, this company is working with a performance based commission module. As long as I make sure I make it absolutely clear that the changes I’m about to offer are only going to help the sales team, everything should be alright.
Given the nature of the challenge, I needed to take extra care with every step of the process, especially the design phase. It took weeks of iterative meetings and discussions to make sure we have a comprehensive plan aligned across all stakeholders.
In order to minimize technical complexity to a bare minimum and ease the migration to HubSpot, it was decided to create a custom integration between HubSpot and the legacy CRM through ‘Make’, and to use the same naming conventions. On top of that, we added automations and integrations with a VOIP solution and a document automation software, all to promise super-powering the reps with the least amount of clicks.
Once HubSpot was set up, integrated with the legacy CRM and held all data the reps were familiar with, it was time for the training phase. Through concentrated training days in the client’s office, the executive team and I onboarded the sales team to their new processes and platforms. Recorded walkthroughs, demos and documentation were all part of the bundle the reps got, in addition to allocated personal training sessions to make sure no one falls behind.
Once fully adopted, the sales team managed to enjoy the leap into the new way of conducting business, reducing overhead, manual tasks and most importantly - reaching those commissions much easier.