Aligning Sales and Marketing Teams Through CRM Implementation
Overview
We supported a geothermal renewable heating and cooling, solar, and LED lighting company in aligning their sales and marketing teams. To achieve this, we strategized the setup and implementation of a CRM. This involved leveraging HubSpot Marketing Hub Professional, HubSpot Sales Hub Enterprise, and HubSpot’s CMS Hub for website hosting. We consolidated data from various sources, such as spreadsheets, legacy CRMs, and business cards, into a single source of truth database for sales and marketing.
Problem
The sales team did not have a clear process for keeping track of prospects and deals and had no technology infrastructure to house contact information, notes about sales calls, or a handoff process from the marketing team to sales representatives. We were tasked with designing and implementing this process, which included:
Customization of input fields, pipeline, and properties: Ensure that the CRM allows for specific information to be added related to this company's niche industry so that the sales team and company leadership can see everything about a deal at a glance.
Sales operations and team training: Generate buy-in from the sales team that has been without process or supporting technology and demonstrate how these added operations will streamline their workflows.
Leadership visibility & reporting: Give leadership a clear picture of the daily operations and workflows of the sales and marketing teams, help them understand company performance and insight on their return on investment in the project and overall marketing spend.
Solution
We strategized and implemented a CRM system for the company. This system included customization of input fields to allow for specific information to be added based on deal type and a process for team training and onboarding to generate buy-in with the goal of promoting leadership visibility into the business.
Results
The CEO said that he had “never had this kind of insight into his business before” and the marketing team was able to report on full-stack campaigns to determine their overall customer acquisition cost, test product messaging, and measure their full return on investment for marketing spend.
