HubSpot Implementation
Use Case #4
HubSpot Rollout to Corporate and External Users
This case outlines the implementation of HubSpot's "External Users" and "Corporate Users" functionalities simultaneously within a single HubSpot instance. Our methodology streamlines processes for operational efficiency while ensuring appropriate security measures and defined roles for each user category.
Actors:
- External Users (Franchisees)
- Corporate Users (Sales, Marketing, and Service teams)
- External (Franchisee) Users & Prospects
- Point-of-Service Prospects
Stakeholders:
- Chief Operations Officer
- Operations Director
- Chief Technology Officer
Pre-Conditions:
- The project team is quickly assimilated as part of the client's team.
- Test users are created for each role to test data security and ensure users receive only relevant information.
Workflow:
Corporate Users Discovery
- Trigger: A kickoff meeting with relevant stakeholders marks the beginning of the HubSpot rollout project.
- Conduct discovery calls with each department to identify current processes ("as is").
- Develop business process workflows to document both the current ("as is") and desired ("to be") operational processes in HubSpot.
- Stakeholder approval: The documented "to be" business process workflows are reviewed and approved by key stakeholders.
Corporate Users Implementation
- Trigger: Completion of the approved business process workflows.
- Schedule bi-weekly calls for Sprint Planning & Sprint Review.
- Develop custom properties, forms, and workflows based on stakeholder-approved business process workflows.
- Trigger: Availability of all customizations and workflows.
- Data Accessibility: All relevant data automatically populate the contact or company profiles, ensuring transparency in communication among Corporate Users for continuity of service with prospects and External Users.
Marketing Team Guidance
- Trigger: Point-of-Service Prospect engages with specific marketing content.
- Guide Point-of-Service Prospects to become marketing qualified leads (MQLs).
External Users Interaction
- Trigger: Point-of-Service Prospect qualifies as a marketing qualified lead (MQL).
- Send MQLs to External (Franchise) Users for sales closure and service completion.
- Trigger: External (Franchise) User Prospect expresses interest in franchise opportunities.
Integrated Communication Campaigns
- Trigger: Prospect status changes to a specific stage in the sales funnel.
- Create integrated SMS messaging and email nurture campaigns via workflow development for improved communication with External User (Franchise) Prospects.
Alternative path:
- Develop reports and dashboards based on specific criteria to monitor operational activities, facilitating continuous process improvement and systematic data enhancement efforts for Corporate Users.
Post-Conditions:
- Ability to track internal corporate activity/communications, as well as, Sales deals and revenue (forecasted and closed), leading to operational streamlining.
Benefits
- Streamlined Processes: implementing efficient business processes, automating tasks, and reducing manual efforts for both Corporate and External Users.
- Improved Operational Efficiency: automating tasks and streamlining processes, giving teams the ability to focus on high-value activities.
- Enhanced Customer Experience: automation and transparency in communications ensure timely and personalized interactions with prospects and customers.
- Comprehensive Data Management: through data auto-population and centralization to ensure accurate and up-to-date information for Corporate Users and External Users.
- Effective Sales and Marketing Alignment: by guiding Point-of-Service Prospects to become marketing-qualified leads and providing seamless handoffs to External Users for sales closure and service completion.
- Real-time Monitoring and Reporting: reports and dashboards track operational activities, identify bottlenecks, and make data-driven decisions promptly.
- Simplified Stakeholder Collaboration: bi-weekly calls and stakeholder approvals ensure clear communication between all parties and alignment with project objectives.
- Data-Driven Insights: comprehensive data and analytics produce valuable insights into operational performance, allowing for continuous improvement.
- Scalability and Adaptability: provide a structured approach to accommodate future business growth and changing requirements.
- Increased Sales Revenue: by efficiently managing leads and prospects.