The Challenge
Kindred was at a crossroads. They had seen fantastic company growth and were ready to start seriously scaling up their marketing and sales efforts. However, before they could, their team realized that they needed an expert to take a closer look under the hood of their CRM. Employees who regularly used the system encountered minor points of friction. While it was manageable for now, they knew that they couldn’t scale upwards until these were resolved.
They aimed to deliver a smoother process for both leads and current customers to navigate the customer lifecycle correctly and seamlessly, from pre-order/waitlist through to vehicle delivery and beyond. To achieve this, they needed everyone to be on the same page and have a solid foundation. Enabling the sales team was a huge need, as was creating a handoff strategy between marketing and sales.
Client Priorities
- Be able to trust the data in the CRM, and have the right information for each team
- Have a defined sales process, and use HubSpot to guide leads through each stage without hiccups
- Seamless handoff of new leads between marketing and sales, and making sure no qualified lead is dropped
- Custom and in-depth segmentation, so the marketing and service teams can provide relevant and personalized experiences
The Plan
Undertaking a Major Portal Health Audit
We started by popping the hood and taking a look. Our process began with a thorough health check of Kindred’s existing HubSpot portal and the data inside it. We evaluated the quality of data, reviewed custom fields, and checked each tool. We also examined workflows, sequences and pipelines to identify what’s working, what’s not, and where there’s room for improvement.
Sales Enablement and Sales Hub Pro Implementation
Before implementing the newly purchased Sales Hub Pro, we needed to craft a defined sales enablement strategy for Kindred. We dove into their current sales process, personas, buyer journeys, and identified pain points, challenges and requirements. Our team sat down with key leaders at Kindred to identify what success would look like. With that endpoint, we could tackle a sales mapping exercise, which gave us a plan for an appropriate data architecture.
Defining Sales and Marketing Alignment
We could then take all the heavy lifting we’d done up to this point and use it to create a clear alignment strategy for sales and marketing. This would involve bringing the two teams together to goal set, create a lead hand-off procedure, and define common terms like what constitutes an MQL and SQL.
The Results
A Squeaky-Clean CRM with Useable Data
The CRM clean-up was an intensive process. For the Kindred team, it was a few group touchbases and status progress reports. For the BizzyWeb team, it was months of heavy lifting. At the end of the process, we were excited to hand over the keys to a squeaky-clean CRM to the Kindred Team. The full process included:
- Data import & cleansing: We imported fresh data into the CRM and cleansed for consistency, completeness and function.
- Integration troubleshooting: We implemented interfacing with other tools, and ensured data would map correctly.
- Custom field creation: We tailored the HubSpot database to their business to make smart lists, reporting, and automations possible.
- Deal stage setup: We created deal stages that were best suited to their process flow, along with deal and pipeline automation to streamline the process and automate some of the manual tasks.
Revving Up Sales to Engage Buyers and Close Deals More Effectively
After defining a clear sales process with the Kindred Team, we began crafting all the automations that would work behind the scenes to support the sales team. This included:
- Setting up Workflows and Automations
- Creating dashboards with custom reporting
- Conducting a sales and marketing funnel analysis
- Customized training for sales team members
This massive overhaul ensures that the sales team has all the information they need to help close a sale right at their fingertips.
Getting Marketing and Sales Working Together, Not Independently
Sales and marketing alignment is crucial when it comes to maximizing the effectiveness of marketing efforts and generating better-qualified Sales leads (both of which translate to higher revenue and ROI). To help get both teams working seamlessly together, we got everyone together to walk through:
- An agreed-upon definition for MQL & SQL - so Marketing knows when they need to hand off a lead, and Sales knows a lead’s expectations.
- Mutual goals, so all team members had a clear understanding of success.
- A new lead hand-off procedure and feedback, to ensure no leads are missed and that leads aren’t reaching sales before they are ready.
- Custom training and reporting, so teams can continuously improve.
The final results of Kindred Motorworks’s program is just as cool as their product: a powerful sales and marketing machine. With data they can trust, smart automations, and an alignment between sales and marketing, the Kindred team is ready to hit the gas.
