Create a scalable revenue engine with Salesforce and HubSpot
How we helped a growing B2B company align revenue operations and drive predictable growth.
A medium-sized B2B company was operating several revenue streams inbound as well as outbound with different sales and marketing departments. Salesforce was the platform for sales, and HubSpot was the one used for marketing automation.
With the expansion of the business, the Salesforce and HubSpot processes became more disjointed. Some data was not consistent, lifecycle stages were not clearly defined, qualification criteria were inconsistent, and there was limited visibility into revenue in the pipeline.
The company was looking for a connected RevOps strategy to ensure their systems, go-to-market processes, and the base of their growth were aligned.
The Problem
Four Gaps in the Revenue Foundation
The company had been investing in Salesforce and HubSpot to build on its expanding revenue operations. The correct platforms had not yet led to integrated processes and good visibility.
Here are some of the things we discovered:
Disconnected Revenue Processes
Sales and marketing teams weren't sticking to a consistent Salesforce and HubSpot process, creating revenue process gaps.
Inconsistent Lead Management
There were no standardized processes or procedures for lead management, lifecycle stages, qualification criteria and handoff across teams.
Limited Revenue Visibility
Disconnected systems made it difficult for the leaders to get ready access to revenue data and to have a consistent view of the revenue pipeline.
Complex Forecasting and Delivery
Difficulty in forecasting was caused by the lack of consistency in revenue processes and higher potential for miscommunication and project rework
The Solution
RevOps Strategy and Ownership
The RevOps Lead gathered business needs, planned the CRM structure, developed revenue processes, monitored projects and organized teams.
Standardized Revenue Processes
Lead management, opportunity stages, lead qualification and handoff process were normalized by sales and marketing.
Connected Salesforce and HubSpot Operations
Salesforce and HubSpot were tied to the same revenue processes, and the same reliable data, which resulted in a more cohesive team structure.
Stronger Governance and Reporting
Improved reporting and governance provided better insight into revenue, technical requirements were better articulated, and better technical requirements reduced miscommunication and re-work in development teams.
We didn’t just connect Salesforce and HubSpot. We created a RevOps model that aligned teams and made revenue performance easier to manage and scale.
Technologies Used
Every tool was chosen for a specific job. Nothing was added for vanity.
.svg)
Salesforce
Salesforce Sales Cloud
HubSpot
HubSpot Marketing Hub
What Actually Changed
Connected Revenue Operations
Sales and marketing are now operating on aligned Salesforce and HubSpot processes and there is a clear ownership of sales revenue through the lifecycle.
Standardized Lead Management
There is a more consistent flow from lead to opportunity as common lead stages, qualification criteria and processes of handing off the lead are consistent.
Unified Revenue Data
Salesforce and HubSpot data is better aligned, making it easier for teams to have reliable data to report on and to handle revenue management.
Clearer Pipeline Forecasting
The standardized pipeline processes provide leadership with greater visibility with respect to revenue performance and confidence in the ability to forecast.
Stronger Project Delivery
Better business requirements allow Salesforce and HubSpot teams to align on priorities, avoid misunderstandings, and limit rework.
Scalable RevOps Foundation
A defined RevOps structure provides the framework for accountability for systems and processes and facilitates future growth.
The Outcome
The company moved from disconnected systems and processes to a unified RevOps approach. Sales and marketing have a more stable operating model, and leadership has enhanced visibility of revenue performance and forecasting.
The new RevOps structure also provided explicit accountability in revenue systems and processes. By combining Salesforce with HubSpot and Go-to-Market initiatives, the company already has a foundation for further growth.