Case study · delaware
Driving team buy-in for a global SAP integration leader
HubSpot had been imposed by headquarters, with no training for the French teams. Copernic audited how delaware France used it and laid out an action plan so the teams could take ownership.
- Goal 01. Ensure lead traceability and tracking across the whole funnel.
- Goal 02. Prioritize sales actions and structure processes.
- Goal 03. Align the marketing and sales teams.
The project
One instance for every country.
Teams that were never trained.
The French subsidiary of the delaware group, delaware France ranks among Europe’s leaders in advanced technology services integration. A SAP and Microsoft specialist, it supports companies through their commercial and digital transformations.
Context
A single HubSpot instance for every entity in the group: France, the United Kingdom, Belgium, Germany, Brazil…
Challenge
HubSpot imposed by headquarters, and French employees who had never been trained to use it.
What we did
An audit of the delaware France scope: CRM, Sales Hub and Marketing Hub, with the sales teams.
Deliverable
An action plan built with delaware’s teams, in ten recommendations.
The audit
We listen to sales first.
Then we fix the tool.
The audit covered delaware France only. It started from the field: how sales reps really work, before looking at the HubSpot configuration.
- A preparatory call with the stakeholders.
- Two 3.5-hour workshops with a member of the Sales team, to understand the processes.
- The audit of the CRM, Sales Hub and Marketing Hub.
- The debrief of the audit and the action plan.
The recommendations
Ten recommendations.
Three workstreams to deliver them.
Structure the database
- Segment with HubSpot lifecycle stages and lead statuses
- Customize the CRM to the entity’s structure
- Document processes and usage rules
Align marketing and sales
- Formalize the lead handoff from marketing to sales, with an SLA
- Define lead nurturing by profile
- Optimize conversion funnels
Equip the sales reps
- Redefine the sales pipeline: stages and properties to update
- Automate so no deal falls through the cracks
- Make the most of tasks, queues and email templates
- Team dashboards to track how leads are handled
In their words
We should have met sooner.
delaware says so.
Training, energy, team
“We should have met sooner! A great experience: after a short adjustment period, we really clicked. Very good training, great energy and a super team.”
Reviews translated from French
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