Brooke Hattie · Sep 23, 2024 · Case Studies
About this engagement
When our client's new CRO joined, he inherited a tech stack that was expensive, overly complex and no longer suited to the company's products or processes. Like the CROs we often work with as they step into new roles, he needed to make an impact quickly.
We worked with him to analyze the systems, remove the redundancies and consolidate the tools, so his first big decision would show up on the company's bottom line.
Our partnership enabled the following results:
The Challenge
Several tools had overlapping features, which wasted money and made operations harder to run. Many were legacy systems set up for a single product, and they hadn't scaled with a company that was moving to a multi-product offering.
The CRO needed a fast, effective way to simplify the stack, remove the redundancies and set the team up for what came next.
The Solution
We audited the whole stack with the CRO and gave the executive team clear options. The one they chose, moving from Salesforce to HubSpot, replaced several tools at once and cut the cost of running the CRM.
At a high level, here is what changed:
| Before | After | |
|---|---|---|
| Salesforce plus separate tools, including RingCentral and Wingman by Clari | → | HubSpot covering the CRM, marketing automation and customer communication |
| Three people managing Salesforce | → | One person managing HubSpot |
| Tools built for a single product | → | A stack that supports a multi-product offering |
| Custom code and specialized management | → | A simpler setup that needs much less of either |
And now, here is how we got there.
Interviews and an audit of every tool
We started with interviews across the company to understand each team's needs, pain points and problems with the current stack. We then audited every tool, documenting its cost, how it was used and where it overlapped with others, and tested whether the stack could support the move from one product to several. Reviewing the manual processes alongside it showed where automation and integrations could do the work instead, and which tools were no longer needed.
Salesforce or HubSpot
We compared the current Salesforce setup with HubSpot on features, long-term scalability and fit with the company's growth plans, and identified the tools HubSpot could absorb, RingCentral and Wingman by Clari among them.
Three options for the executive team
We put three options to the CRO and the executive team:
- Keep the current Salesforce setup, with optimizations.
- Overhaul and rebuild Salesforce from the ground up.
- Migrate to HubSpot, for significant cost savings and simpler management.
Alongside them came detailed projections of $1M in savings over three years from the HubSpot migration, and a migration timeline built to keep disruption to operations to a minimum. That gave the CRO what he needed to make an informed decision and see value straight away.
The Results
Consolidating the tools and moving to HubSpot gave the company projected savings of over $1M in technology and operational costs across three years. The CRM that took a three-person Salesforce team now takes one person in HubSpot, which lowers the ongoing cost further.
The simpler stack needs less custom code and specialized management, it supports the shift to a multi-product offering, and live dashboards give the team real-time data for faster decisions and more accurate forecasting. For the CRO, it was a big early win in his new role.
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