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Case study

Media Company Transforms Sales Processes by Onboarding to HubSpot Sales Hub

"accelant did a great job simplifying things for our team who is completely unfamiliar with CRM software."

Industry
Media & Publishing
Duration
12 weeks
Type
B2B/B2C
Solutions
Onboarding+

HubSpot products used

Product_Icon_Only_Sales_Hub
Sales Hub®

Professional

BCI is a locally owned broadcasting company based in Oregon made up of five radio stations that cater to diverse local audiences. As the company grew, so did the complexity of managing its operations, particularly in the sales department. 

Recognizing the need for a solution that could streamline operations and provide valuable oversight, BCI turned to HubSpot’s Sales Hub Pro. To ensure a seamless transition and identify the best-fit solution, BCI partnered with accelant to onboard them to HubSpot and support them in implementing a system that would achieve two main objectives; 

  1. Give administrators the visibility into performance and efficiency data they required.
  2.  Simplify workflows for sales representatives, enabling them to focus on their day-to-day responsibilities.

THE CHALLENGE

Building best practice processes from the ground up   ​

To track sales activity and performance, the BCI team relied heavily on spreadsheets and repurposing Vision Data to semi-function as their CRM. This approach made it extremely challenging to establish standardized processes across the team.  

Each sales representative managed their work independently, leading to a lack of cohesion that not only slowed down daily operations but also made it difficult to manage contact relationships. Administrators were also challenged to track the activity and performance of the six-person sales team effectively. 

Additional challenges that needed to be addressed throughout onboarding to ensure a smooth transition to HubSpot included, 

Limited experience with CRM functionality  
The BCI team had limited experience with CRM tools, relying on manual methods for managing contacts and communication. Adopting HubSpot required not only introducing new technology but also providing adequate training and support to ensure the team felt confident using the platform. 

Need for a best practice HubSpot sales process 
Learning the technology was only part of BCI’s onboarding program. To effectively utilize HubSpot, expert guidance was essential to help design a process that met BCI’s operational needs while remaining user-friendly for the sales team. The solution had to balance administrator oversight with a simplified, intuitive workflow for the sales representatives to follow, fostering adoption and consistency across the team. 

Need for rapid data migration 
BCI needed to consolidate and migrate 2,200 Contacts and 4,300 Companies from multiple spreadsheets into HubSpot. Ensuring the integrity and accuracy of the data during migration was critical to maintaining continuity and preventing disruptions in daily operations. 

 

THE SOLUTION

Customized Onboarding Strategy for Scaling Sales Team 


After aligning with the client, an accelant Onboarding Specialist devised an onboarding program tailored to BCI’s need focused on the following areas,   

Data Migration and Segmentation  
accelant developed a comprehensive data import strategy to organize, clean, prep, and import BCI’s Contact and Company data from multiple spreadsheets into HubSpot. By leveraging mostly standard properties and creating a minimal number of custom properties, accelant ensured a seamless and efficient migration process. This approach not only streamlined the data import but also set BCI up for easier ongoing data management within HubSpot. 

Standardized Sales Process 
An accelant Onboarding Specialist worked closely with BCI to establish a standardized sales process by setting up two basic pipelines: New Business and Renewals. Each pipeline was tailored with clearly defined stages and the specific information to be captured at each stage. The deal record layout was customized to only show sales representatives the relevant key fields for each stage, reducing clutter and improving efficiency.  

accelant provided 1:1 guidance to their sales administrator, enabling them to understand and utilize key reports to effectively track the sales team’s activities and performance. 

Tailored Sales Training
Customized sales training sessions were crafted for the BCI team, focusing on content tools and techniques to save time and increase productivity. A key component of the training was demonstrating how to use HubSpot’s sequences feature to send personalized “mass” emails to multiple recipients. This functionality allows emails to be sent individually to each recipient while automatically tracking the interactions in HubSpot, meeting the team’s goals for efficient and scalable communication.

“

Our onboarding specialist did a great job simplifying things for our team who is completely unfamiliar with CRM software. We can't wait to get started using HubSpot!

Rachelle Carter, General Manager, BCI 


THE RESULTS

A team fully enabled to drive sales growth with HubSpot 

HubSpot implemented and adopted in 12 weeks 
BCI’s HubSpot onboarding was designed to maximize default and standard tools, making the introduction and use of the platform as straightforward as possible. This user-friendly approach drove rapid adoption among the sales team. The use of best-practice features like the Outlook plug-in and meeting pages further streamlined workflows and improved tracking of sales activities. 

Defined sales processes and fully enabled sales team 
BCI transitioned from having no documented or standardized deal pipeline to implementing a clearly defined, global business process. This included the creation of New Business and Renewals pipelines, each with distinct stages tailored to BCI’s operations. These pipelines provided structure and clarity for the sales team, enabling consistent and efficient management of deals. 

Interested in learning how your organization can benefit from accelant’s customized HubSpot Onboarding services? Contact us to discover how we can help you achieve your business goals efficiently and effectively.