Gem worked closely with Kara and her team to understand Symphony RetailAI’s lead journey process. This equipped her with the information she needed to recommend and map appropriate lifecycle stages and their definitions.
One particular challenge was that the way an SQL was defined in Salesforce didn’t match with how an SQL was being defined in HubSpot. Aside from the technical issues this raised, it was creating friction between Sales and Marketing. Gem reviewed the lead journey process across both systems to define the point at which a lead should become an MQL or SQL in HubSpot and how that mapped with Salesforce to identify when a lead becomes an opportunity.
To help Kara and her team identify the right time to hand over MQLs to Sales, Gem implemented AND (Advanced, Nurture, Disqualify). Now, when an MQL is passed to the sales team, reps can assign a qualify status (either A, N or D) that informs a dashboard from which Sales can report on every single marketing lead to reveal what the outcome was and whether it’s advancing to deal status, being nurtured or has been disqualified.
“A key part of this was visibility — specifically, giving Kara and the global marketing team visibility over what was happening to the leads they were producing and the ability to improve their marketing based on the results.” Gem Rugg-Gunn, HubSpot Platform Consultant, BabelQuest
To unlock the full potential of HubSpot and see the maximum value from the platform, the right processes need to be in place for the team to make use of the technology. Like many organisations of Symphony RetailAI’s size and complexity, there were multiple stakeholders across different departments, each requiring varying capabilities. Gem worked closely with Kara and other leaders from across the business to understand those requirements before recommending the technical solutions that satisfied everyone.