How HubSpot enables collaboration across the enterprise

How HubSpot enables collaboration across the enterprise


There is messaging software that helps companies collaborate. Then project management software that is built for collaboration. And so on and so forth. In most of these cases, the collaboration is limited to one function. Or a department. But the enterprise comprises of several departments. And unless they all collaborate, the efficiencies don’t add up.

So, if the sales department collaborates internally, it helps to drive up the sales. But if this does not integrate with the efforts put in by marketing and then involve service and customer support teams, the customer will feel lost after they sign on. Buyer remorse is not what companies want. 

The only way to remedy this is to collaborate across the enterprise. That’s what HubSpot enables. Sales sees the qualified leads that marketing generates. Marketing sees the efforts that sales teams make on closing deals. And the service teams get to know what the marketing and sales teams have worked on. They get a good idea of customer expectations and meeting them becomes easier.

With collaboration, inefficient processes are identified

In a case study from HubSpot, the difference it made to have several departments working together is explained.

The more collaboration builds between departments in an enterprise, the greater the payoff in the long-term

Momentive (formerly Survey Monkey) had struggled with their existing marketing system and processes for some time. Over the years, the system grew to include over 200 website forms with over 120 form fields and values.

There were 20 automated lead qualifying processes as well as inconsistent naming conventions and structures.

The legacy marketing system also delayed speed-to-lead times in some situations. For example, sales teams had to wait 24 hours to get the contact information they needed to follow up with webinar attendees.

In addition, the marketing system needed a certified administrator to manage it, which led to bottlenecks when troubleshooting.

Support from the vendor was also lacking, which led to further delays in issue resolution. This all contributed to confusion and inefficiencies.

The company used to have 20 qualifying lead processes, but reduced them to just two after moving to HubSpot Enterprise. They were able to identify overlaps and did away with most repetitive processes that did not add value.

Leads from “contact us” and “request a demo” CTAs are put in one category and every other lead is put in another. Each category of leads is then automatically nurtured with the same process flow across all three companies, saving time and ensuring consistency.

Collaboration should not be between processes as much as people. When multiple teams are able to sync their effort, the ability of the enterprise transforms

Momentive is now able to exchange data smoothly with its many connected apps, including Eventbrite, Instagram, Intercom, Zoom, ZoomInfo, Salesforce, and the SurveyMonkey product itself.

Integration with the webinar platform ON24 proved to be particularly important. The sales team no longer has to wait 24 hours for leads. With Marketing Hub Enterprise, the sales team gets leads in less than an hour and can follow up almost immediately after a webinar concludes.


Collaboration enables new growth opportunities

WyreStorm is a leading manufacturer of award-winning 4K and full HD AV signal distribution and control solutions

For them, the biggest benefit of implementing HubSpot across the enterprise has become a new continuity among sales, marketing, and service.

Today, the departments work together flawlessly. A salesperson can log an opportunity in HubSpot and see that opportunity turn into an actual deal. This benefits the salesperson, the tech team, the executive team, and everyone else by breaking down information barriers

Teams can now pull together cross-functional data without having to extract it from separate tools and compile it into spreadsheets.

And now that WyreStorm has consolidated sales, marketing, and service on HubSpot, it no longer needs to pay for additional marketing and service tools because everything is built in.

The HubSpot CRM platform has also helped address issues related to sales forecasting, where sales were lost due to product unavailability.

In addition to getting dealers the inventory they need when they need it, HubSpot is also keeping dealers engaged through an innovative combination of email marketing and salesperson outreach.

When salespeople see particularly relevant topics covered in upcoming email newsletters, for example, they proactively reach out to dealers to give them a heads up. As a result, dealers spend more time reading the newsletter.

The net result, after implementing HubSpot and enabling greater collaboration is an increase in revenue of over $300K per month and cutting 75% of spends from the earlier Salesforce subscription costs.

How does HubSpot Enterprise facilitate this?

For one thing, each team gets to see the same customer data. Depending on their permissions, they can see progress with respect to leads, deals and what customer concerns are.

Content plan

Having this as a single system removes the gaps in understanding, especially when customers have to be onboarded after signup. The Sales team can go in-depth into the customer’s expectations. When service teams can show a new customer how some of their specific needs will be taken care of, it prepares the ground for long-term relationships.

Collaboration across the enterprise does not get the attention it deserves. All teams make their own efforts but, in the end, it all has to add up towards a common objective. Internal alignment and creating trust become easier with a transparent sharing of information and each team appreciating the role others play.

Implementing HubSpot Enterprise changes collaboration dynamics. You can start with a single department and then, extend it across others. Blueoshan’s consultants will be glad to help and identify the ways in which HubSpot implementations and integrations will be beneficial.

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About The Author

Venu Gopal Nair
Venu Gopal Nair

Advertising and Branding Specialist, CEO - Ideascape Communications, A professional journey through the tumultuous years of advertising and communication, starting in 1984. Started out in the age of print, saw the changes with the entry of satellite TV and the momentous transition to digital. Advertising and branding today is vastly different from its practices in the 20th century and the last two decades have seen dramatic changes with smartphone domination. As a Creative Director turned CEO, making the transition personally and professionally has been a tremendous experience.

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