What happened?
Six & Flow delivered Jane’s bespoke solution in a three-stage process to a tight 12-week timeline:
Project Scope & Workshop
Knowing deadlines were tight, Six & Flow arranged immediate interviews with all key stakeholders to fully scope requirements, areas of friction, departmental expectations, and project workloads. From this, we conducted a workshop that covered the requirements of each of the departments and the overall lead management and sales process. Once we understood this all processes were built into a document and management structures were built out for the ongoing project.
Technical Build
By building a set of sales and marketing automation unique to Janes’s needs, Six & Flow streamlined their lead management and sales team’s admin tasks and sales process freeing them up to spend more time selling to clients. We implemented new internal and tracking structures.
We focussed the build on several technical areas
UX
Using the Drift conversational platform and Progressive forms within HubSpot we integrated with Sitefinity CMS and OneTrust to ensure that we met with Jane's steep security requirements and provided OAuth accessibility all whilst improving the experience of the user.
Lead management
With a global presence, Jane's needed to ensure that no matter the time or location it's prospects and customers would be able to get a streamlined and frictionless service. The sales team having steep targets also wanted to ensure that they were speaking to only relevant leads for them and not having to triage, qualify, and then apportion leads. We used Hubspot to build out a full lead routing system feeding over 30 salespeople with the relevant leads based on product and location. We also integrated Drift conversational and email to ensure a seamless handover from bots to humans across several major timezones. All of this was integrated into Salesforce to allow for lead and sales management across the wider company.
Marketing Empowerment
Janes were previously using over 20 tools to provide contextual marketing to thier clients. We streamlined and consolidated over 70% of this into HubSpot. By empowering the team with bespoke training over break-out sessions, creating user manuals, and following up with 121 training sessions we were able to get them onboarded successfully with HubSpot's contextual marketing tools.
Reporting and attribution
One of the biggest areas of friction was on reporting ease and transparency. The demand generation team was spending upwards of 8 hours on generating management reports. Alongside this, a lack of attribution across the funnel meant that no team had visibility on what was driving revenue which was leading to further misalignment. By working with the operations team we were able to sync up Hubspot Drift and Salesforce to give a clear outline of data tagging points, Attribution models and show how the teams were interacting to close more sales. We also created dashboards that the teams could easily use and replicate.
CODA Requirements
Given the nature of Jane's business, they required the highest level of security and risk assessment specifications before proceeding with any activity. We worked with the team to provide technical documents and schema planning out all data and security flows. We produced detailed, business-critical information outlines and documentation that was used by the security architects to derisk the project and provide a blueprint for further integration work.
Process & User Training
Through a variety of small scale training workshops delivered via both video and in-person, Six & Flow upskilled the Janes team in HubSpot and Drift showing them how to use the systems fully within their workflow.
