A Successful HUBSPOT CRM Implementation in a Global Pharma Company

  • November 21, 2023
  • Girikon
Background

The Client world leader in the development, supply and technical support of formulated film coating systems, modified release technologies, and functional excipients for the pharmaceutical and nutritional industries.

They were looking for CRM system for their business, as a foundational component of an overall digitization program for their global team spanning multiple continents.

The primary objectives of this CRM system are to enhance customer service, optimize sales productivity and impact, and facilitate more efficient communication both internally and externally, thereby directing marketing efforts more strategically.

The Business Challenges

Inconsistent Customer Service:

  • Inadequate visibility into client historical information and recent interactions hampers the ability to provide consistent and personalized customer service.

Missed Upsell and Cross-Sell Opportunities:

  • Lack of integrated systems and data silos make it challenging to identify and capitalize on upsell and cross-sell opportunities, resulting in lost revenue.

Disconnected Sales and Marketing:

  • Isolated processes and databases for the Sales and Marketing teams lead to communication gaps and inefficiencies, hindering collaboration and coordinated efforts.

Limited Visibility into Sales Team Performance:

  • Insufficient tools and metrics make it difficult to monitor and assess the performance of the sales team, hindering the ability to optimize strategies and drive results.

Inadequate Customer Interaction Tracking:

  • Poor visibility into customer interactions across various touchpoints makes it challenging to understand customer needs and preferences, leading to missed opportunities for engagement and satisfaction.

Inefficient Business Processes:

  • A lack of visibility into core business processes results in inefficiencies and bottlenecks, preventing the company from streamlining operations and reducing costs.

Ineffective Lead Nurturing:

  • Limited tracking of lead interactions and behavior hinders the company’s ability to nurture leads effectively and convert them into customers

Lack of Marketing Attribution:

  • Inadequate tracking and attribution of marketing efforts make it challenging to measure the ROI of marketing campaigns and optimize spending.

User Training and Adoption:

  • Introducing the integrated system to users, including training and promoting its adoption, can be a significant challenge to ensure a smooth transition and maximize benefits.
Implementation Complexities

CRM Integration Complexity:

  • Integrating an On-Premises Oracle CRM system with a Cloud-based HubSpot CRM system presents a complex technical challenge, including data synchronization and real-time updates.

Error Handling for Data Integrity:

  • Implementing a robust error-handling mechanism is essential to maintain data integrity during the integration process, ensuring that data inconsistencies or errors are promptly addressed and resolved.

Territory Management and Resource Assignment:

  • Designing and establishing a territory management system with automatic resource assignment in HubSpot involves architecting a process that optimizes sales and marketing efforts based on geographical regions and customer assignments.

Custom Actions for Oracle Integration:

  • Developing custom actions within HubSpot to execute operations on the Oracle CRM system demands tailored solutions to ensure smooth cross-platform functionality and data flow.

Development of Custom Order Placement process and Sync with Oracle ERP:

  • Development of custom order placement in HubSpot with Oracle’s order process requires precise integration to offer a cohesive and streamlined user experience.
The Solution Approach and Key highlights

Thorough Business Discovery:

  • Conducted an extensive business discovery process to understand the company’s operations and requirements, leading to the effective transformation of business processes by leveraging HubSpot’s out-of-the-box functionality for marketing automation and sales enablement.

Robust Data Cleaning & Seamless Data Migration:

  • Precise data cleaning, de-duplication, and error correction using SQL scripts along with data transformation ensuring no data loss.

Efficient Data Synchronization:

  • Established a robust bidirectional data synchronization mechanism between the EBS and HubSpot, incorporating both scheduled jobs at regular time intervals and real-time synchronization using WS02.

Quality Assurance:

  • Implemented a comprehensive quality assurance framework to ensure the accuracy and integrity of the integrated data.

Customization & Transformation of Processes:

  • Developed and transformed processes to align the company’s specific business requirements with the capabilities of HubSpot, ensuring a robust and efficient solution that caters to the unique needs of the organization.

User Training and Support:

  • rovided comprehensive user training and ongoing support to ensure the smooth adoption of the integrated system, empowering the team to leverage the full potential of the HubSpot CRM and its functionalities.
The Result

360-Degree Contact Insight:

  • Achieved comprehensive visibility of contacts, companies, deals, and activities within a single platform.

Pipeline Insights from Campaigns:

  • Gained valuable insights on pipeline creation derived from marketing campaigns.

Actionable Tasks for Deal Insights:

  • Enabled call-to-action through task management for valuable insights into deal activities.

Global Marketing Calendar:

  • Implemented a global marketing calendar for coordinated activities.

Smooth Data Transfer for ERP:

  • Bridged gaps between systems to ensure smooth data transfer for the Oracle ERP

Simplified Business Processes:

  • Simplified overall business processes by integrating third-party SaaS applications.

Data Quality and Efficiency:

  • Improved data quality, time efficiency, and error handling.
Applications used

HubSpot CRM:

  • HubSpot CRM played a central role in unifying and streamlining our customer relationship management. It provided a user-friendly interface for sales and marketing teams, offering features like contact management, lead nurturing, and marketing automation.

Dell Boomi Middleware:

  • Data integration bridge ensuring data integrity and real-time error handling.

Oracle EBS (Enterprise Business Suite):

  • Oracle EBS formed the backbone of our business operations. The successful data migration ensured that Oracle EBS remained a vital part of our operations, and data integrity was maintained.

WSO2:

  • Facilitated real-time data synchronization for up-to-date information across systems.

AWS:

  • To manage mass update used SQS and Lambda services
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