Enhancing CRM and Digital Transformation

  • November 18, 2024
  • Girikon
The Background

The client is a global leader in developing and supporting formulated film coating systems, modified release technologies, and functional excipients and serves the pharmaceutical and nutritional industries. The client sought a robust CRM system to drive its digital transformation strategy, aiming to improve:

  • Customer service and satisfaction
  • Sales efficiency and effectiveness
  • Marketing and communications across internal and external channels

The chosen CRM solution would form the foundation of a digitization program to enhance overall business performance.

The Challenge

  • Legacy Oracle CRM to HubSpot Integration: Integrate the on-premises Oracle CRM with HubSpot’s cloud-based CRM, featuring error handling to maintain data integrity.
  • Territory Management & Resource Assignment: Design territory management and automate resource assignment, leveraging HubSpot’s architecture for accuracy and speed.
  • Custom HubSpot Actions for Oracle Operations: Develop custom actions in HubSpot to perform operations on Oracle systems directly.
  • Seamless Data Migration: Migrate data from Oracle to HubSpot, ensuring associations are preserved with zero data loss.
  • Complex Workflow Development: Create advanced workflows to maximize upsell and cross-sell opportunities, enhancing revenue potential. Create advanced workflows to maximize upsell and cross-sell opportunities, enhancing revenue potential.
  • Custom Process Alignment: Develop custom HubSpot processes aligned with Oracle’s quoting processes, streamlining workflows between systems.

Products Used

  • HubSpot CRM for sales, marketing, and service platform
  • Dell Boomi for middleware integration and error handling
  • Oracle EBS for enterprise resource planning
  • WSO2 for real-time and scheduled data sync

Approach and Key Features
  • Discovery & Process Optimization: Conducted an in-depth business discovery to identify opportunities to leverage HubSpot’s out-of-the-box marketing automation and sales enablement tools.
  • Data Cleaning: Improved data quality by identifying and correcting inaccuracies, deduplicating contacts, and addressing structural errors. We used SQL scripts to clean and organize Oracle data effectively.
  • Data Migration: Completed data migration with essential transformations (e.g., date formatting, concatenation) and successfully mapped Oracle dynamic data fields to HubSpot static fields, ensuring data integrity.
  • Data Synchronization: Established bidirectional data sync between Oracle EBS and HubSpot using WSO2 for real-time updates and scheduled jobs, with Dell Boomi capturing errors, generating log files, and updating Oracle record IDs in HubSpot.
The Result

  • Improved Data Visibility: Provided enhanced visibility into data for teams and leadership with accessible, accurate data.
  • Accurate Resource Assignment: Our solution ensured 100% lead alignment with the right resources.
  • Enhanced Data Quality: Through comprehensive cleaning, error handling, and data transformation, data quality was augmented.
  • Automation of Manual ERP Processes: This reduced time and improved efficiency.
  • Seamless Data Transfer: This included integration gaps, enabling smooth data flow between Oracle and HubSpot.
  • Simplified Business Processes: Integrating third-party SaaS applications created a streamlined and interconnected business environment.

This integration and data transformation solution empowered the company to achieve a unified, efficient, and scalable CRM foundation, supporting its goals for improved customer engagement and operational excellence.

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