RevOps Build: HubSpot Infrastructure + Salesforce Integration
Empowering Accuris’ team and system for RevOps success
Accuris had demand but needed a strategic approach to efficiently convert it into sales. One of their foundational hurdles was ensuring HubSpot was effectively communicating with Salesforce. We partnered with their team to integrate those systems and build out core marketing automation processes they were missing. They had the tools to get this done but needed help creating a dependable and efficient process that was structured for business growth.
“The DRA team has opened our eyes to what our systems are capable of accomplishing. Before our partnership began our reporting was essentially non-existent, and we were running a bit blind. Our systems were siloed and a lot of manual work was being done to understand performance. We’re now at a point where we understand where our pipeline and revenue is being generated from, and are now collecting data on key milestones. This has unlocked a lot of opportunities for revenue growth that had previously been missed. The DRA team has been a tremendous help in both strategic input and operational execution.”
The results
By optimizing communication between HubSpot and Salesforce, we saved their sales ops team 240 hours of manual work in just three months. This efficiency freed them up to focus on their core sales ops tasks.
When the HubSpot and Salesforce sync was first turned on there were over 9,000 custom code, picklist, and other related sync errors. Upon completion of our engagement with Accuris they had 390. We helped decrease the percentage of errors by 95%.
hours of work saved
decrease of errors
The challenge
Accuris needed a team to help them integrate HubSpot and Salesforce as well as set up fundamental marketing operations processes. They had been stuck with two siloed systems for far too long. The pain of these two systems not communicating with each other was felt especially by sales ops who were manually creating SFDC leads when they were created in HubSpot. With significant demand, their team was spending an unhealthy amount of time creating leads instead of working on their core sales ops functions. It’s also expected that due to the heavier demand and time to create these leads manually that it is likely leads were accidentally missed and thus potential revenue was dropped. HubSpot was also in a situation that lacked proper processing to highlight and prioritize the leads that were captured.
Our challenge was to integrate HubSpot with Salesforce and build core marketing ops/rev ops systems. Our goal was to create a system of prioritization through scoring, lifecycle management, and standardize their sources for attribution.
The solution
Our implementation consisted of reviewing the HubSpot and Salesforce objects and their sync settings and field mapping rules. We met with the Accuris team to determine the data structure and reviewed the expected outcome of our recommended sync setting implementation. Once the plan was agreed upon we turned on the sync and went through fixing expected sync errors that SFDC often throws back at HubSpot due to field restrictions and validation rules.
While we worked through sync settings our team was building out the lifecycle management, scoring, and attribution processes that would enable their team to sell more effectively. We had these processes built so that when we enabled the sync the sale’s team could begin to prioritize their inbound leads based on the type of qualified lead and the marketing channel they engaged with.
The method
The DRA RevOps team started with identifying the current HubSpot integration settings for Salesforce and proposed updates based on Accuris’ data transfer expectations. We evaluated each object they would like to sync and provided a best practice set up that would ensure each object synced properly.
After we went through the general sync settings we moved onto each object’s property/field mappings. This involved exporting the available fields from both HubSpot and Salesforce to determine when new fields from either system would need to be created and identify which fields should be mapped together.
Once we had both the sync settings and the field mappings implemented we enabled the sync for companies, contacts, and deals. The sync was on, however, as expected, we needed to clean up sync errors due to Salesforce validation rules and other custom field processing errors that pop up once the sync is enabled. Fixing these errors is a steady process of identifying rules in Salesforce that need to be considered or updated to meet the new system integration requirements.
While our team was working through the priority of getting HubSpot and Salesforce to communicate with each other we were also building in the background core Marketing Automation processes. The goal of this being a more streamlined lead to opportunity creation process and increase the efficiency of closed won revenue.
Partnering with the Accuris team we established contact and account lifecycle stages that aligned with their customer’s buying journey. We then built HubSpot workflow automations to ensure that those lifecycle stages were properly set for their current data plus any newly created contact or account. Having a clear understanding of where your prospects are in the buying process is key for efficient marketing and sales outreach. To ensure lifecycle stages were set properly we built contact and account scoring automations. The contact scores trigger certain lifecycle stage changes and was a necessary step in completing the overall lifecycle automation.
Once we had completed the lifecycle build we moved onto a custom first and last touch attribution process that met their custom source requirement needs. This build involved meeting with their team and digging through their data to identify their current sources. We then built a series of operational workflow automations in HubSpot that processed attribution based on new and updated contact engagements.
Getting a core set of automation processes built is a great first step in unlocking a team’s revenue generating potential. At its core our goal is to streamline processes for repeatable wins. We’ve started this journey with the Accuris team and we’re excited for the continued partnership and opportunity to help them meet their goals moving forward.
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