Context (B2B Sustainability Company)
This was a project for a B2B sustainability company targeting enterprise clients and larger mid-size corporations.
Their mission is to help businesses adopt sustainable practices and solutions that align with their environmental goals.
Project Scope:
- Timeline: 7 months
- Objective: Streamline HubSpot CRM, optimize outbound processes, and enable seamless collaboration to support sustained B2B growth.
The Challenge
Before our intervention, Happen Ventures faced:
- A cluttered HubSpot CRM with redundant pipelines, poor data hygiene, and disjointed workflows.
- A lack of clarity in sales processes, slowing down their ability to convert leads effectively.
- Over-reliance on outdated, inefficient methods like using HubSpot as a simple callout tool.
- Teams that felt siloed, with poor communication between departments, leading to inefficiencies and missed opportunities.
The Approach
1. Comprehensive Audit
- Conducted a full audit of their HubSpot CRM.
sneak peek of comprehensive audit
- Mapped out bottlenecks and inefficiencies in Miro, creating a visual representation of their sales cycles and workflows.
2. Roadmap Creation
- Developed a strategic roadmap outlining prioritized fixes, including:
- Workflow simplifications.
- Improved lead segmentation and pipeline alignment.
- Automations to reduce manual workload.
Strategy document example
example Roadmap with timeframes
3. Stakeholder Collaboration
- Held hands-on workshops with key stakeholders to ensure buy-in for changes and make sure the new workflows fit their day-to-day needs.
4. Workflow Redesign
- Reduced the number of pipelines from four to two, aligning them with:
- One-time deals.
- Recurring revenue deals.
- Built tailored tagging systems to enable precise lead tracking.
- We thought about processes first, tech second
- We made sure all team members were happy with the suggestions
- Built automated outbound engines that generated leads with minimal manual intervention
5. Data Hygiene & Optimization + Automation
- Cleaned up outdated, inaccurate, and duplicate data, ensuring accurate reporting and actionable insights.
- Optimized HubSpot views for sales teams to access information faster.
6. Localized Automations
- Leveraged tools like Zapier and native APIs to seamlessly connect multiple platforms, including cold email sending tools and database storage mechanisms.
- Created automation workflows to ensure synchronized data flow across all tools.
- Implemented automated reporting dashboards to provide real-time insights into performance metrics.
7. Training & Enablement
- Designed a custom HubSpot Wiki—a go-to guide tailored to their workflows.
image sneak peek of Wiki
- Conducted step-by-step training sessions for team members to use HubSpot effectively.
- You could in theory get the team to “just google” how to use hubspot
- But every hubspot setup is different
- So we do a more custom setup
- Provided ongoing support to troubleshoot issues and ensure adoption.
- A few training videos does not cut it
- You need to get the team engaged, get them to show that they know how to use it
- Provide continuous workshops after the training videos and initial sessions
- Host Q&As etc
- No offshoring for this part
- Became an extension of their team
The Results
- Reduced CRM clutter: Simplified pipeline and workflow improvements increased sales efficiency by over 30%.
- Improved lead nurturing: Automated workflows enabled faster follow-ups, reducing lead response time by 40%.
- Increased adoption: Post-training surveys revealed 90% of team members felt confident using HubSpot daily.
- Stronger collaboration: The custom Wiki empowered teams to onboard new hires seamlessly into the system.