37 tools. One clearer way of working.

Context

This medical device company had lots of different CRM systems and tech platforms including Hubspot, Active campaign and Go High Level. (37 in total to be exact).

They also understood that there were many marketing automations that were being sent to the wrong individuals or were just not functioning at all.

However because they had so many systems overlapping and interfacing with one another, it was getting difficult to understand where the issues in the marketing automations lay.

One of the main objectives was to move the CRM to the CRM called Go High Level, but this company lacked the technical knowledge and detailed understanding of the tech stack to know how to do this.

In addition, the company wanted to reduce redundant software but was unaware of which tools were relevant.

What was done

A framework was implemented that has worked well across multiple companies to tackle each problem step by step

Phase 1 - Assess

1. All the existing automation flows were assessed and mapped out

1. Recommendations on best practices were presented to all stakeholders

Phase 2 - Identify

• We identified flows that were redundant or being duplicated across multiple different platforms
• Adjustments or inefficiencies to current flows were identified
• New flows that could capture new revenue opportunities were highlighted
• Redundant software were identified

example of Tech stack audit

Phase 3 - Optimise

• We independently implemented all the recommendations with minimal disruption to the founder.
• All activity was documented.
• All progress tracked in a task manager system

example task management system

• Cutover plan was laid out for all relevant team members to view.

Phase 4 - Scale and Enable

• Training calls were provided to sales team and other marketing team members to allow for independent use of all systems
• A wiki was created similar to one you might see below:
  

End result

• Subscription costs were cut by half.
• Sales team were now no longer shuttling between 2 different CRMs.
• Marketing team had clarity on what automations were performing which actions.
• The correct marketing automations were being sent to potential prospects
• Additional training was provided to new Sales team members so questions asked to leadership were reduced down to 10% of the frequency of internal support queries prior to simplifying the tech stack