The challenge
Cleveland Equipment faced a number of challenges, barring it from reaching its full potential and driving revenue growth.
- Disorganized sales data: The reliance on paper-based systems created inefficiencies, hampering effective communication and decision-making.
- Lack of performance tracking: Without a mechanism to monitor sales team performance, key metrics were difficult to assess.
- Outdated website: An obsolete Magento platform posed security risks and hindered user experience, leading to lost sales.
- Manual lead assignment: This slow process created bottlenecks in sales and led to fragmented team communication.
The solution
To address these challenges, Cleveland Equipment partnered with TechNWeb. Our team's expertise played a crucial role in implementing targeted solutions focused on operational efficiency, cost reduction, and performance optimization.
HubSpot implementation
Transitioning from Salesforce to HubSpot streamlined operations with a user-friendly interface, reducing CRM technology costs by 33% and enhancing team adoption.
The migration led to:
- A 33% reduction in CRM technology costs
- Easy adoption by the sales team, with everyone onboarded within a few days
- New offline sales pipelines and automations that allow sales reps to focus more on closing deals vs. data entry.
- Email integration with HubSpot, allowing customer communications to be tracked centrally
Sales performance tracking
We integrated inbound calls with HubSpot, allowing for real-time reporting on sales activities and improving visibility into key metrics. This included:
- Real-time reporting on inbound conversations
- Sales activity tracking (tasks, emails, calls)
- Key sales month-over month and year-over-year metrics, including top products sold, sales (offline and online), abandoned cart processes, and sales rep performance.
Lead assignment automation
HubSpot Inboxes were implemented to automate lead assignments, expediting the sales process and fostering collaboration among team members. This eliminated manual assignment, making the process faster and more transparent.
Magento website optimization
We addressed critical issues on the website, enhancing security and user experience to prevent lost sales. This included:
- Updating the Magento platform to the latest version.
- Installing critical security patches to reduce financial and operational risks.
Integrated reporting across sales channels
We Integrated Magento Commerce with HubSpot using the Adobe Commerce Integration by IdealData.io, enabling Cleveland Equipment to:
- Capture customer and prospect interests and intent
- Capture all abandoned carts and funnel them through email marketing automations and offline sales processes
- Capture all customer sales data and attribute revenue to paid and organic traffic sources
- Create a consolidated reporting dashboard for both online and offline sales
By consolidating data from Magento and HubSpot, the company achieved a single source of truth for sales activities, facilitating informed decision-making.
The outcome
The strategic solutions we implemented at Cleveland Equipment resulted in significant operational improvements and cost savings:
- 33% reduction in CRM technology costs.
- Enhanced visibility and insights leading to data-driven decisions
- Improved collaboration through centralized communication
- A vastly improved customer experience due to website enhancements
