There was a lot of paper notebooks and boxes of paper with sales information. Our team was using Outlook for keeping contact information, but there was a lack of centralization.
Over the next few weeks, we built a heavily researched, custom sales enablement system designed to draw ORR Safety sales team members in with buy-in of the HubSpot CRM and the impact this would have on their day-to-day roles.
The ORR Safety team could have tried to implement their CRM themselves or chosen to partner with another agency or consultant--but we knew our unique position as their existing marketing partner and our deep knowledge of building custom sales systems
Our original architecture map laid out our strategic vision for this sales system and our flow of prospects through the buyer’s journey, and took their regional structure into account:
By the time we launched on October 1, 2017, we knew we were faced with the challenge of training the ORR Safety team to run toward this system and truly embrace it. We knew an unused system would be a total waste of time and energy.
To fight against this, we hosted about a dozen web-based, real-time trainings over the first few weeks of the launch, escalated some team members to more advanced one-on-one trainings when they felt they needed more assistance, and built a microsite in HubSpot as a dedicated hub of video, text, and screenshot help content. (Spoiler alert: a year later, this microsite is still used to accelerate onboarding for new sales team members and act as a total reference guide for anything CRM-related.)
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We trained existing team members with flexible, interactive webinar sessions while keeping our pulse on any content that could be recorded and re-purposed for future training and onboarding new team members. Still today, we see spikes in traffic to this microsite each time we add new feature trainings.
We also nominated HubSpot CRM Super Users on the ORR staff--who were exceptionally excited and fast-adopting team members who exemplified embracing this system, helping their team members learn, and advocating for their regions. These Super Users became empowered leaders within their own teams on how to use the CRM, fielding day-to-day questions, and scaling our operations from the inside even faster than we could as their partner.
Erica Williams-Archie is one Super User who is a perfect example of just how impactful this move to the CRM has been on the qualitative aspects of her work:
We were a little hesitant and apprehensive in using it initially, but once we saw how it made our day-to-day activities easier and made us accountable for our sales activities, we warmed up a whole lot.
The ORR Safety team sees these metrics often through our success dashboards. We knew from our existing partnership that ORR had fostered a competitive culture always striving for growth--and that we could leverage this shared mindset to “gamify” our sales enablement reporting.
By using this system, we’ve been able to show the ORR Safety team members how using the HubSpot CRM impacts their sales numbers:
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Within the first 9 months of
Our efforts throughout this build were sustainable, customized, and proactive. Over this year, we increased the capabilities of the ORR Safety team to modernize and scale the daily work of their sales team, reduce friction for their prospects, and more efficiently track the KPIs and success metrics of their marketing efforts.
We’ve proven value as their partner not only in the
In this phase of our partnership, I am most looking forward to more of the dashboard reporting, customizing reports for the leadership, specifically. Reports on
“When HubSpot releases new features or updates to the CRM, I know immediately how this will impact the ORR Safety team. For example, when I saw the email announcement about the new navigation menu, I jumped in to make a screen grab recording showing how it had changed. I released this to the ORR Safety team right away and let them know I’m here to answer any questions they might have.
