Back in 2012, HubSpot launched their latest, re-envisioned version of their marketing software tool to help marketers better customize their initiatives and to gain a better understanding of their customers behaviors online. As always, we here at Harvest Solutions advocate HubSpot as a tool for marketers, but we digress when marketers solely use HubSpot as a means for CRM.
Primarily, HubSpot’s features allow marketers to monitor their inbound marketing efforts online. From launching emails to posting social status updates, it’s an added bonus to us marketers when we only need to log into a one-stop-shop interface to get our jobs done and collect real-time analytics about customers. But, this only covers half the process involved as the goal of the organization is to make the cash register ring.
Before getting too detailed about the awesomeness that is HubSpot3, we present an interesting point from Jeffrey Russo’s position on marketers and CRM, where he believes that marketers tend to fall into 2 general categories. To quote Russo:
- “A small proportion of marketers are CRM pros who know everything about the systems their sales teams use and get a ton of value out of the data their CRM system contains.
- The second, and much larger group consists of marketers who knew very little about their CRM system. In their organizations, marketing and sales data are usually two separate universes, and as a result, they are missing out on huge opportunities to market and sell better.”
Expanding on Russo’s second category of marketers, there tends to be a natural disconnect between most sales and marketing teams. In fact, both sides have even managed to further navigate away from one another, whether using different tools, or simply not sharing critical, helpful information. If marketing really wanted to make nice with sales, then they need to learn and appreciate the CRM used by sales to keep everyone’s paycheck flowing. And, if sales wants more help from marketing, then maybe spend a little time helping the marketers understand the CRM.
For example, let’s say a new visitor came to your website and viewed pages X, Y and Z. They spent about 3 minutes looking around, then filled out a form to “get more info.” Marketer A collects this data and turns it over to salesman A for follow-up and potential close. 10 days later, salesman A converts the business, and whaa-la.
Well, while this example sounds great in simple form, a deeper dive unveils the reality of a disconnected process. For sales, if the CRM and the marketing system (HubSpot) are integrated, only then does the sales team have access to valuable lead insight - such as where the lead came from, or even which pages the visitor viewed. This information gives the sales rep a good place to begin the conversation when calling into the lead, not to mention a more personalized touch. For marketers, if HubSpot is the tool of choice for CRM, how is marketing going to know if the sale was actually closed? And if it wasn’t, then there would be little to no insight for adjusting the original marketing effort to ensure successful future marketing. In reality, what the HubSpot platform excels in doing for marketers is to see which efforts are working and which one’s aren’t. However, using HubSpot alone for both marketing and CRM can render long-term negative effects and a disconnected workflow for both sales and marketing.
HubSpot3 is a-w-e-s-o-m-e. Can’t say it enough. Marketers should rejoice at the opportunity of more intelligent data and analytics to make them even more awesome marketers. However, from the executive, c-suite vantage point, all these nifty features mean nothing if there is no connective tissue bridging the muscle to ROI.
While this is a position on why organizations should integrate HubSpot with CRM and not simply use HubSpot as the end-all-be-all CRM solution, it’s also a lesson on sharing and communication. Go ahead sales and marketing, hug it out.