5/28/2021 4:17 PM
Child care
5/28/2021 4:07 PM
Approachable leadership - the hierarchy and too many levels
generate a lack of trust, confidence and much rework.
5/28/2021 3:24 PM
More mental health resources
5/28/2021 3:06 PM
5/28/2021 4:17 PM
Child care
5/28/2021 4:07 PM
Approachable leadership - the hierarchy and too many levels
generate a lack of trust, confidence and much rework.
5/28/2021 3:24 PM
More mental health resources
5/28/2021 3:06 PM
How could I fix it? First, I
needed to examine the available CRM and Marketing Automation systems. I also needed to understand the needs intimately from an automation perspective of the critical stakeholders - In this case, Sales, Operations, Account Management, and
Services.
Once we'd decided which CRM and Marketing Automation tools to purchase, I had to execute the strategy and roll out the system. The board had to be convinced that we
maximized our ROI. The various teams also had to be confident that we had a fine-tuned
Sales-integrated Demand Generation Marketing engine. I joked that we needed to
turn a bicycle into a sports car over Xmas!
Initially, we needed to decide whether to keep Pipedrive, our current CRM. Stay or Go? We decided on 'Go' - We needed Hubspot CRM or Salesforce. Second, Mailchimp Marketing Automation. Stay or go? Definitely 'Go': Mailchimp did not have the sophistication we required for the highly integrated, professional-looking campaigns we desired for the B-2-B business.
Ultimately, it all came down to Salesforce with
Pardot or Hubspot Sales Hub with the Marketing Hub.
We broke it down like this:
The sales team really liked Hubspot CRM, and it was cheaper. I love Pardot and Hubspot for marketing. But I have a soft spot for Hubspot because it's delivered great results for my marketing teams and myself. Fun fact: I lived four blocks from Hubspot's HQ in Cambridge, Massachusetts (by Kendall Square), for seven years, up to 2015.
Also, they have brilliant explainer articles,
videos, and templates I've used for many years. I also read Brian
Halligan's book 'Inbound Marketing in 2010, and I was a convert immediately!
Here were a few of the pricing options once
we narrowed it down to Hubspot:
And here are a few examples of how we weighed up the options in a more Qualitative way.
Negotiating all the different parties and teams within the Company and Hubspot was challenging. Luckily, the negotiations workshop I attended whilst an MBA student at Northeastern University Business School, run by Professor Wertheim, kicked in.
The agreement went down the wire, and we signed the last thing at the end of the quarter. We secured an excellent 20% discount. £42,000 for a two-year contract, which Italy followed shortly afterwards. I also closely assisted with the Italian team's roll-out a month later.
The next step was rolling it out and migrating all our data from Pipedrive. I took Six Hubspot certificates over Christmas, so I'd be on top of it, including; Marketing Automation, Reporting, Inbound Marketing, Sales Hub admin, etc.
I hooked it up to our WordPress site, Migrated all our
data from Pipedrive, integrated it with all our social media and Digital Ads
Campaigns and created subdomains and branded landing pages, a blog site and
email templates.
- How long should it have taken, according
to Hubspot? 3-6 months.
- How long did we take? Eight weeks - one of my direct reports was out for three of those weeks with COVID-19
It would have been a month had not one of
my team contracted Covid.
So how does this Startup Marketing
Automation Engine work today? We've been 'Live' for two weeks. Here's my latest
Marketing Operations company-wide report;
Anyone who's read my blog will know I'm a data nerd. I'm extremely grateful to all the business professionals in my network who answered this survey for me earlier this week and who are continuing to answer the survey.
If there are any major shifts in insight, I will update this blog based on your new responses. I hope you find the results as fascinating as I do. Please click on the charts, and they will enlarge. This should help you to see them properly, particularly on mobile devices.
Companies seem to be doing a good job of enabling their employees to work from home effectively. You can see some of the challenges that they face, including social isolation. Some of your other responses that stood out for me included:
As before, under 'other' you've put given us some wonderful insights into how you're coping with working from home during this pandemic. I found some of your responses funny and others, a bit ominous.
It was interesting how your work patterns have adjusted to a purely work from home situation. I imagine some of you who are almost entirely not working to a regular 9-5 schedule has the type of work that supports that
- Perhaps architects or software programmers? - I know from working with them, that they (software programmers) often love to work late at night, for example.
You can take the survey here.
Below: Dame Minouche Shafik and Professor Lord Layard