Closing the HubSpot Adoption Gap

HubSpot is not working for you and your teams aren't using it

Even when individual teams are best in class, if you aren't managing them in HubSpot and they do not share aligned goals you will see chaos and confusion in the business

You’ve listened to the experts and and its still not working

Are you feeling ripped off having hired a firm previously and have no clue what they’ve done for you? Except add more work. The secret is to simplify and streamline

Your team are on the case but are overwhelmed

Despite how hard everyone is working, and the tech you using, you are still missing those sales, marketing and customer service goals. Software has been a waste

I needed to move CRM providers at short notice, and a review of the alternatives suggested that Hubspot would best suit my needs.Tony responded to my call for help quickly. He made sure that Hubspot would do what I needed, without over-complicating the issue, and worked through the data transfer with me so that I understood how to get the best out of the system.Tony combines extensive experience of marketing and sales with an in-depth knowledge of Hubspot, so that he can give his clients the solution they need, not the one they think they want, and ensure they'll get value from it

Helen Phillips

Business Adviser | Mentor | Specialist in business growth and exit planning

No Management Control System

While HubSpot Partners and teams within the business can do much of your heavy lifting when it comes to the technical solution, it's down to the leadership team to ensure adoption throughout the business. A Management Control Systems enables you to start to fully manage your teams in HubSpot. This is the magic ingredient for getting buy in and adoption. Without a MCS this is nearly impossible to achieve.

If it's not measured, its not managed. And if it's not managed it doesn't get done.

Inconsistent Data

Most databases are full of inherited and bought in contact data. As a result, it’s often incoherent, incomplete, and out of date. Add in siloed data from your four revenue related functions (marketing, sales, service, and finance) and it’s almost impossible to see what’s going on in the business.

Teams in siloes

Teams are separated by the data they use and the systems they have in place. There is sales data, marketing data and customer service data, delivery data and financial date that in effect all competes for attention rather than creating a more useful whole customer journey the business can learn from. It's hard to even follow a single sale from start to end.

No process alignment

Teams work in separate ways, with different software and work to different goals. At worst this leads to competition for resources within the business that's to the detriment of everyone. At best it erodes operational efficiency and massively increases customer acquisition cost, decreases customer lifetime value and monthly recurring revenues.

Lack of buy in

Introducing HubSpot Adoption, like any change in your business, will face resistance. Sometimes it's based on the modern technology or the fact you are starting to make decisions based on actual data rather than gut feel. Lack of buy in, especially at the top of the organisation, kills progress dead.

Teams that aren't managed through HubSpot will need to stay in other systems (like spreadsheets) the message dilution creates HubSpot decay and see's people drop out of the platform to get things done.

Tony recommended a new CRM system HubSpot and fully integrated this across our commercial team. He made the process simple & provided step by step training to ensure user adoption. As part of the package he added a brilliant prospecting tool called Apollo that’s been incredibly effective for my new business account managers. Tony was great to work with & has played a massive role in streamlining our operations. Thx

Rob O'Connell

Chief Operating Officer

Management don't use HubSpot to manage their teams

If your management team doesn’t know why they are using HubSpot, what it does, or how to use it, they won't use it. If your managers aren't using it, your teams won't use it. Your management control system needs to be built into HubSpot so all efforts are streamlined into one direction.

Your teams are get of alignment and work at cross purposes

HubSpot Adoption is about aligning your individual sales, marketing and service teams into one joined up growth or revenue team. Using the same data to understand every step of your customer journey in order to optimise for the customer experience. This creates enormous friction.

Disconnected systems, processes and too much technology

This leads to poor results and lack of insight. If your processes aren’t optimised for HubSpot, chaos ensues. Disconnected systems make it hard to know which information is accurate and reliable. Getting the technology right is crucial. Harnessing it into the MCS doubly so.

Aligned teams and strategies

Most businesses are structured into siloes, or teams. But oftentimes teams are disconnected from each other with a lack of information flow and worst of all misaligned priorities. Teaching management to use HubSpot to manage their teams means aligned team goals, processes, and technology that creates a smoother more efficient revenue stream.

Data Driven Insights

You will have a single customer view, and a management control system reducing friction in your internal processes, and bringing your siloed teams closer together. This allows you to optimise marketing, sales, and customer service strategies and spot trends and patterns. This leads to increased customer retention and a decrease in customer acquisition costs.

Process Optimisation

Understanding HubSpot and how to use it allows managers to see opportunities to improve efficiency and remove bottlenecks with standardised processes, onboarding, training, and internal documentation. Automate where they can and where it is necessary. This has the effect of reducing costs for your business.

Technological Enablement

With managers enabled to use HubSpot, and the Management Control System in place its much easier to see what technology is not needed. And ensure that your teams are fully onboarded and trained in the systems and processes needed to provide the promised efficiency gains from technology.

Better Customer Experience

Some say customer experience is the only true difference between B2B brands. Those that get it right earn the repeat business of their customers. Those that get it wrong see increased customer churn and spiralling acquisition costs. HubSpot Adoption straightens your tangled processes to smooth out the customer journey and improve customer satisfaction.

The single view management are able to achieve means improvements to the journey and better outcomes for all.

Phase 1: Strategy

We’ll lead you through an in depth audit of your business systems and processes. We need to answer the questions 'where are you' and 'where do you want to be' so that you can plot the way across the gap and understand the way forward. We'll also analyse HubSpot (if you have it) marketing, sales and customer service performance, technology stack and your businesses readiness to start work.

We agree objectives for the year by quarter and even month and create your adoption plan to meet those objectives. This involves initial development of the management control system you will use to drive HubSpot adoption through the business (30 - 60 days)

Phase 2: Implementation

Like many other HubSpot partners we'll cleanse and structure your data, integrate systems, optimise processes and complete any required integrations. Where we are different is we will also teach you to use your management control system to ensure your leadership are keyed into embedding the changes you are making.

Including making use of the technology and working in new ways. We'll talk about what the most important measures for your business are, and how to measure them. (up to 90 days of work)

Phase 3: Optimisation

This is usually called the Business As Usual phase, where working patterns are being bedded in, the technology is doing its job and your people are settling into your new world. During this phase of work we'll also test and iterate the plans and continue to develop the blueprint for repeatable reliable revenue in your business.

This phase its all about finding out what works and doubling down on it, and finding out what doesnt, and fixing it (90days plus)

Great training and expertise: Tony provided excellent Hubspot training for my team and I. We are no techies, but have a decent understanding of how to use hubspot. Tony was great to assess ou needs, our abilities and we then worked together over 5 sessions to implement a hubspot strategy which we still use today. As an SME, this was a great way to implement a CRM strategy at affordable prices and delivering great value. We would happily recommend Tony to anyone looking for expert guidance on Hubspot and/or CRMs -Great work - thanks Tony!

Franco de la Croix-Vaubois

Passionate Events Specialist | Tech-Savvy Event Planner

How we track progress

We work to what we call a Strategy On A Page (SOAP). An innovative way to guide change programmes where the most pressing issues are prioritised and dealt with before moving on. A combination 'waterfall' and 'agile' approach if you will. This is reviewed weekly with the change team, and quarterly with the SLT and programme sponsors. In addition and on the more tactical level, we'll agree on project metrics and KPIs. We'll review these monthly in the KPI's meeting. You'll receive a custom dashboard showing progress, trends, performance against targets.

Simplicity is the ultimate sophistication

Most companies struggle with proper visibility into what works for their business and are therefore unsure how to grow their business. Bringing in a CRM system to fix this is always intended to simplify, but often has the opposite effect. The reason being because the work done on the CRM project and the required change to the way people work is seen as an imposition. It feels like it adds work and friction and doesn't streamline things as it was intended to. Our mission is to close the Adoption Gap and simplify your business.

We do this by teaching management teams to manage through HubSpot, the only reliable way to adopt the system fully.

HubSpot is not a strategy

When your revenue operations are tangled, growth becomes sluggish and nearly impossible to achieve. Many change CRM’s or buy into HubSpot for the first time assuming, based on the sales pitch, that it will fix your sales and marketing problems. But HubSpot alone is not a strategy. We work with our clients to realise the potential of the sales pitches and provide huge return on that investment.

A HubSpot Rehab Programme

We specialise in a specific type of consultancy for exactly your type of business problems. We created our Management Control System because it’s the single most effective way to align your management teams and your sales and marketing plans, fix bad data, chaotic processes, and get everyone in the organisation to work together in the same direction to adopt the new platform and make the required changes.

If ever there was a force of nature in the digital sales and marketing world then Tony is your man! I’ve worked with and for Tony when in radio and most recently as a client of Tony’s. He never ceases to amaze me with his knowledge, ideas, solutions and calm attitude on how to keep business so simple He is a larger than life character. Patient and very understanding especially when you need a problem solved. Tony goes that extra mile for each of his clients. A thoroughly humble character, who takes prides in all that he strives to achieve. If ever you need sales or marketing solutions expert especially in the digital arena then you need to call Tony. After all what do you have to lose, just so much to gain!

Tanya Lynch

Therapeutic Journaling Coach

How much does it cost?

We operate on an outcomes based pricing model. Engagements start at £1500 per month.

How long will it take to see results?

The majority of our clients see results within the first 90 days.

How much time do I need to commit to the process?

You'll start to see positive changes to your sales, marketing and HubSpot instance from just an hour a week

I'm not using HubSpot will this still work for me?

Of course! If you have the same problems with your sales, marketing and CRM instance, talk to us, we can help.

Closing the HubSpot Adoption Gap

Most HubSpot implementations fail. The No 1 reason for this failure is lack of adoption

Who do we help?

HubSpot is not working for you and your teams aren't using it

You’ve listened to the experts and and its still not working

Your team are on the case but are overwhelmed

Most businesses struggle to implement HubSpot for the same reasons

No Management Control System

Inconsistent Data

Teams in siloes

No process alignment

Lack of buy in

The 3 biggest problems this creates

Management don't use HubSpot to manage their teams

Your teams are get of alignment and work at cross purposes

Disconnected systems, processes and too much technology

Testimonials

What working with us means

Aligned teams and strategies

Data Driven Insights

Process Optimisation

Technological Enablement

Better Customer Experience

How we work

Phase 1: Strategy

Phase 2: Implementation

Phase 3: Optimisation

Phase 4: Acceleration

Four types of business we really know

Sport

Not For Profit

Technology

Media

Sign Up for HubSpot Adoption Gap Framework 5 Email Series

Sign Up for HubSpot Adoption Gap Framework 5 Email Series

What does an engagement look like?

Here is everything you can expect and everything that is included

Meeting cadence

Communication

How we track progress

Your own personal sidekick

What we believe

Tony Dowling

Mark Hullin

Richard Underwood