Many companies new to HubSpot, or those looking to increase their ROI with the automation software, find the idea of an integration with their customer relationship management (CRM) system an appealing one. Not only does an integration help remove the need for manual lead assignment to a sales team, but it brings closed loop marketing to the forefront of savvy marketers looking to prove campaign success.
However, the idea of an integration can often be overwhelming with the worry of moving around data from one software environment to another. It's important to first communicate internally about the vision for how HubSpot and your CRM will work together. To get the conversation started, we've compiled six questions to discuss between your marketing and sales teams before beginning the integration process.
The integration between your CRM and HubSpot portal can help you achieve a variety of goals. It helps to plan your quarterly, yearly and 5-year goals before you begin your integration. Defining your goals helps you determine why you’re moving forward with a HubSpot CRM integration. Answers may include:
Data quality is a crucial aspect for ensuring your CRM integration proceeds smoothly. Duplicate records can cause major hassles, so you want to ensure you identify any duplicate records to determine why they exist. Questions to ask are:
Your job here is twofold. You first want to merge any accidental duplicate records so you begin the integration with cleaned-up set of records. Your second task is to implement a duplicate detection policy to avoid complications once you’re connected to HubSpot.
Before you move forward with the HubSpot CRM integration, you want to ensure everyone involved is aware of and supportive of the plan. Questions to ask include:
The last question focuses on resources from your marketing, sales and IT departments, as you don’t want to come up short or scrambling with any of the above.
HubSpot inbound marketing tools are exceptional for helping you convert visitors into leads. To make a smooth transition, you want to review how your current lead generation strategy functions. Questions to ask include:
If you’re having trouble answering any of the above questions, it may be time to implement processes that fill in the blanks. This would also be a good time to revisit your definitions of qualified leads, detailing what makes a marketing qualified lead and what makes a sales qualified lead.
Just as it’s tough to reach your goals if you’re unclear about what they are, it’s even tougher to gauge your success if you don’t have a way to measure it. Before you move forward with the HubSpot CRM integration, ask yourself:
Keep in mind that HubSpot offers an array of analytics you may want to incorporate into your success measurements.
Now you’re down to the nitty-gritty, determining what data you want to pass between your CRM and HubSpot. Choices in HubSpot include standard property fields, such as First Name, Last Name, and Email Address. You can also create up to 1,000 custom property fields to suit specific, out-of-the-ordinary needs. Questions to ask:
Once you’ve thoroughly reviewed and answered the above questions, your company will be better prepared to move forward with your HubSpot CRM integration. You’ll have a solid idea of everything from your objectives to your measurements for success, along with a platform to help you achieve it. For more help with integrating your CRM with HubSpot, contact Lynton today.