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HubSpot Consultancy
for Culture AI

Diamond badge colour

Transforming the Sales, Marketing and Customer Service operations with a complete re-build of Culture AI's HubSpot portal.

Culture AI

The challenge

Culture AI is a human risk management platform. It lets companies identify workplace security risks, educate employees at the point of risk, and automate fixes.

Culture AI use HubSpot across marketing, sales, service and operations. Due to excessive custom properties,  siloed information across departments and an inconsistent use of HubSpot, Culture AI had a major lack of trust with the data in HubSpot.

It was outdated, inaccurate and unreliable. As a result they were unable to confidently rely on this data, further impacting their willingness and desire to use HubSpot.

How we helped

Optimising HubSpot for Seamless Use

Transforming the Sales, Marketing & Service Teams

  • 1

    Workshop

    The first step was holding a discovery session to understand why HubSpot wasn't working, and the team's wish lists for what they'd like to be able to do.

  • 2

    Audit

    Following the workshop, we then ran a portal audit to determine the reality of how HubSpot was being used, and opportunities for improvement.

  • 3

    Sales

    Unpicking why the sales team had reverted to working outside of HubSpot, making the required changes, and then convincing them that HubSpot can work for them when setup correctly.

  • 4

    Service

    Once we'd fixed the core sales issues, we then turned our attention to the Service team, who had also reverted to legacy software due to HubSpot not being setup for them to thrive.

  • 5

    Marketing

    The key challenge for Marketing was to ensure thorough revenue attribution was built out from their activity. We redefined some of the processes that then allowed the attribution modelling to be built and refined.

How we helped

The solution

As an initial step we completed an audit of Culture AI’s HubSpot portal. This allowed us to identify the key areas for improvement and get a more in-depth understanding of what was causing the issues that Culture AI were facing. In tandem, we collected further requirements from the team to understand what great looked like to them. Based on these inputs we created a detailed implementation plan which addressed clean-up, building out new processes, reporting and training. 

Some of they key areas of focus for this project were to:

  • Clean up the deal pipelines
  • Migrate Customer Successes processes into HubSpot
  • Enable the Customer Support team to manage customer enquiries in a timely manner
  • Provide marketing with the ability to track deal attribution

Case studies

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