Culture AI
The challenge
Culture AI, a human risk management platform, helps companies spot workplace security risks, educate employees at the point of risk and automate fixes.
They’ve been using HubSpot across marketing, sales, service and operations for years. But with too many custom properties, conflicting information across departments and inconsistent use, Culture AI struggled to trust their HubSpot data.
It was outdated, inaccurate and unreliable - so much so that teams hesitated to rely on HubSpot at all.
That’s when they came to us.
How we helped
Optimising HubSpot for Seamless Use
Transforming the Sales, Marketing & Service Teams
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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.
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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.
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3
Sales
Having identified why the team had stopped using the system, we fixed the issues and showed them that with the right setup, HubSpot could work for them.
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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.
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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
We started with a full audit of Culture AI’s HubSpot portal to find the root cause of their problems. This allowed us to identify inefficiencies, data inconsistencies and areas for improvement. At the same time, we worked closely with their team to understand what success looked like from their perspective.
Based on the information, we built a detailed implementation plan covering clean-up, process improvements, reporting and training.
Key focus areas included:
- Streamlining deal pipelines for better sales efficiency
- Migrating customer success processes into HubSpot
- Equipping the customer service support team to manage enquiries more effectively
- Giving marketing the tools to track deal attribution accurately
What are you waiting for?
Get in touch.
