Parts Supply Worldwide B.V. is a solution provider for cranes and heavy-duty equipment, offering crane parts and excellent on-site and off-site crane repair services. The company wanted to embrace the inbound methodology to further support their international expansion. In order to be fully customer centric, they needed their back office team to be fully aligned with the front office sales people, the service team and the marketing team.
But to do that, they needed to build bridges between the different systems used by those teams. While the back office is running on SAP Business One (or SAP B1), the Sales, Marketing and Service teams are managing their activities with HubSpot.
To achieve this, they turned to Elixir Solutions in 2018, and we made it happen. Here is how.
Managing the client-facing activities, with the best of both tools
In order to run their commercial activities, the marketing, sales and service departments had to use the best of both tools. That's why, the integration took into account the follow ing points:
- making sure that the commercial team has a 360 view on customer in HubSpot;
- being able to manage the quotes, which require more power, in SAP and making them available in HubSpot.
For that, here are the steps implemented:
1. Getting the account data in HubSpot
To begin with, both the back and front offices need to have accurate data on the companies. That means getting the accounts from SAP B1 into HubSpot. The challenge here was that Parts Supply has different types of customers, that are very clearly separated in SAP, and that needed to be indicated to the commercial team.
That's why the solution includes to show it by simple attributes on the companies in HubSpot.
2. Working on the same contacts, starting with marketing
Another important point for the commercial departments are the leads, prospects and customers. In the SAP B1 and HubSpot integration, this was taken into account : the contacts coming from SAP are synced with HubSpot, and the contacts created in HubSpot are sent to SAP, with a mention of them coming from HubSpot.
3. Handling the sales process in both HubSpot and SAP B1
The sales teams are managing the begin sales processes in HubSpot : they contact and keep track of the interactions with the prospects in the CRM. They create the deals in HubSpot. In order to find back the level of classification of the deals in HubSpot, the attributes from SAP are also converted.
When it comes to sending a quote to the contact, they switch to SAP. Why? Because they need more power and precision to create it. As all of the information on the deal is in SAP, as well as the detailed products, it makes it possible.
Once the Quote is created in SAP, it is sent back to HubSpot, linked to the deal. This way the information stays available to the sales reps in their day-to-day activities.
Managing sold and installed machines on the customer premises in HubSpot
Parts Supply keeps track of the machines that sold and installed at the customers. This information was already in SAP Business One. But in order to enable the marketing, sales and service teams to use this information to tailor their interactions with the contacts, this has to be available in HubSpot. Thanks to Elixir Solutions’ Asset Maintenance HubSpot add-on, the sales and marketing teams have now more visibility on the installed machines data. This enables them to create opportunities to connect with their customers.
How does it help customer-facing teams in their everyday job?
- Marketing is able to launch campaigns on the basis of what the customers already have and on the possible maintenance of those machines.
- Sales reps can view quickly, when they visit a customer, which machines are already installed. They can check on those and find opportunities to up sell and cross sell.
- The Service team, when a ticket rises, can quickly check what the customer has as machine and for how long and give a more effective follow up.
A complete project building bridges between the back and front offices
With Parts Supply, we did a project that empowered both the back office and the sales and marketing teams to do their jobs in the best way. Being aware of what is happening on the back and what is available for the customers is crucial for the commercial departments. They needed to do that in the best suited tool to manage their activities : HubSpot. And that's what we did.
In the case of Parts Supply that sells important material to the building industry, having a view of the installed base of their customers is also crucial for the marketing and sales team to do their job. With the Add-on that we built, that was possible!
Download the pdf version of the customer case here: