In this case study, we explore Struto's collaboration with Live Group, a leading event management company. Faced with limitations in their existing CRM system, Live Group sought a more advanced and integrated solution to streamline their sales and marketing operations. Struto conducted a seamless migration to HubSpot, addressing Live Group's needs with a comprehensive implementation and a robust training plan.
Background
Live Group is a leading event management agency with over 50 years of expertise. With offices in the UK and APAC, they provide end-to-end event solutions, from production and delegate management to proprietary in-house digital tools. Live Group takes an objective-focused, data-driven approach to deliver high-impact, bespoke experiences tailored to their audience.
They have earned multiple industry awards for their innovative and forward-thinking approach to event management and have been the trusted partner of the UK government and global brands for many years.
Challenge
The project with Live Group came about through a referral from HubSpot. Live Group was using Access CRM (formerly SugarCRM) after having previously used Salesforce, which they found did not meet their business’s unique needs. Access CRM also lacked the necessary functionality and control over data that Live Group required.
They were experiencing limitations with their CRM system that hindered their ability to efficiently manage sales and marketing operations, seeking a more bespoke solution. They did a re-evaluation of several CRM options, including Salesforce, HubSpot, and Zoho, ultimately opting to go with HubSpot for its functionality and value offered.
Solution
Struto's plan of action involved migrating Live Group's data from Access CRM to HubSpot. The project was approached as a CRM implementation rather than an OBO (Objectives-Based Onboarding) because Live Group required a comprehensive and customised solution that involved extensive data migration, custom configurations and in-depth training.
The Struto team conducted buyer journey workshops to help map out how Live Group would use HubSpot for deal stages, lifecycle stages, and more. The implementation included configuration tasks such as reporting setup, property customisation, and record customisation. Struto also provided in-depth training for Live Group's marketing and sales teams, consisting of six sessions.
"Working with Struto I found their implementation team to be knowledgeable, helpful, direct and provided a very much needed guiding hand... Overall we were extremely pleased with the outcomes, the process to get to them and the final product."
- Stephen D. Pickett, Managing Director of Live Group.
Hurdles
Initially, the scope of work did not include automation, data migration, or quote customisation. These elements were later scoped out as their importance became more prominent as the project went along.
Another issue was the customisation of the quoting template. After presenting the custom-built quote template, Live Group was not satisfied with the quote-building process, which is a non-customisable feature in HubSpot, Struto then suggested using Deal Hub as a CPQ tool for more flexibility.
There were a few minor complexities in migrating data due to differences in how Access CRM and HubSpot handle objects and associations. However, Struto managed to solve this and successfully migrated the necessary data.
Results & Impact
The project took two months to implement. Struto delivered a successful migration and implementation of HubSpot, along with thorough training for the Live Group team. The immediate result was a seamless transition to HubSpot without any major issues. Live Group can now track all sales activity and perform comprehensive reporting from HubSpot.
"Migrating and optimising systems means creating a seamless experience that empowers businesses to reach their potential. We strive to provide innovative, scalable solutions that align with our clients' strategic goals and drive growth and efficiency."
- Ryan Waters, Solution Architect at Struto.
