Learn more about Struto's partnership with Oakley Food Projects to streamline their operational efficiency and customer experience. The collaboration meant embarking on a transformative journey to upgrade their sales and marketing capabilities through strategic HubSpot Sales Hub and Marketing Hub implementation.
Background
Oakley Food Projects is a family-owned business established in 2012, specialising in the design, construction, and fit-out of factory and cold storage facilities for food, drink, and pharmaceutical manufacturers across the UK.
Operating from their head office in Wokingham, they offer a comprehensive turnkey solution that encompasses every aspect of a project - from initial scoping and design through to final handover - allowing business owners to focus on their core operations without the stress and distraction of managing expansion projects.
Challenge
Oakley Food Projects came to Struto to standardise customer experience across their project process and address pain points within their sales process. They wanted to integrate checkpoints for discussions on budgets for design and fit-out, enhance transparency in sales activities, and automate manual tasks previously managed through spreadsheets.
Additionally, they sought to improve their reporting and forecasting that was hindered by a cumbersome legacy CRM.
Oakley Food Projects objectives included:
- Streamline internal sales processes with precise information capture.
- Leverage HubSpot automation to eliminate manual processes and improve data transparency.
- Optimise marketing journeys (these were previously tracked manually).
- Improve data insight, reporting and forecasting.
Solution
Struto presented a comprehensive solution involving platform consulting, SuperOffice CRM to HubSpot data migration, HubSpot Sales Hub and Marketing Hub Enterprise CRM implementation, and tailored staff training.
Key actions included:
Data Migration:
Successfully transferring crucial data from SuperOffice to HubSpot’s CRM, ensuring a secure and seamless data migration within Oakley’s environment.
Platform Consulting and Buyer Journeys:
Struto conducted thorough consultations to refine Oakley’s buyer journey processes; within the attract, engage, close, and delight phases. This led to a customised HubSpot configuration tailored to these phases.
CRM Implementation:
Customisation of HubSpot to suit Oakley’s precise needs, including the configuration of lifecycle stages, deal stages, and critical checkpoints within the sales process. This also involved setting up Aircall integration for seamless telephony communication.
Training and Support:
Delivering focused training sessions to ensure optimal use of new systems, covering everything from user permissions to advanced reporting features.
“Struto helped us move from SuperOffice to HubSpot, great company to work with from start to finish, understood our business and how we worked and helped us to improve and streamline our processes, highly recommend!”
- Vern Lyon, Director at Oakley Food Projects
Hurdles
Throughout implementation, some initial challenges were encountered but to be expected, such as adapting to a brand new CRM system as well as adjusting their sales process to align with the enhanced functionality that HubSpot provided. In particular, the introduction of a pre-sales pipeline marked a significant shift, necessitating changes in tracking and management strategies for pre-qualifying leads.
Additionally, technical limitations within HubSpot goals required bespoke solutions to align with Oakley’s standards.
“I very much enjoyed working with the Oakley Food Projects team. I am delighted that we have been able to deliver a HubSpot configuration customised to their needs. By streamlining their sales processes and optimising their marketing activities, the team are now empowered to deliver a more seamless client experience.”
- Sacha Holmes, HubSpot CRM Implementation Specialist at Struto
Results
The implementation project, spanning a duration of three months, brought about significant advancements for Oakley Food Projects:
Sales Process Consistency:
By leveraging HubSpot's Playbooks, Oakley are now able to standardise their sales approach, ensuring that all team members follow best practices in capturing critical information at the right time. This consistency helped eliminate previous process discrepancies, resulting in a more seamless client experience.
Operational Streamlining:
The automation of previously manual tasks, such as lead follow-ups and tracking, was a game-changer for Oakley. These processes were automated within HubSpot, allowing the sales team to focus more on active selling rather than administrative tasks. This shift not only improved efficiency but also empowered the team to engage with prospects more effectively.
Enhanced Visibility and Tracking:
With the set-up of customised dashboards and comprehensive reporting tools, Oakley achieved a new level of clarity over both sales activities and pipeline performance. The enhanced visibility allows for more accurate sales forecasting and a better understanding of which marketing channels are most effective.
Optimised Marketing Efforts:
Oakley's marketing team gained the ability to track campaign performance meticulously, using data-driven insights to refine and optimise strategies. These insights are essential in identifying successful marketing tactics and areas that require improvement, ultimately driving more effective marketing investments.
Systems Migration:
The transition from SuperOffice to HubSpot’s CRM resulted in a more cohesive ecosystem where contacts and companies were seamlessly associated with leads and deals. This migration improved overall data visibility and transparency, providing the team with immediate access to essential information to enhance executive decision-making capabilities.
This strategic overhaul not only addressed existing pain points but also paved the way for ongoing improvements in customer engagement and internal efficiencies.
Impact
Post-implementation, Oakley Food Projects has seen improved data connectivity across contacts, companies and deals, enhancing transparency and decision-making. They now leverage workflow automations and gain more significant insights into their sales pipeline activity, which signifies a crucial shift towards operational excellence.
Future Scope
Looking forward, the focus is to further refine customer feedback mechanisms using Service Hub and expanding automation to better capture and respond to client needs.
Technologies used
HubSpot: Marketing Hub Enterprise, Sales Hub Enterprise
Integrated software: Aircall
