unified platform replaces disparate tools

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The Challenge

RPI Consultants provides ERP Implementation and optimization of Infor, Kofax, Hyland, and other enterprise technologies for clients in Healthcare, Higher Ed, and Manufacturing.  With 200 employees across the U.S., RPI sought to consolidate the tools their team used to support their client experience from prospect to client. 

Siloed Systems and Disconnected Data

RPI Consultants had already implemented HubSpot Marketing Hub to drive its marketing engine; however, it still used ACT! CRM and Cayzu for service and support. As a result, their customer experience and data were fractured across three different technologies. This resulted in a variety of challenges for RPI, but most significantly:

  • No unified view of companies and contact data, including engagements across their experience with RPI Consultants.
  • Multiple system management across shared resources between sales, marketing, and support (logging into and out of systems, importing and exporting data, resulting in inefficiencies, loss of time, and revenue leakage)
  • No unified language in handling customer data and attributes; each technology was implemented independently, resulting in different properties, attributes, and vocabulary to define clients, accounts, and relationships, making it challenging to sync up and tie off data across the organization.
The Challenge

“In our old CRM, our leadership didn’t have any visibility into how a deal was moving through different stages. For the first time ever, our leadership gets to see this and they’re thrilled.”

  • Logan Miller
  • Logan Miller Marketing Manager, RPI Consultants

The Solution

Consolidating Sales and Support with Marketing on the HubSpot CRM Platform

RPI was looking to sunset both Cayzu & Act! within 60 days of project kick-off. While time is always a factor in any implementation, Lake One had to balance speed against solution design. Lake One moved quickly to document requirements and designed a HubSpot CRM solution to replace and simplify RPI’s complicated sales, marketing, and support tech stack with one platform. 

1. Detailed Project Planning

Lake One began with discovery meetings with sales, marketing, and support stakeholders. Given the tight timeline, these meetings were designed to understand the current and future state and required minimum functionality at launch so we could prioritize. 

From the discovery, learnings were converted to documented requirements that aligned both Lake One and RPI on what needed to be done and were the basis for the project plan and roadmap of continued enhancements post-launch. 

2. Streamline Sales & Support Handoffs

RPI can now easily track and receive tickets using a newly launched customer portal. This portal allows clients to manage support needs with the ability to submit automated tickets. Implementing the client portal alleviated the need for manual ticket processing with clear intake processes, multiple pipelines to categorize, and workflows to escalate. RPI can now track the waiting time for clients from the submission of tickets and provide quicker, more concise customer service. 

3. Clean up messy, unformatted data from multiple systems

RPI’s legacy CRM and support systems relied on substantial manual involvement in data management, including lead and ticket handling routing. To streamline this Lake One:

  • Aligned Sales Pipelines: Made a streamlined sales pipeline that was universally understandable and worked in accordance with lead statuses across the team.
  • Cleaned Data with OpsHub: Reviewed existing data during migration cleansing and purging redundant and unnecessary data, including writing coded workflows to transform thousands of incoming records from Act! And Cayzu to match formatting in HubSpot.
  • Automated Lead Assignment and Routing: Built multiple workflows to manage lead routing and assignment by territory, manage lead status and ensure deal/data governance.
  • Automated Ticket Creation: Replaced a manual, RPI-driven ticket management process with automated ticket creation triggered by client engagement 
  • Ticket Segmentation: Replaced a complicated tagging system and manual process of organizing tickets by reading the entire message and discerning the meaning behind the request with clear intake processes, multiple pipelines to categorize, and escalating workflows.
  • Launched a Customer Portal: A customer portal for clients to manage ticket and support needs.
  • Reporting: 
    • Established line of sight into SLA adherence with clear dashboards and reports
    • Built executive dashboards to manage pipeline by service area (10) 
    • Built rep management dashboards to manage reporting across the sales team 

The Results

Unified customer view across teams improves performance

Thanks to the HubSpot CRM Platform, RPI Consultants now has a unified view across their customer lifecycle. Lake One’s partnership with RPI during this migration has shown:

  • Rapid Time to Value: operationalizing the entire support and CRM within 45 days.
  • Decreased tech spending:  reducing total systems from three to one and reducing costs associated with training, maintenance, and switching for their marketing, sales, and support teams. 
  • Improved Reporting: enabling every team level, from executive to rep, with actionable business insights across the customer lifecycle.
  • Decreased time handling sales and support issues: due to ticket and lead routing and pipeline automation across ticket and deal management.

Lake One was able to navigate us through two very important go-lives ahead of when our old systems were expiring. We were always given detailed explanations of Lake One’s best practices that helped us be better than we were before.”

  • Logan Miller
  • Logan Miller Marketing Manager, RPI Consultants

Impact and Ongoing

With the quick implementation timeline, Lake One and RPI are working towards ongoing enhancements across the entire HubSpot CRM Platform, including looking at a CMS implementation in 2023 to fully realize the benefits of a unified view of their customer across sales, marketing, and support.