Audience Experience Platform Migrates from Salesforce and Gainsight to HubSpot
Tagboard was leveraging Marketing HUB prior to this project, so they now leverage the entire HubSpot Customer Platform.
INTRODUCTION A software re-platforming and consolidation strategy with HubSpot.
Tagboard is an Emmy-nominated audience experience platform designed to help storytellers in sports, news, and entertainment produce the most engaging content in the world with a fraction of the resources required by traditional graphics systems.
The Tagboard staff was considering a fresh start with their software stack, as the cost were high and visibility was low. While many of the functions available within their host of software solutions wasn't being used, they were considering a major consolidation effort by investing further in HubSpot.
The existing software stack included HubSpot Marketing Enterprise, Salesforce Sales Cloud, Gainsight, Intercom, Segment, Snowflake, Maxio, RevOps, and QuotaPath. Through assessment, Instrumental Group and Tagboard identified a solution that would consolidate, integrate, and streamline the organization's operations.
CHALLENGE Solutions architecture to consolidate technology.
Tagboard's entire business model operated on the back of their software technology stack. They had invested in the best software money could buy over the years but were looking for opportunities to streamline and consolidate.
- Rearchitect their technology stack without losing critical functions
- Migrate deep sales history, data, and CRM structure from Salesforce
- Migrate the customer service team from Gainsight and Intercom, preserving history and complex capabilities
- Integrate with Segment CDP to ensure critical data fed into HubSpot from Snowflake
- Integrate other functions from Maxio, RevOps, and QuotaPath
- Remain compliant to their international client base
SOLUTION Complete system design, integration, and migration into HubSpot.
The implementation project was set to be completed over a five-phase timeline and both teams would share execution responsibilities:
- Phase 1: Solutions Architecture
- Phase 2: Configuration
- Phase 3: Migration
- Phase 4: Integration
- Phase 5: Training
- Phase 6: Optimization
Intelligent System Design
Instrumental Group led the Tagboard team through a discovery and design process that has helped their clients succeed for over a decade. The process of meeting with key stakeholders to design the ideal state for their complex technology stack would ensure critical functions were met and data moved successfully between platforms.
- System Assessment: technical setup, database, funnel, pipeline, reporting, workflows, qualification parameters, campaigns, templates, forms.
- Discovery: Audit review, KPI identification, collaboration, ideation and iteration to discover and documentation of the ideal process flow and functionality.
- User Story Development:
Identified critical players and user roles with clear results for each.User types, user stories, and the prioritization were documented.
- Functional Requirements: Generated from user stories, the functional requirements list system functions required to complete the project.
- Systems Architecture Map:
Provides a visual diagram that illustrates how the system will function and progress with automation. Swim lanes were used to map out activity and triggers throughout the customer journey.
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The architecture map deals the entire tech stack and complete process for serving communication needs for relationships.
Configuring HubSpot
With the completed design phase we were ready to move into configuration. This phase was about leveraging the native capabilities of the HubSpot CRM Platform along with the included Hubs. Codeless setup of the environment to meet the specific needs of Tagboard's team.
- CRM Development: We configured the CRM with pipelines, custom properties, record layouts, lead routing, automation workflows and custom views.
- Sales Enablement: We helped the sales team get up and running by implementing sales sequences, email templates, loading sales documents, and setting up meetings.
- Service Implementation: We configured the help desk, ticketing pipeline with automation, knowledgebase, conversations, a service bot, shared inbox, and a customer survey.
- GDPR Configuration: We configured HubSpot with the ability to track and organize the necessary elements for GDPR compliance with instructions on how to permanently delete EU contacts.
- Reporting Dashboards: We configured two master reporting dashboards with report modules that dynamically pulled in target KPI data for goal performance visibility.
Migrating Salesforce and Gainsight
Consolidation projects like this require thoughtful migration planning. They also require flexibility, and an understanding that the objective is to improve, not replicate. HubSpot's ability to streamline operations across multiple teams inside a centralized, unified code base was extremely attractive to Tagboard. For the teams to successful we had to complete a multi-software migration.
Salesforce Migration
This was the most critical step of the project and where we used our secret weapon. Our Salesforce data migration software was built specifically to move large, complex data and history out of Salesforce. The app empowered our service team to move at record pace to migrate both hard and soft data out of Salesforce in just a couple weeks.
- Field & Object Mapping: We started with an audit of the SFDC environment to map out all of the required standard and custom objects for migration. With the mapping for reference, we then configured HubSpot to match, ensuring the ability to migrate successfully.
- Data Migration: We leveraged our Salesforce to HubSpot Data Migration App (Migratr) to migrate all earmarked hard and soft data into HubSpot. It took only a couple of hours to configure and connect it; then, the app did the rest. Our product team built the app to seamlessly extract all earmarked data and port it into the proper fields while maintaining data associations between objects. The entities we were able to migrate included:
- Record Data: all leads, contacts, company, and opportunity records
- Engagement Data: all notes, meetings, calls, tasks, emails, and attachments
- Validation and Testing: We reviewed the migrated data together, ensuring accuracy. Everything checked out, the data was successfully moved into HubSpot in the proper objects and fields.
- Delta migration for net new data: To finish the migration we ran the application just before the team began working HubSpot. This final delta migration picked up all net new data and moved it into HubSpot.
Gainsight Migration
Recreating the powerful reporting the team had available in Gainsight was one of our most technical project challenges. We implemented custom code that counts the number of emails, calls, and meetings that Tagboard sent to and received from their clients and counts it by 30 days, 45 days, and 60 days. The image below shows the entirety of the data available on a variety of timeframes:
Integrating Segment, Maxio, RevOps, and QuotaPath
As configuration and migration elements came together we worked to ensure all other critical software solutions in Tagboard's environment were successfully integrated with HubSpot. This was a team effort, with Tagboard's participation configuring native integrations alongside our team.
- RevOps CPQ: Tagboard's Program Manager completed the native integration.
- QuotaPath Commission Tracking: Tagboard's Program Manager completed the native integration.
- Maxio Financial Operations: Instrumental Group's Sr. Data Manager completed the native integration.
- Segment CDP: Instrumental Group's Sr. Data Manager leveraged Segment's Destination Catalogue to complete the integration to translate events data into HubSpot.
Once the integrations were activated, HubSpot was super-charged with insights and capabilities with CPQ all the way through tracking and payment of rep commissions, integrated financial operations, and deep industry event data from their CDP. A truly impressive capability set when integrated with HubSpot's unmatched capabilities for sales, service, automation, and relationship management.
Training the team for effective activation
Change Management: Training starts with Change Management. As certified Master Trainers, Instrumental Group offers a Change Management methodology called ADKAR. A customized training curriculum was developed to build awareness, create desire, develop knowledge, foster ability, and reinforce change and adoption.
Software Training: An onboarding requirement for HubSpot, we included a series of software orientation calls to ensure team members were aware of the complete capabilities of the different Hubs.
System Tours: We started the rollout with a series of trainings with admins, tech team, and primary stakeholders from each team. As the keepers of the system, it was important for this group to understand every inch of HubSpot to ensure we were truly ready for the larger team rollout.
Role-Based Training: Our next step was to host two follow-up training sessions with the sales team to answer questions and provide support. Each session included preparation assignments, including content to cover, resources, and desired impact. Aligning team training based on priorities and feedback is key to successful adoption, which is why we customize training sessions for impact.
Documentation: We were also careful to document the entire system and standard operating procedures (SOP). We created a library of training resources for refreshers, future reference, and new employee onboarding. All documentation and training videos were labeled and filed inside their HubSpot file manager for fast reference.
EXTENDED SUPPORT Optimization for successful adoption
As the Tagboard team began leveraging HubSpot's Customer Platform Instrumental Group moved into a support role. The 3-month optimization plan was built to maintain system integrity through proactive administration and flexible support for users and they activated for value.