Due to their large global presence, the client’s Sales and Marketing departments eventually became very disconnected, and their marketing campaigns and sales outreach were inconsistent. Marketing uses HubSpot as its primary digital marketing platform for running email and web campaigns. The Sales department utilizes the Salesforce CRM system for pipeline management.
Because these two key platforms, HubSpot and Salesforce, were not talking to each other, multiple challenges existed for both departments. Marketing collected and nurtured great leads, but there was no easy way to pass them along to Sales. The marketing leads are manually passed to Sales via emails and spreadsheets.