Thompson Tractor Case Snippet - RevOps Case Study

Background

A multibillion-dollar CAT dealer faced significant challenges with their customer relationship management (CRM) system. The dealer was using an outdated and on-premise system based on Microsoft Dynamics AX 2012, which severely limited online integrations  with contemporary marketing technology. This setup restricted the marketing team's access to essential CRM data, crucial for effective digital marketing strategies.

The Challenge

The key challenge was the legacy CRM system’s inability to seamlessly integrate with modern marketing automation tools such as Hubspot. The static nature of Microsoft Dynamics AX 2012 prevented the marketing team from fully leveraging customer and prospect data, crucial for targeted marketing campaigns. This called for a strategic overhaul to migrate their CRM and modernize their marketing technology stack to align them with their evolving marketing requirements.

Key Actions

FitzMartin undertook the significant task of migrating the CAT dealer’s CRM system to HubSpot. This transition involved intricate database mapping as well as the buildout and structuring of hundreds of thousands of field data. Key components of the solution included:

1. Data Transfer and Integration: Moving a 65K contact database from an on-premise Microsoft Dynamics 365 CRM to HubSpot.
2. Enhanced Marketing Team Access: Facilitating better utilization of CRM data by the marketing team for digital marketing initiatives.
3. Strategic Hubspot CRM Development: Transitioning to HubSpot as their primary CRM  and integrating it with marketing automation software to support automated workflows and various departmental needs.

The Outcome & Benefits

Highlights and Lessons:

1. Efficient Data Organization: Prior to FitzMartin’s involvement, the client's database lacked effective segmentation. Our team restructured the database for optimized efficiency and clearer departmental ownership.
2. Integration Using Integromat: The project utilized Integromat, a sophisticated integration technology, to connect the static CRM database with HubSpot’s dynamic marketing automation platform.
3. Comprehensive CRM Mapping: The methodology allowed for the mapping of CRM data to multiple entities, such as contacts, companies and deals, a feature previously unavailable.

Strategic Fit for the Client:

This solution was an ideal strategic fit for the CAT dealer. It provided the means to access and action data from a previously static database through HubSpot. The newly implemented CRM system was designed to enhance efficiency, reduce the impact of employee turnover and facilitate real-time access to accurate information.

Client Enrichment:

The project significantly advanced the client’s marketing capabilities. Incorporating a dynamic CRM and marketing automation platform into their tech stack led to a revolutionary change in their marketing approach. Key enhancements included:

1. Advanced Marketing Automation Tools: Incorporation of functionalities such as marketing automation, user tracking, revenue tracking, opportunity tracking and discrete email capabilities.
2. Improved Data Visibility Across Departments: Enhanced ability to discern departmental ownership of data, an aspect previously lacking.