Hubspot Sales Hub Enterprise - The Ultimate Guide to Implementation

The way your CRM system can continue to grow with you as you expand your business is by choosing the right CRM to begin with. One thing you need to consider is the financial cost as you continue to acquire employees. Per user fees seem cheap at the beginning, but what ends up happening is they escalate as you grow. What you should be looking for is enterprise grade systems that have a feature set price and then a low price per added user. One thing I love about HubSpot is, is you can have unlimited users and you just pay for sales seats or service seats, but you could have a hundred administrative seats. So it makes it a lot more affordable in the long run to go with something like that. As far as functionality goes, when you're looking at your CRM you will slowly start to add more properties, custom fields, data points, reports and calculations as the company grows. Which means you can start to see the screens to get way congested. And so what we're looking for is a way to say when this is the user type, so they're a production manager, or they're a sales manager, or they're an accountant, they will only see the information that they need to see for their role. What I love about HubSpot is it has this feature for record customization. So based on the user type or team that they're assigned to, they only see the data they need to see. Now, based on their security permission sets, they can always expand their view and add more properties as they need to, but you can set that view type based on the person that they are. And the other great thing is as you continue to hire new people, new users will come in and based on the role or team that they're assigned to, they'll automatically see it. So the onboarding and training period is a lot shorter because you don't have to go and say, oh yeah, you need to add that thing to your view, you don't have to do that. So look for a CRM system that will have a feature set price and then a per user price that's small as the company grows in its size. And then look for something has the ability to do record customization or view customization so that the view doesn't get congested with all these extra data points and calculations and information that you're going to start to collect as the company grows more complex. What's great about HubSpot is there's multiple hubs that you'll be looking at that'll have different feature sets. And because you have different feature sets, you can custom build yourself a bundle and we can help you guide yourself through this pricing so that you can say, okay, well we only need these features and we want these features for sales, but we only want this for service and we'll need this for our cms. And because you can get this custom pricing based on feature sets, now this is your cost. And then as you start to add more users, it doesn't start to get crazy. The other thing that we really love about the ability to customize records, another common way that people are looking to have their CRM scale and grow with them is to be able to quickly assign certain permission sets and teams. So by creating certain user types and teams with their own set presets, we can actually start to customize what people see in all the different places that they're going to go looking in the CRM. So we can see that there's a center screen that they can customize the right hand, left hand side as well as the overview tab. So if we want to say they can only see certain parts of the screen, everybody has a different team that they're on and then based on which team they're on, they can only see certain properties that we hand pick. So we can say these are the things that they need to see if they're on this team and because they're on the customer success team, but if they're accountants, well then they're going to see something different. They're going to see different properties because they're going to want to see different things that only matter to them in their particular user role. What this means is they're going to have a much simpler view inside their CRM as you start to collect more data points and more calculations and more points of reference that allow you to get better reporting on your deals. The reason we love HubSpot is because it integrates so well with so many different softwares. HubSpot's a very modern data infrastructure, meaning that it was developed more recently than some of the other cloud based softwares that have kind of been rebuilt and packaged and duct taped together over the course of years. HubSpot's so modern, so everybody easily integrates with it. Now there's three different types of integrations you need to know about. One is going to be the one click easy integrations from the HubSpot app marketplace. Now, you don't get a lot of control over how these things integrate most of the often because they're really just designed based on the standard HubSpot features. So things like Custom objects or custom properties aren't going to be taken into account. The next step of integrating is going to be things like integration platforms like Trey or Zapier. Trey and Zapier allow you to custom set up workflow actions. Now what you need to know is that you're going to have four things you need to check. What is the trigger? The enrollment criteria to start the automation. Then you're going to need to know what conditions are there to that workflow being enrolled. Then what information needs to be searched and collected to be carried forward. And finally, what are the actions to be taken? So it takes a little bit more money and a little bit more thinking to make sure those integrations are set up properly. Third and final type of integration is something with an API, so an application programming interface. So it's basically what allows coders to build a very custom automatic integration. Now, now this is the most powerful, but again it depends on budget and your needs. Now what you also want to consider is just because you can doesn't mean you should. Not everything should be automated. Sometimes you want to add healthy friction to your process to make sure that people are doing the right things to attract, engage and delight your customers. At the same time, you don't want to create errors and lack of compliance because you're choosing to make people do the same boring tasks. Our mission is to make work more rewarding through engineering better customer experiences. We know that you as the owner of the company will get what you want if we do that. So how do we make the work experience more enjoyable? And how do we also make it so that the customers have a better experience in dealing with your business? That's the lens that we should look at when doing integrations. Every CRM is going to say that they can integrate and automate, but it's the elegance and the sophistication in which they're able to do it that makes the difference. The first integration that you're going to be looking at is the HubSpot app marketplace. In here there's over a thousand different integrations that are pre built and ready to go for many of your favorite apps. And there's actually new apps being added almost daily. In fact, RBP has their own app in the App Store which which is built to make Sumoquo integrate with HubSpot in a way better than any other CRM. Now that required custom code, which is level three. Now you can always use something that's a lot simpler, such as Zapier for level two, which is where we custom Build an integration or an automation based on your enrollment criteria, which is a new deal property change in HubSpot. But then you have conditions such as only continue if these sub certain specific conditions exist. Finally you need to search and collect data to be transformed and made better. So in this case collecting address line one to the city, the state and the zip code and then formatting that into something that's going to populate a Google Maps address as well as changing certain times. So you can then carry that forward and take actions such as adding a project in Companycam and then going back to HubSpot and putting the shareable link and back into HubSpot. So the third level of course is when you build a custom API integration. Those will typically appear over here in the form of CRM cards such as this arrivee or our sumoqo integration which we custom built to make it so it passes through all the information about the sumoquote live. And as you sell a deal it's also going to pass through all the line items and the quantities and the total amounts for every single thing that was sold on a Sumo quote. The important thing to consider is budget and needs. And just because you can automate something doesn't mean you should. Training resources made available to you when migrating to a HubSpot CRM are vast. The greatest thing about HubSpot is that first of all they have the biggest and most expansive knowledge base on the Internet. They're the best when it comes to their CRM knowledge base. You can pretty much search anything in Google and add the word HubSpot at the end and it's good. Have a quick how to on how to use the basic though not simple and extremely complex and expansive, but the all the standard functionality in HubSpot. The next level up from that is HubSpot Academy. You could basically get the equivalent of a university degree in sales and marketing, website design, graphic design, pretty much anything that you could do with HubSpot you can get university level education side HubSpot Academy. In fact they have over 30 certifications that people are paying 80 to $160,000 for. So you could actually someone through HubSpot Academy to become your marketing coordinator in house. Then the next level up from that is you have HubSpot chat where you can talk to actual people who really know what they're doing, who will go into your HubSpot account and help you work through anything from adding a simple contact all the way up to diagnosing a workflow or a marketing email. Now the real Success comes from working with a vendor such as RBP to implement your sumo quote. We will actually come out with fly to your business on site and work with your people. Truthfully, we're a change management company that happens to build hubspots. We understand the emotional rollercoaster that your team's going to go through as they change their CRMs. We understand that they've gone through change before and we like to position this as not another change in your business, which they're probably used to, but the end of change in your business. This is a long term plan and a big consideration for your business. So having a vendor who understands your industry, your challenges, your people, your process, who will work with you to design the system and then fly to your business and teach you people how to use it, is going to be one of the keys to getting 90% adoption of the software. At RBP, we like to say that the tool doesn't matter as much as the process in which the tool is used. And the process doesn't matter as getting adoption if the people don't do it, the rest doesn't matter. Now the next level up from that is RevOps support. Your business is going to continue to grow at a rapid pace once you take the parking brake off of your people and give them a tool that empowers them to be more successful at their job. So as the revenue continues to grow, your CRM's needs are going to change. And so through our RevOps program, we offer the best compliment to a company that's wanting to grow aggressively, which includes three 30 minute sessions every week where we break down the silos between sales and production, sales and marketing, production and admin, so that we can make it so that anybody who's part of the chain of custody of that customer journey is going to understand the breaking points and the silos of data and misunderstandings, get them together and think how can we make the CRM better 1% better this week? And we also attend up to a one hour level 10 meeting similar to something you're going to see in traction. Now what we do in there is we actually work with you through your issues that you identify the root causes, discuss possible solutions, finalize a solution and walk away the to do list. And we walk away the to do list to make the system better. Create a change log of when your system changed so we can diagnose errors in the future, as well as provide you with a training video of the change we made so that we can support you through your growth. One of the things we love about working with HubSpot is the fact that they have so much training available to our users. So the first thing is when we look at the knowledge base, you basically search anything with the word HubSpot at the end and then you're going to get everything you need to know in these easy to use help articles that will show you how to do everything that you might want to do. So if I say how to add a contact HubSpot, well, you're going to find the knowledge base is usually the first search result and you can easily see and follow along for all the standard functionality. Now, in a second, I want to show you about chat, because that's probably one of the other really cool features is the ability to quickly and easily get someone to help you out. So let's just go to Contact Support and say, go into chat and we're just going to write a quick little message says, hey, and now the people who respond to this are talented and actually know what they're doing and they're gonna be able to help you. But before you go there, you might want to take some HubSpot Academy courses. In fact, there is so much in here that you could actually get the equivalent of a university degree in marketing, sales, email marketing, how to do your reporting and analytics, website design, everything you could possibly need to be successful. In HubSpot, you can get the equivalent of a degree. In fact, there are people being recruited based on HubSpot certificates alone. If you have a lot of HubSpot certifications, you can go and get all this and then you can end up getting a great job. So putting your people in here could actually help them just get competent with the tool and become better. But look at how fast we have somebody coming to help with chat. We can just say, I need help with sequences and someone's gonna be able to come in here and help right away and actually get to talk to a real human who will be able to help us. Now, you might want something that's very specific to your business. So in that case, working with a vendor such as rbp, you can send us in tickets. Now, our customers send us in these tickets through our knowledge base, where if they want to do something like a workflow, well, when they search this, it'll give them a template for how to send us a ticket and answer the right questions so they know exactly what it is that we're going to need to make it. So we can build this on the first or second try and then those tickets come into our HubSpot in our service hub and we have closed over 1,086 tickets this year. And, and when we look at the feedback, we have nothing but constant high scores from people saying that it was easy to work with us. And what that means is that they're getting the improvements that they need to their system when they need it. And they can track the status of their tickets in our customer portal so they can see what ticket was sent as well as any communication that they've had with our team about this particular ticket. Now, if you're wanting to get help on some standard functionality, you can see that Sean here has now joined the chat and we're able to engage with him and he will be helpful and actually understand. He'll even go into your system and work with you on the thing that you're working on now. You might be wondering, how can the CRM be customized to your specific needs? This is one of the bigger risk factors when looking at a CRM because you will not go to a website or, or talk to a CRM sales guy who won't tell you that their CRM isn't completely customizable. Everybody's going to tell you that. It's not about whether it's customizable. It's the degree to which it's customizable, how many features they allow you to modify, and the elegance in which it's customized. You're going to need a lot of different user experience and user interface customizations that are going to allow you to give your employees a great experience working with the software. Again, the tool doesn't matter as much as the process, and the process doesn't matter as much as getting the adoption of the tool. Now you're going to be looking for things like calculated properties, but in addition to calculated properties, you're going to be looking for cross object reporting and cross object manipulation of data. Now, what does all that mean? It means something like if you have multiple deals or multiple tickets or a deal that's related to multiple service instances. Well, if you have costs associated with three different tickets, can those costs be summed up and totaled back to the deal? Another important consideration to think about is what are you hoping for your CRM to do? There's a lot of products out there on the market, specifically industry niche products that will try and do a 6 out of 10 job at being an inventory management system, a fixed asset management tool, a field service management tool, an accounting program, an erp, an inventory manager. So many things it's trying to do in addition to being a great sales tool or a great marketing automation platform. So you need to consider, what do you want your CRM to do and should it be doing the job that you want it to do? Quite often, because your accounting program is insufficient for your needs, you end up looking for your CRM to somehow be better at accounting than your accounting software. The real question might be, are you looking for a CRM and an upgrade to your accounting software, or do you need more training in your accounting system so you can get what you need from your accounting software? Because one of the biggest mistakes I see is people expecting a customer relationship management software to do something more than manage relationships with your customers. If you're looking to manage your money, you should probably use an accounting software. So there's all kinds of customizations that are going to be offered with all different CRMs out there, but it's the degree to which that they can be customized and the elegance in which you can do it. Always take a deep dive into understanding exactly, exactly what your software allows you to do. Because some softwares try to be very closed. And the whole idea behind that is that those are great softwares for starter companies because they don't allow a lot of modification, which means there is less setup time because you know you can only do it the way that they tell you to do it. Other softwares will allow a lot more customization, which means there's a lot of stuff that you can make, but you might make it wrong. That's why it's important to be working with a partner who understands your business and your industry, your people, your challenges, so they can customize the software in the right way that makes sense based on the different things that they've done in the past. You want somebody with experience because they're going to see things and have done things. They're going to solve problems that they know you're going to have. And can you avoid a lot of little mishaps and dumb tax and ignorance tax and slow tax that comes along when you try and diy. And the important thing to consider is, are you a CRM expert or are you a CEO of your business? If you're the CEO of your business, you don't need to moonlight as a CRM expert. It will actually cost you more money in the end. Ask yourself, do your customers typically have a better outcome when they try and DIY the thing that you do, the service that you sell? Or would they just be better off hiring you, a professional, and focusing on the things that they're good at so they can avoid all the pitfalls and and mistakes and mishaps and problems and crisises that come with trying to figure out how to do it themselves and neglecting to value your years of experience and knowledge and training. So put yourself in your customer's position as my customer and think, should I do this myself or should I get an expert to help me so that I can avoid all of that problem and just skip to the end where I get to learn from all the mistakes and buy back my time and be more competitive in the market because I'm giving my employees a better experience at work and giving my customers a better experience with my business. If the answer to that is anything other than hiring a partner, you might be a CRM expert, but I would venture to guess that you're better off working with a partner. There are a number of different ways that a CRM can be customized. It's important to consider if you're a CRM expert and if this is truly a DIY project. This is just an example of one workflow that we made that allows for a lot of follow up to happen. Now this is marketing automation or sales automation, but this is just one thing. And this is fun to design. But every single one of these emails is going to come with a whole slew of other workflows meant to design to unenroll people. In fact, there is over there's 14 workflows just for the quote given and 485 workflows in total in this system. But that's not the only thing that comes when you think of customizing your CRM. You also have to think of what are the different properties that are going to be associated to a contact when we go to create the contact properties. Well, if we look at all the users, HubSpot has made 24068 properties. But when we go and look at this, we're going to see that there's a whole group of other properties, about 30 properties created by me, right? And if you look at Roman, well Now there's another 30 properties that are created by him. And if we look at the other users, there's another 20 properties created by them. So all these different customizations that are happening can actually create a lot of complexity in your system. There's 591 custom properties built on here. If we look at this again, We've got over 110 custom properties created just for the deals and you have all these different objects that are going to be created and then in Addition to that, we have to think about, well, what kind of connected apps are we running? If we have a whole bunch of connected apps that are connected into the system, well, guess what? That's more customization. And then we have to think about our deals. When we look at our deals, we have to think about what are our pipelines. Every single one of our pipelines is going to have different deal stages, and every single one of those deal stages is going to have required properties that are going to be needed before they can move in there. And there's even more automations in here as well as custom deal tags. And then how do people actually view these things? Because you can customize the center screen, the right and left hand screens where you can see the different sidebars, as well as the overview tab. There is so much that needs to be customized inside your system. It might be wise to consider, is this a DIY project or should I hire an expert? If you're still unsure, think of it through the lens of your customer. How does your customer typically work out when they do a DIY project? When they do it themselves? Well, would they be better off hiring you as a professional and saving themselves all the trouble from not having the experience and the knowledge and the time that you put into building your business? And the same thing goes for you when looking at building your own CRM. When looking into a CRM, one of the things you want to consider is how can I use a CRM to automate routine tasks that might free up the time of my people? Now, you're an employer. Your job is to help your people find success. That's leadership, right? If you can influence them and influence their environment to make it easier to find success, what's going to happen is you're going to increase the revenue per employee. If you increase the revenue per employee, the you can pay better. If you can pay better, you're going to attract better people. Level 10 people are attracted to level 10 opportunities. And so as your revenue per employee goes up. Absolutely. You're going to make the work they do more rewarding and you're also going to be able to engineer a better customer experience because you're going to be able to enforce and empower process compliance. You're going to make sure that your people do things the same way every time. Now there's a way to do this right? So they just, you know, get some kind of elegant solution or there's a way to just bomb them with tasks and automate stuff that frequently gets done wrong. And Then customers have these confusing things that you're always apologizing for because the automation didn't work right. This is what comes with experience and knowledge in building custom CRM systems and understanding when to automate and when to make things automatic. If you're not understanding the difference, automating something is when you reduce the steps needed for a human being to complete a task. You should shortly amount of time. Our goal typically is that we do a process discovery where we understand everything your business does from lead to Google Review and we analyze your process and map it out and then we time it. We see how many button clicks and how many times you're typing and duplicating data entry. And our goal when we build the system is to cut the overall mouse clicks and keyboard clicks in half and cut the time down. We find that most businesses take about three hours to process a unit of business worth about $15,000. And if we can cut them from three hours down to an hour and a half and reduce the button clicks and keyboard clicks because you're not doing as much duplicate data entry, that's a win. Now there's other things that you want to use to make things automatic. Automatic is when there's no human interaction. Now this is going to reduce a lot of the friction for both your employees and your customers. The problem can be that if you don't have the human touch, you might start to decrease your customers experience even though there's less friction. So it's important to know the difference. And, and I think one other important thing to consider when you're looking at automating routine tasks is making sure that you understand what data needs to be collected before that can be automated. So what do the people need to do before that to make sure that the automation is going to go well? This is another part of process discovery as we start to do a solution extraction survey and we understand what everybody does and how the chain of custody from a deal going from, from Lead to, to Google Review actually is done in your business. We're going to be able to make sure that we collect the right data and force that through something called Playbooks and HubSpot to make it so that before they can move a deal from one stage to another or a ticket from one stage to another, we use Playbooks to collect the right data and that way we have a consistent package that is passed on to the next team. Because again, your business is made up of people and processes and people are prone to human error and processes aren't always perfect. So if we can improve the process and then also reduce the human error, what's going to happen is you're going to increase the scale of human effort and decrease the unit economics of processing unit of business. This is something that's going to require a lot of upfront work from you and your team to make sure that you consider this before you just start going and randomly building a CRM without any clear direction. I encourage you to explore working with a partner of some kind who understands this and who's going to ultimately try and work for your success. Another thing that makes HubSpot great is the actual innovative task player. The ability to break your your tasks into queues so you can do batch work where you stay in the right modality and think about the same problems over and over and over again will allow you to process these decisions a lot quicker. And then being able to say, start 52 tasks, what that does is it puts this really cool task player above the problem is most CRMs, when you go into your list of tasks, what you end up doing is kind of cherry picking all of your different tasks. What you might be doing is saying, you know what, I want to go look at all my tasks and you might go, ah, you know what? I want to do this particular task. That's not the right way to do it. We have overdue tasks. So we want to start our 52 tasks and then go through and say, okay, I want to follow up on this payment plan. So I'm either going to reschedule this task or I'm going to complete this task. I don't like people skipping tasks, but then we complete this task and automatically moves us to the next one. The point being that we focus on one thing when we complete this task and I'll just hit skip, you'll get the same action. Well, it's just going to go right to the next task. I don't have to go back back into the task list. Be prone to making that cherry picking decision again and then go into a task, complete it, and then go back back and do another one. I just complete my task and I go next, next, next. And I can do all my activities right here in the system. This is going to be just like the movie the Pursuit of Happiness where the main character, Chris Gardner, finds that if he doesn't hang up the phone and put the phone back on the receiver, he saves himself time and he's able to make more calls through his list and ultimately be more effective, which is one of the success stories of Chris Gardner in the movie is how much more effective he was able to be during the day. If you're able to help your people be more effective, you're ultimately going to make it so they can find success faster and easier. When you're looking at building on a CRM, every CRM system you look at is going to say that they have reporting and analytics. The great thing about HubSpot is it tracks everything from lead to Google Review. It allows you to have a single source of truth for your entire customer journey. From lead to Google Review, meaning that you collect everything so their website activity all the way down to their payment activity in your accounting software. So you're going to see everything that that customer has done. Now you want to make sure that you're collecting all the data inside your CRM so that you can report on it. A lot of how you set that up is by using like drop down fields and multi select fields instead of open text boxes. Also, how fast and how many filters and how many variables can you set up in your reporting? And can you report on multiple objects or multiple locations? This is some limitations that I've found exist in some niche product CRMs. With HubSpot there's almost nothing you can't do. And you can represent that data in so many different ways, from a scatter plot to your simple bar graph and pie chart. And the important thing to do is to work with someone who understands proper data analysis to set up your reports and think through the lens of what is the question I'm trying to answer. Because the problem I see when people are reporting is they want lots of reports but they don't know what they're going to do with that intelligence once they get it. So think what is the hypothesis that you have? Think about it through like a scientific method. If I knew this, I could make a decision about that and I think I would make a decision like this which would save me X or reduce the time it takes to do. Why? If you look at reporting through that lens, you'll be able to communicate with your partner as to what you're actually looking for from your reporting other than just pie charts, graphs and numbers. Because our customers are obviously very private, I'm limited into what I can show you for reporting.

This is one of the most cool.

Reports that we've ever designed for a customer and it's called Service level objectives. And what it essentially does is work with the hypothesis. If we were able to make our process faster, we would probably have a better customer experience. But where Is our process slowing down? So the first thing we need to do is measure the number of feedback surveys we're getting and the average score over time. So if we're looking at this, we might say, okay, I think if we made it faster, we'd have a better customer experience. So what we do is we set up time frames from when one piece of data is known to when another action is taken, or from when a deal stage changes to when another piece of information is added to the system. And then we say, if we think it should take under 30 minutes. Well, if it takes more than 30 minutes, apply a score of negative one. If it takes less than 30 minutes, apply a score of positive one. And then we can start to see, okay, well, this, these two employees are faster than average, and these employees are slower than average. More often than not, we're actually slower on this particular task. On this task, we're going a little slower than we expect.

We.

But on this one, we were doing really fast here, and on this one we're doing okay. So based on our different scores that we see in our service level objectives, what we're able to do is ultimately make a determination that we can make our customer service experience a lot better. Because we started with the right questions and a hypothesis as to how we can make our business better, more profitable, how we can improve our customer experience or our employee experience. And we know when to hire and who to give certain tasks and responsibilities to based on their current workload and the resources available to your business. You might be wondering, how can my CRM help me build stronger relationships with my customers? This is an excellent question. Now, the key word is stronger relationships. What makes a good relationship? Ultimately, it comes down to trust. What builds trust? Doing what we said we would do when we said we would do it. Another factor to consider in your business is that your chain of custody from lead to Google review means that that deal is going to pass through multiple hands before it's passed off to fulfillment and production. Which means that ultimately someone else is going to have to know what someone else knew at another point in time. So it's crucial that all communication is logged in the system. With HubSpot, you get conversational intelligence, which means all calls in and out of the system are recorded, transcribed, and tracking certain keywords that are going to be important for you to know if they're mentioned on a call or a zoom call. The other thing you can do is send text messages in and out of the system. Every single email is also tracked. And when people Open and click on things you're going to know about it as well as when people visit the website, you're going to know about that too. And so there's lots of great ways to formalize or standardize communication through playbooks. And in the end, what you're looking at is you can take that data, take those common questions, and create things like chat and chatbots on your website that allow people to self serve. Because more and more customers today are not looking to have to meet another person in your business to get a simple answer to a simple question. They just want to know where they can find the information that they need. So being that HubSpot has a content management system similar to WordPress that you can actually publish content to your website, you can do something called a knowledge base. And a knowledge base allows people to easily self serve. Either be referenced to the knowledge base through your chatbot on your website, or go directly to the chat, or go directly to the knowledge base or from an email that you send them or just by going to your website at your recommendation and they can answer the simple questions that they need. I'll demonstrate that in the next screen share. One of our proudest accomplishments at RBP is getting our customers to adopt the knowledge base system. The knowledge base is something that's built into HubSpot and it functions similarly to a blog. It's SEO optimized and it's a lot easier form factor for customers to self serve. You can direct customers here through chat, chatbots, through emails, and even just telling customers to go to your knowledge base and they can simply ask a question or they can go through and search, oh, I'm a current customer, what are the things that I need to know? And you can categorize the information, but you might even direct them to something like your hoa, right? So if customers have to do their own homeowners association paperwork, well, they can come here and guide themselves through and even go and do something so simple as say, okay, this is who I need to get ahold of and this is the paperwork I need to new and I can download that kind of stuff easily and get started. If you make it easier for your customers to buy from you, you will make it easier for your customers to refer you, because the experience was like nothing else. An important factor to making a decision about a CRM is what is the mobile experience like? There's a very common hidden mistake here. A lot of business owners want to believe they can run their business from a cell phone. I know it's A big dream. However, it's not the appropriate way to think through the problem. Most legitimate businesses have some type of office environment where the best way to interact with your CRM is going to be with two monitors on a computer with a full keyboard. We have access to all your fingers and you can actually quickly manipulate and maneuver around the CRM. And that's where you need full feature functionality. You have to consider what is the use case for a cell phone. It's to be mobile. When you're mobile, what are you doing? Typically interacting with customers face to face or managing the implementation of the things that you're doing, such as being on a site or a project. Now, in that circumstance, what features are you going to need on the mobile app? This is where HubSpot really comes in strong. They have tested and measured and improved their mobile app consistently to always give the best experience for the people on the field. This includes things like a business card scanner for quickly adding contacts into the system, the ability to log and make notes on calls calls in a very elegant way as well. I love the fact that when you're in the mobile app you have these features that integrate into your phone itself. The HubSpot keyboard is one of the most powerful tools for people on the field because again, your input is through your two thumbs or voiced text, which is prone to error. So the ability to have access to snippets, meeting links and stored documents means that you can quickly respond to questions with really great answers without having to do all the work. Now all of that stuff is great. Now if you want to have the desktop experience, it is available through your mobile browser, but it's not the best form factor in which to interact with your customers. So when shopping for a CRM, look at the mobile app experience and look at what you're getting and the context from which you're actually going to need to use a mobile app in the field and make sure the features that you get are the features that you need. But don't think that the CEO should have a CEO level ability from their cell phones. Here's a quick little tour of the mobile apps.

So this is the main screen that you're going to see when you open up your mobile app on your phone. Now your calendar will be connected, so any meetings you have will be here as well. Your deals will also have forecast amounts in here, so you'll also be able to get a good picture into your pipeline. All of your tasks are here at the top and you can go to your tasks to see all of them, as well as any future tasks that are not overdue. But these are all your due tasks. Now if you click here, you can see who that's related to and you can go directly to that contact or sorry, that deal and see what deal that is at. And you can start to click through and review all of your tasks. All of your activity is in here. You can filter your activity to say I only want to see my deal activity, my tasks and my notes when you get done. And now you're going to see less information in here, so it might be more relevant. Or you can come in here and you can go select all and then you're going to see everything, including any workflows that have been done. Associations tells you everything this deal is associated to. So if it's associated to a building, right, such as this or a particular ticket or a particular contact. Now if I go back and I want to see about this is all the properties associated with the deal. So if I want to see, well, what was the objection? I can just type obj. It's going to bring up my objection. I want to see my last activity date. I can see my last contacted, my last activity, last time it was modified. If I want to see profit, I can see my current profitability. So anything that's in there I can see. Now I can call directly out of a deal and I can use my mobile. You can call whatever phone number you want. You can also use HubSpot calling and it will record. All you need to do is have an outgoing number assigned to you. Or if you have another VoIP system, you could use that instead. And as long as it's set up, the call will be recorded and set back into your, your, your, your deal. Now going back, if I want to see come in here, there's all kinds of things in here. So contacts, this is a way for me to see all the contacts in my system. I can sort them. I can also filter by saying my contacts or I can filter by particular lists that I've created so I can see certain information based on anything. I can see today's unassigned leads, if there were any. Same thing goes for contacts. I can see all companies or I can have specific views that I've created. I can see every single company in the, in the organization. Same thing with deals. The cool thing about deals is I can slide sideways like this, review all the deals by deal stage so I can see what deals are in what stages. If I have other pipelines, I can see them here when it comes to tasks again, I can see my due and future tasks. I can also see my activity feed to see any emails that have opened, people who've clicked on emails, sent emails, people who visit my website, my prospects if they visit my website or any documents that may have been viewed. This is a demo account, so it doesn't have a whole lot in there when it comes to tickets. These are my installs. This is anybody that is going on through my installs. So I can go through here. I can sort by all kinds of different information so I could sort by last activity date or my last customer reply date or even ticket owner. I also can save views from my desktop version and I'll have these views in here to make it easy to go through and sort now recorded calls. This is where I'll see any of my calls that have been recorded. So I come in here and if they recorded I can play them. If there's a transcript I can read it in here and I can also see the information or I could go directly to that contact in here. This is where if I have any meeting links I would have them set up in here. I can also see my any marketing emails that I have. So I could say okay, this is one of my marketing emails and I can see how those marketing emails have been being done. I could also edit this email right from in here so I can say okay, this is what I want this to say and I can send in here and preview the text. I can even use AI to edit my subject line to make it easy. So you can actually do your marketing emails right from within here. I can see what has been sent. I can also see what is scheduled if there's anything coming up or anything is currently in draft.

In my social.

This allows me if connected to post to my social network feeds. We'll have more instructions on how to do that. So it's any files that are saved into my my company so I can use these files. I can even easily send them to people or download them so that it's easy because I can just click share and I could send these files out. Think of like color options, typical contract terms, sell sheets for a certain shingle material I can copy. I can send it just using the normal share stuff from my phone. I can also upload new file if I want. Conversations will be the live chat feed from your website so you can see any conversations that are going on in live chat dashboards is where it allows you to see any reports that are currently in the system. So you can start to see anything you want in terms of reports that have been built by us, by you, or standard HubSpot reports. And here's my forecasting tool where I can start to forecast my revenue based on by team or by pipeline. Also, you can set up any notifications or. Sorry, you can read any notifications that you have here. This is a huge part. You want to make sure you have the HubSpot keyboard enabled. You want to make sure you have call method recording turned on. You want to have a caller ID set up so you can see people when people are calling you. It'll check your CRM to see if you know them. You can also adjust from dark mode to light mode right here in the app. The cool thing about the HubSpot keyboard, and I'm just going to switch back to my account for now. When you have the HubSpot keyboard set up from anywhere in your phone, not just here. Like, if I want to create a note, I can create a note and then if I hit this little globe icon in the bottom left corner, I can eventually flip to my HubSpot keyboard. In here I can paste in meeting links. I could paste a snippet, such as.

A.

Website that I've saved or a particular address. Any kind of thing that we put in here, we can use snippets to make, okay, here's my corporate address, here's a particular. Another address. Or we can create little quick text to send people. Now, I can do that from here, but I can also do it anywhere else. If I want to send a document such as, say a particular comparison page, or let's say I have a color that I want to send the customer, I could do that. If I want to tell somebody about our drones, how we do that, I could have that in there. I want to send information about our financing, I could send that. Any quotes that you have in the system, you can also send as well. So if you have a quote, you can send it through here. Finally, you want to make sure you have display team assets on there because that way everybody's meeting. Links or snippets can be put in here and you can always jump anywhere else in the system. But the big thing to note is in addition to this, which I'm going to just go back and finish off this note for a second. Okay, so now that's gone. I can actually do that same thing from anywhere. So if I want to say, send a new text message, I could come in here and say, you know what? I want to send A text message with my meeting link as well as a list of all my speaking engagements as well as my email address. So someone can contact me and maybe I want to send a document a little bit about how we protect our property. And they were interested in the company CAM guide for roofers. I could also send them their quote. I could just punch somebody in here, I'll punch in my wife and I could send it over. I can use the HubSpot keyboard from anywhere in my phone to make it quick and easy to access all of my information. And that's been a quick review of the HubSpot mobile app. I hope you like it.

It's not a headline news that cyber security is a growing concern and people are more and more concerned about how their data is being handled and their personal privacy rights. The great thing about HubSpot is it started as a marketing automation platform, so they've got a deeply entrenched level of knowledge into GDPR security and privacy. They're also constantly doing vulnerability testing as they're a billion dollar company with thousands of customers working across a variety of industries. So if you happen to be in a regulated industry or dealing with federal and state governments where you have certain compliance such as NIST, you'll be happy to know that HubSpot has that security. Now, another common problem when it comes to security and privacy is how we teach our employees to set up passwords. The first thing you need to know is tell your employees not to have a password such as roofing1execlamation point with a capital R. That would go a long way for the industry based on what we've seen. Another thing that we've noticed is that a lot of people don't set up two factor authentication. The great thing with HubSpot is that you get two factor authentication through your mobile app, through your cell phone, as well as through authorization devices. You have lots of options to make sure that people can adequately secure and protect their accounts, but also they can use the recovery codes to get access back into their accounts. And you have total control over who sees what information, has access to which properties. And when you delete an employee, it removes their access to everything. And as far as single sign on goes, you'll be happy to know that it has single sign on through Okta, Microsoft and Google. So everything you need from an enterprise grade system is here in HubSpot and you should make sure is available in anything you're thinking of choosing. A common problem with CRM systems today is that they don't have an adequate marketing automation platform as the industry and market shifts, what we're seeing is a stronger desire to understand what our customers lifecycle journeys are when interacting with our business online. Short story leads are getting harder to find, so we need to be doing a great job of knowing when our customers are interacting with our website, with our emails, and also how often they're doing these kinds of things. With HubSpot, you get the marketing hub, which means you can connect your social media platforms like LinkedIn, Facebook and Instagram. You can also do email marketing and put pixels on your website or even build your website on HubSpot. So you can see when a contact is interacting with a form, when they're looking at certain pages, and then you can assign a score to customers based on the activity that they take. So if someone's been to your website five times, interacted with two forms, commented on a blog, they might have a higher score than someone who simply filled out a contact form once a year ago. And because you can set up email marketing campaigns, you can constantly nurture your customers up the value ladder so you can remind them about new services, referral programs, or even reactivate them after they've been lost for some time. Using HubSpot as a CRM means you can also get access to the Marketing hub, which is going to tell you everything about how your marketing dollars are being spent and how people are interacting at any given point in time. You can click into your submissions and see all your leads and customers and go right to their customer profile and see how they're interacting with your business.

If you're looking at certain audiences, you can see what audiences you're doing or.

What events they're taking based on the activities in both CRM and the business itself. When you're looking at your marketing, you can also do all your email marketing right within HubSpot. So you can create lists and audiences and different behaviors in the CRM can add and remove people from lists, and then also send them a variety of different marketing emails. So you can see exactly how are people interacting, Are they opening? Are they clicking? Are they replying? And you can measure, test and improve all your marketing efforts right inside the CRM and then use that to report on actual revenue. Communicating with your customers is the primary function of a customer relationship management program. You'll be happy to know that HubSpot has a very deep integration with both Outlook and Gmail, so you can integrate it directly into your system. Now, a lot of CRMs will tout that they have an integration with your email, but it actually just sees the ability to send out emails or you get a record of an email coming in, but you don't really have a very deeply elegant integration that allows you to do things like understand when people most often open their emails. In HubSpot, you can actually say send later and it will tell you the most optimal time to send an email in the next 24 hours as well as in the next week, based on their own personal behaviors. This is because HubSpot has partnerships with the free email programs that tell us when people do certain things. You can also see when they click on stuff and so it's going to give you a notification that so and so has clicked on a link and you can then use that as a timing thing to see when you can properly speak with your customer. All your calls are going to be recorded and transcribed in the system and you can integrate with all these different communication platforms for, for social media, for SMS, for LinkedIn. So you can also see how people are interacting with you on your social platforms. This is going to give you a very holistic view of everything your customer is doing to interact with your brand and allow you to properly strategize on how to sell them, understand what their needs are and when they might have the motivation to buy. We love communicating in HubSpot. Everything is tracked so nice and easy in here. Being able to see everything that happens, such as a meeting and everything that was discussed on the meeting, as well as having your recordings, all your emails, how many times they open things, what they clicked on, how many times they clicked on it. This is one of the great features. The ability to just quickly make a phone call right in here and decide to call right from the browser is so powerful and you'll be able to log your calls and your notes, emails. You can even do things like log text messages, WhatsApp, even postal mail as well as with all the integrations that you can get, you can send things just through text message or whatever. You need to make sure you're keeping in contact with your customers and knowing when they're ready to buy. When you're migrating to a new CRM, ask your vendor, the people who are partnering with you with the software, how they're going to support you both during the build and after. We've already talked about how we can support you during the build. What we like to do is provide our Revops service, which is the perfect partnership with something like eo, which means that after we do all the pre planning implementation on site training and finally the deployment of your new CRM. Then we're going to provide our revops support and this is where we try and maximize the revenue generation from this system. How do we do that? Well, we first we have three meetings that we host weekly. They're 30 minute meetings. One that connects sales and marketing, one that connects sales and fulfillment, and the other one that connects fulfillment with admin and finance. And our goal is to try and make the system 1% better each week where we have an issue that we identify the root cause of, discuss possible solutions, decide on that solution, and finally walk away with a to do list that we can recap on or revisit in the next weekly meeting. What this does is this creates a constant effort to improve the system and learn the system so we can adopt its features and get better so we don't have rogue spreadsheets and things all over in the company that are making up for what we feel are shortcomings in the initial build. Then what we do is attend your level 10 meeting. Most businesses are running some kind of EEOS traction or level 10 meeting structure that allows them to quickly meet and discuss accountability, quarterly goals, what their numbers are for the last week, and then when the numbers aren't where they should be in particular areas of the business, we're going to have excuses. Those excuses become issues. Those issues require us to do the same IDS problem solving track that we just discussed. And then as we come up with solutions, we walk away with tickets that we're able to create on your behalf so we can improve the system. We keep a change log of every single change that happens to your system that we do, such that we can always go back and troubleshoot as to how those things may have conflicted with other things we've done in the past or things that you might have done in your system. The best part about it all is we also allow a ticketing service where you can make requests to our company and using our knowledge base, you can guide yourself through how to properly submit tickets and we can work through solving them with your team. The important thing to take from all this is that vendor support is a huge factor in rolling out your CRM successfully. Over two thirds of CRM implementations fail and where they fail is not during the pre planning, the build, or the implementation and training. They fail after the fact because we feel like the CRM is done, it's built and that's the best it can ever be. But it couldn't be farther from the truth. When you first learn the tool, you're going to have a very basic level understanding of its capabilities and functions. But as you start to become more and more familiar with the software and gain the confidence to start pushing buttons you've never seen before, we create opportunities for improvement as the physiology of where your mouse clicks on certain parts of the screen becomes a habit. You're going to find ways to optimize your own personal workflow and you're going to be capable of collecting, curating and analyzing more data that can help you enrich and get a higher resolution as to your customers interactions with your business. You want to make sure that you're working with a vendor who understands your business and your build so they can continue to expand on its abilities. If you're watching this video, one of the biggest questions on your mind is what's all this going to cost? What should I spend or budget on a CRM? This is a nuanced question and I can't say there's any perfect formula to give you in form of a video. But I would say that a safe bet for a proper investment into Your system is 1% of a year's revenue. Now, a half a percent to 1.5% can make the difference of $100,000 when you're a large enterprise. So it's important to work with a vendor who's going to take the time and do a process discovery and solution extraction with your team to understand what the pain points are and what are the opportunities that you can use a CRM to make your business grow. Now, if you take something like 1% of revenue, you're going to have generally a very healthy budget to get all your dreams to come true. What you want to think of is what would be a dream outcome of getting the CRM and then couple that with a high likelihood of accomplishment because you have the right budget and the right team. Now to make this go well, you have to eliminate the human factors that tend to make things not go well in CRM implementation because you and your team might not be interested in doing this yourself or have the skills and capabilities to do so. So there's going to be effort and that's things that you have to do that you don't want to do. There's also going to be sacrifice things that you want to do that you now suddenly have to. So when it comes to effort, this might be meaning clean up your old CRM data. It might mean analyzing the data points in your business and eliminating things that are no longer useful to you. The sacrifice that you might have to make is that you're going to have to take the time to do this and you're also going to have all the uncertainties, fears and doubts that come with not knowing what you're doing and then having to google it so you can get clarity and not necessarily understand the context of what you're doing. And the other factor to consider is what is the cost of hiring a vendor or partner who can help you through this versus the cost of opportunity being lost because of the time delay. If you can work with a team to help understand your dream outcome and give you the certainty of outcome, while also reducing the effort, sacrifice and time delay that comes with a project like this, I'm sure you'll be able to find a way to see the value of spending somewhere in the neighborhood of 1% of your yearly revenue on building the central nervous system of your entire company. Now, there's going to be ongoing costs with the CRM. What I like to see people do at the enterprise level is buy a base level feature set. So look for a software that says this is how much it is to have these features and then a low cost for the number of users. What this does is allow your business to scale where the revenue outpaces your expenses and you get incremental expenses, but you get exponential growth. That's a powerful way to look at shopping for a CRM. It might feel like a little bit of a heavier investment up front than paying a per user fee only style setup, but I assure you in the long run, that's what the most successful companies are doing. And finally the there's going to be maintenance and management of your system. It's going to continue to need to be built better as time goes on. Because if you get that dream outcome with that high likelihood of accomplishment without all the effort, sacrifice and time delay, what's going to happen is your business is going to explode. And that's a good thing. So then what you're going to want to make sure of is that as your business explodes, rather than doing these constant yearly improvements right where you bring the vendor back and have to re educate them on your business and all your needs and how they've changed over time, do something that allows you to make improvements weekly or at least monthly. So that way as your business grows, the CRM scales with you. Once you've incurred the cost and effort of budgeting and paying for the implementation of your CRM, you're going to start to wonder what is your return on that investment and how do you predict that upfront? It can be very tough. But what I suggest and how we measure our success here at RBP is the revenue per employee and the time to process a unit of business. Essentially, your business is made up of people and processes, and those processes are managed and complied with through systems. So if we look at the revenue per employee and we use automations, integrations, and an elegant workflow to lower the time it takes to process a unit of business by, say, half, well, then that means you can do twice as much business with the number of people you have. If you don't need to bring in more people while processing twice as much business, what that means is that you're gonna be able to deliver a more consistent customer experience and you're gonna be able to pay your people more money. If you can pay your people more money, you're gonna attract better people. If you attract better people, you're gonna have a better opportunity. A level 10 person is attracted to a level 10 opportunity. So you have to use your CRM as a way to create that. Now, when we start to measure revenue per employee, we got to look at what is your business doing? Doing. Let's say your average salary is about $85,000 a year, and your cost of goods sold is about 40 to 60%. Well, in that case, you need to be making between 450,000 to $900,000 revenue per employee. At $400,000 revenue per employee, you're probably throwing people at problems. One person farts, everybody wears rubber pants. Now, because people have to wear rubber pants, need a compliance officer to make sure that they're wearing the rubber pants. But then because you're buying so many rubber pants, you're going to need a procurement officer to negotiate the price of the pants. And all of a sudden, our revenue per capita just got divided by three because of those people required to maintain just one simple process, the rubber pants problem. And so we look at through the lens of how do we solve the rubber pants problems in our business? The other thing we want to look at is how do we create easy process compliance and easy people duplication? Because one question I like to ask our customers is how many people would have to be hit by a bus before your business would break down? There's going to be so many things that your people know how to do in your business that you might not even know how to do in your business if they got hit by a bus. How would you recover? A good CRM is going to use things like Playbooks, goals and knowledge bases to make it so that you understand what people do every day, how they do it, and how you can train someone else and how to do that same thing. In that same example, if you're running at around 500 to $650,000 revenue per employee or revenue per capita. And again, this is the people not involved in the fulfillment or cost of goods sold. These are the people responsible for leading and managing accountability around your revenue generation. Well, at that $500,000 ish range, you're running a healthy company. Now what you need to be considering is are you trending this way or trending that way? That way is when you start to get to around 900,000 revenue per capita. This means things are either going very, very right or very very wrong. Because what's happening here is people are taking on more responsibility than they necessarily are being paid for. They're doing multiple jobs, multiple roles, which dilutes their skill set and reduces specialization. What you need to consider now is the risk of higher error rate as well as what happens when people leave. They're usually taking two job roles with them and it will be very difficult to hire two people to do that job and it will get more expensive. So in a circumstance like this, we want to automate some of their tasks away, allow them to specialize or either elevate and then delegate to people who can then do those jobs and create a massive amount of opportunity through great marketing, great sales processes and great fulfillment so that you can afford to lift those people up. Because those people are probably your best people. They're great people, you want to keep them around. So build a system that allows them to elevate and succeed inside your company. So that's how we look at revenue per capita. The other thing that we talked about is reducing the time it takes to process a unit of business. Usually at the 30 to 50 million dollar mark. What's happening is you're running on 17 different systems and you got rogue spreadsheets sheets all over the business. There's so much duplicate data entry, exporting and importing and constant manipulation of data. The interpretation and rejiggering of that information. By the time it gets to you, the leader that you're having so much slowdown in the business, People are having to copy paste this over here, they're going to have to enter this name over here. Then they enter the name wrong. So then this thing doesn't connect to that thing and you have all this data loss and automations breaking. So with a new CRM implementation We're going to reduce the amount of button clicks and mouse clicking that's going to happen inside your business because things are going to talk and work seamlessly together. The elegance in which that is set up is all in the pre planning phase of your CRM implementation. But the goal is to try and cut the duplicate data entry in half and to try and cut the time it takes to process a unit of business in half, which is going to feed back into your revenue per employee program. One of the most successful businesses I've ever worked worked with, optimize for things not to go wrong as opposed to worrying about things going right. If you're in that 30 to 50 million dollar range, you've probably figured that out that the worst things that happen in your business cause you more headaches than trying to get things to go right more often. You've already figured out how to make things go right. So compliance and legal issues when moving to a new CRM can be something you might want to consider. Because of the power of these kinds of CRM, you're going to have all kinds of privacy issues. You're going to have issues where now employees are going to be able to see more communication. That's happening in the system because things are more integrated. One of the worst stories I ever had is something that happened in my own business that was running on HubSpot. We had an employee who ended up fraternizing with two other employees and we had to make a decision. So we called our human resources department and asked them what to do. Now the other two employees didn't do the right thing, but the one employee who ended up fraternizing with the other two wasn't supposed to be in the hotel to begin with. They actually had been reserved to stay at a completely different building because we foreseen this kind of thing might happen. And so because they were on the property that they were not supposed to be on, what ended up happening is we had to let that one person go instead of these other two people, even though they all kind of technically in some ways broke the agreement. So what we did was we sent an email to that person letting them know about their dismissal. Well, that email ended up getting picked up as a new contact by the CRM. Because it was a new contact, it went into our lead alert channel in Slack and the whole company was able to read their dismissal letter and why they were dismissed. So it can be very, very important to do this because then that employee hit us with a lawsuit. We were able to actually overcome that lawsuit and there was no costs incurred, but it was still a pain in the ass. And so when you're implementing a CRM, it's important to have someone who has the experience to know why certain things should be set up certain ways. So now we actually make it so that not every new contact is sent into the lead alert channel. We do a little bit more of a complex workflow that actually pulls from all the different ways that new leads actually come in. The first way was an easy hack workaround to get all leads to never be missed. But it did allow for some contacts that weren't leads to go into the lead alert channel. Rookie mistake. But we learned and got better, and now we never let our customers do this kind of stuff. This is just one of many things you'll need to consider when it comes to to compliance and legal issues around human resources, data privacy, and any other kind of collection of personal information. So you've taken stock of all the risks, you've budgeted for this, you found a partner you want to work with, and now you want to know what is this project going to look like. There's a number of key milestones that you're going to have to pass. One thing you're going to want is for your entire team to get buy in on a change. The only way they're going to do that is if they become problem aware. Many of them have become accustomed to the system that you're working in, and the thought of change is very scary. And so what we need to do is get them excited about change. And you as a leader might have done a lot of small changes in the past and you might have change fatigue in your business. So how we need to position this in that case is that this is the end of change, not just another change. So this is a large project compared to a lot of small projects. And it's because instead of bolting on new parts to the car all the time, we're now ripping it down to the frame and rebuilding our perfect dream car. So how do we go about this with the employees? We do a solution extraction survey, which is something that is proprietary to us that we have developed over years and years and years of navigating change where we ask a very specific set of questions that's going to make your employees talk about their pain points, the ways that they interact with other employees, and how those employees might make their day worse. In the CRM, we talk about the things that keep them up at night, their favorite tools, and their least favorite tools. And what their day to day work life is like, what takes them the most time per day, per week, what they like doing and what other positions interest them in the company. This is not only great for just understanding your employees day to day work life, it's great for us to understand what people like and don't like about their jobs. So this allows us to create conversations where we say, hey Timmy, we need you to do this now. And because you're doing this now, this person won't have this problem. But we also made it so you don't have to ever do that anymore. Because we made this do that automatically. When we have those conversations, we have to have made sure first that they are problem aware so they become solution excited. So that's our first step. The next step is to do process discovery. And this is where we take people in your company and we sort of audit your current system and process and the adherence to that process as you describe it. So you say that we go through steps 1, 2, 3, 4, 5 and then we say hey, show us 1, 2, 3, 4th, 5. And what they end up doing is 1, 3, 2, 4, 5. And we go, okay, you're not even following your own process right now and this is a potential problem. We also want to revisit your process and say, are these processes set in place because of the limitation of the system you had before? How much of this could be improved if we had a thousand features instead of 100? Then we also want to discover what are the 15 features in your current system that might not exist in the thousand in your new system and how are we going to mitigate the impact of those things. Once we do that, then we're going to start to build a new business process model notation. This is a very complex wiring diagram or flowchart that shows exactly how the system is going to be built, what human actions are going to be taken, where data is going to be stored, how we're going to make sure we work the automations and what those automations are going to look like like and how we're going to identify the different objects in your business, customers, contacts, buildings, cars, pets, whatever it is that you're doing in your business. There's going to be different entities that you interact with. Standard objects in HubSpot, custom objects in HubSpot, as well as how those objects are represented in other tools like your accounting system or your project management software, and what tools we might be implementing to meet your needs. Once we have that wiring diagram done, then we go into the Build. At this point, we should have assessed your team and found a pilot project team. These are the first people that are going to interact with the system when it's done. They're going to be the ones that are going to be our champions. These champions are going to work with us to make sure that once we go to roll this out on site, you have people in your business who had a hand in making it. So if someone else thinks it sucks, it's not just everybody against rbp, it's a few people against RBP and the pilot team, which makes it so that your team is our team and we roll this out successfully. Any good project starts with Darcy. What Darcy is, is it's the delegator who's accountable, who's responsible, who's consulted and who's informed. So the decider or delegator, that's generally you, you as the CEO of your business are going to be the one that decides ultimately what we do. You have the ultimate power to veto any idea as it comes out because you're the one who's ultimately responsible for the success of your, your company. Then we have who's accountable to the end result. That will generally be your project manager and me as a CEO of rbp, we're the ones who are accountable to you achieving success from your cos, from your CRM implementation. You're also going to have someone on your team who's accountable to making sure that this whole project is a success. Because sometimes as a CEO in a 50 million dollar company, you're making decisions eight hours a day, five days a week, 50 weeks a year that account to around $12,000 an hour. You might not always have the time to work with us on this project. You're then going to have people who are responsible for doing the work that won't be your project manager. Their job is to stay zoomed out so they can keep track of your project and maintain accountability around timelines. Now, when we get to the responsible people, that'll be our technical experts. Those are the people who are actually building your system as well as people in your system and your business who are going to be telling us what you need and telling us if we got it right. They're the people actually responsible for working with us. That will be your pilot team, then the c, the consultant. These are people that don't necessarily have to do any work. They aren't accountable to the end result and they might not have the ability to veto or decide on anything, but they need to be consulted. We need their expertise to make sure this goes right. This is going to be people who understand your process. Things like, what is the permitting process like in your state? How do we actually fulfill orders? What does the manufacturing relationship look like? Who are the people that they're interacting with outside of the system that we want to make sure we communicate effectively? Is there any certain legal or state compliance issues that we need to make sure we take into consideration? So these are the experts in your business who can make sure that we do this thing in a way that's not going to get you in trouble. And finally, there's people who need to be informed on both sides. So these are people that don't necessarily give advice or have any answers for us, but they need to know the status of the project. They need to be informed as to where things are and what things are going to be happening. These are great communicators and supporting roles. If we clearly define who those people are, this project is going to go well. So once we've finished all the building and we've made your system, then we're going to have our pilot reveal. This is where we reveal the thing that we built to the pilot team and demonstrate how it works from beginning to end through that process. You're going to give us a punch list, things that need to be made better, and we're going to work together at an appropriate time frame to make sure that those things are made better so that you have something you're ready to reveal to your team. It won't be perfect. You have to understand that done isn't perfect and perfect isn't done. It has to be good enough to roll out. At this point, we're going to then migrate your data. So we have mapped it in the project management process where we take your old data and map it to your new properties, custom fields and places in the CRM where that data is going to be stored. So you'll have a familiarity between your old system and your new system, where things are going to be where you expect them to be, and they'll be reported on in a way that you expect them to be reported on. So you can get year over year reporting with your past data against your new data collected in the new system. Now, there will be data that you might want to collect in your new system that won't exist in your old system. You don't want to get lost in the weeds here. You just need to make sure you have the core elements that you need to report on, such as revenue, profit, dates, of certain things, dates of certain milestones in your buyer's journey and when things were done by your fulfillment team. Then once we've done the pilot reveal and the punch list, we can then migrate the data in to say, hey, does this look like it's supposed to look? Does this feel familiar? At this point, we're ready to begin training. So we're going to do a lot of remote training before we get there, to do the ball pit, to do the basics, to get the work with the training wheels on, to show all the employees in the business. This is how you add a contact. This is how you create a deal. This is how you create a ticket. This is how you view a report. This is how you make a phone call and do an email. These are all the cool new toys that you get to play with and why they exist there. This is a great opportunity to train as a team and to get team cohesion around this project and make it so that people are familiar with this thing before they have to use it live. Once we feel that everybody's trained and competent, which is usually about 10 days of an hour or two, a day of group training or one on one training in some specific circumstances, we're ready for our on site implementation and our go live date. So we're going to come out on site, we're generally going to have a big meeting to discuss change management concerns and get everybody rallied around this project. Then we're going to do one on ones with with key stakeholders such as the pilot team to make sure they understand what this implementation is going to look like and we can address any challenges or issues that have been brought up, people who may have quit and left. We're going to have a risk matrix that we go through. A risk matrix is the combination of how likely is something going to happen and how bad would it be if a tornado hits the office. That would be a 10 out of 10 bad, but there's probably a 1 out of 10 chance of that happening. But as we learned in 2020, well, there's a good chance that half the team could get Covid and shut you down in the middle of our implementation. That would be a 7 out of 10 bad. And for a while that was like a 5 out of 10 chance of happening. So we have to assess what are the risks, right? If someone were to quit, if someone were to stomp their feet and walk out the door, what would we do? We have to assess that and we have to make sure we have a plan for it. Once we've gone through all that. We're going to do some more on site training. Some field specific things, things that are better to be done. We can look over the shoulder and support your team emotionally through this challenging time. Once we've done all the training we do. It's called a delta migration. That's where we migrate. The delta of information that happened in your old system from when we did the initial delta migration and demonstrated it to when we're now going live. That's usually going to be done on a Friday night or over a weekend so that Monday we can come in and go live. This is a big day. This is a day where everybody's hair on fire and everybody's scared. We're going to be there to support you through the go live. Once we get the go live, we're going to have a day or one day or two, day three, we're going to have all these behaviors starting to become habits and everybody's going to start getting familiar after that. It's about 30 days of pain where people are going to just really miss the old system. They're still establishing all the physiology of this is where I move my hand, this is where I click this. This is where I go find that. And they're going to start to remember what they did. You're usually going to want to have at least one or two users in the old system that they can go back and look at things and you might even have a big data cleanup effort. There might be some time where we have to do a bunch of copy pasting of data that couldn't be exported from your old system. So you may still need to access the old system for about 30 days until everything gets completely migrated over. It all depends on your past system and how likely they are to let the data out of that old system. Finally, after about 30 days, you're gonna have 66 days of where you're gonna have a slowdown. Things are gonna get slow. People are gonna start to get into the vibe, but they're just not gonna be as effective as they used to be. After that 60 days, they should be completely comfortable with the system and totally unaware as to how to work their old system and wondering how the heck they ever did it before. This is why this is a big project five or six months long. But after this, your business should be completely transformed. You should be at the point now where your processing of a unit of business has been cut in about half, which is going to again feed into your revenue per capita. And that's how you implement a new CRM the proper way. So this is what a solution extraction survey looks like. It's a very select few questions that's designed to get people to understand any of the problems that they might not be always aware of at the forefront of their mind, but get them to start answering those questions. And we curate all those questions so that we can understand your people and their problems. From there, we're going to design a full process map of everything that's going on in your system so we can build and wire that so you can say, these are the human actions that are going to be taken. And then we can also say what kind of workflow actions are going to be taken. So we can say this is what's going to be automated and this is what people are going to do. This is where messages and information is going to go. And also where's information going to be stored or accessed from? And then we can define certain things, like what notes are we done on call intake? How are we going to. How are we going to qualify people based on certain trade types? Once we do this, we can start to say, okay, how are we going to convert leads? What is that lead conversion going to look like? Everything about your system can be mapped out. And then we build a workbook that says, okay, these are the past stages in the old CRM and this is how they're going to be mapped in the new CRM. From there, we can also say, what are your pipelines going to be and what are the criteria for each of those stages so we understand exactly how they work, as well as all the data points that need to be collected, which ones are new and which ones aren't, like the ones mentioned in green. Because we have all of this, we're able to say, okay, this is how the new system should look when it's done. We'll have something to compare to when we go into actual training.