CASE STUDY
School Supply Kit Company Automates Sales and Onboarding Processes with HubSpot Sales Implementation and Training
Client profile
Founded in 2010, Bright School Kits makes back-to-school shopping easy with customized school supply kits – from bulk orders to specialized kits.
Case study highlights
Among the many initiatives that Bright School Kits was pursuing – including a new website, updated branding and a Shopify integration – the leadership team was looking to establish the tools, processes and automation that would enable the company to service customers at scale.
To achieve this, Bright School Kits partnered with Simple Machines to restructure their HubSpot environment, streamline the sales and onboarding processes and train the sales and customer success teams to fully leverage the platform.
100+
actions automated
18
team members trained on new HubSpot processes
22
workflows created during onboarding
Key deliverables
- HubSpot audit
- HubSpot implementation
- Association label automation app integration
- HubSpot training and enablement
The Challenge
- Bright School Kits was using HubSpot for sales and service, but their processes had evolved since their initial onboarding and their HubSpot setup no longer reflected the way they operated.
- Beyond needing clean data and a CRM configured to capture and segment in the way they required, Bright School Kits was also looking to move away from the manual, time-consuming processes they relied on to sell and onboard new customers.
- To take advantage of the restructuring and automation, the front office teams would also need hands-on training and support to adapt to the new environment and workflows that would be developed.
The Solution
Step One
To inform the plan for cleanup and implementation, Simple Machines audited Bright School Kits’ HubSpot to document room for improvement and a prioritized list of recommendations to achieve their objectives.
Step Two
We addressed data hygiene, reconfigured and optimized the CRM to conform to best practices and while enabling new automations. This included:
Data Cleanup
From cleaning up duplicate properties and unused lists to untangling settings and workflows, we addressed data issues so that the team could work from a reliable and accurate foundation.
Rebuild the Deals Pipeline
We mapped out and built the new deal pipelines to reflect their customers’ buying process and realistic close rates to allow for accurate forecasting.
Create Pipeline Automation
After collecting and documenting the ideal state for sales onboarding and service processes from Bright School Kits, we built out the extensive automation for the various stages within each pipeline. This included 22 workflows and over 100 actions automated.
Association Label Automation
To allow for the level of automation desired, we also implemented association label automation using the Associ8 app so that tasks, communications and deal updates could be specified for only active deals and decision makers without manual associations.
Step Three
With accurate data and an automated infrastructure in place, we then trained the sales and service team on the new process and provided materials and documentation to enable the teams moving forward.
The Results
Highly Automated Sales and Onboarding Process
With over 100 actions now automated, Bright School Kits now spends significantly less time manually updating and nurturing leads and customers, freeing the team up to focus on servicing customers and scaling the company.
Trained Team
With tailored training and documentation, the team is now equipped to leverage HubSpot more comprehensively in general and specifically armed to benefit from the new automation.
Accurate, Reliable Data
Having addressed the data integrity issues and restructured the deals pipeline, Bright School Kits can now depend on accurate, up-to-date and segmented data for reporting, forecasting and data-driven decision-making.
Simple Machines helped us clean up and organize a HubSpot instance that we inherited through an acquisition. They helped us make sense of old data and create new workflows that allowed for us to establish ‘best practices.’ In addition, they trained our whole team and created materials to maintain the quality of the training.
Maren Gosman, Director, VP of People and Culture, Bright School Kits