Synchronising HubSpot with Business Central: Shopopop use case

The client

Shopopop is a French startup founded in 2015 that specializes in cotransport delivery. The concept is based on a platform bringing together private individuals wishing to deliver groceries or flowers to other individuals and retailers wanting to offer home delivery to their customers. The idea is to optimize the delivery process by leveraging the network of private individuals already on the move. The company now has an international reach, with a presence in 6 countries. This collaborative approach not only optimizes delivery routes but also helps reduce the costs and carbon footprint associated with last-mile delivery logistics.

Challenges

In a context of hypergrowth, Shopopop needs to organize its HubSpot CRM data and operations. The company calls on the services of Make the Grade to guarantee its activity and activate its sales.

Sales and marketing operations out of sync despite HubSpot support

One of the main challenges faced by Shopopop was eliminating barriers between sales and marketing teams in different countries. Managing the complexities associated with individual solutions was not only slowing down their work, but also the company's growth.

No integration between HubSpot and Business Central

Shopopop's challenges were to synchronize their CRM data with their Microsoft Dynamics 365 Business Central ERP in order to : centralize essential company data in a single ecosystem ; have common access to customer information, sales data, and financial data.

Sales and marketing teams poorly trained on HubSpot CRM

Shopopop's teams lacked knowledge and training on how to use HubSpot CRM. This led to a loss of operational efficiency, errors in customer data management, and additional costs. Shopopop called on Make the Grade for their expertise in synchronizing sales tools with HubSpot, as well as in database cleansing and customized training. Here's how we have met our customer's challenges.

The solution

Custom synchronization with HubSpot to Microsoft Business Central

Shopopop then told us about their need to synchronize HubSpot with Microsoft Business Central. Shopopop teams wanted financial data from  the parent company  and subsidiaries to be sent directly to HubSpot. Shopopop also wanted support for specific fields (brands, activities, banking information, and so on).

We met this challenge by creating a tailor-made API.

This synchronization made it possible to establish a fluid, unidirectional connection between the two platforms, facilitating the instant exchange of information.

Development of customized workflows between HubSpot and Business Central

Setting up customized workflows between HubSpot and Business Central was a key step in meeting Shopopop needs.

The objective was to establish an efficient synchronization that would automatically route companies to the Microsoft Business Central accounting tool following specific actions in HubSpot.

To do this, we added customized code within HubSpot workflows, thanks to the Operations Hub. This tailor-made action created a seamless workflow between the two platforms.

Additional Services

In addition to this, the synchronization we have developed comes with more services and features.

A CRM audit of HubSpot 

At the start of the project, it was necessary to carry out an audit of Shopopop's CRM in order to understand the points of friction between the different poles.

Here's our CRM approach:

1. Interview users in marketing, sales, and finance to identify their pain points and needs.
2. Analyze the HubSpot plateform
   
   The aim here is to see how the tool is set up and how teams use it in general, and what links have been built between different teams.
   
   We'll be looking at access management, contact and company databases, transactions, sales tunnels, active automations and workflows. On the marketing side, we analyze everything from personas, lead scoring, e-mails, campaigns, and forms to dashboards.
   
   In the case of Shopopop, we noticed an overabundance of duplicates, contacts and sales dashboards between different countries, which was slowing down team productivity.
   
   
3. Write an astonishment report
   
   This is an essential document for constantly fine-tuning a company's strategy. It highlights both the company's strong points and the dysfunctions requiring improvement. This approach allows teams to identify priority actions to achieve organizational objectives.
   
   In Shopopop's case, the report was divided into two parts, the first one focusing on sales,  the second on marketing strategy.
   
   

The first section focused on the friction points encountered by the sales team when using their CRM, while the second section dealt with marketing actions, especially nurturing and lead scoring automations.

For each section, we provided an overview of the current state and proposed recommendations for improving the use of the CRM. Each recommendation was accompanied by a star rating indicating the level of difficulty of implementation, thus guiding actions according to the degree of expertise required:

• 1 star : easy to think about and implement; junior talents are autonomous.
• 2 stars : can be thought out and implemented by experienced marketers and sales people.
• 3 stars : advanced thinking and implementation; for experienced, technical talents.

CRM configuration and database reorganization

We customized Shopopop's CRM according to its strategy:

• We reorganized sales tunnels.
• We created automations, including custom code workflows to facilitate synchronization and automatic completion of properties between objects.
• We personalized item files.

Then we cleaned up their database in three steps:

• We created custom object properties for transactions and companies. (25447 reorganized items)
• We aggregated and imported databases. (38 093 imported activities)
• We segmented databases with static and active lists. (11 workflows created)

Finally, we proposed new, more precise sales and marketing dashboard models, in line with the company's objectives. This includes tracking differentiated scores for partners and prospects, as well as monitoring the overall performance of the sales pipeline, which previously involved approximately 10 different pipelines.

The results

Synchronizing HubSpot with Business Central has enabled Shopopop to restructure all its sales and marketing processes and build a true European growth strategy. With 38,093 activities imported, 25,447 objects reorganized and 11 workflows created, Shopopop can now focus on sales while managing its activities in an operational and organized way.

Find out now how to implement a sales automation strategy to close more sales with HubSpot.