EFUEL had opportunities for growth and improvement in several aspects of their CRM to augment marketing and sales operations. Initially, data integration across different platforms was a little bit challenging due to limited API connections. This made comprehensive client information slightly harder to access, impacting efficiency. Also, distinct MarTech platforms were utilized by individual departments, implying that a cohesive work process was an area for enhancement. For instance, the customer success team at EFUEL was using a separate system which, while functional, had room for optimization in terms of cross-departmental communication and collaboration.
One area of focus was customer segmentation and the sales funnel. Initially, EFUEL was in the process of refining their understanding of customer segments, which made a comprehensive overview of their inbound sales funnel a key area for improvement. Improved customer segment definitions were identified as essential for efficiently prioritizing marketing and sales efforts.
The third area for growth revolved around maximising the utility of the HubSpot tools at their disposal. Some HubSpot functions, like sequencing, tasks, forecasting, and meeting links, were underutilized, which indicated potential for growth in driving sales and prioritizing clients. This meant marketing activities had the opportunity to be better synchronized with sales and customer success, streamlining messaging and providing a more structured framework for marketing campaigns.