TeamSupport

TeamSupport, a SaaS company specializing in ticket management and live chat solutions, faced operational challenges integrating their marketing and sales systems.

Prior to engaging ATAK Interactive, TeamSupport managed their marketing through HubSpot Marketing Hub and their sales operations in Salesforce. This siloed approach led to inefficiencies, particularly in lifecycle stage management, nurturing processes, and data synchronization between the two platforms. They needed a seamless integration to improve their go-to-market strategy and streamline cross-departmental workflows.

The initial Salesforce and HubSpot integration commenced in February 2023, involving a large influx of contact data and setting the stage for operational alignment.

ATAK Interactive spearheaded a robust integration strategy that addressed TeamSupport’s key operational pain points:

Lifecycle Stage Management:

• Developed a comprehensive strategy to align lifecycle stages between HubSpot and Salesforce.
  
  
• Configured workflows in HubSpot to categorize content into funnel stages, automating the assignment of lifecycle stages based on engagement and interaction.
  
  
• Established a bi-directional sync between HubSpot and Salesforce, ensuring accurate and real-time data flow.

Nurturing and Automation:

• Implemented workflows to enroll leads into appropriate nurture streams based on their lifecycle stage.
  
  
• Initially utilized SalesLoft for personalized sales email cadences triggered by HubSpot signals.
  
  
• Simplified nurturing processes by transitioning to HubSpot marketing emails, reducing reliance on extensive lists and complex configurations.

Tech Stack Optimization:

• Streamlined TeamSupport’s tech stack, transitioning their website hosting from HubSpot to WordPress and consolidating forms and conversion points.
  
  
• Recommended adoption of HubSpot Sales Hub to unify sales and marketing efforts, aiming to replace SalesLoft for better integration and simplicity.

Operational Support:

• Provided ongoing management of the Salesforce sync, addressing duplicate rules and sync errors.
  
  
• Delivered Visualforce views in Salesforce to give the sales team a quick overview of HubSpot records and activity timelines.
  
  
• Automated unenrollment from nurture cadences upon booking meetings through Chili Piper, ensuring seamless customer experience.

The integration and optimization efforts delivered tangible results for TeamSupport:

• Improved Efficiency: Simplified lifecycle stage management and streamlined nurturing processes, reducing manual intervention and operational complexity.
  
  
• Enhanced Nurture Success: Achieved a 20.2% meeting rate for demo request cadences, showcasing the effectiveness of ATAK’s tailored approach.
  
  
• Unified Data Flow: Ensured real-time, accurate data synchronization between HubSpot and Salesforce, enabling better decision-making and reporting.
  
  
• Scalable Solutions: Transitioned to simplified workflows and reduced dependency on external tools, preparing TeamSupport for future growth and system adaptability.

ATAK Interactive’s strategic integration and ongoing support have positioned TeamSupport to achieve greater alignment between their marketing and sales functions. By addressing both immediate operational challenges and long-term goals, ATAK has helped TeamSupport enhance their overall efficiency and effectiveness in reaching their target audience.