Race Roster, a leading event management platform, was having challenges with their existing CRM system, Salesforce. Initially implemented years ago, Salesforce had become costly and was no longer meeting the evolving needs of Race Roster’s business. Race Roster was looking for a reliable solution to their marketing, sales, and customer services problems. Enter, HubSpot.

What did they need?

  • To be able to create and monitor their ideal customer journey
  • Lead assignment automation and organized deal pipelines and processes
  • Better management of customer support issues
  • A way to roll up data to various parent organizations

What did we do?

  • Defined the ideal customer journey and set up reporting in HubSpot for continuous optimization
  • Created multiple deal pipelines with automations to maximize accuracy and efficiency
  • Set up HubSpot's Help Desk to create an omni-channel experience for support staff
  • Created association structure for parent-child orgs

The problem

For Race Roster, Salesforce had become expensive and cumbersome. It lacked the flexibility and user-friendly interface required by Race Roster's growing team and business. As the company's operations grew over recent years, the need for a CRM that could better handle complex lead journeys and streamline data management became evident.

Without the ability to truly define their lead journey in Salesforce, Race Roster acknowledged their data was only getting more disorganized. They needed to make a change and selected HubSpot to serve as their new CRM. Before we could get to implementing HubSpot, a substantial data cleanup was necessary before any migration could happen.

The solution

Race Roster went all in on HubSpot, we helped them implement Marketing Hub, Sales Hub, and Service Hub to give them a complete view of their customer journey, from lead to renewal.

Marketing Hub

Before we could work on updating and documenting the marketing process with Race Roster, we worked with their team to clean up their data before importing it to HubSpot.

Once we had the data taken care of, we got to work on creating Race Roster's customer journey in HubSpot. We designed and set up two email templates and two landing pages and taught the Race Roster team how to clone, edit, and manage them ongoing.

Getting a strong foundation in place with Marketing Hub set us up for a really successful Sales Hub rollout and would prove to provide better communication between Race Roster's marketing and sales teams than ever before.

Sales Hub

Race Roster’s sales process was significantly streamlined with Sales Hub. We set up four dedicated pipelines to manage various aspects of the business, including new events, renewals, onboarding, and coordinating with timers for events.

We were able to simplify a relatively complex lead assignment process, previously a pain point, using HubSpot’s automated workflows. These workflows now account for factors such as country, event type, and participant numbers to make sure the right reps are getting the right leads.

With over sixty workflows implemented between the different pipelines, we were able to ensure that leads were efficiently nurtured from initial deal creation to a happy, renewing customer. With all of this in place, the sales team now had clear steps to follow, from booking a meeting to signing a contract, ultimately transforming and accelerating their sales process.

Service Hub

Service Hub allowed Race Roster to better manage customer service with a new ticketing system. Tickets from seven different inboxes were categorized into three specific pipelines: general inquiries, charitable donation inquiries, and accounting questions.

After discovery conversations, some service team members were granted sales access to facilitate the renewal process, which often began within the service department anyway. This streamlined the renewal process and allowed sales reps to continue to focus on new business and spend less time helping with renewals.

An automated onboarding process was established, ensuring that new customers were supported through with a series of automated emails and tasks keeping the process on track and making sure no steps are skipped.

Reporting

HubSpot’s native reporting features allowed Race Roster to gain deeper insights into their processes and event management. The ability to associate contacts, companies, and deals provided a clearer picture of their operations, particularly for large-scale productions like Iron Man, where multiple deals needed to be rolled up under a single parent company.

The transition to HubSpot enabled Race Roster to create reports that effectively aggregated and analyzed data, offering valuable insights that were previously hard to attain or required significant amounts of time to cobble together.

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The impact

Adopting HubSpot as their CRM has had a profoundly positive impact on Race Roster, transforming their approach to marketing, sales, and service. The switch from Salesforce to HubSpot provided Race Roster with a more intuitive, user-friendly platform that better aligns with their evolving business needs.

By establishing clear customer journeys, automating complex workflows, and enhancing their reporting capabilities, Race Roster has improved efficiency and productivity across their teams. The ability to track and manage events, leads, and customer interactions in a cohesive system has not only streamlined operations but also empowered Race Roster to deliver a more personalized and effective service to their clients.

Overall, HubSpot has provided Race Roster with the tools and flexibility they need to continue to grow and succeed in a competitive market.

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