Bratney

Bratney’s antiquated marketing and sales processes created disjointed, duplicate, and inaccurate data. Their 26 person sales team is comprised of in-office Sales Leaders and Project Managers coordinating efforts with traveling Territory Managers working in the field across the U.S. and even internationally. Each kept records in their personal email, spreadsheets, and even on scraps of paper. This lead to miscommunications, forgotten tasks, and very little insight for leadership.

There were no analytics to track if Managers were completing reach-outs assigned to them, properly nurturing leads they'd been passed, or accurately forecasting revenue. Bratney's leadership had to trust each Manager's word and only saw the end result of closed-won deals. Lead nurturing was difficult to monitor, pipeline management was non existent, and the little data that was entered into their previous system was often duplicated, inaccurate, and causing more problems than it was solving. Bratney's data, processes, and team were lacking any form of continuity leading to them not being able to coach their team, forecast revenue, or be confident about their future projections.

To combat the lack of visibility and continuity among teams, Bratney added HubSpot to their tech stack and partnered with Blue Frog for implementation and ongoing strategic growth services. The first step to facilitating the HubSpot implementation was to gather data from Bratney's varied sources, their previous CRM, excel sheets, and email contact lists. The data was compiled, imported into HubSpot, then cleansed and normalized using Operations Hub's strategic data alignment tools.

Once data was entered and converted to a usable state, Blue Frog worked with Bratney's leadership team to build quick wins surrounding data visibility. Creating custom dashboards to monitor everything from rep activities, marketing conversion rates, pipeline forecasting, and more. Allowing their leaders to monitor reps and have a full understanding of how leads progressed through their pipeline provided invaluable insight to shape future initiatives.

"The business intelligence from new forecasts and automated dashboards has been a tremendous tool for our leadership team to make decisions with quickly"

- Mike Giles | Production Manager

Beyond working with Bratney's leaders to configure their sales process, Blue Frog also conducted in-depth training sessions with Bratney's sales team and had their reps fully integrated into HubSpot and working within the platform in a matter of weeks. Having their team go from seeing the platform for the first time to having them completing all day-to-day activities in HubSpot in under a month was imperative as Bratney's previous CRM relationship was ending. Being able to provide hands-on training with their newly built and streamlined process made adopting HubSpot that much easier for the sales team to get up and running smoothly.

Through an ongoing relationship with Bratney, Blue Frog has continued to transform their processes from beginning to end. Implementing automated lead nurturing and scoring to provide Territory Managers contact prioritization that allows them to interact with warm leads, advanced lead routing so form submissions are in the hands of the proper reps without needing a manual touch to provide improved form fill-to-contact times and a better prospect experience, providing guidance to build cohesion across business groups to ensure data continuity and integrity.

"They have helped us identify and stay in front of high value leads. The campaigns we've developed have accelerated our reps initial conversations with new prospects and also eliminated much of the cold calling we previously engaged in, freeing our reps up to focus more time on closing opportunities deeper in our pipeline"

- Mike Giles | Production Manager

Blue Frog revolutionized Bratney's processes by fully leveraging HubSpot's full suite of products paired with Blue Frog's implementation expertise. Doing so allowed Bratney to bring their marketing, sales, and customer service processes together into one seamless experience for their customers.