1 min
    Main project goal: Greater visibility of deals and customers, Improved quality and ease of reporting

    RobobAI is a scaling spend analytics platform empowering organisations to transform supply chains ethically and efficiently. RobobAI uses proprietary AI-powered software to help large enterprises and financial organisations understand their current supply chain operations, identify areas for improvement, and implement sustainable practices.

    Yet, despite having a seasoned sales team with industry experience, RobobAI faced challenges with inconsistencies in its sales process. An earlier agile HubSpot implementation had led to data gaps that made pipeline forecasting difficult and hindered the internal adoption of HubSpot.

    Katrina Youdale, Head of Marketing, engaged Bc to implement a sales enablement and technology program that would:

    • Create greater visibility and ownership of inflight deals and customers 
    • Identify data enhancement opportunities to reduce manual data entry
    • Ensure accuracy and consistency of information with standardised processes at each deal stage 
    • Identify opportunities to implement automation and document templates to speed up the sales process
    • Improve the quality and ease of reporting across the business

    The approach

    To ensure we delivered a comprehensive and structured enablement plan, Bc scoped a phased implementation that began with understanding RobobAI’s sales process for their direct and partner channel, current HubSpot configuration and data capture needs in a workshop setting.

    Based on the insights gathered from the sessions with key sales team stakeholders, we clarified definitions across the buyer journey and developed a new HubSpot setup designed to deliver consistent data while reducing the need for manual data entry.

    Key improvements included:

    • Implementation of a streamlined direct sales pipeline and migration of existing deals
    • Deal automation to ensure consistent data capture
    • Playbooks and custom properties for more consistent lead qualification processes
    • Product line item definition to allow for ARR reporting on multi-year deals
    • Sales enablement through consistent activity tracking, email integration and HubSpot calling
    • Dashboard reports for more accurate forecasting
    Once implemented, Bc’s strategists ran comprehensive training tailored to RobobAI’s HubSpot instance, including live sessions and video recordings. In close collaboration with the RobobAI team, we refined our initial processes to ensure seamless adoption and effective use of HubSpot across the business.

    The results

    The phased approach to enablement resulted in improved deal management, enhanced reporting, and increased sales productivity for RobobAI.

    “From the initial consultation to the final implementation, the Bc team demonstrated an astute attention to detail,” Katrina said.

    “They took the time to grasp the nuances of different areas within our business and the unique challenges that each of them face.

    “In addition to their technical prowess, the Bc team have consistently demonstrated professionalism, responsiveness, and a genuine commitment to our success. Their recommendations, training and support are already adding value to our business, and we are happy to have established a foundation and skills to build upon in the future.”

    As a result, Bc is now supporting RobobAI in its marketing activities, and we look forward to scoring more goals together.

     

     

    “Brand chemistry’s technical HubSpot expertise is unquestionable, but their true value comes from the deliberate care they took to gain a deep understanding of our business drivers and their skill to translate that understanding into strategic solutions, which resulted in new opportunities.”

    Katrina Youdale
    Head of Marketing, RobobAI

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