RobobAI achieves sales mastery through HubSpot automation

About RobobAI

• 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.

The challenge

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.