FullFunnel Merges Two CRM Environments for Capturely for One Source of Truth and Better Performance Tracking

The Challenges

Capturely approached the FullFunnel sales operations team with a need for help in optimizing their HubSpot environments. They had one HubSpot environment for Capturely and a separate one for the Headshot Truck business. Having two sets of data in individual databases made things like attribution, pipeline reporting, forecasting, and contact management very difficult for the team. They knew that the only way to grow their business and be successful in the marketplace was to start using their data to make more actionable decisions based on which channels were performing better than others, as well as what was influencing their buyers the most during their buyer journey.

The Solutions

As the FullFunnel sales operations team started to explore the HubSpot environments and discussed the desired outcomes for reporting and attribution with the Capturely team, it became evident that the two HubSpot environments would have to be merged to create one single source of truth across the entire corporation. To achieve this, FullFunnel used the Capturely HubSpot environment as the new single CRM and then took steps to merge the Headshot Truck data into the Capturely CRM. Custom fields were used to create individual brands within one CRM, making it easily trackable for both teams.

Once all the data from the Headshot Truck HubSpot environment was in its new CRM, the FullFunnel team was able to start building reporting and analytics to provide the team with a snapshot of what was driving revenue, the return on ad spend, and other key metrics important for any sales, marketing, and demand generation team as a whole.

The FullFunnel team worked on projects such as attribution reporting, sales pipeline reporting, sales and marketing forecasting, separating HubSpot contacts between guests and decision makers, and identifying points of contact for each project. They also conducted custom reporting and performed a HubSpot form audit and cleanup initiatives. Additionally, the FullFunnel team created a marketing scorecard report to help analyze ad performance, social interactions, and ad spends. They also assisted the Capturely group in removing over 5,000 duplicate contacts with no company email address or phone numbers available in the system. This data cleanup helped the sales and marketing team focus on the contacts that were important and reachable, while those who were not were either removed from the system or marked as other.

The Results

The partnership between Capturely and FullFunnel resulted in one single source of truth HubSpot environment, which allows the Capturely team to see how both brands are performing through custom reporting and attribution models that have been built out over time. Although the work is not yet completed, the Capturely team now has much of the information they need to utilize ad spend more efficiently and continue to grow their business efficiently.