The Challenge
Stratus Building Solutions faced the challenge of consolidating data across their master franchises. Stratus’s regional franchisees provide marketing and sales support for unit franchises who are often self-employed individuals or small businesses. The unit franchisees focus on delivering service while the regional Master Franchisees generate, qualify, and close sales leads.
Stratus was facing a major pain point in the face of this model: with over 65 regional support centers at the time, each had their own CRM or were leaning exclusively on spreadsheets to manage leads and deals. Without standardizing CRM usage, the Stratus franchise operations team did not have any way to gain valuable insights into the sales process across master franchises.
With the struggle of getting disjointed sales data to headquarters, Stratus CEO Doug Flaig wanted to incorporate HubSpot as a tool that would not just standardize sales processes, but allow him to work more closely with franchisee data and make more informed recommendations to franchises about sales strategies at large.
The challenge demanded a system that would allow the franchise operations team to centrally manage and process the thousands of leads and sales generated every month. This solution required process automation, real-time reporting and dashboards, and a solution partner to provide customized support and training.
The Solution
Stratus turned to Platinum HubSpot Solution Partner, InboundAV, to implement HubSpot Sales Enterprise across the organization. InboundAV mimicked Stratus’s master franchise model when structuring their HubSpot usage, creating a segment for each Franchisee within the main Stratus HubSpot account. This required a number of automated workflows customized for each territory, along with the initiation of data and application partitioning, so that each franchisee only had access to their unique data while headquarters maintained access to the data from all franchise accounts.
After creating this structure, the next step was to import data from myriad sources in a way that satisfied the needs of hundreds of sales professionals. The InboundAV team faced CRMs with unstructured data and data stored in spreadsheets.
Then, InboundAV’s HubSpot team created standardized processes to handle a consistent flow of inbound leads and move them into sales pipelines and nurturing sequences.
According to Peter Malick, CEO and Founder of InboundAV, “Stratus headquarters initially ran into resistance from franchisees who were reluctant to give up their old systems. But once the new structure was implemented, and each master franchisee was trained on HubSpot, they began to see success. In that way, the great majority of users welcomed the new systems we put in place.”
InboundAV implemented several sophisticated process improvements in order to achieve cohesive HubSpot usage for this large and diverse organization. Ensuring that franchisees only saw their own data required the development of automated workflows customized for each territory and the initiation of data and application partitioning. The final step was to build customized dashboards so the Stratus management team could keep track of all the franchise activities.
Sales Hub Enterprise
Marketing Hub Enterprise