Supply Chain Provider Leaves Salesforce For HubSpot | Instrumental

Radiant Logistics delivers advanced supply chain solutions around the world. Operating over 100 locations worldwide under an umbrella of nine brands Radiant support operators, carriers, and overseas logistics carriers with comprehensive logistics and multi-national transportation services.

Instrumental Group was introduced as a best-in-class migration support team, with deep experience migrating organizations out of Salesforce. Instrumental Group led Radiant through a deep scoping process, helping the sales and marketing teams feel confident that their sales operations could be streamlined and simplified in HubSpot.

Radiant Logistics had already moved to HubSpot Marketing Hub before Instrumental Group was introduced to support its migration from Salesforce to HubSpot Sales Hub. The marketing team, led by Jennifer Deenihan, was extremely happy.

The sales team, led by Alan Brown, was struggling with adoption in Salesforce. As the contract expiration date loomed, it was time to consolidate and streamline the sales operations in HubSpot, too. Like many other organizations, the cost, rigidity, and complexity of Salesforce were no longer worth the heavy investment.

Instrumental Group was called upon to put together a migration strategy to support the following objectives:

Consolidate sales operations into HubSpot with marketing
Preserve full data and history in Salesforce, migrating into HubSpot
Three sales teams needed to operate customized, dedicated sales processes
Adoption is a major concern, requiring simplicity, automation, and dedicated team training to help the team find value in using HubSpot

Onboarding HubSpot Sales Hub

At Instrumental Group, we have a dedicated team for HubSpot Onboarding and offer a host of services to help new customers activate their new HubSpot license quickly. Our HubSpot Success Managers (HSMs) are Master Training Certified by HubSpot themselves, ensuring they have a well-rounded and complete understanding of the entire HubSpot Suite. We introduced Alan to his dedicated HSM and set forth to complete the following steps.

Step 1: Seat-based Activation: Sales Hub value starts with the seat-based productivity tools. We supported the entire sales team in getting the plugins, extensions, email, and calendars integrated for fast activation.
Step 2: HubSpot Software Training: We held a series of orientation calls to teach each of the three sales teams how to operate inside HubSpot CRM and how all the Sales Enterprise tools worked. This training element fulfilled the requirements by HubSpot to allow for waiving their onboarding consulting fees.

Data Migration with Migratr

Instrumental Group's ability to migrate both hard and soft data out of Salesforce so robustly was fueled by an App our product team developed specifically for this purpose. Our Salesforce Data Migrator has been used to help nearly 100 different organizations leave Salesforce without leaving critical data and insights behind.

Step 1: HubSpot Field Mapping: We started with an audit of Radiant's existing Salesforce environment to identify all required fields for migration. Then we configured HubSpot to match, ensuring the ability to migrate successfully.
Step 2: Data Migration: We leveraged our custom Salesforce to HubSpot Data Migration App to migrate all earmarked structured and unstructured data out into HubSpot. Migratr is built to seamlessly extract all earmarked data and port it into the proper fields while maintaining data associations between objects. The entities we were able to migrate include:
- Years of contacts, company, and deal records
- All notes, meetings, calls, tasks, emails, pipelines, properties, and record owners
- All attachments, product objects, and product line items
Step 3: Validation and Testing: We reviewed the migrated data together, ensuring accuracy. Everything checked out, and the data was validated as accurate in HubSpot.
Step 4: Delta migration for net new data: To finish the migration, we ran a final migration to pick up all net new data and move into HubSpot for go-live.

Training the Sales Team

Instrumental Group's training methodology aligns closely with HubSpot. The agency has adopted its preferred method of Change Management, ADKAR. Instrumental Group customizes training curricula to build awareness, create desire, develop knowledge, foster ability, and reinforce change and adoption. For this project, we agreed to the following steps:

Step 1: CRM Tour: We started with Alan as, our internal champion. As the sales leader, it was important for him to understand how HubSpot was built to meet his team's needs. The following day, we rolled out the CRM to his sales teams with a Zoom meeting to tour the entire system.
Step 2: Role-Based Training: Our next step was to host curriculum-based training sessions with the sales teams to answer questions and provide support. Each team had dedicated sessions that included preparation assignments,content to cover, resources, and desired impact. Aligning team training based on priorities and feedback is key to successful adoption, which is why Instrumental Group customizes training sessions for maximum impact and adoption.
Step 3: Documentation: Instrumental Group also carefully documented operating procedures for ongoing reference. A library of training resources and links would serve as refreshers, a reference, and a new employee onboarding. All documentation and training videos were labeled and filed inside their HubSpot file manager for fast reference.

No data was lost, and no downtime was suffered. Radiant Logistics was able to shut down its Salesforce license without incurring any additional costs. Sunsetting Salesforce for HubSpot allowed them to consolidate their software stack, reimagine the sales process, increase capabilities, and decrease their software costs.

As marketing and sales work together to build momentum and improve performance in HubSpot, more is on the horizon. Next up will be the migration of all nine Radiant Logistics brand websites into the HubSpot Content Hub. Stay tuned for a dymanic website migration success study soon!