How we united sales and marketing with HubSpot.
Osstell is today a fantastic example of how it should be when a company implements HubSpot and fully embraces the Inbound philosophy. Inbound as a concept was interesting to Osstell even before the partnership with Structsales began by implementing HubSpot as a marketing system.
"Structsales took the time to understand how Osstell works as a company and what all our processes looked like."
- Lina Sanner, former Marketing Manager at Osstell
Structsales had previously helped Osstell with the purchase and implementation of a CRM, so the collaboration was already established when we also took on the marketing efforts. Expanding the collaboration with Structsales felt obvious because we had already started the journey with sales and CRM and had successful results.
HubSpot was the obvious choice
Osstell needed a tool to manage their marketing activities and HubSpot became an obvious choice early on. Lina Sanner had evaluated similar systems before and felt early in the process that HubSpot was a system that suited Osstell's needs. It was also a system that Osstell could grow and develop with as needs change.
What made HubSpot a really solid system for Osstell was all the integrations and also the ability to turn up features and capabilities as they learned more as an organization. It allows you as a customer to grow with your world and increase the pace of innovation. That was something that attracted Osstell.
"HubSpot is a great tool, I use it daily."
- Clémence Griot, Global Marketing Director at Osstell
HubSpot as a tool is relatively easy to implement, but inbound marketing as a concept takes time to implement in an organization. At least if you do it the right way and with the goal of creating more business opportunities in the end. You need to account for the amount of work in terms of strategy, planning and roll-out. It's like any other change journey - it takes time and work, which you need to respect and understand from the start. In Osstell's case, this journey was very much about explaining, educating and inspiring all salespeople so that everyone is on board with why we are doing this journey and what the end goal is - better and more qualified leads for the salespeople.
"They were fully aware of the current situation, where we were in the journey, but most importantly where we wanted to end up."
- Lina Sanner, former Marketing Manager at Osstell
- There were a lot of workshops along the way together with Structsales. This was important partly to get everyone working towards the same goal, but also so that everyone would see the value of inbound as a model. Operationally, it was also important to set new routines and work steps. "It's always a bit difficult and challenging to implement changes like this. We need to change behavior that is often deeply rooted, but the journey is necessary to reach the goal, says Lina Sanner.
Inbound marketing should be seen as a journey of change
Implementing inbound marketing is a change project more than a marketing project. It is about changing model, process and behaviors. A key to success in extensive change journeys like this one is to get all colleagues on board from the start, according to Lina Sanner.
It is important to involve the employees who will be most affected. Make sure to find people whose workday is most affected by the change and involve them early. The feeling of having been involved and influenced the processes to be implemented may well be crucial to the success of the project. It may be the key to turning many skeptics into ambassadors for the project instead.
Sales and marketing in ONE team!
For Osstell, Structsales chose to invest in a series of workshops where salespeople and marketers discussed challenges and solutions together as a team. It turned out to be a brilliant concept that laid the foundation for an established and successful collaboration. Common goals and KPIs were developed and documented in a Service Level Agreement, SLA, which everyone involved signed.
- I have been to other companies where the feeling was that marketing only costs money. It's tiring and just creates frustration. When you work with inbound and have the right systems in place, you realize how important it is to be able to show the value of what we do. Show how both marketing and sales contribute to business," says Lina Sanner.
How did Structsales contribute to achieving business value at Osstell?
The biggest challenge for Osstell was to establish and anchor the collaboration between sales and marketing. A collaboration based on respect and clarity with a strong focus on results. Structsales helped Osstell to develop clear KPIs, which are important for both sales and marketing. In this way, everyone can work towards common goals and everyone involved can see at any time how the group is doing in relation to the goals. This creates commitment and drive.
In order for the work between sales and marketing to run as smoothly as possible, in addition to a well-developed SLA, a Sales Development Representative (SDR) is also needed. Structsales helped Osstell to add this important link between sales and marketing.
"Together with Structsales, we have set up clear processes for how the SDR qualifies leads and also how unqualified leads should be handled. Previously, there was no order in lead management."
- Clémence Griot, Global Marketing Director at Osstell.
By adding the SDR role, the responsibilities for qualifying leads became more clear. Sorting and allocating leads to sales reps is one of the SDR's most important tasks. Having this lead management process in place freed up a lot of time for salespeople. Time that they can instead spend on what salespeople do best, building relationships with customers. The decision to appoint an SDR proved to be crucial to Osstell's success in sales and marketing.
- The most important thing was to get the SDR role in place. It was only once it was up and running that everyone involved really started to see the results of our efforts. That's when we really felt we were making a difference. The fact that Structsales helped us implement the SDR function has been very valuable," says Lina Sanner.
When Osstell qualifies leads, they use lead scoring in HubSpot. The marketing department, together with Structsales, set up a solid foundation for lead scoring and this has produced good results. Osstell has also succeeded very well in continuously developing its own lead scoring, which is a requirement for the work to work in the long term.
Osstell has today received great results from its investment in inbound marketing and this has led to the company being able to continue to gain market share with its products.
- We at Structsales are driven by sales. We want our customers to do more with less and therefore we are very proud of the way we have helped Osstell. Successfully linking sales and marketing so that together they create more business opportunities is what develops us as a company and also what keeps our customers coming back," says Oliver Lopez, CEO of Structsales.
About Osstell
Osstell is a global manufacturer of tools that measure the stability of dental implants. Their goal is for every dentist in the world to be able to offer safe and secure dental implant treatment. The company was founded in 1999 and is based in Gothenburg. Osstell's core idea is to commercialize their invention that uses Resonance Frequency Analysis (RFA) to determine the clinical status of a dental implant. Osstell's products help dentists and specialists worldwide to objectively ensure that a dental implant is ready for loading. Saving both money and suffering for patients and dentists.
www.osstell.com
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