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- Company name: Grenton
- Industry: Manufacturer of Smart Home software and solutions
- Location: Poland
- Web site: grenton.pl
Video interview with Grenton CEO Bartek Gierszyn
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Completed services
- Audit of the HubSpot Portal owned by Grenton and recommendations for improvements
- Configuration of post-audit recommendations in the areas of sales, marketing and customer service
- Training employees on the system
- Migration of data from Freshdesk to HubSpot Service Hub
Background and Challenges
Grenton is a dynamic Polish company with more than 10 years of experience, specializing in developing smart home solutions. It began developing smart home technology in 2011 and entered the commercial market in 2015. Since then, it has been continuously developing products and a network of partners.
Key Facts about Grenton
More than 10 years of history: Grenton began operations in 2011, launching its solutions to the commercial market in 2015.
The company has been in business for more than 10 years.
Presence in more than 30 countries: Provides reliable smart home solutions to homes and apartments around the world.
Provides reliable smart home solutions to homes and apartments around the world.
Four manufacturing locations: Manufactures system components in four locations, all located in Poland.
Presence
More than 5,000 professional installers: Develops not only the product, but also a network of partners. More than 5,000 installers are already working with Grenton.
Over 5,000 installers.
More than 40,000 system users: More than 40,000 customers worldwide trust Grenton, and the number is growing every day.
More than 40,000 customers worldwide trust Grenton, and the number is growing every day.
More than 70 employees: Located in offices in Poland and Dubai, the team consists of world-class professionals.
Hosted solutions before selecting HubSpot
- No typical CRM
- An ERP system
- CMS of websites
- Freshsales
- Mailchimp
Solutions HubSpot was compared with
Before deciding to implement HubSpot, Grenton considered other solutions such as SalesForce.
Grenton's challenges before partnering with BusinessWeb
Grenton purchased and independently implemented HubSpot in 2022.
Before its selection, Salesforce solutions were considered. The key decision to choose HubSpot, was good technical support, the availability of a Polish partner to work with, and the ability to put all processes on a single solution.
Grenton's decision to choose HubSpot was based on good technical support, the availability of a Polish partner to work with, and the ability to put all processes on one solution.
Over time, the company's dynamic growth meant that by not using the system's configuration standards, the system was not ready to scale further in terms of sales and marketing processes.
Despite having sales, marketing and customer service modules in the Professional version, the advantages of the HubSpot platform for integrating the work of these three teams were not being fully utilized, which affected the overall quality of the customer service.
Additionally, Freshdesk, which was a separate, standalone application and not integrated with HubSpot, was used for customer service. The company had a HubSpot Service Hub license, which could have greatly assisted in linking customer service activities with sales and marketing teams, creating a centralized customer service platform. However, this license was not being used.
The following is a list of the main challenges Grenton faced, despite having HubSpot:
- Unused capabilities of owned licenses
Unused potential of HubSpot despite having full solutions for marketing, sales and customer service in Professional version. Customer service process run on external tool Freshdesk, not integrated with HubSpot.
- Lack of structured data in the system
Grenton needed to organize the data in the HubSpot system, giving it the right structure for further marketing and sales activities, in order to further scale the company. - Problems with managing subscriptions and consents
Lack of consistency in managing marketing subscriptions, signups and RODO consents hindered effective management of marketing contacts. - Lack of database segmentation
Grenton did not have targeted database segmentation, which hindered effective marketing and sales activities, including resale activities to existing customers. - Unintegrated marketing and sales processes
The lack of integrated marketing and sales processes and confusion over lead statuses resulted in inefficient information flow between teams and lost potential of leads generated. - Lack of a lead scoring system
Grenton did not have an effective lead scoring system, which made it difficult to segment leads by caliber and implement a lead warming process. - Inefficient task management system
The lack of an effective task management system and task queues meant that sales staff could not focus on the most important tasks. In addition, there was no control over the workload of employees, leading to an uneven work schedule. - Insufficient training and lack of knowledge of the system in the sales team
The team lacked knowledge and uniform standards for working on HubSpot. They were not using many of the available HubSpot features that could be applied to Grenton's sales processes. - Lack of reporting
Lack of access to key KPIs and statistics on sales, marketing and customer support. Lack of ability to track the impact of marketing activities on sales, which hindered effective lead management. Resulting from inconsistent system configuration according to HubSpot best practices.
Collaboration goals
Collaboration with Grenton began with an audit of the platform, which was a key moment in identifying areas for improvement. Staff knowledge gaps and inconsistent system configuration were the main challenges preventing effective use of the platform to fully monitor performance in all areas of the business. Therefore, the audit was not only an analysis of the current situation, but also a starting point for improving processes and achieving consistency in the company's operations.
- Fully utilize the capabilities of the HubSpot platform and integrate work between teams, improve sales and customer service processes, increase knowledge from the team from HubSpot functions
- Improve communication and collaboration between teams to increase the return on marketing efforts and increase control over the flow of leads acquired
- Improve tracking and analysis of marketing activities and their impact on sales, streamlining reporting
- Optimize employee workload management, appropriate task rotation and work on acquired contacts
- Gain access to key performance indicators (KPIs) of sales and marketing processes
- Migrate Freshdesk to HubSpot Service Hub to integrate customer service processes with sales processes
Collaboration Process
- System Audit: Conduct HubSpot audit, which covered more than 60 points of system configuration for marketing and sales. Developed a report of process configuration gaps and employee knowledge.
- Configuration and customization: Redefinition of sales pipelines, data entry standards and automation of key processes, making adjustments to processes based on information gained in the audit.
- Data migration: Transfer of support team from Freshdesk to HubSpot without losing legacy data. Migrated ticket data and full contact history using HelpDesk Migration tool. The knowledge base was also migrated and configured.
- Training: Conducting training for sales, marketing and support teams to ensure uniform working standards on HubSpot.
- Post-implementation support and optimization: Continue support after system reconfiguration to optimize processes and ensure maximum utilization of HubSpot.
Results
- Increase lead generation by 100%: Cleaned up the database and marketing automation processes, resulting in more efficient lead generation and a dynamic increase in volume of 100% over the year.
- Improving conversions: Automating the transfer of marketing leads to salespeople and monitoring activities more effectively.
- Operational efficiency: Implement monitoring and sales funnel potential.
- Other key indicators: Access to advanced sales, marketing and service reports, which enabled better decision-making.
Customer feedback
"Through the audit, we realized how much we can achieve having a properly configured system. As a result of the work, BusinessWeb HubSpot has allowed us to integrate our sales, marketing and support activities into one cohesive platform. As a result, we can better serve our customers and increase our efficiency."
Bartlomiej Gierszyn
CEO
Grenton
Future Plans
Grenton plans to further develop and optimize processes on HubSpot, including the implementation of new functionalities and tools to further improve operational efficiency and customer satisfaction. One of these will be to ensure the application of AI in customer communication processes and the introduction of Chat to the website.
Summary
Summary of success:
Through the implementation of HubSpot and collaboration with Businessweb, Grenton was able to integrate and optimize key business processes, resulting in better customer service, increased work efficiency and improved financial performance.
Recommendations:
If you have been configuring HubSpot on your own, take advantage of the HubSpot Portal audit offered by BusinessWeb, it can help you increase the potential of your sales, marketing and customer service processes, just as Grenton did.
