CRM System Adoption for Creative Agency
Francesco Grani
Automation Engineer
Business Consultant
Asana
HubSpot
Make
Objective:
To introduce a CRM system to a creative agency without disrupting existing workflows, ensuring seamless integration with current tools and minimal operational downtime.
Approach:
Initial Assessment: Conducted a thorough analysis of the agency’s processes, including understanding employees' needs, preferences, and frustrations.
- **Management Workshop**: Held a workshop with the management team to gather insights on their vision for the changes and transition.
- **Workflow Design and Feedback**: Designed a new workflow incorporating a sales pipeline and leads management system, and presented it for feedback.
Implementation:
- **HubSpot CRM Setup**: Established a new HubSpot instance, including data migration (export, cleanup, and import of previous client data).
- **Tool Integration**: Integrated existing tools (Asana for project management and MOCO for project time tracking and invoicing) using Make to create workflows triggered by changes in sales pipeline stages.
- **Monitoring System**: Developed a monitoring system to detect workflow failures and ensure timely interventions and enhancements.
- **End-to-End Automation**: Automated processes from leads acquisition to project completion and invoicing.
Results:
- **Employee Training and Showcase**: Conducted a final workshop to demonstrate the new system to the entire agency workforce, ensuring they understood the new workflows and integrations.
- **Minimal Disruption**: Achieved the goal of implementing the CRM system without requiring extensive employee training or causing operational downtime.
Challenges and Solutions:
- **Seamless Integration**: Focused on designing a system that would work seamlessly with existing tools to prevent disruption.
- **No Downtime**: Ensured the new system did not require a significant adjustment period, thus avoiding any slowdown in operations.
This project highlights my capability to implement advanced CRM solutions in a way that respects and enhances existing workflows, ensuring smooth transitions and maintaining operational efficiency.
Tools used:
- **HubSpot (CRM, Deals):** Used as a central place to store customer data, but also to manage the sales pipeline and as first entry point for new projects
- **Asana:** project management tool, for every new deal (project) created in HubSpot, a new project is created in Asana following a template
- **MOCO:** project time tracking tool used by the creatives all along the development of the projects. New customers objects and new projects are created as soon as new deal are marked as confirmed in HubSpot
- **Slack:** used to receive automated alerts in case of workflow failures, but also as troubleshooting and communication channel with the team
- **Make:** main automation tool that connects all the other ones with triggered and scheduled workflows