How Therapy Brands Optimized HubSpot and Salesforce After 16 Acquisitions

Leveraging the Lead object in Salesforce was making it impossible to assign and manage multiple product requests from the same individual without having duplicate records. To solve this challenge, we removed the Lead object from Salesforce and used Contacts and Opportunities for inquiry management. Rather than creating new Leads when forms were submitted, a new opportunity was created and associated to the Contact. 

Record types were used to indicate specific product interests across the 16 brands. To solve for this, we collapsed all record types into one master record type and used a multi-select picklist to indicate product interest on the Contact object. Then, we created Opportunities for each individual inquiry. These were then used to manage lead routing and to track MQLs, marketing performance, and lead quality.

To properly manage inquiry notifications and responses, we built Workflows in HubSpot that triggered when product-interest forms were submitted. These Workflows created Deals in HubSpot (and Opportunities in Salesforce) that contained the product interest and details on the request. Additional Workflows were built to manage team-based Deal assignments (that then synced to Salesforce). Finally, Workflows were created to then enroll Contacts into specific Sales Sequences to quickly follow up with personalized 1:1 communication from the assigned sales representative.

In the legacy setup, product-specific fields were created to measure Lifecycle Stage, lead score, and more. This resulted in 16 versions of these different properties in HubSpot and Salesforce. Think - 320 properties when only 20 were really needed. To better manage this, we built a plan to consolidate the properties used to track the individual product interest to the Opportunity object and used the Contact object to track the actual lifecycle and relationship of the individual. 

Throughout the process, we worked to resolve Sync Errors, update integration settings, and ensure that all necessary data was syncing between HubSpot and Salesforce. At one point, Therapy Brands had over 100 sync errors. This was reduced to 0 at the end of the engagement.