Implementing the HubSpot Salesforce Integration

“Lauren was fantastic to work with. Her approach is to work with the team to build an optimal process, data flow between systems, reporting and dashboards. We were given the documentation, process maps and info needed to make future updates. I highly recommend taking the Certification course!"

Amy Cobaugh

Salesforce Administrator
Vernal Biosciences

Background

Vernal Biosciences, a leading manufacturer of mRNA and LNP-mRNA, is well-positioned as an essential player in the biotech industry. Recent industry events, such as the increasing demand for mRNA technology and Vernal Biosciences' expertise in high-purity mRNA synthesis, have created opportunities. The company has expanded its capabilities with the addition of GMP facilities and operations.

In January 2024, Vernal Biosciences made strategic leadership appointments, including a new Chief Commercial Officer and a new Chief Financial Officer, to bolster its commercial operations and drive business growth. Prior to that, in July 2023, they hired a new Director of Marketing, highlighting their dedication to building a cohesive sales and marketing partnership.

These developments set the foundation for a compelling engagement to improve the sales and marketing process. The company's commitment to enhancing operations, coupled with the opportunities in the biotech industry, makes this an intriguing success story that showcases growth and innovation.

Brief

The Vernal team was enthusiastic about enhancing their sales and marketing efficiency. They needed clarity on lead qualifications, sales handoffs, data connectivity, and overall team unity. Our goal was to help them create a seamless, integrated system to streamline their operations.

Coastal Consulting set out to address these challenges by defining lead criteria, establishing clear marketing-to-sales transitions, and integrating their systems for smooth data flow. The highlights of our method included producing a detailed guide, implementing automation in HubSpot and Salesforce, and enhancing visibility into lead and contact activity.

We planned to provide Vernal with a cohesive process to follow, improved knowledge of their sales process, and transparent tracking of record origins in Salesforce. The approach overall, was designed to set them up for success with increased efficiency and better results.

Challenges

Undefined Lead Criteria: We lack an explicit definition of what qualifies as a lead, causing confusion and inefficiency in our sales process.
Sales Handoff Confusion: We don't have good descriptions for the marketing-to-sales handoff, such as when a lead should transition.
Data Connectivity Issues: Our new marketing person is struggling because HubSpot and Salesforce are not integrated, leading to a lack of data connectivity.
No Cohesive Process: Our sales and marketing teams lack a connected process to follow or report on, which impacts overall efficiency.

Solutions

Defined Lead Criteria: We clarified what constitutes a lead and set up scoring criteria to streamline lead qualification, reducing confusion and improving sales focus.
Integrated Systems: By linking HubSpot and Salesforce, we ensured seamless data flow and connectivity, eliminating data silos and enhancing visibility.
Established Sales Handoff Process: We defined and documented the marketing-to-sales transition process, creating a clear path for lead progression and minimizing delays.
Implemented Automation: We automated key processes in HubSpot and Salesforce, improving lead qualification and tracking and increasing efficiency and consistency.
Developed Comprehensive Guide: We created a detailed guide with screen recordings and Q&A sessions to support Vernal’s team and provide them with the tools needed for long-term success.

Goals

Gain Visibility into Leads & Contacts: Know where they are and understand their activity & advancement in Salesforce.
Seamlessly Install the Integration: Implement the integration & feel confident in the movement of data.
Understand the Sales Process: Recognize the sales process & understand where a person is in the process.
Create Source Tracking in Salesforce: Ability to see where records come from in Salesforce when they’re created in HubSpot.

Results

Flawless Integration: The integration between HubSpot and Salesforce was installed with no sync errors, ensuring seamless data flow.
100% Admin Confidence: Thanks to the HubSpot Salesforce Integration Certification Course, and 12 comprehensive screen recordings, the admins are now fully trained and confident in managing field mappings and resolving sync issues.
Documented Sales Process: The sales process has been designed and thoroughly documented in an 11-page guide, providing the sales team with clear procedures for handling both outbound and inbound leads.
Streamlined Operations: Sales automation has been successfully implemented, leveraging HubSpot Workflows and Salesforce Flows to optimize sales processes.

“You didn’t just fish for us, you taught us how to fish.”

Kristyn Cook

Executive Director of Marketing
Vernal Biosciences

Our Impact

In the short term, Vernal's Salesforce Admin is now proficient at managing the integration and understanding the impact of changes across systems. Their new marketing team member is confident in capturing, qualifying, and transferring leads, thanks to extensive training on forms, ICP, and HubSpot Score development. The sales team benefits from a newly aligned process that integrates marketing data with their established follow-up procedures, enhancing overall efficiency.

Vernal is now well-positioned for growth, with sales and marketing seamlessly integrated. The development of a reporting framework offers executive-level insights into both sales and marketing performance. Additionally, the team now possesses the skills and confidence to manage and maintain the integration independently.

Looking Forward

Looking ahead, we are really excited about the long-term benefits of our successful engagement. With their optimized HubSpot and Salesforce integration, Vernal will experience sustained efficiency and effectiveness in their sales and marketing processes.

Their confidence in managing these integrated systems will empower us to adjust to future changes and maximize the value of our efforts. By leveraging the insights and data from the integration, they will be well-equipped to make informed decisions and drive growth. With this strong foundation, Vernal can confidently navigate the evolving landscape in their fast-changing industry and continue to realize sales and marketing success.

About Vernal Biosciences

Vernal Biosciences is an mRNA CDMO democratizing the use of mRNA, LNP-mRNA, and associated services such as process development and quality control methods. Vernal’s quality-by-design driven platform technologies across the entire value chain of mRNA medicines will provide your project with a de-risked, advanced staging ground for research and clinical supply. Their on-demand, high-purity supply, and services provide you with the flexibility to perform proper drug discovery and development without risking the buildout of costly teams and facilities.

This transactional model and commitment to maintaining quality across all scales of mRNA and LNP-mRNA will allow your organization to focus on other high-value operations such as target biology, drug discovery, clinical development, and marketing. mRNA and LNP-mRNA from Vernal Biosciences will support all of your R&D, regardless of your mRNA use case.

Check out their website. >>

Vernal - Lifecycle Stage + Status Management

Lifecycle Management

Using Miro, we documented the full lifecycle and showed how Lead, Contact, Opportunity, and Account data would be updated as contacts progressed through the lifecycle.

0 Sync Errors

We installed the HubSpot Salesforce integration and quickly solved all resulting sync errors.

HubSpot Salesforce Integration Contact Settings

Contact Mapping

The HubSpot Salesforce integration was configured to create new Leads in Salesforce and keep Leads and Contacts in Salesforce in sync with HubSpot Contacts.

Optimizing Vernal Biosciences: From Data Silos to Seamless Integration

Amy Cobaugh

The Overview

The Details

Kristyn Cook

The Wrap

Project Highlights