Stop Using the Lead Object |Omni International

Omni International, Inc. is a leading global manufacturer and distributor of laboratory homogenizers. Omni sets the industry standard with an unmatched commitment to outstanding product design, reliable performance, and a uniquely diversified solution-based product line.

Here's how Coastal Consulting worked with the Omni International team to better serve their customers throughout their lifecycle. We accomplished this by removing the Lead object from Salesforce and leveraging Opportunities for inbound inquiry management.

When we met Omni International in June of 2023, the marketing team shared that they had recently migrated from Pardot to HubSpot and were unhappy with their implementation. While the basics were covered, a few things fell through the cracks, specifically around the HubSpot Salesforce integration.

"We would like to see something created in Salesforce for every form filled out on the website."

- Brittany, during our intro call

While Salesforce traditionally solves for this by creating a new Lead, the Omni International team knew that would create issues down the line. HubSpot does not allow for duplicates with the same email address. So, having duplicate Leads and Contacts in Salesforce was not a scalable or sustainable approach.

They knew Coastal Consulting advocates using Opportunities and Contacts instead of Leads in Salesforce. So, they partnered with our team to help them streamline operations, optimize reporting, and reimplement their lead intake process.

Inquiry Mismanagement

Inbound leads were being lost in the HubSpot Salesforce integration. When an existing Lead or Contact reconverted on a form in HubSpot, the Sales team wasn't notified in Salesforce.

Reporting Reliability

Reporting in Salesforce and HubSpot did not show the same results.

Process Breakdown

Inbound Leads and existing Contact reconversions were managed inconsistently making it challenging for the sales team to handle their workload and properly respond to inquiries.

Remove the Salesforce Lead Object

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.

Leverage HubSpot for Automated Deal Creation and Assignment

To properly manage inquiry notifications and responses, we built Workflows in HubSpot that triggered when MQL and SQL forms were submitted. These Workflows created Deals in HubSpot (and Opportunities in Salesforce) that contained details on the form submission and the Contact submitting the form.

Redesign Inbound Assignment Rules

Lead Assignment Rules were used in Salesforce to assign inbound Leads. To accommodate the new Opportunity process, we build a Salesforce Flow to triage and assign inbound Opportunities to either an existing owner or a new, territory-based owner.