Fractal River collaborated with Polco, the emerging leader of local government community engagement solutions, to design and implement an end-to-end architecture supported by best-in-class processes, data, and systems, to operate their growing SaaS business.
The architecture centered around Hubspot for Marketing, and Salesforce as the CRM. The final solution included a dozen selected software components that were tightly integrated to ensure a seamless end-to-end experience.
Process development was at the heart of this deployment. We created new processes for every step of the Revenue Operations process (more than 100 distinct processes), including (but not limited to): lead generation, campaign management, lead progression, data cleansing & augmentation, lead qualification, opportunity management, product catalog management, quoting and approvals, account assignments, onboarding progress tracking, renewal management, contact reengagement, and performance/operational/leadership/board reporting.
Polco, a Series B B2B2C SaaS platform for building community engagement for local governments and public sector leaders, needed a more robust and scalable Revenue Operations architecture enabling consistent end-to-end processes and data.
Polco sought to transition from HubSpot to Salesforce (SFDC) as their primary CRM platform while maintaining HubSpot for marketing purposes. The critical challenge lay in bridging the disconnect between their departments, processes, and systems, which hindered seamless data flow and communication between their marketing, sales, customer success, and finance/operations departments. Additionally, the company acquired Balancing Act, bringing new data and processes that needed to be included in the overall transition, design, and implementation process. Polco wanted scalable processes and integrations to support their growing business demands.
We designed and implemented a comprehensive set of processes and infrastructure that harmonized data exchange and communication between HubSpot, Salesforce, Planhat, Maxio, Calendly, Showpad, Gong, ZoomPhone, and others. This ensured a cohesive ecosystem, streamlining operations between marketing, sales, customer success, and finance/operations teams.
By redefining and enhancing sales pipelines, we empowered Polco with a more nuanced and robust reporting structure. This enabled them to segment data effectively, providing deeper insights and actionable intelligence for strategic growth initiatives.
Recognizing the limitations of using HubSpot for some aspects of customer success, we introduced a more robust onboarding process within Salesforce. This strategic shift fortified Polco’s customer success strategy, fostering stronger client relationships and reducing operational costs by automating previously manually executed tasks.
After meticulously designing and implementing Polco’s optimized processes in their brand new Salesforce instance, we successfully executed our carefully planned data migration from their legacy systems, including Hubspot and Zoho, to one single source of truth (Salesforce) for all their customers’ data. This also involved a substantial data cleansing and augmentation effort, as we wanted the new environment to be a fresh start for the team.
Our implementation strategy prioritized scalability and robust integrations between all the systems, ensuring a seamless end-to-end process. This cohesive ecosystem enabled fluid data transfer, enhancing operational efficiency and strategic decision-making.
The project delivered the following benefits: