The Challenge
The B2B SaaS company, specialising in compliance and regulatory technology, faced significant challenges despite having a steady marketing budget and skilled sales team. Fragmented systems led to inefficiencies, with sales teams spending excessive time on low-value administrative tasks. Senior management lacked visibility into individual and team performance across marketing, sales, and operations. Key areas like forecast accuracy, marketing effectiveness, customer satisfaction, churn risk, and revenue leakage were not transparent, making it difficult to measure results and predict customer acquisition.
The Solution
Flipside Group implemented HubSpot across CRM, sales, service, and marketing to unify the company's systems, automate processes, and deliver much-needed transparency. Key initiatives included customer journey mapping to connect various teams, real-time data transparency to inform marketing spend and acquisition tactics, and automation across sales and marketing. This approach saved time, improved consistency, and provided clear marketing attribution reporting. 'Flipside Group's expertise in digital transformation turned our fragmented systems into a scalable growth engine, delivering rapid and measurable commercial outcomes,' said John Smith, CEO. Additionally, the company restructured its marketing team, reallocating $150K from ineffective marketing spend to more impactful lead generation and revenue-driving tactics.
The Results
Within six months, the implementation of HubSpot by Flipside Group delivered outstanding results. The company experienced a 190% increase in marketing-generated leads without increasing their budget. They exceeded their new business revenue goal, achieving over $20M from a target of $16.5M. Marketing efforts directly attributed to $547K in closed revenue and $2.2M in a qualified pipeline, which had previously been unmeasurable. The marketing spend remained steady at $40K per month, establishing a scalable and ROI-driven model for future investments. The average performance of Business Development Managers (BDMs) improved by 20%, with higher productivity, larger deal sizes, better close rates, and shorter sales cycles. Improved alignment between sales and marketing resulted in the best-ever pipeline performance, creating a repeatable growth model for future scaling.
