Tackling data quality issues and promoting efficiencies in our own HubSpot CRM system.

Mission Statement

Continuum use leading CRM platform HubSpot as a centralised place to store all of our current and future client interactions.

Like all growing companies, effective insights and keeping on top of open conversations requires reliable data.

HubSpot is good at acquiring client data from communications, but there are always data issues that can cause inefficiencies and delays.
How to define and prioritise data issues for resolution ?

To address these challenges, we have integrated Hubspot, Xero (our accounting platform) and Alteryx no code data workflows to populate a daily refreshed Power BI dashboard for use by the team.
In this way we have implemented business rules highlighting missing or incorrect data points, most importantly prioritised so that we resolve issues for our paying clients and new proposals first.

The actual data issues can quickly be understood from the dashboard, with a link to the data issue to resolve allowing junior team members to easily resolve issues without needing to interrupt other team members.

In this way we can communicate better with our clients, as well as leveraging existing connections for new opportunities and maximise our efficiency. 

Tools Used

Alteryx Server

  • Alteryx Server

  • HubSpot Connector

  • PowerBi

Detailed Solution

We developed an Alteryx workflow to streamline and enhance the processing of client data from HubSpot, culminating in insightful analysis within PowerBI. 

Our workflow starts with Alteryx macros making API calls to the HubSpot system, retrieving all data on customers, companies, and deals. This imported data is cleaned and prepped, during which hierarchies and connections between individuals, companies and deals are established.

Now we apply specific business rules to check the data quality in HubSpot. For all types of entities in HubSpot we flag for unnecessary whitespaces and invalid characters. On an entity level, we flag the following information:

  • Contacts with missing names, missing email addresses

  • Companies with missing names, missing addresses

  • Deals with incomplete information, expired close dates and those that have remained in their current stage for too long

On top of these business rules, we also prioritise into a matrix of importance to us at Continuum. For example, for any contact or company that is associated with a Deal that has been set to “Closed Won” is considered a client, and therefore any data problems will be assigned as priority #1. Similar rules are in place to designate priorities 2, 3 and 4.

Impact

  1. Error Reduction: The solution significantly reduces errors in our CRM system.

  2. Efficiency Boost: When the time comes to invoicing our clients, for example, the address information will be in our CRM system ensuring efficiency of our processes.

  3. User-Responsibility: Each member of the team can see their list of HubSpot issues in an easy to view PowerBi dashboard. In addition, each issue is fully detailed and a URL is provided to take the user directly to the record in HubSpot for ease of access.

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