The Irish division of the international accounting firm, BDO, teamed up with Struto to navigate their MS Dynamics to HubSpot CRM migration, and SharePoint to HubSpot integration. This extensive digital overhaul has enabled BDO to fully capitalise on their CRM investment, improving customer interaction and business operations through efficient tech stack integration and streamlined processes.
Background
BDO Ireland forms part of the larger global BDO accounting firm network. They are a leading financial guide for Irish businesses, who assist in facilitating their clients’ expansion both locally and globally. BDO Ireland provides a wide array of services encompassing audit, tax, advisory, and consulting, tailoring holistic business solutions to meet the unique requirements and ambitions of every client.
Challenge
BDO Ireland approached Struto when they purchased HubSpot as they were migrating from their Microsoft Dynamics CRM system and looking to streamline their business operations. They acquired the HubSpot Sales Hub Enterprise, Operations Hub Pro and Marketing Hub Pro packages and required swift onboarding to bring their team up to speed on the new CRM software to minimise business disruption, replicate their existing processes, and instil a solid foundation in adopting the new processes. BDO operates with Microsoft 365 and required a SharePoint to HubSpot integration to improve collaboration and information management.
Due to the sensitive nature of the deals associated with a specific service line, BDO required a confidential deal pipeline that is only visible to one team in the organisation.
Solution
BDO chose to work with Struto as their preferred HubSpot solutions partner to onboard their team and assist with setting up the workflows as well as connecting their SharePoint to HubSpot integration using Struto’s bespoke middleware solution, strutoIX.
As part of the onboarding process, BDO chose the following objectives for their HubSpot Sales and Marketing packages:
Sales Hub onboarding objectives:
- Set up simplified views for the sales team to see all activity in one centralised hub.
- Build a confidential deal pipeline.
- Optimise the sales reporting dashboard and reports.
Marketing Hub onboarding objectives:
- Automation of workflows.
- How to harness the power of the campaigns tool.
- Optimise the marketing reporting dashboard and reports.
HubSpot to SharePoint Integration
An imperative cog in the CRM migration process was to replicate their existing DMS (document management system) workflows and data sync with SharePoint. The goal of this integration was to connect HubSpot to SharePoint with minimal disruption to their existing business operations.
HubSpot to BDO Integration
BDO’s existing CRM was firing requests to create project folders in SharePoint. The second half of the integration was for HubSpot to collate and export a list of companies and deals for processing.
In order to replicate BDO's existing COI (Conflict of Interest) function, Struto built a second integration pipeline which daily exports a list of companies and deals which are then processed by BDO's current COI tools and processes delivered by those tools.
"Struto proved to be an end-to-end integration partner, and worked with us to streamline previously clunky processes for a smooth transition and an effective outcome. Most importantly to the success of this project, the Struto team were able to complete this project in alignment with our very tight schedule."
- Melanie O'Connor, Head of Marketing at BDO Ireland
Results & Impact
With the technical support and expertise of the Struto team, BDO were able to facilitate a smooth and seamless migration from Microsoft Dynamics CRM to HubSpot.
The implementation of HubSpot's Sales Hub Enterprise, Operations Hub Pro, and Marketing Hub Pro at BDO has prompted a significant transformation in their CRM capabilities, fostering enhanced operational efficiency and strategic oversight. By partnering with Struto, BDO successfully transitioned from their MS Dynamics CRM system to HubSpot, seamlessly integrating their business-critical software to ensure continuous, uninterrupted business operations.
The new system enabled the sales team to access all activities through a unified hub, fostering more streamlined workflows with a confidential deal pipeline that enhanced data security and compliance. Furthermore, the optimisation of the sales and marketing reporting dashboards has empowered BDO with deeper insights into their business processes, enabling data-driven decisions that consistently delight their customers and significantly boost performance.
The automation of marketing workflows and the effective utilisation of the campaigns tool has not only increased the marketing team's productivity but also enhanced the precision and effectiveness of their campaigns. This comprehensive digital transformation has positioned BDO to leverage their CRM investment fully, enhancing both client engagement and business outcomes through effective tech stack integration and refined process flows.
"Working with the BDO team was a true pleasure; their expertise and dedication ensured the project's smooth and successful completion. Their collaborative spirit and attention to detail made all the difference!"
- Paul Sweet, Head of Platform Development at Struto
Future Scope
The Struto team have thoroughly enjoyed working with BDO Ireland and look forward to collaborating on future HubSpot projects and enhancements to further support their CRM journey.
If you are looking to migrate from a legacy CRM and/or wish to discuss your HubSpot integration and development requirements, please contact one of our advisors.
Our tried and tested methodology is underpinned by a wealth of technical expertise and HubSpot experience, bringing you efficient and seamless CRM migration, development and integration solutions.
