Adapting Agility for Success: Hawk Training's Journey to Improved Business Dynamics

Hawk Training faced various challenges that jeopardised its ability to efficiently conduct sales, manage leads, and maintain its online presence in the training and development industry. This case study explores the obstacles faced by Hawk Training and the solutions that brought about a significant improvement in their business.
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Industry: Education

HubSpot Licence: Sales, Marketing & CMS Professional

Website: www.hawktraining.com

Problem Statement

The unstandardised sales process, characterised by underutilised HubSpot capabilities and offline management, results in inefficiencies, delayed follow-ups, and a lack of real-time visibility for managers. The faulty lead information collection process, reliant on scattered Word documents, prevents seamless data exchange and compromises lead nurturing efforts. The non-intuitive and hard-to-customise website further impedes the company's agility, limiting content updates and hindering user experience. These combined challenges create bottlenecks in Hawk Training's ability to navigate its sales processes, communicate effectively, and present a cohesive online presence to its audience. Addressing these issues is crucial for Hawk Training to enhance operational effectiveness, foster internal collaboration, and ensure a user-friendly experience for clients and prospects.

CHALLENGES

What were the challenges

    • HubSpot was only used to store client data, resulting in an underutilised license. Sales processes were entirely managed offline amongst sales reps across regions which started to create inefficiencies between reps as the company grew. No standardised sales pipeline allowed reps to develop independent stages as they seemed fit which complicated internal sales handoffs.
    • Reps found it challenging to keep in touch with clients promptly due to the manual process, which caused delayed follow-ups and, in some instances, lost sales.
    • The sales pipeline lacked real-time visibility for managers, requiring them to rely on updates from sales reps and wasting their time in the process.

  • Sales reps managed lead information on independent Word docs, which were passed through between sales reps in sale handoffs or deal stage changeovers. The absence of a centralised information base created gaps in updated and complete lead information between reps. This hampered lead nurturing as well as client success efforts.

    • The website, although being hosted on HubSpot, was not customisable, nor was it user-friendly. The home page was highly cluttered, making navigating difficult for users.
    • Any changes in the website in terms of content or pages required a technical resource infusing rigidity in the process for sales/marketing employees.
SOLUTION

So, How did we solve these challenges?

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Unstandardised Sales Pipeline

  • All sales processes were brought onto HubSpot. Two customised sales pipelines were developed to cater for the needs of sales. Deal stages were identified with the Hawk Training team, ensuring the pipeline would be straightforward to use and providing a visual roadmap that resonated with the sales team's workflow.
  • Consolidated contact filter views were also created to improve lead segregation based on lead status and source. These filters were permanent in HubSpot for all team members to access and view.

Faulty Lead Information Collection Process

  • Mandatory client information fields were created from their internal lead information forms to enhance information exchange between sales agents. Sales agents were required to fill these fields before advancing the deal to another stage, promoting comprehensive data capture and improved internal communication.
  • All data pushed into HubSpot was now getting compiled on deal records under an individual segment, accessible across the company
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Website Projects Preview

Non-intuitive and hard-to-customise website

  • The website UI/UX and theme were reworked to reduce clutter and provide a simplified user experience. 
  • The website was rebuilt from the ground with an easily customisable architecture. 
    Landing pages and website content were made easily editable within HubSpot, increasing the ease of access for non-technical users.
RESULT

What was the impact?

  • Enhanced Clarity and Sales Process: The redesigned pipeline improved the sales process and clarity within the department. Lead navigation and understanding deal progression was made simple, enabling sales reps to prioritise and pursue leads more effectively.

  • Efficient Communication & Data Exchange: Mandatory client information fields facilitated efficient lead data exchange, reducing errors and enhancing collaboration.

    • Enhanced User Experience: The revamped website provided a clear message, improving navigation and allowing users to locate desired services easily.
    • Simple Content Management: Marketing could easily update content without technical resources, facilitating A/B testing and resonating with leads effectively.
Vanessa Jones

Vanessa Jones

Director

Hawk Training

 

Expert service, cost- effective and lovely people! I would highly recommend Pixcell to any organisation wanting to optimise HubSpot and get things done quickly!

1642600199401

Vanessa Jones

Operations Director

8-2-1

 

Fantastic service delivered at speed! Pixcell helped us to improve our sales processes to scale our business, all at a reasonable cost.

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Automate. Optimise. Integrate. Analyse. Convert. Nurture.