Tausight recently evaluated their MARTECH stack and chose HubSpot over Salesforce. They write about their experiences in a great post from the tausight.com blog:
"Why Hubspot? Five months ago, faced with the prospect of stitching together Salesforce's CRM with a CMS, and a marketing automation system from multiple vendors to support Tausight's growth, the promise of Hubspot's integrated platform, seemed very appealing. Now, having deployed the Hubspot platform successfully, the Hubspot fully integrated approach is paying big dividends for us. I like Salesforce, having used it in the past on multiple occasions. But the flexibility and best of breed approach seemed to be overkill for our needs."
I have worked multiple times at companies that have stitched together multiple marketing tech components and I agree with Tausight's premise here. No doubt, Salesforce is infinitely flexible and customizable, but is it truly needed?
"Consider this B2B business process fact - despite the similarity of business requirements among B2B companies, organizations end up with dramatically different implementations of CRM, marketing automation, and CMS systems with wildly varying results. Organizations do massive amounts of customization driven by the elusive goal of improved efficiency. They think they have to chose "best of breed" tools to gain competitive advantage. Yet in the end, all this customization and integration ends up in high administrative costs and, ultimately, a system so complex that it can't easily be changed."
This is so true. So how does this happen?
"CxOs hire CRM and marketing automation administrators to "manage" these systems. Managing these systems is what they do. They work to keep their managers happy. Need more fields? The administrators will add them. Need workflows? Done! Custom objects - oh yeah! Yet all the while, these systems are becoming more complex, the data models are getting messed up, and you are going down a path of system complexity. What about documentation of all these custom changes? There is likely none."
Tausight eventually selected HubSpot's integrated CRM/MARCOMM tech stack and list the reasons why HubSpot is working for them. Email integrations, yes. Pipeline visualization tools, yes. Email integrations, of course. Insights into when prospects visit their website and when prospects open emails? Included.
"Right now, with 1/10th of an employee, we are running a CMS, CRM, and email marketing platform and building a clean database of my market. So far, we couldn't be happier with the benefits and ease of use for our team. We have not even unlocked the entire capabilities of the suite.
Since the system is easy to use, a data analyst should be able to spend 90% of their time on data and 10% on administration. Most organizations are forced to hire an administrator and never get around to the data analytics part since the administrative burden is too high."
Hubspot is providing Tausight with efficiencies and insight into their customer base that they have never had in the past. This is a really cool case study for CxOs who run B2B businesses.