Four buyers, four sales motions,
one payments brand.
Celero sells payment processing and business management software to small and mid-sized businesses through more than one route to market. Four buyer types, overlapping product names, and four sales approaches were running inside a single brand and a single CRM that had not been built to tell them apart.
The situation,as it arrived.
A payments company that grows by acquisition ends up selling several things to several people under one name. Celero had four distinct buyers arriving through different channels, asking questions that looked similar and were not, and a product vocabulary that had accumulated rather than been designed.
The commercial cost of that is specific: a lead cannot be routed correctly if the system cannot tell which of four conversations it belongs to, and marketing cannot report on what it cannot separate.
Four moves,in the order they happened.
Separate the four buyers before touching the platform
MarTech strategy first: who is actually buying, through which route, and what each one has to be told. Four pipelines exist because there are four sales motions, not because a CRM offers four fields.
Brand identity and a product vocabulary that holds
Overlapping product names resolved into a hierarchy a buyer and a salesperson can both use, with the brand identity built to carry it.
Four HubSpot hubs, implemented as one system
Marketing, Sales, Service and CMS Hubs at Enterprise, built from the strategy rather than configured to defaults, so the routing, the lifecycle stages and the reporting all describe the same business.
The CRM process, written down
Ownership, stages and handoffs documented and trained, because an implementation nobody operates the same way twice stops being one system within a quarter.
Everything thatleft the building.
- MarTech strategy across four buyer types
- Brand identity and product naming hierarchy
- HubSpot Marketing, Sales, Service and CMS Hubs at Enterprise
- Four routed pipelines, one per sales motion
- CRM process documentation and team training
- Websites, content, advertising and email marketing on retainer
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More like this one.One a month.
Written out of engagements rather than off a content calendar, by whichever principal ran the work. No sequence afterwards.
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