The Customer
Therma-Tru is a leading provider of doors and entryways with a significant market presence, over 60 years of experience in the industry, and over 70 million doors sold in the business’s history. They design the only door you'll ever need to purchase. Thanks to decades of material science expertise, Therma-Tru doors are made from super-natural, better-than-nature materials proven to outlast and outperform wood and steel. The company sells its products to other businesses such as Home Depot, Lowe's, and other whole-sale home improvement companies.
For some time, Therma-Tru utilized HubSpot's Marketing Hub for lead generation through strategic email marketing and form submissions. However, their sales and sales support teams outgrew their legacy CRM, so their parent brand directed them and provided resources to migrate to Sales Hub Enterprise. They embarked on the journey of creating an integrated HubSpot ecosystem in 2023, recognizing the need for a more cohesive and efficient approach to their sales and marketing operations.
As an existing partner with one of their other brands and with a proven track record in onboarding, we were approached to facilitate this transition and harness the full potential of HubSpot's capabilities for Therma-Tru's complex needs.
The Challenge
When Therma-Tru approached us, they were at a critical juncture. Their existing systems were a patchwork of outdated processes and disjointed data management practices. The transition to HubSpot, while necessary and welcomed with open arms by the Therma-Tru team, presented a series of significant challenges for Therma-Tru:
- Data Discrepancy: The migration from their outdated CRM/ERP system to HubSpot brought to light the critical issue of data inconsistency. The sales and sales enablement teams at Therma-Tru faced the daunting task of reconciling overlapping data that was not synchronized across the two platforms. This misalignment led to inefficiencies and inaccuracies, particularly as leads were handed off between teams, which was detrimental to the sales process. It also revealed that much of their data was dated and not at all useful anymore.
- System Fragmentation: Before the migration, teams at Therma-Tru were accustomed to operating within multiple systems, which created a fragmented work environment and ate into time that could be used in other ways. The reliance on emails for the handoff of deals post-quoting was inefficient and unsustainable as the company grew. This fragmentation hindered the ability of teams to work cohesively and track the sales team's performance and the value provided by the sales support team effectively.
- Process Rigidity: The limitations inherent in their legacy CRM posed significant challenges to process improvement. The system's rigidity meant that any enhancements had to be implemented incrementally. As their understanding of HubSpot's more flexible platform grew, it became more apparent that their old processes were inefficient and needed to evolve when HubSpot was fully onboarded.
- Data Association Preservation: A critical aspect of the migration was the preservation of existing associations between contacts, companies, and deals — essential for accurate reporting. The challenge was compounded by the absence of a native solution for exporting and importing files with their associations intact between their legacy CRM and HubSpot.
The Solutions
To address these challenges, we crafted a multi-faceted strategy that was both meticulous and forward-thinking:
- Data Migration and Integrity: We began by meticulously planning the migration process to ensure data integrity. Recognizing the importance of historical data, we implemented a "Legacy ID" system to maintain the complex associations between contacts, companies, and deals during the transfer. This approach was crucial in ensuring that the data in HubSpot accurately reflected the rich history and relationships encapsulated in the old system.
- System Adoption: The adoption of HubSpot was a pivotal solution for Therma-Tru, providing a singular, cohesive platform that streamlined internal communication and deal handoffs. This strategic move significantly reduced the dependency on emails and other fragmented communication methods, enhancing the overall efficiency and widespread use of the CRM system by Therma-Tru employees.
- Process Optimization: We utilized the advanced features of HubSpot to redefine and optimize Therma-Tru's sales processes. By implementing custom views and individualized reporting dashboards, we empowered the sales representatives with tools for efficient deal management and provided valuable insights into their performance metrics.
- Custom Development for File Migration: To overcome the limitations of file migration between their legacy system and HubSpot, we developed a custom solution that ensured file attachments were not only transferred but also correctly timestamped and associated with the respective deals. This bespoke development was a testament to our commitment to preserving the integrity of Therma-Tru's data throughout the migration process. It is also worth noting that many other HubSpot partners shy away from migrating file attachments, which can be complex. We moved their purchase orders, quotes, contracts, text messages, and more.
The Results
The transformation of Therma-Tru’s processes and migration to HubSpot was nothing short of profound for their team. Not only were they motivated to learn and adapt to HubSpot, but they were trusting and collaborative. The results speak for themselves:
- Enhanced Data Accuracy and Reporting: The alignment of data across the newly integrated systems led to more accurate and reliable reporting, facilitating strategic decision-making.
- Improved Efficiency: The seamless integration of systems and processes resulted in a significant reduction of manual data entry and reliance on email communication, thereby saving the sales team valuable time and effort.
- Individualized Dashboards for Reps and Sales Support Dashboards: The improved data collection and reporting led to the creation of individualized dashboards for sales representatives, allowing a standardized approach to evaluating their own performance. It also provides quick access to all the relevant data their performance evaluations are based on. Likewise, bringing the sales support team into the same system lets them tap into data to report on the value-add of their support team.
- Process Improvement: The deployment of individualized dashboards and a unified platform empowered the sales and sales support teams to work more collaboratively, efficiently, and effectively, fostering a more cohesive organizational culture.
- Client Empowerment: The Therma-Tru team approached this change management with a positive mindset, demonstrating remarkable adaptability and commitment to the migration process and rapidly becoming proficient in utilizing the full range of HubSpot's functionalities to their advantage.
Wrapping Up
The Therma-Tru partnership is a testament to the transformative impact of strategic system integration and meticulous data migration. By addressing the core challenges of data discrepancy, system fragmentation, and process rigidity, we delivered a comprehensive solution that not only streamlined Therma-Tru's operations and saved time and headaches but also set a foundation for sustained growth and efficiency.
The project's success was amplified by the proactive engagement of the client and the seamless collaboration between their team and ours, highlighting the transformative potential of technology in revolutionizing traditional business processes.
The Therma-Tru Network Advantage
Designing, manufacturing, distributing and installing the #1 entry door requires a network of experts at every step in the process. It’s more than just a collection of parts. It’s decades of engineering, material science and testing at work. That’s why more than 80 million homes trust a Therma-Tru door to protect what matters most. Visit their website here to see more specific products and services.
