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Marketing/Sales Reporting

One of my New Years Resolutions is to actually figure out a solution to this problem:

In my sales department, we use Salesforce and Groove. All prospects are uploaded as contacts under specific accounts and not leads because there are generally multiple decision-makers/influencers involved in a sale.

In the marketing department, they love Hubspot.

My reporting is locked and straight forward. They have a hard time reporting on MQL/SQL conversions because despite having the sync not having leads work through the traditional stages means that they can only track inbound and not the outbound work/results.

I can't be the only person with this problem. Who are been successful at figuring out cross-system reporting?

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    • I have a very similar problem and we too deal with cross-system reporting issues. One thing we are doing is switching to outreach for all our prospecting efforts and then using our other CRM as the system of record.

      Does that make sense?

      • So you do all your outreach in one tool and just log the deals in the CRM?

        • That’s what it’s soon to look like. Currently, we (Inside Sales) uses HubSpot and I trust that data more because I am inputting it. It will be interesting to see what our next steps are.

          • Thank you. Interesting. That is the issue is whose data is the most accurate. I trust our Salesforce because I am responsible for it. Maybe I can retrofit a reporting system of some kind.

            • Yeah, I have had to create my own report and pull in data from both to get a clear picture of the “truth”. Best of luck!

      • Meaning Marketing is working with you within Outreach to get the missing information?

        • I work in Marketing so in order to help our AE’s become better “hunters”, we are going to use templates, sequences, etc. We still have to use our other CRM due to a global mandate.

          Does that make sense?

    • SFDC Contacts can now have a “Sales Path”, just like SFDC Leads do. Here’s an example of a **Contact** in our instance: https://share.getcloudapp.com/ApuGd5lm. Looks like a Lead, right?

      That “Change Record Type” button allows us to switch between a Prospect Record Type (which has the Sales Path shown above, along with new business-focused fields) and a Customer Record Type (which doesn’t have any new business stuff/Outreach, and is used by our Customer Success teams).

      This might help you work with both a Contacts/Accounts and a Leads approach.

      We also use Contacts/Accounts over Leads. But Leads do exist for a couple of seconds until they’re matched with existing Contacts (and merged), or matched with existing Accounts (and auto-converted to Contacts). This gives us some benefits:
      — We can still report on Leads created (as even converted Leads still exist in SFDC, you just can’t access them — you’re redirected to the Contact record instead). But they still exist in reports.
      — We have fewer duplicates (across the Lead and Contact objects, where it’s harder to dedupe).
      — If a Lead wasn’t auto-converted to a Contact, we know it’s outside of our target market (which are already represented by Accounts). We can improve on this though, by auto-creating Accounts when they don’t exist yet — if they meet certain criteria. Just haven’t got round to that yet.
      — You’re not forcing your other tools to create Contacts/Accounts. Those tools can still create Leads, and you pass the job of converting to Contacts/Accounts to SFDC (where you can be more intelligent about your logic for doing so).

      Early days for us — and there’s definitely small changes that need to be made to the way you work — but it’s been promising so far.

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