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Markentive implemented a structured, multi-stage approach. First, design workshops were held to define mc2i's specific needs and use cases. Next, the technical implementation involved customizing HubSpot and integrating it with existing IS tools.

Transforce had been using HubSpot for several years and wanted Markentive to help them enhance the platform with a more complete customer map and journey. System architecture design support for a data lake that would ingest data to HubSpot based on the companies robust business rules. Review of the data model and cleaning of the existing database to eliminate 90 properties (duplicates, unused, text entries). Simplification of workflows to automatically update lead statuses and/or lifecycle stages. Creation of a single sales pipeline consolidating data from 4 pipelines to enable better reporting. Implementation of an automation to validate any manual creation of new companies and prevent the creation of duplicate companies. Implementation of sales automation workflows to remove ownership of unqualified leads (to prevent the sales team from spending time on them) and to allow reallocation of former ownership once a lead is better qualified. Roadmapped the systems integration and data elements to support the company in managing post-customer acquisition lifecycle activities (upsell, cross-sell, retention and NPS) more seamlessly within HubSpot instead of through disparate tools and systems.