Limitations of a Shared CRM Environment

PayApps, a construction software platform simplifying payment claims and approvals for contractors and subcontractors, faced a challenge in executing its growth strategy. The company, founded in Australia and expanded into the UK, Ireland, and New Zealand, adopted a shared HubSpot environment with its parent, which reduced its capability to independently design and operate its go-to-market strategy.

The shared HubSpot environment presented several obstacles for PayApps. The system-wide configurations were optimally suited for the parent and made it difficult for PayApps to conduct its own configurations without impacting the parent. This resulted in the use of global configurations tailored to the parent's requirements, even though they were not optimally suited for PayApps.

Moreover, changes applied by the parent posed a constant risk to PayApps' configurations, with instances of setups between the entities impacting each other's operations. Direct sourcing of subcontractors was a priority go-to-market process that was yet to be configured in the shared portal, but the constraints made it difficult to realise. The lack of an orchestrated design for PayApps and the parent also resulted in the underutilisation of HubSpot's features and capabilities.

Pursuit of Independence to Unlock Growth

To overcome these challenges, PayApps partnered with BAC, a HubSpot diamond implementation partner, to design and deliver an independent HubSpot environment optimised for its marketing and sales operations. The setup included a bespoke configuration of HubSpot Marketing and Sales Hub, catering to both builder and subcontractor markets.

BAC conducted a solution design to define optimal go-to-market processes for the two markets, which acted as a guide for functional and technical designs. The design included future-state process maps for sales motions and marketing nurture flows to support the velocity of opportunities being processed by sales.

In addition to introducing optimisation opportunities, BAC addressed platform migration risk by designing a business continuity plan with PayApps. The full audit of must-have capabilities defined the scope of the project and clarified the items required to mitigate migration risks, such as data migration and replication of critical configurations and workflows.

To maximise the use of HubSpot for global users, BAC designed an in-depth training programme to educate power users on the implemented solution and underutilised features, such as attribution reporting, sales sequences, and sales KPIs.

New Foundations to Pursue Growth Opportunities

PayApps' partnership with BAC was a game-changer for the company's growth strategy. The bespoke configuration of HubSpot Marketing and Sales Hub streamlined their go-to-market processes, catering to both builder and subcontractor markets. With optimised processes, migration risk mitigated, and in-depth training, PayApps was well-equipped to maximise the use of HubSpot for its own needs and drive its global growth.