A complete system migration from HubSpot to Salesforce in 2 weeks.
Nick W.
“Considering how quick the migration to Salesforce was, two weeks in total, and the complexity of some of our requirements, it couldn’t have gone better, it was an absolute perfect run.”
- Client
The Grounds - Website
https://thegrounds.com.au/ - Industry
Hospitality - Employees/Users
150 – 200 - Products
Sales Cloud
Marketing Cloud Account Engagement
Final Results
Complete migration from Hubspot to Salesforce in a record time of two weeks.
Efficient reporting with a single master dashboard in a single platform.
Able to present clear facts and figures to decision-makers.
The story
The Grounds is a one-of-a-kind hospitality business. Originally established as an Urban Sanctuary, it was transformed from an old heritage bakery factory into a captivating café that became The Grounds of Alexandria, their flagship venue since 2012. This venue stands out as one of Sydney’s most beloved hospitality destinations.
Following the success of The Grounds of Alexandria, a new venue was established in Sydney’s CBD. Continuing the namesake, “The Grounds of the City” was opened, a location perfect to escape the hustle and bustle of the city. They are now in the planning stages of opening a third venue in the second half of 2024; The Grounds Coffee Factory which will focus on inspiring culture around coffee.
Ramzey, the founder and director of The Grounds, goal was to give people an experience that they wouldn’t otherwise get. He wanted to give people a place that’s just a little bit out of the ordinary to learn and connect.
Founded during the social media boom of 2012, they quickly grew in popularity and saw the need for a dedicated marketing team to analyse customers, run digital campaigns, manage reporting and handle the CRM system. However, as they began to grow and acquire more customers they needed a solution that managed the end-to-end customer lifecycle but also a single solution for their team to store customer data, run reports and help drive business efficiencies.
The team at Resonant Cloud Solutions was selected as a Salesforce Partner to configure Salesforce Sales Cloud and Marketing Cloud Account Engagement, to facilitate this growth trajectory and alleviate growing pains, replacing HubSpot and automating manual processes for their events, marketing and sales team.
“The data in Salesforce is accurate and is reporting exactly what it’s supposed to, which has been great for our events and internal teams as we have to rely less on custom built google spreadsheets.”
Challenge
“When you pile enough band-aid fixes, it creates a huge problem.”
The Grounds’ team knew that they required a team that could help them with technical solutions and a fresh more powerful software that had the capacity to support their growing business. They wanted to transition from manual reporting to automated dashboards and did not want to miss out on quickly identifying customer behaviour and shifts. They needed a single platform to make this happen.
They faced key challenges with HubSpot that did not align with their business structure. Their events team were only using the system to handle inquiries, missing out on key opportunities to use the data to make more informed business decisions. Transitioning to Salesforce offered a robust platform, allowing them to move beyond basic form submissions for event sign-ups to effectively manage, segment, and market to attendees using automated direct emails, life-cycle journeys and automations.
It did not come with its challenges however, the team at The Grounds had to carefully assess the data they had at HubSpot before migration. This included differentiating between converted leads vs contacts who made a single purchase on their website two years ago. Organising this customer data was key to ensuring a smooth transition to Salesforce, identifying necessary fields, forms, and active leads for assignment while deciding how to handle inactive contacts.
Once completed they delegated the technical aspects to the Resonant Cloud team who handled tasks such as form building, defining fields within the platform, configuring objects, setting up automation flows and populating the entire system according to The Grounds’ team preferences.
Solution
“Our main goal with migrating to Salesforce is to make sure that we get the most out of the platform, and customise it to ensure it works exactly like we need it to.”
Recognising the need for a Salesforce partner to guide them through the initial migration process and to support them with subsequent tasks, The Grounds’ team sought recommendations from their trusted Salesforce account manager who connected them with Matt Sutton, Resonant Cloud Solutions’ founder and director.
“We met with Matt and asked many questions and he gave us a solution. We are certainly not disappointed, you guys have been fantastic!”
The Resonant Cloud team comprehended their requirements, particularly the need for dynamic form options and advanced features such as email automations, scoring and grading. All capabilities needed for a growing hospitality business like The Grounds.
The Sales Cloud and Marketing Cloud Account Engagement products of Salesforce, are powerful tools offering immense potential to elevate business operations, a prospect that excited the team at The Grounds. Despite its complexity, it empowers users to create customer dashboards for reporting and implement highly efficient automations which is exactly what The Grounds’ team needed. Before this migration they were creating manual Excel reports per event which was demanded both a significant amount of time and resources.
“I now see why third-party partners are a lot more common in Salesforce than in other platforms. It does require a certain level of development work and knowledge as there is extra complexity to such a powerful tool.”
“Considering how quick the migration to Salesforce was, how messy the original data sets were and the complexity of some of our requirements, it couldn’t have gone better, it was an absolute perfect run.”
Success
A complete system migration in under two weeks
After building a strategy, the Resonant Cloud team guided the team at The Grounds through the migration from HubSpot to Salesforce at lightning speed. The Resonant Cloud team completed the migration over the Christmas holidays, swiftly setting up The Grounds on Sales Cloud and Marketing Cloud Account Engagement in under two weeks.
Due to the complexity of the data, the Resonant Cloud team expertly facilitated The Grounds’ transition to Salesforce by implementing sophisticated automation flows to seamlessly integrate their systems.
“Matt built out a custom round-robin object for us which effectively enables us to do auto allocation for our events team… it’s brilliant and probably one of the best things that had to be custom-built for us”
The Grounds team vision for Salesforce over the next two years includes consolidating all operations into a single unified platform as their definitive source of truth to streamline data management and avoid fragmentation.
They aim for an end-to-end system that provides them with insights into customer acquisition, behaviour and impact to enhance their overall understanding of their customer dynamics.
Additionally, they plan to maximise the use of Marketing Cloud Account Engagement beyond its current basic functions of form submissions and email marketing as they recognise the potential Marketing Cloud Account Engagement has on driving strategic business decisions.
The Grounds team look forward to continuing their partnership with Resonant Cloud to unlock the full potential of these powerful systems for future business development.
“Throughout the whole process, the Resonant Cloud team were really supportive, responsive and very patient which we are thankful for as we were new to Salesforce. We couldn’t have asked for anything better.”
“Since then, I have been in touch with Matt for our next project, which consists of rebuilding our flows and workflows and it has been fantastic.”