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Optimizing CRM & Sales with HubSpot

How Mollie managed to fully utilize the HubSpot CRM platform by standardizing marketing and sales processes.

  • 200% increase in CRM usage


Mollie is a pioneer in online payments and well known in the fintech industry. They are one of the fastest-growing payment service providers in Europe. Mollie helps businesses of all sizes sell and scale more efficiently with a solid and easy-to-use payment solution.


Company Size:


Use Case:



    Mollie implemented HubSpot in 2017, but it struggled to utilize the CRM platform as the company scaled effectively. This resulted in data and process issues, making it impossible for the sales teams to track deal-progress, manage sales activities, and use HubSpot efficiently.

    After working together with HubSpot Elite Solutions Partner Webs, Mollie has implemented better forecasting and tighter processes that ensure effective use of the CRM platform. The company also has access to better sales insights that further increase business growth.


    Move On or Get Moving

    Mollie initially implemented the HubSpot CRM platform in 2017, but as Mollie scaled and organizational and operational changes happened fast within the organization, the big picture of the HubSpot CRM platform as a holistic system blurred. This resulted in data and process issues. Making it impossible for the sales teams to track their deal-progress, automate and organize sales activities and use HubSpot efficiently.
    For a while, the HubSpot CRM and Sales Hub worked fine, but because Mollie didn’t review and develop the tool regularly throughout the years, things started to go wrong. As a result, sales data was stored in separate systems.
    And as Mollie scaled from a couple of salespeople to 50+ sales professionals, Mollie was left with a lot of disparate data sets. The old method of tracking deals – whether in an Excel spreadsheet or shared in Google Documents – was actively hurting the business.
    The CRM started to show significant issues with data integrity, organization and automation. These issues were making it impossible to use HubSpot effectively for both marketing and sales. It was either time to move on or get moving. Rather than taking on the costs and time of switching to a new CRM, Mollie decided to stretch the possibilities of HubSpot, challenge the tool and most importantly: focus on the process. Because after all, the tech can only take you so far. Having the right processes in place makes or breaks ROI.


    Turning Chaos Into Clarity

    As the Mollie team explored their HubSpot portal together with Webs, they realized that most issues stemmed from a lack of a standardized process. “We knew that this time around, we would need help to do it right. I have experience working with CRM systems, but obviously, I’m not a software implementation expert. So we reached out to HubSpot asking who could help us with this project. Based on recommendations from HubSpot, Webs flew in to sort through all of our CRM knots," explains Hoang. Once the core issue was Isolated. Webs started fixing the organization of Mollie's portal.

    HubSpot Data Clean Up

    The first step was to check their lifecycle stage, deal-stage and property condition by asking several questions, including:
    • “Is the data up-to-date, relevant and useful?”
    • “What data is worth keeping?
    • What should we be eliminating?”.
    A logical first step for Mollie, as a messy and inconsistent database, could negatively affect their marketing and sales productivity.


    Process Blueprint

    Once the data cleanup was completed, Mollie focused on mapping out an ideal process blueprint to get a clear understanding of what the marketing and sales process should look like within the HubSpot portal. “The blueprint was a big eye-opener for me. It helped me understand how the CRM platform is related to our Sales Hub and Marketing Hub process," explaining Hoang.
    Furthermore, it helped us simplify certain sales steps. Once the process mapping was completed, Mollie focused on implementing the process within HubSpot. This meant cleaning years of false triggers, duplicate properties, and unused workflows and lists.

    Sales Training

    After the HubSpot portal was organized around a clear process, Mollie ran a full day of sales workshops to teach sales reps how to follow the new sales process within HubSpot, as well as how to use the majority of the Sales Hub tools.

    To make sure Mollie could keep their new sales process and clean CRM in place for many years to come, Mollie decided to create a summary of the sales workshops by setting up a document called the “8 Golden Rules of HubSpot.” The document describes everything new hires need to know about keeping HubSpot healthy. Most importantly, it clearly lists rep-specific benefits to increase adoption.

    “Since we have quite a complex HubSpot portal and a whole ecosystem of tools we use, it is essential for our organization – as I can imagine it is for other SaaS companies – to have a scalable and easy-to-manage sales process and integration program in place. So, the training of our sales reps was a fundamental part of this project. Without adopting the new sales process by our people, this couldn’t have been a success. Besides, it was very important for us to connect HubSpot with other tools. Luckily we found out that you can start sharing data across all your tooling quite easily with HubSpot integrations",  explains Hoang.
    As a last step, Mollie compiled a list of reports by creating various reporting dashboards that the team could use to track the effectiveness of both their marketing and sales efforts.


    An Extremely Healthy CRM

    The alignment of Mollie's CRM and Sales Hub with their business objectives has definitely paid off. It allows for better forecasting and tighter processes that enable the sales teams to use the tool effectively. It also gives the team at Mollie access to the sales insights they need to further grow the business.

    To measure success, Hoang checks the portal usage metric in HubSpot. When he sees that sales leads are using HubSpot to make forecasts, he knows that all data is being stored in HubSpot and can be trusted.

    • Screenshot 2021-03-19 at 12
      Jumping between the different points where our data lived became cumbersome and slowed down our sales team. We only did some admin work in HubSpot. That’s when we realized HubSpot wasn’t being used optimally by our sales teams and we weren’t fully committing to HubSpot.


      Head of Growth


    • Screenshot 2021-03-19 at 12-1
      Not only have my sales colleagues learned from this project, but I learned a lot from this project as well. I feel like I can be a better CRM owner because of it. Before working with Webs, I was always just patching up our HubSpot CRM if an issue occurred. Now I know how to come up with a long term solution instead of a quick fix. At the moment Mollie has an extremely healthy HubSpot CRM that’s ready to grow with our ambitions.


      Head of Growth


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