Disparate Systems & Limited Visibility
HubSpot has been a part of Tracksuit's infrastructure from the very beginning. The Tracksuit team selected HubSpot due to the tiered pricing model and software that scaled as Tracksuit's business needs grew. While affordability is critical for scaling businesses, the Tracksuit team needed a platform with intuitive UX, easy to learn and use, and had the functionality that covered both what they needed in that moment, and what they would need in the future. HubSpot ticked all three of these boxes. As the team and business have grown and evolved, so too has the way they use the HubSpot platform.
In the three years they’ve been using HubSpot’s customer platform, Tracksuit has seen impressive growth when it comes to both the core metrics of the business, along with the way the team have been able to scale.
Enabling scale & growth for the Tracksuit team
One of the major impacts Tracksuit have seen from leveraging the HubSpot platform is how having a central source of truth for the business’ data has enabled them to scale significantly and drive cross-functional alignment.
Tracksuit's journey with HubSpot began with a few team members utilising primarily the sales and marketing tools. Over time, the company has expanded usage across their go-to-market teams, including sales, marketing, partnerships, customer service, and product teams. This integration has brought cohesion to operations, replacing multiple tools with a centralised hub for data and insights.
Prior to moving their workstream to HubSpot, the partnerships team had been using Airtable, but trying to run multiple platforms was resulting in duplication of efforts, and preventing transparency when it came to business reporting. Since moving to HubSpot, they’ve increased cross-functional alignment, data hygiene and reporting accuracy.
The automation and reporting tools have played a large part in enabling this success, driving efficiency in each team’s day-to-day operations, and freeing up time to work on areas they previously lacked bandwidth for.
Examples of this in play include:
- Automating manual tasks, such as alerting sales leaders when a deal in the forecast has lost momentum, or slipped past its expected close date
- A brand new lead allocation system that has removed friction within the sales teams due to an (almost) perfect distribution of new opportunities. This has also led to an increase in confidence across the teams that leads are being serviced effectively and the teams can focus more on the opportunities in front of them.
- Leveraging HubSpot reports for extra visibility on individual team outputs, more transparency between teams, and better conversations as a holistic business, rather than operating in silos.
- Integrating Google Sheets with HubSpot’s broader ecosystem to allow for automated commission reporting saved over 10 hours of manual admin per month from the sales team.
- Implementing product line items in the CRM led to greater clarity on pricing compliance and products sold, along with a smoother handover to set customers up for success.
- Custom integration of the Tracksuit product with HubSpot, thanks to HubSpot’s open API, allows the team to leverage the data they have on existing customers, or potential customers, without leaving their central source of truth - HubSpot.
Speaking with Tracksuit’s Commercial Director, Georgia Devereux, she referenced the impact of automation in driving efficiency saying, ‘HubSpot scales, and the time saving will continue to grow as our team and business gets bigger. This allows more time to speak with customers, collaborate internally and drive growth in the business'.
The synergy of having HubSpot as a central source of truth ensures that Tracksuit’s business functions are all aligned and different departments are not reporting on metrics in different ways, which in turn helps the teams to have open and transparent conversations.
The proof is in the pudding
It’s not just the ease of day-to-day tasks and transparency that Tracksuit reference in their successful journey with HubSpot, they have the hard data to back it up. The second half of 2023 was particularly successful in terms of both volume and financial impact with back-to-back-to-back record sales months for the number of deals closed as well as total revenue. This in turn, translated into a record number of new customers for the customer success team to onboard.
Content has influenced over $14M NZD in pipeline at Tracksuit this year, measured through HubSpot. Tracksuit's total lifetime revenue of new business that have engaged with content spans across the following content types:- Marketing budget calculator: $5.5 million NZD
- Brand benchmarks tool: $5.9 million NZD
- Case studies: $4.7 million NZD
- Tracksuit also measure the number of content 'touches' new business deals have through HubSpot. In 2024, the average contact on the path to purchase touched 4.4 pages.
What's next for Tracksuit? From ANZ to the world...
With some impressive results to date, and a robust infrastructure set up for scale, there is nowhere to go but up. Tracksuit are currently expanding into the UK & US markets to support their growth and international adoption of Tracksuit, and their expansion in the HubSpot product isn’t over either.
They’re looking to leverage HubSpot Operations Hub and continue setting up the business for growth with tools like programmable automation to help them unlock deeper insights, drive operational efficiencies, and sustain their rapid growth trajectory through 2024 and beyond. As Georgia says, ‘it’s about giving our buyers the best possible buyer experience and helping us win new customers in 6 months, 1 year, and so on, with all the insights we may need’.
As Tracksuit continues to grow and scale, HubSpot remains a trusted partner in achieving its strategic objectives and fueling future success.
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