Shopify Uses HubSpot CRM to Transform High Volume Sales Organization

Shopify is the world’s leading cloud-based, multichannel Ecommerce platform designed for small and medium-sized businesses, powering over 100,000 online retailers. In 2014, Loren Padelford spearheaded a new sales initiative transitioning Shopify from their outdated, overly complex CRM onto HubSpot’s new, easy to use sales CRM. Since this change, Shopify benefits from a high volume transactional sales and a much happier sales team.

About Shopify

Shopify is an Ecommerce platform that allows anyone to easily sell online, at a retail location, and everywhere in between. Shopify offers a professional online storefront, a payment solution to accept credit cards, and the Shopify POS application to power retail sales. Shopify powers over 100,000 online retailers, including General Electric, Amnesty International, CrossFit, Tesla Motors, Encyclopaedia Britannica, Foo Fighters, and GitHub

Complex CRM Pains

Prior to HubSpot, Shopify was using a one of the most popular, large CRM platforms in addition to Pipedrive, a sales software, to manage its leads and conduct sales. 

When Loren Padelford joined the company as Head of Sales in October 2014, he was first tasked with taking a deep examination into their sales toolset to identify any weaknesses or opportunities. His goal for Shopify was to develop a fast, transactional sales model that would accelerate the company’s sales pipeline and grow their bottom line.

Loren soon discovered several roadblocks to those growth and revenue aspirations. First, the sales org was using a combination of several different tools, making it difficult for reps to conduct simple tasks like entering new lead data. 

Second, feedback from team revealed that their CRM was difficult to use, took a lot of time to administer and was not intuitive for sales reps to navigate. “We felt like the CRM was really designed for our sales managers. As a rep on the front line, it took forever to enter and find the information I needed during a sale or conversation with a prospect.”

To Loren it became clear that their CRM, while the most well-known platform in the market, was not designed for today’s sales reps, rather it was built for seasoned sales managers. Loren recalls, “It was really a pain, my team needed additional training to learn the complex features of the CRM and ultimately it was overkill for what we needed.”

With constant frustration from the sales org and need for on-going training, Loren quickly realized the costs of their CRM outweighed the benefits so he began searching for a better sales solution.

"Our previous CRM was hard to use, took too much time to administer, was not intuitive and really not designed for sales reps – it was designed for managers. "

Loren Padelford

Head of Sales

Shopify

No Need to Shop Around

Loren had experience at his previous business using HubSpot’s marketing platform so he was already familiar with the tools and company very well. “I’ve always been impressed with HubSpot,” Loren says. He attended the annual INBOUND conference, which takes place every Fall in Boston, and learned HubSpot was about to launch a free CRM that was then in the beta stage.

"Once I found out about beta HubSpot CRM, I just knew I had to have access. Then, once I started to use it, I thought it was really a game-changer, plus it was free!"

- Loren Padelford

Importance of Speed in Sales

As soon as Loren made the decision that his team was going to adopt HubSpot’s new CRM and HubSpot Sales products, it was easy to get the rest of the company on-board.  Where other systems are made up of dozens of tools and complicated features to learn and customize, HubSpot CRM is designed to get sales teams, like Shopify, started quickly and keep them focused on selling without changing the way they already do things.

Another immediate benefit they saw was the amount of time saved by using Email templates. Using Sidekick for Business, Shopify is able to easily track email opens & clicks, save common or popular email templates, and schedule follow-up messages to prospective clients. In sales, for any business, there is typically a lot of emails going back and forth. With HubSpot’s templates and tracking, there is no need to rewrite standard emails for every situation. Loren shares, “the ability to create a template in Sidekick for Business is really valuable and frankly, very well thought out.” 

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CRM that Improves the Sales Experience

HubSpot CRM is built around the way people shop and buy today. Core to it's foundation is the fact that the way people shop and buy today has changed. Today’s sales process happens across dozens of channels and hundreds of touch points - from your website and social media to your emails and phone calls. HubSpot CRM tracks and organizes everything automatically. Using the CRM, Shopify is able to review its sales pipeline, deals, call metrics, email metrics, templates, track pages and emails viewed, plus more. Managers, like Loren, now have access to this information on a daily basis and can better see deal management right at their finger tips. 

He shares, "Sales is science, not magic. Science is how does the process work. What are the conversion ratios – how may calls to get to a demo, demo to a sale. Now with HubSpot CRM, knowing what is going on tells you the health of a deal and also a sales rep. Having a view into what’s working and where roadblocks and bottlenecks are – helps us guide reps to skill development and overall sales improvements."

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