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Bupa Client Success Story

How we used HubSpot to transform Bupa's sales operations. In this case study we will cover:

  • Bupa's challenges
  • The solution we employed
  • Some key highlights of the solution
  • The results we achieved
  • What's next for Bupa
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Bupa's Challenges

Dynamics was being used as a CRM and sales tool but was not configured well. There was poor visibility around what sales activities were being done, what leads were in the pipeline, and which sales reps were doing what. As a result, forecasting and reporting was difficult. 

 Impact of this problem:

  • Mark Kopec, the leader of the team, had no visibility on what his team was working on, how many deals were in the pipeline, and which deals were being focused on. 
  • Poor productivity as the sales team has less time for client engagement.

There was poor visibility on where leads were in the pipeline. This was largely due to not having a defined Customer Journey Map transposed into a sales pipeline.  

Impact of this problem:

  • Difficult for the team leader to ascertain how many deals were in the pipeline at any given time
  • Lower close rates because the team is being reactive, not proactive
  • Forecasting of net new business was difficult

Because there was no visibility on tracked digital activity on different deals, opportunities would be missed when nurturing might have been beneficial, hence deals “falling through the cracks.”

Impact of this problem:

  • Leads and sales opportunities are missed
  • The sales team leader is unable to see what activities each sales rep is performing and on what deals

Bupa was using manual reporting and forecasting, which was extremely time consuming.

Impact of this problem:

  • Sales reps spend more time on reporting than actually selling 
  • Negative impact on agility and customer response times

The Solution

Our solution kept one principle in mind: HubSpot is a tool, one which requires a strategy to be effective, and so it was essential to first prioritise the strategy, and then focus on feeding that strategy to HubSpot. 

 

Our solution was split into two phases over a 12 month period.

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This is a snapshot of the itemized breakdown of the onboarding and set-up tasks completed.
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Phase 1 - HubSpot Onboarding

In the image you can see a snapshot of part of a Customer Journey Map.

Phase 2 - Support Retainer

  • Fortnightly check-in with project owner
  • Monthly coaching call with sales
  • 15-hour support block per month 

  • 3-months ideal period to collect data for lead scoring
In the image you can see our Operations & HubSpot Lead, Tasha, who played a pivotal role in our solution for Bupa.
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Some Key Highlights of Our Solution

1. Complete Visibility

We helped Bupa achieve complete visibility around where leads are in the pipeline. 

We developed multiple pipelines for different types of clients, allowing for a segmented view of pipeline and lead data. 

With this, knowing the number of deals in each pipeline became quick and easy, close rates increased, and forecasting can now be done automatically in seconds.

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This image shows the pipeline visibility achieved.  

2. Reporting

Here's some of the reports that were setup:

Revenue per sales rep report

This allows managers to see exactly how much revenue each sales rep is contributing to the company, increasing accountability. 

Deals per sales rep report

For every sales rep, it is possible to see the deals that they’ve closed in the last month, creating a sense of accountability and reducing the need for sales reps to spend time producing reports themselves. 

Sales activities by sales rep report

Another useful report is the ability to see sales activities that have been completed by specific sales reps. 

Other than these reports, some of the other reports include:
  • Count of deals created monthly (by product)
  • Count of deals created monthly (by owner)
  • Deal closed totals vs goal
  • Deal Revenue forecast by stages
  • Deals created most recently by rep with most deals
  • Deal average time spent in each stage
  • Team activity totals
  • Not pursued reason (report showcasing deals that were not pursued, breaking them up by the reason for not pursuing)
This resulted in:
  • Team leader having visibility over exactly what activities each sales rep is doing and across what deal
  • Sales reps save significant time on reporting since it’s all automated, allowing them to spend more time selling

  • Faster customer response times

The Results

10+

hours saved per week in reporting

3x

faster customer response rates

100%

visibility around productivity, deals and pipelines

2x
increase in close rates for sales

"From the very beginning of working with RedPandas and HubSpot, I knew we were onto a good thing. The amount of time my team and I have saved is significant. I’m spending more time on more qualified relationships and actually 'selling'  to better-educated and nurtured prospects. I have full insight into all of the deals and relationships we're working on. Traditionally we had to share spreadsheets to get this information. RedPandas helped us set up what seems to be very basic but SO effective automation for tasks and reminders so my job in turn has become easier. On top of that, rather than coming to me, my team lead can now view the automated reports that track our activities and deals, saving both of us time. Using HubSpot has completely changed the game for us, and RedPandas have been a huge help in that regard. We’re excited to continue to integrate our systems with HubSpot.” 

 

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Deepain Raj Pradhan
International Partnership Strategist, Bupa
Short term impact:
  • Significant time saved for all team members and cut meeting time down
  • Complete visibility over what every sales rep is doing
  • Complete pipeline and deal visibility
  • Ability to report on various sales data
  • Ability to accurately forecast
  • Closing more deals
  • Better communication in the team
Long term impact:

What's Next for Bupa?

Bupa were so happy with the service that they’ve come back to us for an ongoing monthly service retainer, which involves ongoing support and coaching. On top of this, we’ll be rolling out Service Hub next year for Bupa.