Dineline's Systems Transformation Journey with MergeYourData.com
Dineline, a growing company, faced a common obstacle that many scaling organizations encounter: systems fragmentation.
With data sitting inside of Netsuite and HubSpot separately, their teams had to manually collect data between systems.
This small Souteastern US Manufacturer had invested in both Netsuite and HubSpot to effectively handle front and back office operations. With the power of both of these systems, the teams realized they were missing out on the context of their projects due to HubSpot and Netsuite not being synced.
This made it challenging and burdensome for both the client and employees to work together. Getting answers to specific questions meant logging into different systems to make sure the most recent information was being used.
Different employees were solving this in different ways. Some would copy and paste data between systems when they had the time. Others would pick up the phone and ask their coworkers for information when needed. Some would ask the client the same question their last coworker did.
HubSpot and Netsuite needed to be synced so that all the data and context was available to each employee.
For most sync projects between HubSpot and Netsuite, we'll first look at the possibility of using the native integration on HubSpot. We can use this native integration if the required sync is straightforward. Fortunately this was the case and 3rd party solutions weren't needed.
When complex needs do arise, we'll often look to use platforms like Commercient or Syncari. Custom syncs often don't require all info to sync between systems, and instead depend on specific criteria to be met before syncing. Additionally, certain objects like Orders and Subscriptions can't be synced using the native integration. A limitation of the native sync (as of this Case Study) is the inability to sync dropdowns (picklists).
To complete this project, we took the following approach:
End users were involved in each step. This was to ensure that the expected functionality, mapping definitions, etc. were accurate in the integration. Additionally, adopting is better when end users are bough into the development and change process.
When all was done, 5 objects from each system were bi-directionally synced. One was uni-directionally synced.
The impact of the engagement was:
With data synced between Netsuite and HubSpot, team members didn't have look in multiple systems, waste time copying and pasting or calling for help. This manual work was eliminated and the team became much more efficient. With hours back in the week, more projects could be worked on and more clients served per employee.
The once chaotic data environment was organized and connected, bringing clarity and structure.
Lack of visibility into data across both systems prevented Marketing and Sales from understanding where the customer was at. This caused repetitive questions to the customer during handoff and frustrated both parties. After having Netsuite data visible in HubSpot and vice-versa, this issue was resolved. The Marketing and Sales team
Clients were impressed with how informed their interactions were with their CSM and other team members after the integration. Since all info was available, meetings and questions were efficient and impactful. No more guesswork and "I'll circle back on that one".