CRM Integration

Overview

After being promoted to a Product Manager at KARE, I tackled a major business problem that our company was facing: Centralized critical data sources.

Existing customer data was scattered across multiple systems. Our HubSpot CRM contained insufficient information that wasn't connected to our product in real-time. This limitation was holding back our sales optimization and marketing automation efforts.

I led a 4-month initiative bridging the data gap by working with the development, sales operations, and marketing teams to integrate HubSpot's API into our product and get critical data into our CRM. This project included comprehensive mapping of data points between software, creation of user stories, workflow diagrams, and UAT testing.

Process and Approach

Our approach followed three phases:

1. Initial Planning & Analysis

Conducted comprehensive audit of existing data structures, identified critical data points, and creating documentation outlining the project goals.

2. Technical Implementation

Working with scrum masters and developers, I owned user story creation and reviewed criteria during daily scrums to ensure consistency and deliverables were met.

3. Adaptation & Challenge Management

After the departure of our lead marketing automation manager, I stepped in to lead the project in conjunction with sales operations. This included consistent iteration to make sure new data points were being captured in the software as sales strategy evolved.

Solution

The final implementation delivered:

Synchronized data points between KARE's software and HubSpot
Real-time data synchronization (10-minute intervals)
Automated background jobs for consistent data updates

Data Mapping Structure:

Results & Impact

Increase in new prospect pipeline generations
Enabled weekly targeted marketing campaigns supporting marketing
Created standardized audit log for data points
Improved data accuracy and reliability across systems