Improve GTM efforts and transform revenue enablement
HubSpot is a software company that offers a suite of tools for inbound marketing, sales, operations, and customer service. They provide an all-in-one platform that helps businesses scale and empowers them to quickly adapt to their next phase of growth, no matter where they are in their journey.
HubSpot found in early 2021 that customer-facing employees in sales and customer success weren't as productive as they needed to be. They identified each seller was spending on average 5 hours per week searching for resources and content assets needed to do their job. As a result, the enablement team set out to find a solution to organize content effectively and give the team more time to partner with customers on achieving growth. HubSpot calculated that if they could cut down the time sellers spent locating resources each week from 5 hours to 3, the company would generate an estimated $15 million in productivity gains — the equivalent to adding 100 sellers without adding headcount.
HubSpot turned to Seismic to provide a solution to manage the growing amount of sales and customer success resources. The enablement team and content-creating marketers sought to centralize, manage and govern content that had existed in various systems. And, they sought a solution that would enable sales and customer success teams to efficiently locate relevant, up-to-date content while making it easier to share with prospects and customers.
Ryan Marini, Senior Program Manager on HubSpot's GTM Enablement team, oversees HubSpot's sales and customer success content management and learning management programs. The evaluation process with Seismic, she said, led the company to think bigger and more broadly about how an enablement platform could drive positive business results. During the evaluation, they realized the Seismic Enablement Cloud could deliver advanced capabilities to drive customer engagement beyond solving core content issues. "Our interest in revenue enablement grew at the mention of Seismic capabilities like LiveSend and the valuable analytics we could gather from it. Initially, we sought to simply track rep engagement within HubSpot and measure who was sending and who was clicking on internal content. However, with the realization that we could also use this technology to better engage with customers, we shifted our focus towards finding a more versatile platform rather than just a straightforward CMS."
With a broader scope on how sales enablement technology could do more beyond content storage and organization, the enablement team found themselves at a turning point to deliver an even greater impact to the business. HubSpot's enablement team has been focused on reducing time to ramp (TTR) for new hires and increasing productivity per rep (PPR) by leveraging Seismic's analytics to measure program success. The importance of supporting new hires led HubSpot to also evaluate and implement Seismic Learning (formerly Lessonly) to support the ramp of new hires and overall seller readiness.
