HubSpot CRM Setup for the biggest car dealership in Europe

Testing new ideas can be challenging in a corporate environment with well established, but huge structures. Emil Frey was about to enter a highly competitive online space for car leasing and what they knew is you can't be slow. Spending months on months on developing and integrating new product into existing infrastructure wasn't going to work.

Most challenges rooted in so-called "technical debt", which is common in an enterprise world. The bigger the company, the bigger it's IT infrastructure and more difficult it is to move fast, test ideas quickly and adjust to gained insight. The company decided to avoid the biggest issues they were aware of:

• In-house apps are highly optimized for company's workflow, but offer limited integration options with other tools
• Integrating new products and applications has to go thru layers of management which slows down the delivery of an MVP
• Requirements for digital marketing and competing with highly successful "new kids on the block" weren't met with existing solutions

Launching the product within a couple of months and ensuring prospects get the best service possible was key. Knowing how easy it is for new customers to open and compare a dozen of different deals in a browser, a few crucial goals had to be reached as fast as possible:

• connect the new online platform for car deals to a CRM within weeks and not months
• pull deal data from a custom backend into CRM without delays and massive expenses
• send out a quote to the prospect within minutes and not hours or days
• timely and reasonably automated follow ups
• easy reportings to evaluate profitability and success of the project

To meet the requirements, we decided to implement HubSpot Sales Hub and Service Hub. The flexible and easy to extend data structure of HubSpot allowed us to capture all necessary lead and deal data without spending months on custom development or writing applications from scratch. Easy to use report builders provided precise and actionable reporting from day one. Powerful worklfow automation tools in HubSpot and make.com allowed us to integrate the new setup with all other systems in a matter of weeks instead of months.

Most noticable gains from this approach:

• cost of the CRM setup was a fraction of projected cost for a custom build
• overall duration of the project was at about 8 weeks, including CRM onboarding and coaching the team
• time from inquiry to quote went down to 1 minute thanks to fully automated process
• automated follow-up process allowed the sales team to focus on hot leads instead of dead inquiries

Because the project was so successful, the company switched it's biggest business division to HubSpot from company's in-house system.