2020 brought us an unexpected set of challenges both on business and personal levels, forcing businesses to make rapid changes across all industries. Now that we’re a third of the way into 2021, we can see interesting new trends that savvy companies are already racing to master. Major changes resulted in companies having to learn what digital channels worked best and whether their technology stacks enabled them to collaborate efficiently.

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I came across SmartBug Media’s panel discussion, “Where RevOps and Inbound Collide in 2021,” about survey results from 200-plus RevOps leaders on what they felt they needed for their organizations to be successful within five years. One of the topics mentioned was the need for alignment.

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In researching revenue operations (RevOps) best practices and trends, I keep coming across the theme of connectivity. In the March 2021 panel discussion, “Where RevOps and Inbound Collide in 2021,” SmartBug Media Chief Revenue Officer (CRO) Jen Spencer presented results from a survey. Here are my takeaways and notes from the panel.

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by: Contributor | Diamond Partner

I’m going to let you in on a little RevOps secret:


If you are excluding your Finance team from your RevOps initiatives, you’re making a big mistake. 


Let me guess - right now, you’re saying, “Finance? You mean, add another team & their data into the mix? Really?” 


Yes, really. These are common questions that I hear from Sales, Customer Success, and Marketing teams more often than you would expect. Any of these sound familiar?


  • Who are our customers?
  • This account wants to purchase additional services, but do they have any outstanding invoices?
  • Who’s been invoiced for this month’s services?


To answer these questions accurately, a Customer Success rep usually launches a mini-investigation into your CRM and ERP systems, clicking back and forth through multiple tabs, and maybe even reaching out to a team member from another department to verify their findings. 


This method works, sure. But wouldn’t it be easier to have a seamless, automated connection between your CRM and ERP system? Wouldn’t it be better to have a system that provided you this information without the click, click, click of searching for data? 


And wouldn’t it be best to accomplish this without purchasing yet another tool to connect the two?


Yes, it would -- and you can bring Finance and their valuable data easily into the mix using Operations Hub.


Automating the connection between Hubspot CRM and ERP Systems creates a seamless experience for revenue teams and finance teams. Long gone are the days of manually creating new customers in your ERP System and missing out on real-time finance data in your CRM. 


The first thing you’re going to need to do is either choose an ERP system that fits your team's needs or navigate to the Connected Apps section in your HubSpot instance to connect your current ERP.


Once the two systems have been connected, you'll create a few custom fields on the Company object to store system information from your ERP.


Think: ERP System ID, ERP System Status, ERP System Most Recent Invoice Date. But enter your ERP System name (like Netsuite) instead of “ERP System” of course! 


Now that you have created the necessary custom fields, you will need to set up a workflow to automatically sync new customers into your ERM system.  My workflow enrollment criteria recommendations would be: Deal Stage has recently been updated Closed Won AND Company does not exist in ERP system (ERP System ID is unknown)


You’ll set up the workflow actions to push data from the New Business Deal into your ERP system. This data push will auto-generate a new Customer record in the ERP system and an invoice attached to the new Customer record based on Product data in the Hubspot Deal.


HubSpot will intake the response from the ERP System API call to update your Hubspot system with the IDs and direct links to your ERP. And just like that, your entire Customer billing process is now closed loop. Your team can now easily understand their customers current invoice status and easily find the Customer in both Hubspot and your ERP system.


If you’re looking for a deep dive on how exactly you can execute this and some other advanced additions you can build on top of this using Operations Hub, register for one of our upcoming workshops!