Category
Vita Mojo
increased lead
conversion by 20%
Vita Mojo is a tech company that provides a complete digital ordering and kitchen management platform for food and drink businesses in the UK and Europe.
The company is best known for its highly personalised and tech-powered restaurant offering, and is increasingly being recognised as a game-changer in the restaurant tech space.
With total funding of $56.6 M raised as of 2022, the company was awarded “Best Use of Tech” by Restaurant Marketer and Innovator awards in 2020.
The Vita Mojo team has been using HubSpot and Salesforce for their marketing & sales pipeline respectively. While using these two completely different platforms, the Vita Mojo team came up with the following challenges:
Inconsistent reporting
Both Salesforce & HubSpot were utilised to produce reports for decision-making. Both platforms produced inconsistent data reports resulting in confusion among team members.
No centralised dashboard
Different set of reports were produced in both HubSpot and Salesforce. A lot of time was wasted hopping between the platforms to look for the desired report between the platforms.
No single source of truth
Both HubSpot & Salesforce produced different sets of numbers in their reports. The lack of a defined process framework made it difficult for the team to identify the correct set of reports between the two platforms.
.svg)
Our Solution
In order to solve the above challenges, we first conducted a workshop to understand the internal processes of both the sales and marketing teams. The purpose of the workshop was to understand:
a) How leads are generated by the Vita Mojo team
b) How leads are managed by the sales and marketing team
c) If there’s any defined lead management process in HubSpot and Salesforce
d) How leads are passed from marketing to sales
e) What the important KPI reporting parameters were for the sales and marketing teams
After understanding the process, we decided to build a centralised dashboard using a third-party tool taking into account both HubSpot and Salesforce data.
Databox - Centralised Reporting Platform
We recommended the “Databox” platform as it has the capability to integrate both Salesforce and HubSpot datasets seamlessly. Apart from its integration capabilities, the platform is also flexible enough to produce reports in multiple formats suited for the different team members.
Reporting structure in Databox
The RevOps team identified important KPIs for the sales and marketing team. Since the Vita Moto team has been using HubSpot/Salesforce for its different capabilities, we decided it would be best to create a separate dashboard for different platforms.
Here are some of the dashboards we built for Vita Moto:
a) Salesforce - Pipeline Analysis Dashboard
b) Salesforce - Field Analysis Dashboard
c) HubSpot - Campaign Analysis
d) HubSpot - Attribution Dashboard
e) HubSpot - Property Analysis Dashboard
All the dashboards incorporated the KPIs identified by the team during the workshop.
Team Training
The RevOps team booked a separate training session to help the Vita Mojo team understand the different reports published in Databox. The teams were also trained to customise visualisation type, data formats, and filters as per their need.
Our impact
.png?width=128&height=128&name=Group%20474%20(1).png)
Improved team productivity
Consolidating data from both HubSpot and Salesforce into a single dashboard makes it easier to analyse and compare data from both platforms without the need to switch between different tools, helping the Vita Mojo team save around 10 hours per week in processing time.
Reduced cases of team friction
The dashboard helps identify the contribution of the sales and marketing team in lead management, drastically reducing friction among team members.
20% improvement in lead conversion
The centralised dashboard helped the Vita Mojo team easily track and analyse the progress of lead throughout their journey. The dashboard helped improve the lead conversion by 20% within 6 months of its deployment.
Identification of data duplicity
The centralised dashboard helped operation manager identify sync errors between platforms and take necessary actions without any delay.
"We've never been able to have such visibility over our data. HubSpot and Salesforce data in one place, amazing."
