Parato helps SMEs become more competitive by offering industrial digitalization solutions with proven digital experts. With over 37 offerings across 4 key areas – Sales & Marketing, 360° IT Complete Solutions, Modern Digital Solutions, and Digital Experts – and their 12 digital expert companies, Parato covers all necessary aspects from consulting and strategic project planning to final implementation for success in the digital world.

The initial situation

Parato was already using HubSpot before our collaboration, mainly as a CRM with an overview of the sales pipeline. However, they lacked the time and technical know-how to fully exploit the platform's potential. Complex workflows and automations, in particular, often pose a challenge for end users. This is where our experts came in.

The solution

The project initially focused on optimizing the sales process. Together with Parato, we thoroughly analyzed the existing process from lead generation to closing and developed an optimized, tailored playbook. Thanks to HubSpot’s versatile automation capabilities, we were able to implement complex processes that sustainably optimized Parato’s sales process.

First, we implemented the lead object: using the lead object significantly reduces average deal cycle times, as the entire pre-qualification of a lead no longer needs to be tracked through deal stages. Additionally, we created tailored sequences with mailing templates, tasks, etc., for lead qualification, making the process faster and more error-free.

Furthermore, we implemented a partner management system that enables the evaluation of partner activities. Parato had difficulties comparing the effectiveness of different marketing campaigns and the performance of individual partners. Our experts analyzed Parato’s specific requirements and developed a customized partner management system with powerful reporting functions. Now, Parato can track in detail which partner generates which revenue, how many customers are acquired through which channel, and which campaigns are particularly successful.

The benefits

• Automated lead-to-customer process: From the automatic provision of preliminary information for meetings to follow-ups for missing feedback, almost the entire process was automated. Non-automatable steps are covered by automatically created tasks.
• More efficient lead qualification: By implementing the lead object and tailored automations, the entire qualification process could be made faster and more error-free.
• Improved reporting: Through automation and the use of the lead object, employees benefit from simpler reporting and better traceability of the work steps performed.
• Reduced deal cycle times: Since the pre-qualification of leads is now separate from the deal stages, deals can be processed much faster, leading to a higher conversion rate.
• Transparent partner performance: The new partner management system enables Parato to create detailed reports on partner activities, accurately measuring the effectiveness of marketing campaigns and partner performance.
• Efficient pipeline reviews: The data gained from the clear processes facilitates pipeline reviews with partners and enables targeted management of sales activities.
• Time savings and resource optimization: Through automation and structured processes, Parato can now focus more on strategic tasks, as manual work has been significantly reduced.
  
  

The conclusion

The collaboration with Parato has demonstrated how the targeted use of HubSpot automations and customized solutions can not only increase the efficiency of the sales process but also make partner performance transparent and traceable. Parato is now able to optimally utilize its resources while maximizing the success of its campaigns and partners.