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Driving success with a tailored commercial CRM: Beltraide’s Case Study.

Hylenne González

Driven by a powerful underlying goal: to translate Beltraide’s work into a substantial contribution to the country’s economy and, consequently, improve the lives of its population, Beltraide overcame significant challenges in client relationship management. The organization sought a solution that could standardize its processes, measure impact indicators, and meet the diverse requirements of its business units in its efforts to promote and enhance trade and investment attraction in Belize.

The positive impact on efficiency, customer relationships and measurable success is a testament to the transformative potential of a well-designed CRM system. As Beltraide continues to prosper, CRM will remain an indispensable tool that will enable them to build a successful future in the world of trade and investment in Belize, thereby improving the country’s economy and therefore the quality of life of its people.

This case study highlights how Beltraide, an organization dedicated to promoting trade and attracting investment in Belize, partnered with Mottum Analytica to implement a commercial customized and scalable CRM solution. This CRM system prepared them to overcome sales and service challenges and achieve the objectives proposed by the Inter-American Development Bank (IDB), which provided a loan to facilitate trade and investment in the country.

The Challenge: Define processes and leverage them with a technological platform

One of the main challenges faced by Beltraide was catering to the functional and technical needs of two distinct business units, Belize Invest and Export Belize, on a single platform. Each unit had unique purposes and requirements, making it challenging to consolidate their needs into a unified and efficient solution.

However, there was a much more relevant issue in which, as consultants, we felt we could contribute more value: the definition of a process that was not fully defined, the process of opportunity capture and management. In order to help them execute this process, we thoroughly analyzed options until we found the solution that best suited them. 

These options were: Hubspot, SugarCRM and Zoho CRM. The general criteria considered in the analysis were: easy adoption, customization, sustainability, technical support and price. Meanwhile, the functional criteria were: a flexible sales module, an easy-to-use marketing module, a ticket management module (service module), comprehensive reporting and mobile application.

Another significant challenge was to create a solution that could comprehensively measure the impact indicators established by the IDB for the implementation of the Trade and Investment Facilitation Program.

To overcome these challenges, Mottum engaged in a series of interactions with each team, using questionnaires, interviews, collaborative ideation sessions with Design Thinking, and validation exercises. This process led to the construction of separate funnels for sales and services, as well as a thorough market analysis, with guidance from Gartner Magic Quadrant dedicated to CRM Platforms.

The Solution: a commercial CRM customized for Beltraide’s specific use case

At this point, we did a comparative analysis to determine whether, according to Beltraide’s needs, it was more convenient to create a CRM from scratch or to configure and customize a commercial CRM. 

After careful consideration, the decision was made to implement HubSpot as the CRM platform. HubSpot’s flexibility allowed for the creation of customized solutions within a unified framework. Key elements of the solution included:

  • Distinct Funnels: Mottum designed two separate funnels within the CRM – a sales funnel for Belize Invest and a service funnel for Export Belize. This approach facilitated efficient process management while ensuring seamless information exchange between the units.
  • Measurable Indicators: Specific impact, monitoring, and performance indicators proposed by the IDB and Beltraide were integrated into customized dashboards within the CRM. This empowered Beltraide to measure the effectiveness of their efforts and make data-driven decisions.
  • Customization and Flexibility: Leveraging HubSpot’s flexibility, Mottum created custom fields, properties, and views tailored to Beltraide’s unique needs and workflows.

The Positive Impact: Increased Efficiency and Success

The implementation of the customized CRM system brought significant improvements to Beltraide’s business units:

  1. Streamlined Processes: Unifying processes and standardizing data management resulted in increased efficiency and seamless collaboration between Export Belize and Belize Invest.
  2. Measurable Success: With access to specific indicators, Beltraide gained valuable insights into the impact of their initiatives. This allowed them to fine-tune strategies and focus on activities that generated the highest returns.
  3. Targeted Marketing Initiatives: The CRM’s customer segmentation capabilities enabled Beltraide to design personalized marketing campaigns, strengthening customer engagement and fostering lasting relationships.
  4. Automation and Productivity: Automating lead acquisition, customer loyalty, and digital marketing initiatives increased productivity, allowing team members to focus on strategic tasks and optimize resource utilization.
  5. Real-time Visibility: The easy-to-use dashboard and reporting system provided real-time visibility into key performance metrics, empowering Beltraide management to make well-informed decisions promptly.
  6. Empowering Business Units: Custom funnels and fields allowed Export Belize and Belize Invest to manage their unique needs independently, fostering ownership and accountability within the teams.
  7. Scalability and Growth: The CRM system’s adaptability and expansibility ensured it could accommodate future organizational needs.

Conclusion: A Transformative Journey

Beltraide’s successful CRM implementation showcases the power of innovation and collaboration. Through a customized solution, Beltraide overcame identified challenges and achieved the goal of facilitating trade and investment in Belize.

The positive impact on efficiency, customer relationships, and measurable success is a testament to the transformative potential of a well-designed CRM system. As Beltraide continues to prosper, the CRM will remain an indispensable tool, enabling them to build a successful future in the world of trade and investment in Belize, ultimately improving the country’s economy and enhancing the quality of life for its people.

If you want to know more details about how the process went, book a 30-minute call with us here, and we will be happy to assist you.