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OAAA: 90% User Adoption and Duplicate Removal Through HubSpot Training and Optimization

PR & Marketing Services

11-50 Employees

Marketing Hub | Sales Hub
OAAA: 90% User Adoption and Duplicate Removal Through HubSpot Training and Optimization
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Background

The Outdoor Advertising Association of America (OAAA) is the leading trade association representing the outdoor advertising industry across the United States. As a B2B organization, OAAA serves hundreds of member companies, providing advocacy, education, and industry resources to drive growth in the outdoor advertising sector.

OAAA had already invested in HubSpot as their central CRM platform, recognizing the need to organize their member relationships, track industry engagement, and manage their advocacy efforts more effectively.
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Problem

Despite having HubSpot in place, OAAA was facing significant challenges that were limiting their team's productivity and data reliability:

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  • Low User Adoption Across Teams: Multiple team members were struggling to navigate HubSpot effectively. Without proper training, team members were avoiding the system or using it inefficiently, creating data gaps and missed opportunities.
  • Data Management Issues: OAAA's HubSpot database was plagued with duplicate contacts and companies. Critical member information was scattered and inconsistent, making it difficult to get accurate reports on member engagement or industry outreach efforts.
  • Disconnected Sales Process: Their deal pipeline lacked structure and clear stages. Deals owned by inactive users were stuck in the system, and there was no systematic approach to moving opportunities through their membership and partnership process.
  • Email Integration Gaps: Key team members couldn't effectively connect their Outlook email to HubSpot, missing valuable communication tracking and follow-up opportunities with members and prospects.
  • Reporting Blind Spots: Without proper training on HubSpot's reporting capabilities, the team couldn't create meaningful dashboards or track the metrics that mattered most to their association's success.

Research shows that 91% of companies with 10 or more employees use CRM software, but 40% of users typically adopt new systems without proper training and support. OAAA was experiencing exactly this challenge.

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Solution

We implemented a structured three-part approach to transform OAAA's HubSpot experience:

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HubSpot CRM deals with the configuration screen during video call training, showing deal properties management and customization settings with two participants—Julia Maes and Camilo Andrés Sarmiento Puyo—in a training or consulting session. HubSpot CRM deals with the configuration screen during video call training, showing deal properties management and customization settings with two participants—Julia Maes and Camilo Andrés Sarmiento Puyo—in a training or consulting session.

Part 1: Customized Team Training Program

  • Conducted three targeted training sessions tailored to different user needs and roles
  • Session 1 focused on sales process fundamentals, pipeline management, and deal associations for the core sales team
  • Session 2 covered pipeline configuration, automation setup, and Outlook integration for daily users
  • Session 3 specialized in reporting, dashboards, and list management for administrative and analysis roles
  • Provided personalized attention to each team member's specific use cases and challenges

Part 2: Data Cleanup and Optimization

  • Performed thorough audit of duplicate contacts and companies in the HubSpot database
  • Created detailed reports showing duplicate records with last activity dates, deal associations, and engagement history
  • Provided clear recommendations for merging records while preserving critical member relationship data
  • Reorganized deal ownership by reassigning deals from inactive users to active team members
HubSpot CRM database table showing company records with unique keys, record IDs, company names, and domain names for major organizations, including Yahoo, Warner Bros Discovery, Walmart, VML, US Bank, and multiple universities with their corresponding website domains. HubSpot CRM database table showing company records with unique keys, record IDs, company names, and domain names for major organizations, including Yahoo, Warner Bros Discovery, Walmart, VML, US Bank, and multiple universities with their corresponding website domains.
HubSpot Sales Rep dashboard showing deal performance metrics, including closed deal totals vs. goals, activity leaderboard by rep, open deals by stage, and monthly closed revenue tracking with visual charts and filters. HubSpot Sales Rep dashboard showing deal performance metrics, including closed deal totals vs. goals, activity leaderboard by rep, open deals by stage, and monthly closed revenue tracking with visual charts and filters.

Part 3: Process Standardization and Integration

  • Cleaned up deal pipeline stages to reflect OAAA's actual membership and partnership process
  • Set up automated deal status updates to reduce manual work and improve accuracy
  • Successfully integrated Outlook email with HubSpot Sales extension for better communication tracking
  • Explored DocuSign integration to modernize their contract signing process with members
  • Created custom views and reports tailored to OAAA's specific industry needs
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Results

  • Training Program Completed Delivered three customized training sessions covering sales processes, pipeline management, automation setup, reporting, and dashboard creation for all key team members, including Patrick Dolan, Chris Kosar, Greg, and Julia Maes.
  • Data Cleanup Delivered Generated detailed duplicate contact and company reports with additional data points, including last activity dates, last contacted dates, and last engagement dates, to support OAAA's data cleanup decisions.
  • System Integrations Configured Successfully connected Outlook email to HubSpot using the Sales extension and provided DocuSign integration recommendations to modernize contract processes.
  • Pipeline Optimization Implemented Cleaned up deal pipeline stages, automated deal status updates, and reassigned deals from inactive users to active team members for better deal management.
  • Custom Views and Reports Created Set up tailored HubSpot views and reporting capabilities specific to OAAA's trade association needs and member management requirements.

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