IDR Law projects
HubSpot CRM
IDR moved from their existing CRM to a new HubSpot platform to improve their operations and connect their BD and triage processes.
Working closely with the Head of Marketing, I was responsible for the discovery, taking a user-centred approach to map out the business requirements for each department.
Following the discovery I collaborated with the external agency to build the CRM to the required specifications.
BD flow
Triage flow
Discovery
Discovery began by mapping out the flow of the business from end-to-end, with every task the CRM would need to support, with all the data and functionality required.
Wireframes
Following the initial discovery, the information architecture was designed within a set of wireframes, mapping out a series of different screens and dashboards that would be required within the CRM to carry out the tasks along the flow.
The wireframes were sent around the firm to encourage collaboration, and get collective input to ensure that each part of the CRM performed exactly as required by the team.
Defining HubSpot elements
Once the requirements for the CRM functionality were established, the HubSpot specific elements could be defined. I collaborated with the Head of Marketing to define the following elements:
Objects
Companies, referrers, and enquiry contacts. Reporting requirements included having the option to show how many enquiries came from each company.
Pipelines
Business development and triage funnels.
Deal stages
Each stage of both sales funnels, accounting for changes and updates to workflows as the BD department evolve and adapt.
Custom properties
Including field types and options for contacts, companies and deals, which need to correspond to the website contact & lead gen forms.
Dashboard views
For each stage of the pipeline, for day-to-day activities.
Workflows
Defining automation for events at every stage of the pipeline, and synchronised with WordPress and Gravity Forms.
