Ethnicraft's HubSpot Assessment Strategy

Ethnicraft's HubSpot Assessment: Strategic Foundation for Unified Commercial Operations

Industry: Manufacturing
Company Size: Mid-sized company (100+ employees)
Services: Business Assessment, HubSpot Implementation, SAP Integration

Summary

Ethnicraft overcame fragmented commercial operations and gained unified business alignment with a comprehensive HubSpot assessment and SAP integration. Now equipped with strategic clarity, technical roadmap, and implementation confidence, Ethnicraft can execute their digital transformation with certainty and operational excellence.

Unified Commercial Database Strategy

Cross-Department Alignment Framework

SAP Integration Architecture Blueprint

The challenge

Ambitious Growth Vision, Scattered Foundation

Ethnicraft had built a strong reputation in the Belgian furniture market since 1995, selling to retailers, interior designers, architects, and hospitality professionals worldwide. However, their commercial teams were operating in silos without shared visibility.

Fragmented data across departments

Each team, Marketing, Sales, and Service, maintained separate customer information systems. This fragmentation created reporting bottlenecks and prevented effective cross-departmental collaboration, limiting their ability to serve customers comprehensively.

Traditional marketing approaches limiting growth

Marketing activities centered around traditional outbound channels without modern inbound methodologies. This approach restricted their ability to attract and nurture prospects through digital touchpoints, constraining growth potential in evolving markets.

Inconsistent new business development

Sales teams lacked structured frameworks for hunting new business opportunities. Without systematic prospecting processes, results varied significantly across representatives, creating unpredictable revenue streams and missed market opportunities.

Strategic CRM Transformation, Not Just Tool Selection

Ethnicraft needed more than just another platform, they required a comprehensive commercial ecosystem that would:

Establish unified customer data across all departments
Enable systematic inbound marketing capabilities
Create structured sales prospecting frameworks
Integrate seamlessly with existing SAP infrastructure
Support scalable commercial processes

Ethnicraft worked together with Elixir to setup the integration between our ERP (SAP) and HubSpot. They guided us through the different steps to launch the CRM within Ethnicraft. Including advise on the implementation and initial setup of the HubSpot Sales module. This enabled us to progress quickly in modelling our processes and work on continuous improvements in HubSpot ourselves. The post implementation support team is thinking along with us, effective and fast.

Justine Leclef

1. Cross-Departmental Discovery

We conducted structured interviews across Marketing, Sales, Service, CEO, and IT teams over four weeks.

This comprehensive approach revealed critical pain points and operational gaps while identifying integration requirements with their SAP system. Each conversation focused on strategic and operational questions rather than technical specifications.

2. Business Challenge Analysis

Through systematic stakeholder discussions, we identified the core friction points preventing commercial alignment.

We documented current workflows, communication gaps, and technology limitations while mapping their existing SAP architecture to understand integration possibilities and data flow requirements.

3. Solution Architecture Development

Based on discovery findings, we crafted a detailed blueprint addressing their specific needs.

The roadmap included HubSpot implementation phases, SAP integration specifications, process optimization recommendations, and change management approaches tailored to their organizational structure and business cycles.

4. Strategic Presentation and Validation

We presented comprehensive findings to all relevant stakeholders, including identified challenges, proposed technical solutions, implementation timeline, and budget requirements.

This collaborative approach ensured alignment across departments and validated our understanding of their business needs before moving forward.

Implementation Confidence and Risk Mitigation

The assessment delivered strategic benefits that ensured project success and continue supporting Ethnicraft today:

Risk Reduction: Thorough discovery eliminated implementation surprises and scope creep that typically affect CRM projects
Stakeholder Alignment: All departments understood solution value and their adoption responsibilities before implementation began
Technical Validation: SAP integration architecture was validated and tested before development, ensuring seamless data flow
Ongoing Partnership: Elixir continues providing support and guidance as Ethnicraft's commercial operations evolve and grow

Main Results

The assessment delivered complete clarity on Ethnicraft's commercial transformation requirements, providing a validated roadmap that addressed their core challenges while leveraging their existing SAP infrastructure. This strategic foundation enabled confident decision-making and successful project execution.

The Impact

What Success Looks Like

Unified Data Strategy Foundation

Marketing Modernization Blueprint

Sales Process Optimization Framework

Take the next step

Ready to transform your business operations?

Book a free consultation with our assessment specialists to discover how a strategic HubSpot evaluation can create your digital transformation roadmap. We'll analyze your operational challenges and present tailored solutions.

SUCCESS STORIES