Bru Textiles' HubSpot Growth Suite: Complete SAP S/4 HANA Integration

Industry: Furniture and Textiles
Company size: Mid-sized company (51-200 employees)
Services: HubSpot Growth Suite with SAP S/4 HANA Integration

Summary

Bru Textiles overcame fragmented marketing tools and underutilized SAP data while gaining complete commercial visibility with HubSpot Growth Suite integrated with SAP S/4 HANA. Now equipped with unified marketing operations, comprehensive sales cycle visibility, and leveraged enterprise data, Bru Textiles can drive targeted campaigns and make data-driven commercial decisions.

Establish Marketing Leadership Position

Unlock SAP Data Value for Commercial Teams

Achieve Complete Sales Cycle Visibility

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The challenge

What has held ADXpert back?

ADXpert, a leading career counseling company, was stuck.

Although the company provides world-class employee satisfaction and reintegration services, its marketing efforts were not hitting the mark.

The team had the necessary expertise, but lacked the right tools and framework to share it with the world.

Scale & innovate
Grow & Develop
Cultivate & profit

The challenge

When Success Creates Digital Complexity

As a Belgian company creating and selling interior furnishing fabrics worldwide, Bru Textiles had established strong market presence. However, their commercial teams faced increasing operational challenges that hindered their growth ambitions.

Inadequate marketing toolset limiting growth potential

The marketing team had ambitious plans to become industry leaders but were constrained by a fragmented set of tools that couldn't support their sophisticated campaigns and growth strategies.

Valuable SAP data remaining locked and underutilized

Despite having comprehensive customer and business data stored in their SAP system, this information wasn't being leveraged effectively by marketing and sales teams for commercial activities.

Limited visibility across the complete sales journey

Sales teams lacked comprehensive oversight from initial marketing contact through closed deals, with their previously implemented MS Dynamics CRM failing to reach its full potential due to usability challenges.

Beyond Standard Marketing Tools

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

Enable sophisticated marketing campaigns with proper toolset integration
Unlock and leverage existing SAP system data for commercial activities
Provide complete sales cycle visibility from first contact to closed deal
Support their ambitious goal of becoming marketing leaders in their industry

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How We Make It Happen

Seamless SAP C4C & HubSpot Integration

1st in-depth discovery phase

Interviews with colleagues from the sales, marketing and IT teams
Process mapping workshops to identify critical workflows
Development of a customized roadmap aligned with F2A's business cycles

2. HubSpot sales hub activation

Customized sales pipeline setup that reflects F2A's unique sales process
Automated workflow creation for prospect and customer management
Configuration of mobile access for field sales teams

3. Microsoft Navision integration

Seamless data connection between systems
Customized mapping for accurate data translation
Set up real-time synchronization

4. empowerment of the team

Hands-on training sessions for all levels of users
Creation of customized documentation
Establishment of an ongoing support system

1. Marketing Hub Foundation and Sitecore Integration

We conducted guided basic onboarding for their advanced marketing team, focusing on rapid adoption of inbound methodologies. With their website on Sitecore, a technically complex CMS, we developed specialized integration solutions to ensure smooth data flow and functionality between platforms.

2. SAP S/4 HANA Integration and Data Consolidation

Using our proprietary ElixirSync solution, we integrated their SAP S/4 HANA system with HubSpot in Q4 2019. The primary challenge involved consolidating fragmented data from multiple sources, including various laptops and systems, while managing a six-month project delay due to their SAP system upgrade.

3. Sales Hub Implementation with Change Management Focus

We deployed HubSpot Sales Hub to address the user-friendliness issues they experienced with MS Dynamics CRM. Our approach emphasized change management, ensuring sales teams adopted the solution while providing responsive feedback incorporation and best practice guidance.

4. Service Hub Strategy and Content Planning

We developed the framework for Service Hub implementation to complement their existing SAP return system and commercial support, defining the optimal division of responsibilities between SAP and HubSpot while determining necessary content production requirements.

Main Results

Bru Textiles successfully transformed their commercial operations through the comprehensive HubSpot Growth Suite implementation. The marketing team achieved complete independence within three months, while sales teams gained full visibility across their commercial processes with dramatically improved tool adoption rates.

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The Impact

What Success Looks Like

Marketing Operations Revolution

Sales Process Transformation

Enterprise Data Utilization

Operational Excellence

Take the next step

Ready to transform your commercial operations with integrated HubSpot solutions?

Book a free consultation with our SAP integration specialists to discover how combining HubSpot Growth Suite with your enterprise systems can revolutionize your business operations.

SUCCESS STORIES