Asolvi is an acquisitive “buy and build” company whose portfolio is primarily in the specialist service management software sector in northern and western Europe. The Norwegian-based company has completed seven acquisitions over the past five years and continues to grow.

The Challenge

The companies acquired are typically owner-managed SMEs. They tend to operate with very limited marketing capacity and sales will often be achieved through word of mouth and often through their excellent networks in specific vertical markets. If used, CRM systems are small and with variable data quality. Asolvi needed to centralise all of these various data sources in one location and also ensure that the data could be maintained, analysed and segmented for a wide variety of sales and marketing purposes.

The Omnis Solution

Using its extensive knowledge of marketing data, Omnis recommended that Asolvi move all of its data into a HubSpot CRM. Because the data was held in multiple locations in varying formats, Omnis needed to devise a complex data migration strategy so that the end result was a unified and usable database that was relevant and applicable across the whole Asolvi organisation. Once created, the new CRM has to be put to work to the benefit of Asolvi. This necessitated by:

• Building - workflows to ensure that date quality was maintained and to automate processes.
• Building - reports to enable company and sales/marketing management to analyse activities and also monitor progress.
• Building - dashboards to provide easy visibility of the HubSpot data across Asolvi.
• Customisation - Asolvi, like any business, has specific data requirements to meet its individual circumstances and so required various new fields and automated notifications.

The Result

Omnis’ work has enabled Asolvi to operate with one central CRM system which is the “single source of the truth”. When bringing so many individual sets of data together, the complexity is significant, but the benefits of having a single, unified view of the customer are huge.