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Turning Keyrock’s HubSpot portal into a rock-solid foundation for scalable growth

About Keyrock

Keyrock is a leading digital asset services provider based out of Belgium with offices in the UK, Switzerland and Hong Kong. They use proprietary technology to provide scalable and adaptable liquidity products, and also run an OTC desk and an Option desk. Recently, they closed a $72M series B funding round to solidify their position as a cornerstone of the global tokenized economy.

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The Challenge

Keyrock grew and changed rapidly during their time as a startup, often making changes in and addititions to their HubSpot configuration on an ad-hoc basis. This resulted - over time - in a inefficient setup which caused a number of issues for the now much larger team:

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Process

The processes for adding records to HubSpot and keeping them up to date were unclear for sales staff, and not fully aligned between marketing and sales departments. This led to difficulty in drawing insights from source and deal data.

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Pipeline

The sales pipelines contained a surplus of deal stages and data points, while some deal-critical data points could be skipped over. This made it challenging for sales leaders to get a clear view on how their teams were performing, or accurately forecast revenue.

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Handovers

Handovers between different commercial teams required a lot of manual work and didn’t include information on team-specific owners.

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Lead allocation

Allocation of inbound leads was happening on a first-come first-serve basis, instead of automatic and rules-based, which resulted in uneven workloads for the sales staff and reduced efficiency.

Additionally, the commercial operations team aimed for strong internal alignment on processes, definitions, and requirements, and structurally embed those into HubSpot.

During the later stages of the implementation trajectory, KYC and AML procedures became a top business priority and had to be integrated into operational flow in HubSpot seamlessly.

“WX showed consummate professionalism from the start to the finish of the project. I was impressed with their ability to quickly gain an understanding of our cutting-edge company and its nuances, and combine it with their deep knowledge of HubSpot to create a solution that fits us like glove.”

Stef Wynendaele
Managing Director, Head of Corporate Sales

The Solution

WX introduced the prospecting workspace into the sales flow, which significantly improved the workflow for sales staff as they could largely work from a single view to follow up with their prospects. This in turn made it possible to significantly lean down Keyrock’s deal pipeline(s) by only allowing qualified leads to live there, ultimately resulting in a much cleaner and more accurate view for sales leaders.

Process enforcement

WX set up definitions, flow, and process documentation for lifecycle stages, the leads pipeline, a streamlined deal pipeline and custom properties. This created internal alignment for all commercial teams and provides a permanent point of reference.

Automated lead assignment

We worked with Keyrock to sunset a number of outdated custom fields, defined a set of new ones to structure and layer information better, and set up required properties and rules for each deal pipeline stage. We also created an automation for rules-based assignment of inbound leads.

Cross-team data sync

WX created teams and corresponding task queues, custom deal owner properties, and automations to seamlessly move and sync deals across sales, compliance and customer success boards.

Training and documentation

We provided training and thorough documentation to ensure the project wasn’t just succesfull technically, but also found its way into the daily workflows of the people that make up Keyrock.

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“WX agency demonstrated notable understanding of our complex sales processes and diverse business models, showcasing their commitment and dedication to our HubSpot implementation. Their customer-centered approach and willingness to invest time and effort were invaluable, ensuring our needs were met. What truly sets them apart is their innovative problem-solving, consistently recommending the most cutting-edge HubSpot features and functionalities. We highly value their partnership and the transformative impact it has had on our operations.”

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Indira Vanhulle
Associate Director of Commercial Operations

The Results

WX worked with stakeholders across Keyrock’s commercial teams to ensure that all voices were heard, and to gain insights into the specific challenges of the different teams. We then formulated a solution that resolved the core challenges, while still delivering a net gain for all teams.

The restructuring of the sales flow and introduction of the prospecting tool made it much easier for the business development team to stay on top of their prospecting and due dilligence activities, while also providing an easy way for sales leaders to review their performance.

100%

of deals have all required information

78

hours saved per month thanks to automation of previously manual tasks

The sales leaders now work primarily in a much leaner and cleaner deal board that quickly shows the information they need, and contains all crucial deal details to provide opportunities and clients with the white glove service level typical for Keyrock.

The marketing and commercial operations teams now have much more complete and reliable data, which makes it easier to draw insights and conduct reporting.

The automations we built freed up time in the workflow of marketing, sales, compliance and customer success teams, resulting in a net productivity gain across the board.

Tools used

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