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Boosted productivity and 360° visibility: WEDA transforms its operations with HubSpot

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  • 100%

    of key data flows synchronized via API between WEDA’s core business software and HubSpot

  • 4

    tools replaced (prospecting, ticketing, etc.) by HubSpot

  • 13

    teams and 93 employees onboarded on HubSpot

Objectives & Challenges

WEDA was seeking a solution to centralize the cross-functional operations of its sales, marketing, and customer support teams, with the goals of increasing productivity and gaining better visibility into performance.

They turned to Markentive for its expertise with HubSpot, aiming for a rapid rollout through comprehensive process redesign across all teams, supported by collaborative workshops, quick implementation, training, and change management.

Markentive helped WEDA address several key challenges:

  • Fragmented and low-quality data

  • Lack of alignment between marketing, sales, and after-sales teams

  • Outdated tools with no automation capabilities

  • Excessive manual data entry

  • Limited visibility into team performance

In this context, the project’s main objectives were:

  • Structuring team workflows and streamlining information handoff to boost operational efficiency and cross-team alignment

  • Centralizing data by implementing API integrations with WEDA’s business tools

  • Creating dashboards and reports for accurate performance tracking

  • Improving ticket management productivity through better prioritization, assignment, and customer service tools

  • Measuring and improving customer satisfaction, and increasing the recommendation rate

The solutions we provided

Markentive first supported WEDA in a Service Hub feasibility study to validate the use case coverage of nine different teams.

This phase led to a structured scoping and implementation project built around a series of workshops. During these sessions, processes were optimized, and new work methods were defined. Markentive also led the technical implementation of HubSpot and the data flow integration between WEDA’s core systems and the CRM.

The support continued with training for 13 departments and post-launch follow-up over several months, aimed at reinforcing adoption of the solution and refining processes on an ongoing basis. Key initiatives included:

  • Conversion path redesign to maximize lead generation, with automated prioritization and routing based on predefined criteria to ensure fast and relevant handling.

  • Tailored commercial process design based on product and transaction types, including the integration of electronic quote signing and automated follow-ups to streamline the sales pipeline.

  • Bridging the gap between sales and onboarding teams to ensure smooth, fast onboarding of new clients and faster go-live times.

  • Automation of time-consuming tasks and improved information flow across after-sales services to enhance operational efficiency.

  • API integration with WEDA’s core system to eliminate redundant data entry and optimize processing time.

  • Technical Support Modernization

    - Deployment of a support center in HubSpot including:
    - Automated ticket creation from connected sources
    - Smart routing of requests to the appropriate teams
    - Migration of the legacy knowledge base to HubSpot
    - Launch of a customer portal for transparent, self-service claim tracking

  • Enhanced Partner Collaboration

    Implementation of secure processes allowing WEDA’s expert partners to access their client portfolio data, while ensuring information confidentiality.

  • Continuous Customer Experience Improvement

    Launch of satisfaction surveys to regularly assess the customer experience and identify areas for improvement.

This collaboration enabled WEDA to significantly boost both productivity and visibility by automating repetitive tasks and structuring processes. The result: smoother and more transparent execution. Customized dashboards by department now provide precise oversight of operations, with real-time tracking of key performance indicators.

Results

Faster processing of new user registrations and assignments thanks to the integration of HubSpot with WEDA’s business tools

100%

of key data flows synchronized via API between WEDA’s system and HubSpot

Reduced ticket resolution time through automated creation and assignment of customer requests

About

Visit the website

Industry

Logiciel médical (SaaS)

Nb of employees

99

Localisation

France

Services :

Consulting, CRM & Sales Enablement & Marketing Automation

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