Established in 2004, Goldmine Media have been around for over 15 years and have truly managed to evolve along with their industry’s needs. They are an integrated full-service communications and marketing agency who help their clients improve their performance through smarter marketing and aesthetic graphic design to build their reputations with compelling content.
Having a very niche target audience, they offer a unique portfolio of marketing services for financial professionals. They provide their clients with anything from a singular solution to crosschannel communication. From strategy to execution, Goldmine Media supports their clients to find the best way to communicate for financial professionals, whether that’s online or offline.
Goldmine had tried multiple CRM systems, including custom-built software as well as Salesforce. These systems were unable to provide the Goldmine Media team with the tools or features needed to make their day-to-day processes more eﬃcient and streamlined. Many day to day activities, particularly for their business development representatives, were very suitable to get automated, in order to scale their marketing and sales eﬀorts. HubSpot would be just the right platform.
After a thorough screening process, they were sold on HubSpot’s capabilities and how automation would be incredibly powerful for their inbound marketing eﬀorts and sales team. They were also impressed by HubSpot’s reporting tools and wanted to integrate them into their board meetings for forecasting and revenue reports.
Once the portal was set up for Goldmine Media, we soon noticed that the standard deal board setup wouldn’t quite work for their reporting. To give you a full overview, Goldmine Media report on their revenue as follows:
Each deal has a one-oﬀ setup or project fee, which varies in cost depending on the services bought and size of the project;
Most deals then have an ongoing retainer fee, usually reviewed monthly and annually. These ongoing retainer fees sit under several service categories, but are also set up, depending on services bought.
As a result, the default product properties within HubSpot didn’t really ﬁt the job description.
The members of board at Goldmine Media review their income based on the monthly one-oﬀ income, as well as continuous monthly retainer income, which should be an incremental number. After all, more retainer clients means a higher monthly earnings.
After a thorough brainstorming session, the team at Aira came to the conclusion
that this problem wasn’t easily solved by a couple of workflows, but would need
more extensive input into the problem. The desired solution was:
A primary deal for the sales team to do all of their work in. It would require
custom properties, to ensure they can capture everything in one place. The
amount in this deal would be the one-off project fee, for each deal;
A secondary pipeline that was created that is not used other than for reporting.
This is where a duplicate of the primary deal is held so that the recurring retainer
information takes centre stage.
Making sure there’s continuous syncing between those two pipelines for
accurate information. That means that if a primary deal changes stage, that needs
to be synced. If anything about the recurring retainer fees changes in the primary
deal, that also needs to be synced to the secondary deal.
Fortunately, we have a big whiteboard wall at Aira, where we could draw out the entire process, including workﬂows, links to webhooks and expected results, to ﬁgure out what would work best for the client and would give us the desired result.
Creating duplicate deals
In order for us to have an automated secondary deal, we needed to create a duplicate deal. We did this by setting up an internal workﬂow within HubSpot, which simply copies over deals in any deal stage of the primary pipeline to the secondary pipeline (matching the deal stage it is in), creating a deal called ‘Deal Name – Residual Revenue’ and copies over:
Deal ID – this is copied over to the custom property ‘Goldmine – Parent Deal ID’
Link the deals using default deal properties and custom properties
Now it starts to get interesting. The primary deal has been duplicated to the secondary pipeline, but in order to sync it moving forward, like we’ve shown above, there needs to be a property that links the deals both ways. That’s why we’ve set up two custom properties:
‘Parent Deal ID’ – This numeric property sits in the secondary deal and is a duplication of the default ‘Deal ID’ property of the primary deal. That is how we know which secondary deal was created from the primary deal.
‘Child Deal ID’ – In order to link the deals both ways, we have also created this numeric property. This property sits in the primary deal and is a duplication of the default ‘Deal ID’ property of the secondary deal.
In order to link the secondary deal (automatically set up), back to the primary one with the ‘Child Deal ID’, we needed to set up a workﬂow on HubSpot, which links to Zapier. Checking all deals in the secondary pipeline, whose ‘Parent Deal ID’ is known, means that we check all secondary deals, which already have a primary deal linked to it.
If a deal has these enrollment triggers, that triggers a webhook from Zapier which pushes the secondary deal’s default ‘Deal ID’ to the custom property ‘Child Deal ID’ in the primary pipeline. Now, the deals have linked both ways.
Sync the deal stages
This is done through another workﬂow which continuously checks for changes in the original, primary deal, in order to reﬂect any change to the deal stage in the secondary deal. Whenever a deal meets the following (re-)enrollment triggers, it goes through the workﬂow:
Deal stage has been updated in the last 1 day
Pipeline is ‘Primary Pipeline’
Child Deal ID’ is known
‘Deal Stage’ is known
By allowing re-enrollment, this creates a continuous loop whenever a deal meets all the criteria, so that the secondary deal can reﬂect accurately where the deal is in the deal stages. When a deal is enrolled, it gets checked for every single deal stage, using if/then branches for each deal stage. Once the workﬂow ﬁnds which deal stage the primary deal is in, it triggers a webhook into Zapier, speciﬁcally for that deal stage, which pushes the secondary deal to the same deal stage. This ensures an accurate overview of where all deals are, supports forecasting and gives the team an accurate funnel to see where deals drop oﬀ, without the secondary pipeline skewing any data.
Note: For this to work, both pipelines need to incorporate the exact same deal stages, so the secondary deal can follow where the primary deal is.
Sync the retainer information between deals
This is similar to the previous step, but the (re-)enrollment triggers are as follows:
The ‘Monthly Residual Amount’ property was updated in the last 1 day (in the primary deal)
Pipeline is ‘Primary Pipeline’
‘Child Deal ID’ is known
‘Deal Stage’ is known
‘Monthly Residual Amount’ is known
Once the deal has triggered by changing the ‘Monthly Residual Amount’ property, the workﬂow will trigger a webhook into Zapier, which changes the default ‘Amount’ property in the secondary deal, ensuring that the amount reﬂected is accurate as these may change during the sales process.
The latter two workﬂows and their related webhooks in Zapier keep the pipelines clean and current and give the sales team the opportunity to simply work in the one primary deal, but seeing their work and changes reﬂected in a way that helps support revenue reporting for the board of directors, as well as for their own accomplishments.
We conﬁgured the deals settings so that the business development representatives are asked for all the relevant information is asked for both the one-oﬀ and ongoing fees and information when the primary deal is created and have also set the properties so that all relevant properties for both the one-oﬀ and ongoing projects are easily accessible in one place. The automation then does its magic and ensures that the primary and secondary pipelines are synced!
After hours of testing, we had a training session with the Goldmine Media team to show them how it all works (and how simple it is!). We sent them back to the oﬃce and told them to play around with it and try to break it. Fortunately, they haven’t, and after another day or so of them testing, we went live.
With a full sales dashboard populated, the members of the board regularly review how both projects and ongoing deals stack up against annual goals. They can now accurately look at what comes in each month, with one-oﬀ fees making up part of the monthly income and the monthly recurring fee amounts becoming incrementally larger.
“Their willingness to try something completely new and making it work has really impressed us. We feel that we can always call the team at Aira and whoever picks up makes sure that we are supported.”