How We Helped Unmind Create a Unified Sales Process

Unmind is a company that helps employees improve their mental health. They have created an app and platform that empowers employees to measurably improve their mental health by giving them the right care at the right time. However, they needed to change the way that their customers and organisations approach mental well-being. 
To do this, they first had to address internal challenges. 

Unmind's teams used multiple platforms for marketing, lead acquisition, and customer management. Unmind's pre-existing process was fragmented and siloed, with various teams operating from different technology stacks and from multiple sales pipelines. This ultimately resulted in disconnects between data and reporting, therefore preventing the ability to make informed and accurate operational decisions. 

• Integrations: Without multiple systems and no formal integration strategy, there was no single source of truth. 
• Manual data input: Users had to manually input data into different systems, which caused inconsistent information and created data silos. 
• Inconsistencies: Account Executives (AEs) used multiple spreadsheets to calculate customer prices, which led to inconsistencies and inaccuracies, particularly with renewals. 

As the company grew, these issues became more pronounced.

The central goal of the project was to reduce these silos and increase sales effectiveness through automation and enhanced operational and financial reporting.
 

Unmind required a single, consistent sales process to drive pipeline growth, predictable revenue and reduced churn. To achieve this, we worked with Unmind to design and implement a streamlined sales process on Salesforce, defining areas of responsibility within the process for Marketing, Sales Development (SDR), Account Executives (AE) and Customer Service Managers (CSM), with the overall target of producing a single source of truth to measure and analyse the entire funnel, reduce friction between go-to-market teams, and make decisions to achieve joint goals.

A comprehensive solution was implemented that was segmented into three main work streams:

1. Data Migration: To overcome fragmented and siloed processes, Unmind's key data was migrated from HubSpot to Salesforce. This was a critical step that created a single source of truth and connected business data across different technology stacks.
2. Sales Process Refactoring: An end-to-end sales process was designed, incorporating everything from lead generation to invoicing. This created a single sales process to drive pipeline growth, predictable revenue, and reduced churn. A key part of this was the implementation of an automated pricing calculator using Salesforce Flows. Previously, Account Executives used multiple spreadsheets to calculate prices, which led to inconsistencies and inaccuracies. The new automated system collected key customer data to calculate prices. This ensured that all AEs quoted consistent figures and resulting in accurate forecasting.

3. Application Integration: Users were manually inputting data into multiple systems, causing inconsistencies and data silos. To overcome this, key applications were integrated with Salesforce to increase efficiencies and collaboration across the sales journey. 

   These integrations included:

   1. HubSpot, for marketing and legacy data sync.
   2. Outreach, LinkedIn SN, ZoomInfo, and Cognism, for SDR lead acquisition and engagement.
   3. Xero, for finance via Zapier.
   4. Gainsight, for CSMs to track and manage customer renewals.

With Salesforce becoming the source of truth, these integrations automated a vast number of manual operations, allowing teams to focus on customer engagement instead of data entry.
 

The implementation of Salesforce and the integration of other applications provided significant outcomes across three main areas:

• People: Teams were aligned around a simplified, single view of the business and its processes. The move broke down silos, giving the commercial team end-to-end visibility for the first time and providing an "early-warning system" to spot potential issues.
• Data: Business and activity data were connected across organisational silos and different technology stacks. With Salesforce as the source of truth, teams could focus more on prospect and customer engagement rather than manual data entry.
• Processes: Operational rigour was increased through integrated cadences, including sales forecasting, operational reporting, and automated processes. The consistent manner in which prices and renewals were calculated gave Unmind confidence in their renewal and accounting data.