HubSpot Growth Strategy Report for Interpak
Interpak stands as a clear leader in the custom, high-end packaging space, serving discerning brands where quality and presentation are paramount. Their success is built on a complex, collaborative process involving design, sales, and manufacturing teams working in harmony to deliver exceptional results.
However, their current technology stack, particularly their Salesforce CRM, is creating significant friction that limits growth potential. The system is underutilized, cumbersome to manage, and fails to provide the leadership team with necessary visibility into sales activities and performance. As Peter Kilmartin aptly described it, the CRM has become "a little bit like a rolodex" - a static database rather than a dynamic growth engine that drives business forward.
This challenge presents a transformative opportunity. By migrating to HubSpot, Interpak can transition to a unified, AI-powered, and intuitive platform that sales representatives will actually embrace and use effectively. This strategic move will solve the immediate need for comprehensive management reporting while unlocking new efficiencies throughout their complex sales process, creating a single source of truth from initial marketing touchpoint to final order completion.
Current Challenges Limiting Growth
Lack of Sales Visibility
Frank's primary challenge is the absence of effective management reporting and inability to see "what the salespeople's activities, what they're actually doing." This creates a blind spot in performance management and coaching opportunities.
Poor System Adoption
The current system is "cumbersome to change" and underutilized by sales reps. The tool creates more work than it saves, leading to incomplete data and frustrated users who avoid the system entirely.
Manual Long-Cycle Nurturing
With new business sales cycles extending "six months to a year," manually tracking and nurturing every long-term prospect becomes overwhelming and inefficient for sales representatives.
Disconnected Systems
The quoting process involves a "legacy program" and "excel document" completely disconnected from CRM and GlobalShop ERP, creating data silos and requiring extensive manual work.
These frustrations are common for sophisticated businesses that have outgrown their initial technology stack. Rather than viewing these as insurmountable problems, they represent clear opportunities to build a more efficient, scalable, and data-driven operation that can support Interpak's continued growth and market leadership.
Growth Opportunities Identified
Achieve Total Sales Performance Visibility
Transform from anecdotal management to proactive coaching with real-time data on activities that drive revenue. Move beyond asking "what are they doing?" to having instant access to comprehensive performance metrics.
Drive Adoption Through Simplified Workflows
Provide a CRM that works for sellers by automating activity logging and simplifying daily tasks. Unlock productivity gains while ensuring accurate, up-to-date data as a natural byproduct of sales activities.
Systematize Long-Cycle Nurturing
Implement automated yet personalized follow-up systems that keep Interpak top-of-mind during extended sales cycles, ensuring prospects call Interpak first when ready to evaluate new packaging solutions.
Unify Front and Back Office Operations
Create seamless information flow from initial sales conversations to paid orders in ERP, providing 360-degree customer relationship views and streamlining the entire quote-to-cash process.
HubSpot's Comprehensive Solutions
HubSpot is uniquely positioned to solve Interpak's challenges with its unified, user-friendly platform. Each solution directly addresses the specific needs identified during our consultation, providing immediate value and long-term scalability.
Centralized Dashboards & Reporting
Customizable dashboards give Frank and leadership at-a-glance visibility into key activities—emails, calls, meetings booked, pipeline progression—for each sales rep without requesting updates.
Unified, Admin-Free Platform
Designed for business users, not IT staff. Native integration with Outlook and calendars automatically logs activities, eliminating manual data entry. Playbooks guide reps through discovery calls for accurate information gathering.
Automated Sales Sequences
Sales Hub Sequences enable "set it and forget it" personalized follow-up over months, freeing reps to focus on active opportunities while ensuring no lead goes cold during long sales cycles.
Integrated Quoting & ERP Sync
Native quoting tools replace disconnected Excel processes. Established Commerciant integration enables bidirectional GlobalShop sync, providing complete customer value pictures with order history and production data.
Multi-Brand Management Capabilities
To address Jamie's question about managing sister companies effectively, HubSpot offers sophisticated multi-brand management through its Business Units add-on. This powerful feature allows for complete separation of brands, contacts, and reporting within a single portal, eliminating the complexity and cost of managing multiple CRM instances.
Business Units Benefits
  • Complete brand separation within one platform
  • Distinct contact databases and reporting
  • Separate user permissions and access controls
  • Individual branding and customization options
  • Consolidated billing and administration
  • Cross-brand reporting capabilities when needed
This solution provides Interpak with the power of distinct environments without the operational complexity, allowing each brand to maintain its unique identity while benefiting from shared best practices and consolidated management oversight.
Operational Efficiency
Rather than juggling multiple systems, administrators can manage all brands from a single interface while maintaining complete separation of data and operations. This approach reduces training requirements, simplifies user management, and provides cost efficiencies compared to separate CRM instances.
Expected Return on Investment
The investment in HubSpot will drive tangible returns across the organization by increasing efficiency, improving visibility, and unlocking new revenue streams. These benefits compound over time, creating sustainable competitive advantages.
3-5
Hours Saved Weekly
Per sales rep through automated data entry and follow-up tasks, reinvested into high-value prospecting and closing activities
50-90k
Annual Cost Savings
Elimination of Salesforce administrator or consultant requirements through HubSpot's user-friendly design
5-10%
Conversion Rate Improvement
Expected increase in lead-to-customer conversion through structured playbooks
Comprehensive Reporting Capabilities
HubSpot will solve Interpak's core reporting challenge by providing a single source of truth for all revenue-generating activities. Frank, Jamie, and the entire leadership team will have access to real-time, actionable insights that transform decision-making from reactive to proactive.
Sales Activity Reports
Real-time, customizable dashboards tracking every call, email, meeting, and task for any rep or team over any period. This provides the direct answer to "what are they doing?" with granular visibility into daily activities and their impact on pipeline progression.
Pipeline & Forecasting Reports
Clear, visual representation of the entire sales pipeline with HubSpot's forecasting tools enabling accurate revenue projections based on deal stage probability, replacing offline spreadsheets with dynamic, data-driven predictions.
Sales Cycle Analytics
Detailed reports measuring time deals spend in each sales process stage, helping identify bottlenecks and opportunities to accelerate both new business and existing project sales cycles for improved efficiency.
True Marketing ROI Reports
Direct connection between marketing campaigns and deals/revenue through GlobalShop sync, enabling Jamie to measure exact dollar-for-dollar impact of marketing investments from trade shows to digital campaigns for smarter budget allocation.
These reporting capabilities transform Interpak from a data-poor to data-rich organization, enabling strategic decisions based on concrete performance metrics rather than intuition or incomplete information.
Implementation Success Factors
The success of Interpak's HubSpot implementation depends on several critical factors that ensure smooth adoption and maximum value realization. Our experience with similar complex B2B organizations has identified key elements that differentiate successful transformations from mediocre ones.
Leadership Commitment
Frank's visible support and active participation in the transition process will be crucial for driving organization-wide adoption. Leadership must model the behavior they expect from the sales team.
User Training & Support
Comprehensive, role-specific training ensures every team member understands not just how to use HubSpot, but why it benefits their daily work. Ongoing support during the first 90 days is essential for building confidence and competence.
Data Quality Standards
Establishing clear data entry standards and automated validation rules from day one prevents the data quality issues that plagued the previous Salesforce implementation.
Process Documentation
Clearly documented workflows and playbooks ensure consistency across the sales team and provide reference materials for new hires and ongoing training.
Continuous Optimization
Regular review sessions to identify improvement opportunities and adapt the system to evolving business needs ensure long-term success and user satisfaction.
By focusing on these success factors, Interpak can avoid the common pitfalls that lead to CRM implementations becoming "digital rolodexes" and instead create a dynamic, growth-driving platform that evolves with the business.
Next Steps & Recommendations
Interpak stands at a pivotal moment where the right technology decision can unlock significant growth potential and operational efficiency. The evidence is clear: the current Salesforce system is hindering rather than helping the organization achieve its goals. HubSpot represents not just a solution to current challenges, but a strategic investment in Interpak's future scalability and success.
01
Executive Alignment Meeting
Schedule a leadership team session to review this strategy, align on priorities, and secure commitment for the transformation initiative. Ensure all stakeholders understand the business case and expected outcomes.
02
HubSpot Demo & Technical Review
Arrange a customized demonstration focusing on Interpak's specific use cases, including the GlobalShop integration capabilities and multi-brand management features that address your unique requirements.
03
Implementation Partner Selection
Engage with certified HubSpot partners who have proven experience with complex B2B manufacturing organizations and ERP integrations to ensure smooth execution of the 12-week timeline.
04
Project Kickoff & Migration Planning
Begin the structured implementation process with clear milestones, success metrics, and communication protocols to ensure all team members are informed and engaged throughout the transition.
The opportunity cost of maintaining the status quo continues to grow each day. Every missed insight, every manual process, and every frustrated sales interaction represents lost revenue and competitive disadvantage. HubSpot offers Interpak the chance to transform from a technology-constrained organization to a data-driven growth engine that can scale efficiently while maintaining the high-touch, quality-focused approach that defines your brand.