Client Overview

Vita Mojo is a tech company that provides a complete digital ordering and kitchen management platform for food and drink businesses in the UK and Europe.

The company is best known for its highly personalised and tech-powered restaurant offering, and is increasingly being recognised as a game-changer in the restaurant tech space.

With total funding of $56.6 M raised as of 2022, the company was awarded “Best Use of Tech” by Restaurant Marketer and Innovator awards in 2020.

Challenges faced by Vita Mojo team

The Vita Mojo team has been using HubSpot and Salesforce for their marketing & sales pipeline respectively. While using these two completely different platforms, the Vita Mojo team came up with the following challenges;

1. Inconsistent reporting
   Both Salesforce & Hubspot were utilised to produce reports for decision-making. Both platforms produced inconsistent data reports resulting in confusion among team members.

2. No Centralised Dashboard
   Different set of reports are produce in both HubSpot and Salesforce. A lot of time gets wasted hopping between the platforms to look for desired report between the platform.

3. No Single Source of Truth
   Both HubSpot & Salesforce produce different sets of numbers in their reports. The lack of a defined process framework made it difficult for the team to identify the correct set of reports between the two platforms.

RevOps Automated Implemented Solution

In order to solve the above challenges, we first conducted a workshop to understand the internal processes of both the sales and marketing teams. The purpose of the workshop was to understand;

(a) How leads are generated by the Vita Mojo team
(b) How leads are managed by the sales and marketing team

(c) If there’s any defined lead management process in HubSpot and Salesforce

(d) How leads are handover from marketing to sales

(e) Important KPI reporting parameters for sales and marketing team

After understanding the process, we decided to build a centralised dashboard using a third-party tool taking into account both HubSpot and Salesforce data. 

Databox - Centralised Reporting Platform

We recommended the “Databox” platform as it has the capability to integrate both Salesforce and HubSpot datasets seamlessly. Apart from its integration capabilities, the platform is also flexible to produce reports in multiple formats as suited by different team members.

Reporting structure in Databox

The RevOps team identified important KPIs for the sales and marketing team. Since the Vita Mojo team has been using HubSpot/Salesforce for its different capabilities, it would be best to create a separate dashboard for different platforms.

Here are some of the dashboards we build for our client;

(a) Salesforce - Pipeline Analysis Dashboard

(b) Salesforce - Field Analysis Dashboard
(c) HubSpot - Campaign Analysis

(d) HubSpot - Attribution Dashboard
(e) HubSpot - Property Analysis Dashboard

All the dashboards incorporated KPIs identified by the team during the workshop. 

Team Training

RevOps team booked a separate training session to help the Vita Mojo team understand different reports published in Databox. The teams were also trained to customise visualisation type, data formats, and filters as per their need.

Impact of RevOps Buildup 

After identifying the gaps and building out the above framework, the Vita Mojo team observed improvements in their revenue operations. Some notable improvements are listed as;

(a) Improved Team Productivity
Consolidating data from both HubSpot and Salesforce into a single dashboard makes it easier to analyse and compare data from both platforms without the need to switch between different tools helping the Vita Mojo team save time around 10 hours per week.

(b) Reduced case of Team Friction
The dashboard helps identify the contribution of the sales and marketing team in lead management drastically reducing friction among team members.

(c) Improvement in Lead Conversion
The centralised dashboard helped the Vita Mojo team easily track and analyse the progress of lead leads throughout their journey. The dashboard helped improve the lead conversion by 20% within 6 months of its deployment.

(d) Identification of data duplicity

The centralised dashboard helped operation manager identify sync errors between platforms and take necessary actions without any delay.

Overall, we were successful in creating a centralised dashboard that can be referenced by all team members across the company. The dashboard significantly reduced the time to identify the right set of reports and helped make decisions faster.