This post is part of a series that explores problems our customers have fixed using Insycle. Each post outlines the challenge and shows the solution step by step.
Executive Summary
Oyster, a global employment platform leader, faced challenges stemming from siloed Salesforce and HubSpot systems, technical debt, and data quality issues. By leveraging Insycle, they achieved:
- A 90% reduction in lead response time through lead-to-account matching.
- A decrease in duplicate records from 17% to less than 5%.
- Automated processes for lead conversion and assignment, enhancing operational efficiency.
“Insycle allowed us to bridge the gap between Salesforce and HubSpot, transforming disjointed systems into a single, cohesive brain for our teams,” said Weronika Zubrzycka, Senior Marketing Operations Manager at Oyster.
Insycle transformed Oyster's CRM data management, creating a unified system that aligned sales, marketing, and customer success teams.
About Oyster
Oyster is a dynamic employer-of-record platform revolutionizing global hiring by enabling distributed teams to operate seamlessly. With a mission to empower companies and employees worldwide, Oyster simplifies compliance, payroll, and HR processes for a global workforce.
Weronika Zubrzycka, Senior Marketing Operations Manager at Oyster, oversees the company’s Salesforce and HubSpot ecosystems. Her focus is to create unified, efficient, and cohesive systems that support all teams across the customer journey. With a strong belief in operational excellence, Weronika is passionate about creating systems that align processes, enhance customer experiences, and drive business growth.
“My role is basically making sure that this Salesforce and HubSpot environment is one brain that is workable for all teams, no matter where they access the data,” Weronika explained.
Challenges Oyster Faced
Oyster’s growth as a global employer-of-record platform required seamless operations across sales, marketing, and customer success. However, disjointed CRM systems—Salesforce and HubSpot—created roadblocks that hindered the company’s ability to scale effectively and deliver a unified customer experience.
Without proper lead-to-account matching in Salesforce and contact-to-company matching in HubSpot, Oyster couldn’t effectively track leads or understand their relationship to accounts. This gap meant sales reps often lacked the context they needed to prioritize and engage with prospects. Critical follow-ups were delayed, resulting in lost opportunities and frustrated leads.
Additionally, the data duplication problem amplified inefficiencies. Oyster discovered that 17% of their database contained duplicates by company name, with additional duplicates stemming from fields like domains, LinkedIn profiles, and locations. These duplicates created confusion across teams:
- Sales reps would unknowingly contact the same lead multiple times, leading to a poor prospect experience.
- Marketing campaigns were misaligned, targeting duplicate records and wasting resources.
- Customer success teams struggled to provide personalized support because records for key accounts were scattered and unreliable.
The siloed systems also meant that teams operated with incomplete or mismatched data. Sales, marketing, and customer success often worked at cross-purposes, unable to align their efforts or deliver a consistent experience to customers. Oyster couldn’t leverage its full data set to create a cohesive journey from lead to customer, leaving potential revenue on the table.
Finally, the manual workload for sales reps was unsustainable. Without automation, reps spent valuable time assigning leads, correcting data, and reconciling mismatched records instead of focusing on building relationships and closing deals. This inefficiency not only reduced productivity but also impacted morale, as reps faced constant roadblocks in their workflows.
Even with the best intentions, when systems are managed separately, it’s nearly impossible to build a cohesive structure that meets in the middle,” Weronika explained. “This lack of alignment made it hard to provide the seamless customer and prospect experience we aspired to.”
How Oyster Transformed Their Data Operations with Insycle
Oyster turned to Insycle to solve the operational roadblocks that were holding the business back. By addressing the technical issues, Insycle enabled Oyster to overcome critical business challenges, improve team alignment, and unlock growth opportunities.
1. Resolving Duplicate Data to Eliminate Confusion and Missed Opportunities
The rampant data duplication across Salesforce and HubSpot had caused confusion and inefficiency for Oyster’s teams. With Insycle’s deduplication tools, Oyster reduced duplicates to less than 5%, ensuring their teams worked with accurate, consolidated data.
This cleanup had an immediate business impact:
- Sales teams could confidently focus on the right accounts without worrying about redundant or conflicting records.
- Marketing teams optimized campaigns, knowing they were targeting the correct leads and accounts.
- Customer success teams provided better support with a single source of truth for each customer.
“Duplicate records are a hidden pain point, especially for the most critical customer accounts. Insycle made tackling these issues routine and manageable,” Weronika said. “It gave us the ability to refine deduplication from multiple angles and easily replicate processes to maintain consistency.”
2. Fixing Lead-to-Account Gaps to Avoid Delayed Responses and Lost Deals
Before Insycle, Oyster struggled to respond quickly to leads because they couldn’t match them to their respective accounts. This lack of context led to delayed follow-ups, which risked losing high-value opportunities to competitors.
With Insycle’s lead-to-account matching, Oyster reduced lead response times by 90%. Leads were automatically matched to accounts using multiple criteria, including domain, website, and custom fields, giving reps the information they needed to act immediately.
This transformation unlocked new efficiencies:
- Sales reps could prioritize leads based on account importance and activity, reducing wasted time and improving conversion rates.
- The company built trust with prospects by responding faster and with more relevant insights.
- Sales and marketing alignment improved, as both teams worked from the same accurate data.
“Lead-to-account matching was a game-changer for us. It organized everything, triggered better notifications, and reduced response times dramatically. It’s one of the most crucial setups for any B2B business,” Weronika emphasized.
3. Addressing Manual Lead Assignment Bottlenecks to Prevent Rep Overload and Missed Leads
Oyster’s sales reps were overwhelmed by manual tasks, including lead assignments, which pulled them away from revenue-generating activities. This inefficiency made it difficult to scale operations as the business grew.
Insycle allowed Oyster to automate lead assignments with advanced routing features. By capping the number of accounts per rep and routing leads intelligently based on capacity and priorities, Oyster ensured that reps could focus on high-value opportunities without being overloaded.
The business impact was clear:
- Sales productivity increased as reps spent more time engaging with leads and less time on administrative tasks.
- The company avoided the risk of leads falling through the cracks, even during periods of high demand.
- Customer satisfaction improved as reps could focus on meaningful interactions rather than data management.
“Our goal was to keep reps focused and avoid overwhelming them. Insycle’s ability to cap accounts and route leads intelligently has been invaluable as we scale and manage increasing signals,” Weronika shared.
The Benefits of Insycle for Oyster
By cleaning and organizing data, automating key processes, and enabling seamless collaboration across Salesforce and HubSpot CRMs, Insycle empowered Oyster to scale its operations while maintaining a high level of precision and control. The platform’s intuitive, no-code interface allowed the operations team to implement solutions quickly and tailor them to Oyster’s unique business needs, resulting in significant improvements across multiple areas.
With Insycle, Oyster bridged the gap between Salesforce and HubSpot, turning siloed systems into a unified, collaborative environment. This not only streamlined operations but also strengthened the company’s ability to deliver a seamless customer journey from prospect to customer success.
Key Benefits:
- Data Hygiene: Sustained clean and accurate data with ongoing monitoring and health checks.
- Scalable Processes: Automation of repetitive tasks, reducing manual workloads and errors.
- Metrics: Duplicate Rate Reduction: From 17% to <5%. Lead Response Time: Cut by 90%.
- Flexibility and Control: Tailored workflows to meet unique business needs.
- Team Alignment: Improved collaboration between sales, marketing, and customer success teams.
- Customer Experience: Enhanced interactions and faster responses with clean, actionable data.
“Insycle allowed us to bridge the gap between Salesforce and HubSpot, transforming disjointed systems into a single, cohesive brain for our teams,” Weronika shared. “It has been instrumental in helping us scale without losing operational precision.”
Weronika’s Advice for Marketing and Sales Operations Teams
Weronika emphasizes the importance of building systems that are not only functional but also sustainable and easy to manage. She advises professionals to prioritize simplicity, understand the flow of data through their systems, and address duplication issues early to avoid compounding problems. These principles can help teams streamline their workflows, improve efficiency, and ensure long-term scalability.
- Simplify Processes: Avoid overcomplicating workflows to ensure scalability and clarity.
- Understand Data Flow: Map data movement from ingestion to usage to spot bottlenecks and improve processes.
- Focus on Duplicates: Invest in solutions that prevent and address duplication issues early to save time and resources.
“Never overcomplicate things. Build systems that are clear at a glance and easy to fix. Think of the people who come after you and make their lives easier,” Weronika advised.
The Result: Bridging HubSpot and Salesforce CRM data
Oyster’s success story demonstrates how Insycle provides a seamless solution to the common challenges faced by businesses using both Salesforce and HubSpot. By addressing data quality issues, automating critical workflows, and fostering alignment between teams, Insycle turned what was once a fragmented and inefficient system into a unified, high-performing ecosystem.
Insycle enabled Oyster to overcome obstacles like duplicate records, slow lead response times, and manual inefficiencies, empowering the company to scale its operations and deliver a better customer experience. This transformation highlights the power of Insycle as the essential glue connecting Salesforce and HubSpot for businesses striving for operational excellence.
