Cordell Connect & HubSpot Integration

About Grasshopper

Grasshopper Environmental is a Sydney based waste removal and containment company acquired by Cleanaway in 2020.

Grasshopper provides waste management services to retail and large-scale infrastructure sites. They have an experienced sales team that has KPIs to increase share of wallet of existing customers and bring new customers to the business.

Background & Problem

Cordell Connect is Australia’s largest go-to database for residential, commercial, engineering and mining projects. Here you can find new business leads, get up-to-date project information, and the contact details you need to find, win, and grow your business.

If we were to explain this to a complete newbie, we’d call it ‘The Google for Government and Enterprise level tenders’.

Understanding Grasshopper’s sales reps have a defined KPI for new business this is the perfect tool to search for new business and look-up infrastructure projects that will soon require waste management services.

The problem ofcourse is the sheer amount of time it takes manually to sort through the data and then bring it into a CRM i.e. HubSpot. Consider the time it used to take Grasshopper to search through projects, define filters of importance e.g. tender value, location etc and then assign to the right salesrep on a daily basis.

As the business scales, so too does this problem.

In fact, Grasshopper had a full-time team member dedicated to filtering and prioritising through the hundreds of projects in Cordell.

The RedPandas Solution

The Custom HubSpot & Cordell API built by RedPandas Digital

The first part of the solution was to get the data into HubSpot.

Through an integration with HubSpot and Cordell Connect, we were able to use the business logic and requirements of Grasshopper’s Ideal Customer Profile (ICP) to push from Cordell only the projects that met those requirements.

RedPandas built a full API integration spec document to detail the integration and to help train new sales team members.

Some of the key items the integration is able to sync includes:

• Project Name
• Address
• Commencement Date
• Completion Date
• Amount
• Cordell ID
• Zone
• Council
• Project Stage & Status

In short, our integration is successfully syncing 19 fields from Cordell into HubSpot automatically 10pm every night.

Bespoke HubSpot Workflows (Automations) built

The second part of the solution ofcourse is doing something actionable with the data in HubSpot. Here’s where the fun part begins.

Once the data is in HubSpot, we can build any of the data and custom properties to trigger workflows.

Specifically for Grasshopper we built workflows that focus on:

• Prioritise projects over $XXX million dollars
• Notify appropriate territory managers the day new projects are announced allowing them to have a response edge above their competitors
• Task territory managers to prioritise projects in their region that meet the Ideal Customer Profile criteria
• Add priority projects to high priority lists
• Add projects to forecast reports
• Notify the appropriate territory manager only when key info items are updates for projects in their pipeline

Results

Specific sales value attributed to this integration are commercial in confidence. However we can share, the sheer admin time saving freed up (1) full time employee to focus their time on more commercial and valuable tasks.

The defined man hours saved by this integration can therefore be precisely estimated at 140 hours per month.

In addition, as mentioned above, the integration gives our client a competitive edge in getting data and actioning it faster which is proven to increase close rate percentages.

If you would like more information about this integration or any other integration RedPandas can custom build for you, please do not hesitate to get in contact.