HyperTrack and HubSpot Accelerate Field Sales and Service Performance at India’s Edutech Juggernaut LEAD School
LEAD School is an integrated system for affordable private schools in India to provide excellent education outcomes for every child. LEAD School is growing quickly and needed to think about how they could track productivity in an ever expanding environment. In the past three years, LEAD School expanded from 4 states to over 25 states and expanded its field team from 40 to over 500. As the team scaled, the need to be more prescriptive about managing field activity became more apparent. By engaging HyperTrack, LEAD School was able to use workforce and logistics automation tech to impact two key areas of the field sales aspect of their business - granular sales meeting data and expense tracking for field sales teams.
“What started with a tech for expense reimbursement now plays an important part in the sales forecasting and revenue planning for us.”
“HyperTrack helps us improve salesforce productivity and performance with real time visibility, fleet analytics and automated capture of CRM data.”
“The insights through HyperTrack’s location intelligence data are the important levers for revenue planning and sales forecasting at LEAD School. With accurate ground truth, we are able to quantify the face to face time efforts required to convert each category of school.”
Co-Founder of CEO
The Business Need
LEAD School has three different fleet types, Expansion, Excellence and Experts along with four different categories of schools as prospects. As the number of field representatives scaled up, it became challenging to quantify sales results and tie those directly to the projections for the territory expansion. LEAD School realized that they needed to tie the activity in CRM with the movement of the feet on the street driving the sales and adoption.
While Hubspot served as an excellent CRM, granular details about field activities like number of meetings held or length of meetings was very difficult to capture. This was particularly important to LEAD School as meeting onsite at client facilities(schools) is a core to their customer acquisition and account management process.
Key metrics such as meetings held by account managers are important sales indicators. The ability to track, clearly display and share this data with managers allows them to understand team productivity and predict sales growth. This was particularly important to LEAD School as meeting onsite at client facilities is a core to their customer acquisition and account management process.
The only way to truly understand the activity of field reps was to introduce automation for tracking actual visits to the locations of sites where meetings are held. But this was difficult given the tools - Hubspot and manual tracking.While Hubspot served as an excellent CRM, granular details about field activities like number of meetings held or length of meetings was very difficult to capture.
They were seeking a solution that would allow them to build a custom application with the flexibility to track a group of dispersed field sales staff in a reliable and consistent manner.
As a team who are focused on continuous improvement, the technical team at LEAD School began to think about leveraging location data to measure, analyze and improve workforce productivity. They were seeking a solution that would allow them to build a custom application with the flexibility to track a group of dispersed field sales staff in a reliable and consistent manner. This led them on the path to engage aHubSpot partner for workforce and logistics automation, HyperTrack.
Account managers had difficulty linking expenses to client visits.With account managers bearing the administrative burden, finance and operations were left with incomplete data and limited ability to forecast and plan for expenses associated with field teams.
Field sales teams incur many expenses related to travel. It is difficult to track expenses associated with field visits to ensure that expenses are tracked accurately without too much administrative overhead for account managers and the level of detail needed for finance
LEAD School had this challenge - made even more complex by the quickly expanding sales team and geographical coverage of their client base.
Account managers had difficulty linking expenses to client visits.The initial answer to this was a CRM based custom app, depending on data input from account managers in the field. This led to inaccuracies in reporting travel, lodging and meal expenses. With account managers bearing the administrative burden, finance and operations were left with incomplete data and limited ability to forecast and plan for expenses associated with field teams.
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The team implemented the following solutions to provide tracking through their product and enhance the visibility of the fulfillment lifecycle to their customers.
Geofences to automate detection of entry and exit times at sites of interest
With the ability to automatically detect field sales representative visits, LEAD gained accurate real time and historical data pertaining to locations of interests. Operations and management teams can build reports and processes based on location of sales representatives and data about specific schools of interest.
Driver SDK to accurately track the location of the field representatives during work day
By having the ability to document travel in real time, operations teams are able to capture the location of field representatives and share this with the field sales management and with customers if needed. By capturing key information about the location of the sales representative, operations teams can easily see which sales reps are visiting which customer locations, increasing visibility of sales activities for the entire organization.
Dashboard visualizations to display work happening in real time
Since the operations teams have the location data throughout the fulfillment process, HyperTrack allows streams of this data to be presented on operational dashboards. By receiving this data through webhook streams, LEAD is able to embed these real-time views within customer systems.
HyperTrack and Hubspot
Leveraging HyperTrack helps close the gap between CRM and reality by increasing the amount and accuracy of data pertaining to sales team activities
The above integrations in combination with HubSpot allows operations and management teams unparalleled transparency.With automations that seamlessly capture time and location data, detailed information related to sales appointments is accurate as it reflects the ground truth of sales representatives’ activity against scheduled and planned activities. Leveraging HyperTrack helps close the gap between CRM and reality by increasing the amount and accuracy of data pertaining to sales team activities.This rich data gives management teams the insights they need to make decisions about sales territories and teams.
With HyperTrack, LEAD School can track important sales funnel metrics like the duration of long account manager visits to schools, how many meetings were held before a contract was signed and even how many meetings were held before a contract was lost.
With HyperTrack, LEAD School can track important sales funnel metrics like the duration of long account manager visits to schools, how many meetings were held before a contract was signed and even how many meetings were held before a contract was lost. Providing this data to sales and operations managers takes the guesswork out of understanding how field teams interact with customers.
With this new data, management was able to run reports on relevant metrics with a weekly frequency. The ability to capture this data helped leadership see the connections between sales activity and pipeline development. These insights led to new perspectives on win/loss data and even influenced incentive planning for sales teams.
While the expected outcome was to have better expense data for field reps, the team gained insights that led to a more accurate understanding of customer acquisition costs and potential budget issues.
LEAD School is able to use the workforce and logistics automation technology to improve tracking of sales performance indicators and have better visibility into the sales pipeline. As a company that relies on field sales activity to drive their business, thinking more strategically about location data and logistics applications is a competitive advantage.
Upon learning of HyperTrack, the team at LEAD School decided to implement location based APIs to improve tracking of travel expenses. Using HyperTrack data in this capacity resulted in anew approach whereby expenses are linked to visit IDs, giving finance more insight into field activity.
These improvements contributed to over 20% increase in process efficiency.
Now finance teams can run reports that track expenses associated with visits within a desired time frame. While the expected outcome was to have better expense data for field reps, the team gained insights that led to a more accurate understanding of customer acquisition costs and potential budget issues.
LEAD School is now able to visualize how many field reps are logged on at any given time, which customers the reps are visiting and link this data with financial systems.
The improvement in the area of expense tracking was beneficial to finance teams and field sales staff as well. By using location data, field sales representatives benefit from automated data capture that populates CRM fields. This gave finance teams accurate data, which helps them to make important decisions to support a fast growing sales team. These improvements contributed to over 20% increase in process efficiency.
LEAD School pursued initiatives to improve operational efficiency for a large, distributed sales team. In their desire to solve for a better field sales process, they. were introduced to a new way of thinking about location data which helped them also achieve more clarity around expense tracking. Using HyperTrack, LEADSchool is now able to visualize how many field reps are logged on at any given time, which customers reps are visiting and link this data with financial systems.Applying an innovative approach to how location data is used can introduce unexpected benefits to the business beyond real-time visibility of workforce activity.
LEAD’s implementation of HyperTrack Geofences allowed the automatic documentation of specific site visits. By creating 50,000 geofences across 13,000 target schools, the technical team at LEAD began to capture when any member of the company visited target schools. With data about when team members entered and exited specific locations, LEAD operations and management teams were then able to understand how much time was spent at specific schools.
This data had deep commercial value. Unexpectedly, management teams at LEAD found that location data pertaining to specific schools in the network could be informative and even predictive when planning and forecasting sales performance.
Over the years the data fueled by HyperTrack’s geofences combined with Hubspot CRM became so important that the executives at LEAD School require these insights to make data driven decisions for territory and revenue expansion.
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