Structuring commercial processes to make it reliable and manage its growth

Leader in refurbished products in Europe, Back Market has launched its Back Market Pro offer to address the needs of businesses. The challenge was to put the right processes into the tools, in order to make the data reliable, connect the CRM with Shopify, and manage growth through clear and actionable cohort reporting.

Maxime Hervet

E-commerce

Sector

paris

Location

500 - 1000

Employees

Consultant (s)

Duration of the mission

Our impact in figures

background

As part of the launch and acceleration of Back Market Pro, the team needed to structure its commercial processes to make execution and management more reliable. The priorities focused on setting up routines (pipe reviews, WBR), improving the use of HubSpot by salespeople, and making data reliable (import, cleaning, standardization). At the same time, the need was to connect CRM to Shopify in order to track orders and analyze repeat business and churn by company, with actionable cohort reporting to manage growth.

Solutions provided

Key deliverables

HubSpot dashboards (performance, acquisition, GMV, cohorts, sequences)
Variable compensation model linked to KPIs
Operational lead scoring
Imported, cleaned and standardized contact base
Customized HubSpot ↔ Shopify integration (orders + statuses)
Standardized pipelines + automations (assignment, tasks)
FR & US prospecting sequences (OnePilot + HubSpot)

Our actions in detail

Sales Ops under management (part-time) : presence 2 to 3 days/week integrated into the team, participation in weekly pipe reviews and animation of Weekly Business Reviews, direct support to sales representatives (cleaning pipelines, improving the use of HubSpot, adjusting sequences).
Business processes & automation : standardization of pipelines (stages, homogeneous qualification rules), HubSpot automations (automatic lead attribution, creation of automatic tasks), implementation of FR & US prospecting sequences via OnePilot + HubSpot (vertical campaigns, performance monitoring by sequence).
Data & CRM : massive import of enriched contacts and intent data, cleaning and standardization (removal of duplicates, standardization of sectors), implementation of lead scoring (company size, vertical, commitment), tailor-made HubSpot ↔ Shopify integration (synchronization of orders: date, products, status; repeat and churn follow-up by company).
Performance management : creation of HubSpot dashboards (acquisition of new customers, monthly GMV share activated, outbound conversion by sequence and by vertical, repeat business by cohort) and implementation of a variable remuneration model linked to the KPIs monitored (monthly adjustment of targets, monitoring of achievement via shared dashboards).

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Results

The mission structures daily commercial processes through management support and the animation of management routines. Teams have HubSpot dashboards and cohort analyses to track acquisition, sales performance, repeat business, and outbound conversion. The data is made reliable by the cleaning/enrichment of the databases, lead scoring and a tailor-made HubSpot ↔ Shopify integration to track orders, repeat and churn by company. Pipelines, automations, and prospecting sequences are standardized to improve business execution.

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