Palacios Relations practical project: combining CRM, marketing and reporting.

A project with multiple related tasks

Palacios Relations GmbH is active in the field of hypnotherapy training. The scope of the project, already documented on our website, includes four tasks: clean up HubSpot, migrate Customer.io, integrate WhatsApp and set up cross-channel reporting.

This project overview focuses on the publicly described scope of implementation and classifies the four work areas.

Initial situation: distributed CRM and marketing data

The existing project material describes fragmented CRM and marketing data across multiple programs, teams and communication channels. The data work therefore had to take into account more than a single communication channel.

The documented structure combines the cleanup of the CRM with migration, communication connection and reporting. These tasks belong together in the project: A more uniform database is relevant for subsequent use across the different areas.

HubSpot as part of a shared data foundation

Cleaning up HubSpot was part of the implementation. CRM data is not only relevant for sales: it also influences how contacts are segmented and how the course of a customer relationship can be evaluated.

A general requirement of such projects is to keep the meaning of a data set clear across system boundaries. When planning a similar task, it is therefore worth first taking a look at the existing contact and status definitions.

Customer.io and WhatsApp in the same context

The documented scope includes the migration to Customer.io and the integration of WhatsApp. In addition to CRM, the project also affected tools for customer communication and marketing.

The technical task behind such connections can be described in general terms: Information from a channel should not be viewed in isolation from the customer status. A migration therefore requires clear assignments in addition to the technical data transfer. These assignments should be explicitly recorded before a comparable migration.

Cross-channel reporting

As a further component, cross-channel reporting was set up. This is different from looking at individual platform reports in isolation: the available data is evaluated in context instead of assuming its own overall truth for each application.

Which key figures such a report should contain depends on the company's decisions. Source, period and definition must be understandable. This makes it possible to assess whether an evaluation is suitable for a specific decision.

What this project shows for similar projects

CRM cleanup, migration, integration and reporting are often different technical tasks. They influence each other in the customer process. Anyone who only replaces one application has not yet clarified the handovers between the applications.

For your project, we would first record the existing data and tools and define a specific process. Which of the platforms mentioned here are suitable for this only emerges from this analysis. The Palacios project scope is an example from our work and not a standard template for other companies.

Related to this topic: Marketing automation · CRM consulting · CEO Dashboard & Reporting