Curating the customer experience

HubSpot is a CRM success story, providing companies with a wealth of features designed to make customer engagement and business growth as smooth as possible.

01 February 2024

Cas Dreijer, SAPRO

Founded in 2006 by Brian Halligan and Dharmesh Shah, HubSpot has been gathering strength, customers and acquisitions ever since. Over the past year, the company has acquired Clearbit, introduced AI and has been named a Gartner Magic Quadrant Leader for B2B Marketing Automation Platforms. Currently, it has over 194 000 customers that include big names like Reddit and DoorDash; it reported more than $557 million in revenue in the second quarter of 2023. But is this platform a viable expense for the South African organisation? Brainstorm spoke to Andre van der Walt, director of Novis Alarms; Cas Dreijer, COO, Africa at SAPRO; and JP van Loggerenberg, chief services and technology officer at SYSPRO Global to discover if HubSpot really hits the spot.

“About four years ago, we started consolidating as a global business and had entities across six countries that worked individually,” says Van Loggerenberg. “We went on a rationalisation and standardisation journey and so our move into HubSpot was about improving visibility into the business. We wanted a better understanding of what we were involved in across regions and geographies and within silos.”

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