Building Relationships and Maximizing Marketing Resources

Building Relationships and Maximizing Marketing Resources: Insights from Stephanie McColly

The ISV Society podcast recently hosted a dynamic two-part series featuring Stephanie McColly, CMO and EOS Integrator at Crestwood Associates. These episodes delved into critical topics for ISVs and VARs, such as fostering strong relationships, leveraging marketing tools like HubSpot, and navigating the future of ERP. In this blog post, we unpack the insights Stephanie shared and provide actionable takeaways for professionals in the ERP ecosystem.

Why Relationships Are the Cornerstone of Success

In the ERP industry, relationships can often outweigh technical superiority. Stephanie reflected on an early lesson from her mentor:

“Sometimes the relationship matters more than being right.”

Building strong connections isn’t just a feel-good exercise; it’s critical to sustaining long-term success. For ISVs and VARs, Stephanie recommends:

• Engaging with Sales Teams:

  • “The better you build relationships with the sales team, the better you’re going to do. Marketing is just a megaphone, but sales teams need to recommend your product.”

• Fostering Multi-Touch Relationships:

  • “The ISVs that are thriving have built multiple relationships across the organization. This prevents losing traction if someone leaves.”

Relationships extend beyond internal teams. External partnerships with clients and vendors should reflect mutual values:

“When we ‘put a ring on it,’ we need to ensure we’re aligned on values and committed to servicing clients the best way possible.”

The Franchise Analogy: A Model for Success

Drawing from her background in the franchise world, Stephanie likens the relationship between ISVs and VARs to a franchise model:

• Consistency: Standardize processes and communication.

• Repeatability: Build scalable systems to replicate success across different partnerships.

• Aligned Values: Ensure the partnership reflects shared goals and priorities.

“An ISV is an extension of the ERP solution and the practice itself. This alignment extends the lifetime value of clients, as they rarely leave great relationships.”

Actionable Tips for Relationship Building

1. Focus on Business Needs: Understand what the other party truly needs before pitching your solution.

2. Be Patient and Consistent: Relationships take time and consistent effort.

3. Participate in Company Events: Stephanie highlighted how key ISVs supported Crestwood’s company meetings:

   • “They helped financially and got to meet the team. It was a great way to build trust and rapport.”

HubSpot: A Tool for Driving Efficiency

Stephanie’s approach to HubSpot goes beyond marketing emails. She uses it as a platform to build scalable and repeatable systems:

“We’re not just telling prospects what HubSpot can do; we’re showing them how we use it. It’s a unique position as a VAR.”

Three Key Resources in HubSpot

1. HubSpot University:

   • Offers certifications and ongoing education.

   • “We use it as part of our team’s enrichment planning. They gain skills that enhance their personal and business brands.”

2. Support Team:

   • Provides real-time assistance for troubleshooting.

   • “We’ve never had issues with their support team. They’re a valuable resource for complex projects.”

3. Customer Success Manager (CSM):

   • Helps optimize usage and identify underutilized features.

   • “We check in with our CSM regularly to maximize the software’s value.”

Integrations with ERP Systems

Stephanie highlighted the value of integrating HubSpot with Acumatica:

• Efficiency Gains: Automation reduces manual errors and saves time.

• Alignment: Ensures that marketing and operational data flow seamlessly.

• Case Study Opportunities: Crestwood uses HubSpot internally to demonstrate its capabilities to clients:

  • “We drink our own Kool-Aid. Whether it’s Acumatica or HubSpot, we show clients how we use it.”

Tips for Implementing HubSpot

1. Start Small:

   • Begin with essential features and expand gradually.

   • “Don’t get it all right off the bat; you’ll pay for features you’re not using.”

2. Leverage Resources:

   • Combine HubSpot University, the support team, and your CSM for maximum impact.

3. Focus on People:

   • Train your team to use the platform effectively.

   • “If I invest in my team, they’ll invest back into the business. The ROI is immediate.”

Building a Marketing Foundation

Stephanie outlined a systematic approach to marketing planning:

1. Clarity First: Define your goals for the year.

2. Assess Resources: Evaluate the time, skills, money, and discipline needed for success.

3. Invest in Learning: Dedicate time blocks for skill development:

   • “Mornings are for learning on my team. It’s a non-negotiable part of our schedule.”

The Importance of Post-Summit Follow-Up

Stephanie shared her strategy for maximizing ROI after attending industry events like Acumatica Summit:

• Intentional Scheduling: Create a hit list of people and businesses to connect with during the event.

• Capture Content: Document key takeaways and plan post-event content like blogs and webinars.

• Follow-Up Timing:

  • “Wait two to three weeks to follow up. It’s important to give people time to catch up after the event.”

Stephanie’s Pro Tips for ISVs and VARs

1. Invest in Certifications: Use tools like HubSpot University to upskill your team.

2. Use Data Strategically: Monitor software usage to identify areas for optimization.

3. Align Goals with Partners: Build relationships that reflect shared values and long-term commitments.

Why You Should Listen

These podcasts offer actionable strategies for building relationships and leveraging tools like HubSpot to drive success in the ERP ecosystem. Whether you’re an ISV, VAR, or marketer, Stephanie’s insights will inspire you to rethink your approach to collaboration and technology.

🎙 Check out these episodes of the ISV Society Podcast to hear Stephanie’s full story and get more tips for navigating the ERP space.

Part 1 - Secrets for ISVs and VARs to Thrive

Part 2 - The Secret Sauce to Skalable Marketing