WeightWatchers Completely Revamp with HubSpot

Bringing a Legacy Into The Future

For 60 years, WeightWatchers has been dedicated to helping people worldwide establish sustainable, healthy habits. From pioneering peer support for weight loss to developing the WW app and a range of digital and virtual wellness resources grounded in science, the organization has continually aimed to provide its members with the latest and most effective practices.

To enhance their enterprise sales approach, Traci Shoemaker, Health Solutions Director for Commercial Growth at WeightWatchers, sought to equip the sales, client success, and operations teams with a solution to improve efficiency and effectiveness. Traci noted, “I wanted to ensure that my team received leads at the right moment and could respond promptly when prospects were interested in our product.”

However, achieving this with their previous sales and marketing system proved to be a challenge.

A Sales Team Without Automation

WeightWatchers sales representatives were tasked with reaching out to small, medium, and enterprise businesses across North America to establish employee wellness partnerships. However, with limited automation, a cumbersome interface, and a disjointed approach, the reps faced significant challenges in connecting with customers and leads.

Entering contact information into their outdated CRM involved repetitive steps, and account managers found it difficult to locate information during customer interactions. Marketing communications were equally cumbersome.

Traci noted, “The process was very manual. We had to copy and paste message templates from a Word document. To contact a large group, we either had to create a unique email for each prospect or use blind carbon copy.”

The team used mail merge tools to personalize emails and spreadsheets to track sales activities and customer journeys. This fragmented approach was both frustrating and time-consuming for sales reps, and created a disjointed experience for customers.

Choosing HubSpot

To enhance their sales process and improve customer engagement, WeightWatchers turned to HubSpot.

Traci explained, “HubSpot stood out for us by providing a clear visualization of our pipeline. It enabled us to pinpoint leads with real revenue potential, share this insight across our organization, and engage with them more effectively.”

WeightWatchers implemented both the Marketing Hub and Sales Hub.

Enabling a Powerful New Approach

HubSpot’s flexible automations and comprehensive visibility enabled WeightWatchers to completely revamp their sales process.

With the deal pipeline functionality, Traci’s sales reps could redefine how they qualify leads. Instead of managing a vast array of low-quality leads, they now focus on creating deals only for prospects with a clear path to revenue.

This shift has been highly impactful. Traci remarked, “HubSpot has allowed us to organize and track our sales activities in a way that aligns perfectly with our business needs. The improvement in our process is so significant that comparing our deal close ratios is almost unfair. The difference is truly remarkable.”

Data-Based Optimization

HubSpot’s tailored deal stages and adaptable reporting have significantly advanced WeightWatchers’ sales strategy.

The company has refined their approach by targeting higher-value markets and seeking partnerships where their program is offered as a comprehensive benefit rather than just an added perk.

Traci notes, “HubSpot enables us to assess leads and manage stale deals more effectively. We can now concentrate on the most promising leads and clear out unnecessary clutter from our pipeline.”

Customized dashboards and data filters provide leadership with a clearer, more actionable view of the pipeline. Traci adds, “Previously, our pipeline appeared inflated with unlikely deals. Now, we have a much clearer sense of our actual revenue opportunities.”

A Powerful New Sales Engine

WeightWatchers leveraged HubSpot’s robust marketing and sales workflows to overhaul their B2B sales strategy. Enterprise sales teams now easily identify and engage high-quality leads, while leadership benefits from clear and actionable operational data.

Traci remarked, “Our close-to-win ratio, which is crucial to me, improved significantly. For large and jumbo accounts, it went from roughly 1 in 50 to 1 in 7. HubSpot made this transformation possible.”

In just 12 months, this optimized process generated seven figures in annual contract value and additional recurring revenue. HubSpot’s automation of administrative tasks and enhanced data visibility facilitated a strategic shift, allowing the sales team to focus on leads with the highest close ratios.

“Shortening the sales cycle has enabled us to target leads that are a better match for what we offer. The alignment between our offerings and their needs has improved,” Traci added.

By consolidating four disparate sales and marketing tools and integrating with several others, HubSpot has become an all-in-one solution for everyone involved in the sales process. There has been enthusiastic adoption across leadership, sales, multiple marketing teams, operations, and client success.

Traci concluded, “Everyone appreciates using HubSpot because it helps us work smarter. Our sales strategy and operations are much more efficient, and we can accurately forecast our pipeline. I’m excited to review our progress next year and compare it to our previous process.”

WeightWatchers Completely Revamped their Enterprise Sales Process with HubSpot

About WeightWatchers

Bringing a Legacy Into The Future

A Sales Team Without Automation

Choosing HubSpot

Enabling a Powerful New Approach

Data-Based Optimization

A Powerful New Sales Engine

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