Hi, everyone. I'm Sam. I'm from the Playbooks team at RevPartners, and I'm here to discuss something, which is I believe is like one of the complex projects inside, like, the revenue operations, like migrating from one CRM platform to another platform. Let's not sub specifically say like a CRM platform or let's maybe take like an example of like a marketing operation platform to, like, another CRM platform or, like, a marketing operation platform. So I will be, like, specifically talking in more detail about, like, the market to HubSpot migration, which I kind of, like, experienced and, like, why it's, like, difficult, and how to structure your approach when you are, like, migrating it so that you are, like, set up for success and, uh, you can, like, smoothly, like, navigate these migrations. So when I started, like I said, like, migrations are, like, one of the difficult projects in the DevOps. And why do I say that? Like, at least there are, like, couple of reasons for it. And depending on the platforms, those can be, like, there can be, like, multiple reasons. So for the first and foremost reason is, like, when we are, like, migrating from one platform to another platforms, we are not talking about, like, just like an data migration. We're talking about the process migrations, which include all your process which you have been, like, developing over the years, optimizing that, and then transferring that process into another platform. So the problem here is you have done so many things in the platform. You have been, like, doing it. You have been, like, optimizing it so many years. Now all these things shift to, like, in another platforms, which kind of can migrate to another platform. And this platform doesn't map, like, one on one to each other. These are, like, kind of, like, in different very different platforms. And the second thing is, like, if you are, like, kind of, like, an approaching migration, so you expect, like, one one of these platform to be, like, sunset. And then the second platform kind of, like, in start from the very first day when this, like, kind of, like, in sunset. So those are, like, some of the things which, like, makes, like, migrations, uh, very difficult. Now let's talk about, like, a specific example, which I will be, like, talking more details for, like, in marketed hotspot migration. So Marketo, again, very good platforms. In the these days, it was like a prime it was like a prime. It was like one of those competition where it doesn't happen. Any, like, in competition in the market, like, ten years ago, we feel like talking about. But now let's talk about the challenges. So the first and foremost is it's not like a CRM platform where, like, marketing team can, like, have a holistic view of all those, like, in marketing data, sales data, like, in reporting, and all those things. And then second thing is if you're, like, talking about, let's suppose, say, like, a drag and drop functionality of all those, like, in campaign features, or let's suppose, say, like, in campaign related assets, it's not as user friendly. You need, like, a dedicated team for that. So there has been, like, a shift in that, and then, like, many teams are, like, preferring HubSpot over that. And that is the same reason, the pain point. So if you're, like, planning for this, like, particular migration, so here's some things which you can keep in mind. So basically, consider this as, like, more in pre discovery phase. So pre discovery phase is okay.  So you are, like, talking about all these things inside your company. So let's, like, consider some of these factors. And then based on consideration of these factors, like, plan that. And then, like, maybe, okay, how should we, like, approach this migration? So let's first see, like, some of the prediscovery phases factors. Okay. So we talked, like, Marketo. It was in the prime time, it's, like, predominantly, like, a marketing operation. It doesn't have a CRM capabilities. So now, like, if if someone asked me, is there, like, other tools which can, like, help with the migration? So for example, one of the tools that is, like, the import tool. So it, like, kind of, like, helps with you. But the problem here is, like, a lot of data inside the marketo is, like, non importable. So, like, let's talk about, like, reports, workflows, landing pages, marketing emails. You cannot, like, import that. Like, node tools, like, supports that. So if you wanna, like, approach that, you need, like, a manual process, like, building that manually inside out. So that is, like, one of one other factor which you need to, like, take in consideration. And then as I talk about, like, why complex is marketing operations. So it's built on, like, those marketing operations process. It encompass of, like, various things, like campaign operations, inbound marketing, GDPR operation programs. And these have been, like, built and optimized. And now from day one, you have to start, like, opt using that inside HubSpot. So that, like, creates, like, another challenge. So okay. So there are, like, so many challenges. How to approach that? I mean, it's not impossible. Like, I have done it. Like, many other have done it. So how to approach that? So in order to, like, approach that, there is something which we called as again, as a company, you are kind of, like, in discussing this. Let's, like, align on, like, an end step. That's like a first infinitive step. So what you are doing, what you are trying to do okay. You need, like, migration, but there are, like, other factors which needs to be taken into consideration with the migration. So let's talk about business goals. So you have Marketo. Okay. And then your Marketo is integrated with SFDC. So what do you need to do? Like, your Marketo is integrated with Salesforce. So if you, like, try to migrate it, what, like, in some business goals will be affected is if you, like, decouple, like, market over the Salesforce, you need to integrate HubSpot and Salesforce. So it's not about, like, only migration. It's about transferring from one platform to another platform. Then your whole your sales team kind of relies on you to, like, transfer, like, a rerouting and, like, a re scoring, which you kind of have been, like, doing that inside, like, Marketo. So now you need to ship that to the HubSpot. That is something which you need to, like, take in consideration. The third thing is, like, Marketo assets migration. So you kind of learn whole your campaign operations inside, like, Marketo, and you do ship that inside Hub Spot. So that those are, like, three of the business goals, like, in sample business goals or, like, maybe, like, you can, like, structure in that way. So start with that. That's, again, massive massively helpful, and, like, that will help you, like, with brainstorming and, uh, tunneling down your vision on what you are trying to do. The second thing is treat your, like, in migration projects as, like, your GTM strategy. So you're doing, like, a milestones. So we define that as, like, a milestone confirmations. So instead of, like, a milestone confirmation, we have a specific things, and then we kind of, like, a club that as, like, a milestones. Okay. So this particular month, we will, like, reach out this milestone. This particular month, we will reach out these milestones. So that is, like, clear. So we are making this progress, and our progress is going in the right directions, and this is how we wanna approach it. So there are multiple steps to do that. You maybe can just do, like, a phased approach. But, yes, milestones are supposed to do. I suggest just because it's a big project, you might want to, like, break down into those milestones. The next thing is, like, uh, something which you called as okay. So there's a lot of one man's job. This involves, like, multiple team stakeholders and, like, multiple people. So you wanna make sure if you're, like, collaborating as a team, start using, like, RACI metrics. It's, like, very kind of, like, an useful, like, a project management tool, which kind of can help, like, team alliance and have a shared responsibility. So what's a RACI? So RACI stands for responsible, accounted, consulting, informed, and, like, kinds of breakdowns into your team's responsibility. So let's suppose if I'm, like, saying about okay. So at RevPartners, we have this kind of, like, a team structure where we say so we work as, like, a strategist, which is kind of, like, a responsible role for, like, client communications, client project management, optimizing, like, in client up to potential. And then we have a supporting technologist who is, like, more like an upshot developer and helps, like, all those, like, in upshot technical communications. So that is what I mean is if I, as a team, is, like, I'm approaching it, we have technologist, strategist. So if I'm, like, kind of, like, an approaching, like, in alignment steps, uh, so I'm responsible for that, and then I need to, like, help my technologist accountable. And then if I'm, like, approaching this with another partner, like, they don't have any roles in that. So that is something we can we can have shared responsibility. So no one is, like, pointing fingers or no one is just, like, dumping this responsibility on those. So you own it. If your team member owns it, let them know they own it, and they need to complete it. Now the major project that is something which I studied in start is, like, a change management migration. So how do you make sure you kind of, like, have a change management processing thing? So this is what I do. I kind of, like, brainstorm. Okay. So this is something which we are doing. These are, like, my actions. What's happening? This is, like, happening with my within my like, in connected platforms. Now things will change because there's, like, a difference in data models. There's, like, a different like, platforms works differently. This is how I need to map out or I need to, like, filter out how I need to, like, clear out my brain and decide the next steps. So this is, like, more like a prediscovery phase, less like meeting the discovery phase where we discuss, like, what more specific relevant questions to ask to, like, approach this mitigation.