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Implementing HubSpot with Osstell

How we laid the foundation for unified sales and marketing with a focus on more business opportunities

How Inbound Marketing should work in all organizations

Osstell is currently an incredible example of what should happen when a company implements HubSpot and adopts the inbound philosophy in its entirety. Inbound was already interesting to Osstell as a concept before the partnership with Structsales began through the implementation of HubSpot as a marketing system.

Structsales had previously helped Osstell to purchase and implement a CRM system, so a partnership was already in place as we shifted focus towards marketing initiatives. Expanding the partnership with Structsales felt like a natural choice, because we had already begun the journey with sales and CRM, with successful results.

Structsales took time to learn how Osstell functions as a company and what all of our processes looked like. They had a full understanding of our current situation, where we were in the journey, and above all, where we ultimately wanted to end up. That is why Structsales was the perfect partner on our journey to becoming a modern sales and marketing organization.
- Lina Sanner, previous Head of Marketing at Osstell

HubSpot was the obvious choice

Osstell needed a tool to guide its marketing activities and HubSpot was the obvious choice from an early stage. Lina Sanner had evaluated similar systems in the past and felt early in the process that HubSpot was a system that would meet Osstell’s needs. It was also a system that would allow Osstell to grow and evolve as their needs changed.

The factors that made HubSpot an especially compelling system for Osstell were all the integrations, and the ability to emphasize functions and opportunities as they learned more as an organization. That allows you as a customer to grow with your surroundings and to increase your rate of innovation, which Osstell found attractive. 

HubSpot is an incredible tool; I use it daily.
– Clémence Griot, Global Marketing Director at Osstell

HubSpot as a tool is relatively easy to implement, but inbound marketing as a concept takes time to implement in an organization. At least if you do it properly and with the goal of creating more business opportunities in the end. You need to measure the amount of work in the form of strategy, planning, and rollouts. Just like any other journey of change, it takes time and requires work, which must be respected and understood from the beginning. In the case of Osstell, this journey was largely about explaining, training and inspiring the salespeople to ensure that everyone understood why we were making this journey and what the ultimate goal was – better and more qualified leads for the salespeople.

There were a lot of workshops along the way together with Structsales. That was important, partly to get everyone to work toward the same goal, but also because everyone should see the value of inbound as a model.  Even from a purely operational standpoint, it was important to establish new procedures and processes. Making these kinds of changes is tough; it’s always a bit of a challenge. Indeed, we have to change a behavior that is often deeply ingrained, but the journey is necessary to reach the goal.
– Lina Sanner

Inbound Marketing should be handled as a change journey

Implementing inbound marketing is more change project than marketing project. It involves changing models, processes and behaviors. One key to success in comprehensive change journeys like this one is to have all colleagues on board from the beginning, according to Lina Sanner.

Make sure to find the people whose workday will be most impacted by the change and involve them early on. The feeling of having gotten to participate and influence the processes that will be implemented may be crucial for the success of the project. This could be the key to turning many skeptics into ambassadors for the project instead.

For Osstell, Structsales chose to focus on a series of workshops in which the salespeople and marketers discussed challenges and solutions together as a team. This proved to be a brilliant concept which laid the foundation for an established and successful partnership. Common goals and KPIs were developed and documented in a Service Level Agreement, SLA, which all parties signed. 


I’ve been with other companies where the feeling was that marketing just costs money. It’s exhausting and only creates frustration. When you work with inbound and have the right system in place, you realize how important it is to be able to demonstrate the value of what we’re doing. To be able to show how both marketing and sales contribute to the business.
– Lina Sanner

How did Structsales contribute to business value for Osstell?

The biggest challenge for Osstell was establishing and anchoring the collaboration between sales and marketing. A collaboration based on respect and clarity, with a strong focus on results. Among other things, Structsales helped Osstell to develop clear KPIs, which are important for both the sales and marketing departments. With this approach, everyone can work toward the same goals and everyone involved can see at any time where the group is relative to the goals. That generates engagement and drive.

For the cooperation between sales and marketing to function with as little friction as possible, a Sales Development Representative, SDR, is also required in addition to a detailed SLA. Structsales helped Osstell set up this important link between sales and marketing.


Together with Structsales, we’ve set up clear processes for how the SDR qualifies leads and also how to handle unqualified leads. Lead management used to be disorganized.
– Clémence Griot

By adding the SDR role, the question of responsibility for lead qualification became clearer. Sorting and distributing leads to salespeople is one of the most important tasks of the SDR. Having this lead management process in place freed up a lot of time for the salespeople, time they can spend doing what salespeople do best instead: creating relationships with customers. The decision to appoint an SDR proved to be crucial for Osstell’s success in sales and marketing. 

The absolute most important thing was having the SDR role in place. Once that was underway, everyone involved really began to see the results of our efforts. At that point, we truly felt we had made a difference. Structsales’ assistance with implementing the SDR function has been incredibly valuable
– Lina Sanner


Osstell qualifies leads based on lead scoring in HubSpot. Together with Structsales, the marketing department set up a solid foundation for lead scoring which has produced excellent results. Osstell has also been very successful with continuously developing its own lead scoring, which is a requirement for the work to function in the long term.

Osstell now has great results from its inbound marketing initiative, which has led to the company being able to continue to take market share with its products.


At Structsales, we are driven by sales. We want our customers to be able to do more with less, which is why we’re incredibly proud of the way we have helped Osstell. Successfully linking sales and marketing so that together, they create more business opportunities is what pushes us as a company and what brings our customers back.
- Oliver Lopez, CEO at Structsales and account manager for Osstell

About Osstell

Osstell is a global player that manufactures tools to measure the stability of dental implants. Their goal is for all dentists worldwide to be able to offer safe and secure dental implant treatments. The company was founded in 1999 and is based in Gothenburg. Osstell’s core idea is to commercialize their invention, which uses Resonance Frequency Analysis (RFA) to determine the clinical status of the dental implant. Osstell’s products help dentists and specialists all over the world to objectively ensure that a dental implant is ready for loading. This saves both money and suffering for patients and dentists.




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