Decision Focus: Digital Transformation & Brand Evolution with HubSpot GRC Integration

About Decision Focus

Decision Focus is a leading provider of Governance, Risk, and Compliance (GRC) software solutions. Founded in 2004, the company offers an integrated platform that helps organisations navigate complex regulatory landscapes with agility and confidence. Their no-code GRC solution enables businesses to manage risk, ensure compliance, and streamline governance processes through a single, user-friendly interface. Decision Focus serves a diverse range of industries including financial services, healthcare, energy, and insurance, providing essential tools for audit support, risk management, and regulatory compliance.

The Challenges for Decision Focus

As Decision Focus continued to expand their GRC platform capabilities and client base, they faced several strategic challenges that were limiting their growth potential and market presence:

• Complex B2B Sales Process - Selling GRC solutions involves lengthy decision-making cycles with multiple stakeholders, particularly C-suite executives like Chief Risk Officers, requiring sophisticated lead nurturing and outreach strategies.
• Disconnected Marketing and Sales Operations - The company was operating with fragmented systems for marketing and sales, making it difficult to track the customer journey from initial awareness through to conversion.
• Brand Identity Confusion - Decision Focus was positioning their platform as "Decision Focus Next" (DFN), creating an unnecessary separation between the company identity and their primary product offering.
• Inefficient Website Management - Their existing WordPress site was difficult to update and poorly integrated with their marketing efforts, limiting their ability to quickly respond to market changes and optimise for conversion.
• Limited Marketing Automation - Without proper tools for marketing automation, the team struggled to maintain consistent, personalised communication with prospects throughout the extended B2B sales cycle.

Decision Focus needed a comprehensive solution that would streamline their operations, sharpen their brand positioning, and provide the tools necessary to effectively reach and engage key decision-makers in the GRC space.

The Solution by PYB

Decision Focus engaged Plus Your Business (PYB) in 2021 for a comprehensive three-year partnership that went far beyond typical HubSpot implementation, encompassing brand strategy, website development, and end-to-end marketing services.

Strategic HubSpot Implementation and Training

PYB began with a tailored HubSpot implementation designed specifically for Decision Focus's GRC-focused sales process:

• Comprehensive setup of HubSpot Marketing, Sales, and CMS Hubs
• Development of custom sales pipelines reflecting the unique buying journey for GRC solutions
• Creation of templates and snippets specifically designed for outreach to C-level executives
• Comprehensive training programme for the Decision Focus team on HubSpot best practices
• Integration of shared Slack channels to facilitate rapid implementation and communication

Complete Website Migration and Redesign

To provide Decision Focus with a more effective digital presence, PYB undertook a full website transformation:

• Migration of the existing WordPress site to HubSpot CMS for seamless integration with marketing efforts
• Complete redesign of the site with a focus on user experience and conversion optimisation
• Implementation of GRC-specific content strategy to establish thought leadership
• Development of optimised landing pages for different audience segments and use cases
• Integration of conversion points throughout the site to capture and qualify leads

Comprehensive Brand Evolution

PYB led a strategic brand evolution that helped clarify and strengthen Decision Focus's market position:

• Expansion of the existing logo into a comprehensive brand identity
• Development of a complete visual language including typography, colour palette, and imagery
• Strategic consultation that led to the pivotal decision to position "Decision Focus" as the platform name, eliminating the confusion caused by the separate "DFN" branding
• Creation of consistent brand messaging that effectively communicated the platform's value proposition to GRC professionals

End-to-End Marketing Support

Throughout the three-year partnership, PYB provided comprehensive marketing services to drive growth:

• Development and management of LinkedIn and Google advertising campaigns
• Creation of targeted content specifically for Chief Risk Officers and GRC professionals
• Implementation of lead nurturing workflows to maintain engagement through the extended sales cycle
• Ongoing optimisation of campaigns based on performance data
• Regular strategy sessions to adapt marketing approaches to changing market conditions

The Results

The three-year partnership between Decision Focus and PYB delivered transformative results across multiple areas of the business:

The implementation of HubSpot revolutionised Decision Focus's marketing and sales operations, transforming inconsistent lead generation and limited visibility into a comprehensive system with clear attribution of effective channels and campaigns, resulting in significantly increased qualified leads and improved conversion rates. This digital transformation coincided with a strategic rebranding that eliminated market confusion between the company name (Decision Focus) and platform name (Decision Focus Next), creating immediate clarity and stronger brand recognition that resonated more effectively with target audiences. The migration from a difficult-to-update WordPress site to HubSpot's CMS-powered website delivered remarkable performance improvements—including increased organic traffic through improved SEO, higher conversion rates, reduced bounce rates, increased time on site, seamless marketing automation integration, and greater content agility. These enhancements extended to executive outreach, where inconsistent communication was replaced with HubSpot templates, snippets, and automation that enabled more personalised communication with key decision-makers like Chief Risk Officers, resulting in improved response rates and engagement from these high-value contacts.

The HubSpot Impact That Surpassed Expectations

The platform and brand improvements supported by PYB have positioned Decision Focus for accelerated growth:

• Enhanced market positioning has opened doors to new customer segments
• Improved lead generation and nurturing capabilities have expanded the sales pipeline
• Greater brand clarity has strengthened market recognition and credibility
• The integrated HubSpot platform has provided a scalable foundation for future expansion

These strategic advantages have not only driven organic growth but have also enhanced the company's value proposition, contributing to its successful acquisition.

A Game Changer for GRC Software

The comprehensive partnership between Decision Focus and PYB has been transformative, changing not just their systems and processes but their entire approach to marketing, brand positioning, and customer engagement in the GRC software space.

The Decision Focus team considers the relationship with PYB to be a game-changer for their business. The implementation of HubSpot, combined with strategic branding and marketing support, has dramatically improved their ability to reach and engage their target audience of GRC professionals and C-level executives.

The pivotal strategic recommendation to position Decision Focus as the platform name represents a particularly significant contribution, similar to the conceptual shift "from The Facebook to Facebook." This clarity of brand positioning has helped focus the entire organisation and highlighted that the true value of the business lies in its platform.

This successful digital transformation and brand evolution story ultimately contributed to Decision Focus's acquisition, marking the partnership with PYB as a key enabler of their business success.

Services Provided:

• HubSpot Marketing Hub Implementation
• HubSpot Sales Hub Implementation
• HubSpot CMS Hub Implementation
• Website Migration from WordPress
• Complete Brand Strategy and Evolution
• LinkedIn and Google Advertising Management
• Ongoing Marketing Strategy and Execution

Project Timeline: Three-year comprehensive partnership 

Key Innovations: Strategic brand repositioning and integrated GRC marketing approach