Our systematic approach to optimizing your HubSpot
Our HubSpot process in 5 steps
- 1. Identify primary KPI – Determine the key metric that matters most (e.g., revenue, opportunities, or sales-ready leads).
- 2. Build KPI reporting – Create dashboards that clearly show how you’re tracking against that KPI.
- 3. Define core processes – Pinpoint the essential HubSpot processes that directly impact your KPI.
- 4. Establish core process reporting – Set up metrics and dashboards to reveal weaknesses and opportunities within each core process.
- 5. Implement & optimize core processes – Configure, automate, and continuously refine each process to improve performance.
Head of marketing
Core processes that impact primary KPI
Build the data layer that powers attribution.
- Sales intelligence & data enrichment
- Automated lifecycle stage population
- ICP/persona property setup
- Engagement tracking and lead scoring configuration
- Access to sales data
Requires: lifecycle workflows, persona fields, scoring models
Turn interest into qualified contacts.
- Landing pages + CTAs + forms
- Partner/referral funnels
- Cold outreach conversions (email ads)
- Campaign management
Requires: form tracking, lead tags
Warm contacts until they’re sales-ready.
- Campaign management
- Persona segments implementation
- Automated nurture emails after key actions
Requires: nurture templates, list criteria
Loop sales feedback to refine leads.
- Simple form or tag to mark unqualified leads
- Auto-send unready leads back into nurture
Requires: feedback capture, re-nurture rule
Show which campaigns moved the needle.
- Marketing activity & engagement reporting
- UTM campaign tagging
- Marketing attribution engine that allocates deal credit percentages based on contact engagement
- Dashboard for “marketing-sourced vs. influenced” deals
Requires: UTM governance, dashboard configuration
Head of business development
Core processes that impact primary KPI
Rank leads by fit and interest.
- Data enrichment
- Lead scoring by firmographics + behavior
- Auto-trigger lead handoff on threshold
Requires: scoring rules, trigger workflows
Feed in high-fit leads.
- Outbound (email/LinkedIn) and inbound forms
- Partner/referral leads
Requires: Conversion setup, Sales intelligence tool configuration, source tracking
Get qualified leads to reps instantly.
- Auto-assign to reps (round-robin/rule)
- Instant internal alert or task
- Auto-create opportunity on handoff
- Other BD configurations
Requires: routing logic, basic alert setup, Sales automation
Head of sales
Core processes that impact primary KPI
Fuel pipeline via new, expansion, and service-driven opportunities.
- Marketing & BD–sourced net-new opportunities
- Renewal, cross-sell & upsell processes
- Customer satisfaction–driven deal creation
Requires: renewal workflows, CS feedback loops, marketing handoff
Keep deals moving through a clean, automated sales funnel.
- Accurate stages that mirror real sales steps
- Automated alerts & tasks when deals change stages
- Standard playbooks for repeatable steps
Requires: stage setup, basic workflows, sales playbooks
Remove friction at deal close.
- Integrated quoting tool or template
- Streamlined quoting workflow
- E-signature automation
Requires: quote templates, e-sign integration
Arm reps with the right content at the right time.
- Sales data and intelligence
- Key sales decks and objection guides per stage
- On-demand training snippets in HubSpot
Requires: asset library, stage-based messaging
Automate tasks so no deal goes dark.
- Trigger tasks if no activity after X days
- Stage-based email sequences
Requires: simple SLA rules, email templates
Head of customer service
Core processes that impact primary KPI
Ensure fast, accurate resolution for every ticket.
- Response SLAs to ensure timely resolution
- Automated routing to the appropriate team or agent
- Escalation workflows for urgent issues
- Knowledge base & self-service resources
Requires: ticket system, SLA rules, KB setup
Drive value and upsell through proactive engagement.
- Quarterly business reviews
- Renewal & upsell outreach
- CSAT & feedback surveys
Requires: CRM integration, survey tool, CS playbooks