Our systematic approach to optimizing your HubSpot
Our HubSpot process
- 1. Identify your 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. Identify KPI-impacting core processes – Pinpoint the essential HubSpot processes that directly impact your KPI.
- 4. Implement & optimize core processes – Configure, automate, and continuously refine each process to improve performance.
Foundation of data
Do you know your leads well enough to reach out with messages that resonate at the right time?
- Sales intelligence & data enrichment
- Automated lifecycle stage population
- ICP/persona property setup
- Engagement scoring and fit scoring configuration
- sales data
- Core system integrations
Requires: lifecycle workflows, persona fields, scoring models
Marketing ops
Core processes that impact primary KPI
Are your forms optimized for conversion, collecting the most important information, and lead pathing?
- Landing pages + CTAs + forms
- Routing to sales or personalized marketing email sequence
- Campaign management
Requires: form tracking, lead tags
Are you effectively segmenting leads into optimal buckets and reaching out with messages that will resonate and drive engagement?
- Campaign management
- Persona segments implementation
- Automated nurture emails after key actions
Requires: nurture templates, list criteria
Are you effectively identifying sales-ready leads and automating sales hand-off?
- Auto-MQL → SQL transfer when criteria met
- Alert to sales + deal creation on handoff
Requires: handoff rules, simple routing
Are you getting sales feedback on the quality of handed-off leads?
- Simple form or tag to mark unqualified leads
- Auto-send unready leads back into nurture
Requires: feedback capture, re-nurture rule
Are you accurately demonstrating the full impact of marketing on revenue?
- 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
Business development ops
Core processes that impact primary KPI
Is marketing handing off enough MQLs?
- Data enrichment
- Lead scoring by firmographics + behavior
- Auto-trigger lead handoff on threshold
Requires: scoring rules, trigger workflows
Do you have an automated outbound process to generate qualified leads?
- Outbound (email/LinkedIn) and inbound forms
- Partner/referral leads
Requires: Conversion setup, Sales intelligence tool configuration, source tracking
Do you have a powerful process to qualify leads into SQLs and fill your pipeline with deals?
- 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
Are you tracking and improving outbound effort and engagement?
- Calling, emailing, task & meeting activity
- Engagement rollups by rep, team, and time period
Requires: standardized logging, activity properties, reporting
Sales ops
Core processes that impact primary KPI
Are you sufficiently filling your pipeline with new deals?
- Marketing & BD–sourced net-new opportunities
- Renewal, cross-sell & upsell processes
- Customer satisfaction–driven deal creation
Requires: renewal workflows, CS feedback loops, marketing handoff
Are you smoothly and efficiently moving deals through a clean, automated sales pipeline?
- 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
Do you have a frictionless closing process that doesn't waste time nor cause lost deals?
- Integrated quoting tool or template
- Streamlined quoting workflow
- E-signature automation
Requires: quote templates, e-sign integration
Are reps armed with great tools to help them close deals?
- Sales data and intelligence
- Key sales decks and objection guides per stage
- On-demand training snippets in HubSpot
Requires: asset library, stage-based messaging
Do you have automation and tools to prevent deals from going dark?
- Trigger tasks if no activity after X days
- Stage-based email sequences
Requires: simple SLA rules, email templates
Do you have a dashboard that gives reps and managers the critical sales picture?
- Open deals: stages, estimated close dates, expected revenue/forecasts, stalled deals, sales reps
- Closed deals: won/lost, conversion rates, performance vs. goals
Requires: standardized deal fields, forecast categories, dashboard configuration
Customer service ops
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