What activities occur in the Sales & Lead Management Phase?
Phase 2: Sales & Lead Management Review
This step focuses on evaluating how sales processes, lead management, and pipeline stages are structured within HubSpot. The goal is to identify inefficiencies, ensure proper lead prioritization, and streamline workflows for improved conversion rates.
1. Sales Process & Pipeline Mapping
- Document the existing sales process by outlining each stage from lead acquisition to deal closure.
- Analyze pipeline stages to determine if they align with real-world business operations and sales rep workflows.
- Are there unnecessary stages creating bottlenecks?
- Are stages clearly defined and easy to track?
- Are deals progressing smoothly, or are they getting stuck?
- Identify lost deal trends by reviewing historical data:
- Where do most deals drop off?
- Are there common objections or recurring issues?
2. Lead Scoring Model Evaluation (If Applicable)
- Assess the current lead scoring system to determine how well it prioritizes high-value leads.
- Review positive and negative scoring criteria (e.g., email engagement, form submissions, job titles, website visits).
- Evaluate score thresholds for MQL (Marketing Qualified Lead) and SQL (Sales Qualified Lead) status.
- Ensure alignment between lead scores and actual sales conversions—are high-scoring leads converting?
- Identify gaps:
- Are low-quality leads getting high scores?
- Are sales reps ignoring or manually adjusting scores frequently?
3. Contact, Deal, & Company Organization & Segmentation
- Audit the CRM data structure:
- Are contacts, deals, and companies correctly associated?
- Are duplicate records inflating pipeline numbers?
- Is key information missing from records?
- Review segmentation strategy:
- Are contacts properly tagged and segmented by industry, company size, or lead source?
- Are deal properties consistently updated across all stages?
- Assess automation rules:
- Are deals moving to the correct stages automatically?
- Are lead assignments and follow-up tasks being triggered correctly?
4. Sales Rep Activity & Usage Patterns
- Evaluate adoption rates:
- How often are sales reps using HubSpot?
- Are certain features (e.g., task automation, email sequences) being underutilized?
- Identify process inefficiencies:
- Are reps manually entering data that could be automated?
- Are follow-ups happening at the right time, or are there delays?
- Are reps struggling with certain aspects of the CRM?
- Analyze productivity trends:
- Track time spent per lead and per deal.
- Compare rep performance based on pipeline progression and closure rates.
Deliverables for This Step
✔ Detailed mapping of the existing sales pipeline
✔ Lead scoring effectiveness analysis with recommendations
✔ Data structure & segmentation audit report
✔ Sales rep adoption & efficiency analysis
✔ Recommendations for streamlining processes & automation
This review will provide a clear path for optimizing the sales workflow, improving lead prioritization, and ensuring sales reps are maximizing HubSpot’s capabilities.