USING WORKFLOWS TO AUTOMATE THE BORING PARTS O F S A L E S KYLE JEPSON EMILY MORGAN #INBOUND19 Kyle Emily Jepson Morgan Workflow Wrangler Automation Alchemist On average, salespeople only spend about 35% of their time 35% selling. Source: InsideSales.com 27% 35% 27% of salespeople are spending an hour or more on 27% data entry each day. Source: HubSpot Research SALES REP TASK TIME ALLOCATION 14.8% 14% 11.6% 11.1%10.1% 8.7% 7% 6.3% 5.6% 5.3% 4.5% 3.9% SOURCE: InsideSales.com BUILD SEQUENCES to automate your emails and tasks. BUILD SEQUENCES to automate your emails and tasks. USE WORKFLOWS FOR A FASTER, EASIER, MORE ACCURATE, AND REPORTABLE SALES PROCESS USE WORKFLOWS FOR A FASTER, EASIER, MORE ACCURATE, AND REPORTABLE SALES PROCESS LIFECYCLE STAGES MARKETING SALES QUALIFIED LEAD QUALIFIED LEAD LEAD OPPORTUNITY CUSTOMER QUALIFIED BY QUALIFIED BY A DEAL IS OPENED A DEAL IS A SYSTEM HUMAN CLOSED/WON SITTING IN A PARK BORINGOMETER SITTING IN WAITING AT THE A PARK DMV BORINGOMETER RESOURCES PAGE CONSULTING.HUBSPOT.COM/INBOUND UPDATING PROPERTIES BORINGOMETER UPDATING PROPERTIES BORINGOMETER TERRITORY ASSIGNMENT ENROLLMENT → SET CONTACT/COMPANY PROPERTY Sales Territory → Zone A ACTION UPDATING STAGE/STATUS BORINGOMETER UPDATING STAGE/STATUS BORINGOMETER LIFECYCLE STAGES MARKETING SALES QUALIFIED LEAD QUALIFIED LEAD LEAD OPPORTUNITY CUSTOMER QUALIFIED BY QUALIFIED BY A DEAL IS OPENED A DEAL IS A SYSTEM HUMAN CLOSED/WON LEADS GENERATED LEADS SENT FROM TO SALES MARKETING LEAD HANDOFF MARKETING LEAD QUALIFIED LEAD QUALIFIED BY A SYSTEM SALES-READY ACTIONS Form Submission: Request Consultation OR Form Submission: Request Quote OR Page View: Contains “/pricing” SALES-READY ACTIONS Form Submission: Request Consultation OR Form Submission: Request Quote OR Page View: Contains “/pricing” OR Contact Property: HubSpot Score > 135 Update the Contact Property: Lifecycle Stage ↓ MARKETING QUALIFIED LEAD Update the Contact Property: Lead Status ↓ NEW Familiarizing your client with HubSpot andSuppression defining a plan to work Lists towards to their particularInclude: goals. SUPPRESS First Impressions •HubSpotUnfit Contacts Setup CONTACTS •OnboardingContacts in theTasks Sales Process •QuickExisting Wins Customers Client Empowerment Segregated Wins BUILD A LIST OF YOUR MQL S LEAD ASSIGNMENT BORINGOMETER LEAD ASSIGNMENT BORINGOMETER IF YOU ASSIGN BY REGION IF TERRITORY= ZONE A AND LIFECYCLE STAGE = MQL THEN ROTATE LEADS • Jim Halpert • Pam Beasley • Dwight Schrute • Phyllis Vance CREATE ONE WORKFLOW FOR EACH ASSIGNMENT RULE IF IF IF IF TERRITORY= ZONE A TERRITORY= ZONE B TERRITORY= ZONE C TERRITORY= ZONE D AND AND AND AND L.S. = MQL L.S. = MQL L.S. = MQL L.S. = MQL THEN THEN THEN THEN ROTATE LEADS ROTATE LEADS ROTATE LEADS SET CONTACT PROPERTY - CONTACT OWNER: Jim Halpert Ryan Howard Andy Bernard Pam Beasley Stanley Hudson Pete Miller Clark Green Dwight Schrute Phyllis Vance IF IF IF IF TERRITORY= ZONE A TERRITORY= ZONE B TERRITORY= ZONE C TERRITORY= ZONE D AND AND AND AND L.S. = MQL L.S. = MQL L.S. = MQL L.S. = MQL THEN THEN THEN THEN ROTATE LEADS ROTATE LEADS ROTATE LEADS SET CONTACT PROPERTY - CONTACT OWNER: Jim Halpert Ryan Howard Andy Bernard Pam Beasley Stanley Hudson Pete Miller Clark Green Dwight Schrute Phyllis Vance CREATE TASK CREATE TASK CREATE TASK CREATE TASK CREATING TASKS BORINGOMETER CREATING TASKS BORINGOMETER EVENT EVENT BLOG STEP 1 REGISTRATION ATTENDANCE SUBSCRIPTION Identify your lead’s important behaviors. STEP 2 Determine which PRICING ABANDONED EMAIL PAGE VIEW PURCHASE ENGAGEMENTS behaviors require a task. PRODUCT PAGE CONTENT FORM INACTIVITY STATUS VIEW SUBMISSION NOTIFICATION EVENT EVENT BLOG ACTIONS SUBSCRIPTION STEP 1 REGISTRATION ATTENDANCE Identify your lead’s important behaviors. Tasks: HubSpot Asana STEP 2 Salesforce Determine which PRICING ABANDONED EMAIL PAGE VIEW In-App NotificationsPURCHASE ENGAGEMENTS behaviors require a task. SMS Notifications STEP 3 Internal Email Notifications Create tasks or Slack Notifications notifications. PRODUCT PAGE CONTENT FORM INACTIVITY STATUS VIEW SUBMISSION DEAL STAGE AUTOMATION DEAL STAGE AUTOMATION LEAD HANDBACK BORINGOMETER LEAD HANDBACK BORINGOMETER LEAD REJECTION PROCESS MARKETING SALES QUALIFIED LEAD QUALIFIED LEAD LEAD OPPORTUNITY CUSTOMER QUALIFIED BY QUALIFIED BY A SYSTEM HUMAN CREATE A CLEAR PATH TO SEND LEADS BACKWARDS STEP 1: Create a Lead Rejection Dropdown Property Reason For Rejection: • Bad Timing: 6 Months • Bad Timing: 9 Months • Bad Timing: 1 Year • Low Budget • Outside Selling Region • Cannot Service / Bad Fit • Government Agency • Bot Submission / Spam • Purchased from Competitor STEP 2: Automate based on selected reason for rejection. Enrollment: Reason for Rejection= Bad Timing: 6 Months 2nd Month Marketing Email 4th Month Marketing Email 5th Month Marketing Email 6th Month Task for Sales Rep to Reach Out Again STALE DEAL ALERT BORINGOMETER STALE DEAL ALERT BORINGOMETER MANAGING STALE DEALS MARKETING SALES QUALIFIED LEAD QUALIFIED LEAD LEAD OPPORTUNITY CUSTOMER A DEAL IS CLOSED WON Manage Your Stale Deals/Opportunities. DEAL-BASED WORKFLOW OR OR DEAL STAGE CREATE DATE CLOSE DATE HAS NOT BEEN CHANGED MORE THAN X DAYS AGO MORE THAN 0 DAYS AGO IN X DAYS AND DEAL IS OPEN AND DEAL IS OPEN NOTIFY MANAGER NOTIFY SALES REP WINBACK MARKET TO YOUR LOST DEALS OR OPPORTUNITIES DEAL / OPPORTUNITY REJECTION PROCESS MARKETING SALES QUALIFIED LEAD QUALIFIED LEAD LEAD OPPORTUNITY CUSTOMER A DEAL IS CLOSED WON Clarify Your Closed-Lost Process DEAL PROPERTIES DEAL PROPERTIES MUST BE ADDED TO HUBSPOT MANUALLY. REPORT AND AUTOMATE BASED ON CLOSED-LOST REASON LOST POINT-OF-CONTACT MANAGEMENT SADOMETER LOST POINT-OF-CONTACT MANAGEMENT SADOMETER CSM CHAMPION CSM CHAMPION CSM LEFT COMPANY ENROLLMENT: LEFT COMPANY → ACTION: TASK Determine New Company Create new contact or company Determine if already customer Connect with previous champion CHAMPION SALES REP CSM CHAMPION MANAGING INTEGRATED APPS Integration Enrollment ENROLLMENT: LEFT COMPANY → ACTION: TASK Determine New Company Create new contact or company Determine if already customer Connect with previous champion CHAMPION SALES REP SALES REP CHAMPION YOU WORKED MANY MONTHS FOR THAT DEAL! HOW IT SHOULD FEEL TO CLOSE YOUR DEAL WHAT ACTUALLY HAPPENS INTEGRATED APPS FOR WORKFLOWS TODAY’S WORKFLOWS SETTING TERRITORY SETTING STAGE/STATUS LEAD ASSIGNMENT CREATING TASKS DEAL STAGE AUTOMATION LEAD HANDBACK STALE DEAL NOTIFICATIONS WINBACK AUTOMATION LOST POC MANAGEMENT SLACK AUTOMATION FINISHED THANK YOU CONSULTING.HUBSPOT.COM/INBOUND.