How We Simply Closed X2 Time More Deals to a HubSpot Platinum Agency

Our motto: MARKETING + SALES = GROWTH

To make it easier, I divided the article into 4 parts:

1. Establishing ScaleOps - A Sales Operations Consulting firm.

2. My First HubSpot CRM Project.

3. How I Met a Leading HubSpot Agency in Israel and How It Became a Success Story

4. What We Actually did to Close More Deals and Increase Revenues

Establishing ScaleOps - A Sales Operations Consulting firm

It started three years ago. Up until then, I was a sales operations manager, employed in a company, working a lot with Salesforce software, which is known as one of the leading CRMs’ software in the tech industry. Most of my career path I was working with Salesforce, which brought me to be an Admin of Salesforce, creating new processes, and improving the company’s existing ones.

Salesforce Event in Tel Aviv

Once I became to be self-employed and opened ScaleOps, I got a new project with a cybersecurity company. Their goal was to implement a CRM and train sales team to use it. The cybersecurity company chose to implement HubSpot CRM as they already used the marketing platform and thought it would be great to have the CRM in the same place as the Marketing Automation tool.

My First HubSpot CRM Onboarding Project

At this stage, I FELL IN LOVE WITH HUBSPOT.

One month after, I did research and audit about the company, and we started to implement their sales strategy in HubSpot. We did an implementation process which included:

• Positioning – defining the goals and success criteria.

• Onboarding – educating the customer about the new system

• Executing – Data migration, system setup, automation, content creation, business alignment reporting, integration, and configuration as needed.

• Tracking – monitoring the project through the agreed-upon timeline and checklist of implementation tasks.

• Offboarding – Train the client and basically, give them everything they need to be successful

It was a successful project. When we started, I learned that HubSpot was upgrading their platforms regularly and adding more and more sales features with time. They began to focus on Sales and added more than dozens of sales features in a YEAR!

HubSpot understands and educates people to work with both teams—Sales and Marketing. In the last year, they also released the Service Hub, and promote companies to merge all Marketing, Sales, and Customer Success Operations into one place! The world is, without a doubt, changing too fast!

How I Met a Leading HubSpot Agency in Israel and How It Became a Success Story

A year after, I wanted to have more HubSpot’s projects and train sales teams to work with HubSpot, implementing the processes and sales strategy through HubSpot, and of course, work closely with marketing to increase revenues.

Then I started to contact marketing agencies in Israel and suggest we collaborate. When I started, I didn’t realize the impact collaboration would make. I was pleasantly surprised at the effect it had.

On LinkedIn, I met a super lovely and well-known lady in Israel named Resa Gooding. Many people would agree she’s the number 1 expert in marketing automation. She opened a successful Marketing agency called Cacao Media, together with Joseph Efraim. Nevertheless, at some stage, they realize they need a sales expert to make their agency even more exclusive and valuable. I was invited to meet with them.

After one meeting together, we knew we had a great plan. We would bring our strengths of marketing from the agency’s side and sales operations from my side to complete the whole approach and bring more significant value to the customer.

What We Actually did to Closed More Deals and Increase Revenues

We added four main sales services packages to our proposals, which increased the proposal amount and helped to align Sales and Marketing teams in our clients:

1. HubSpot Sales CRM Implementation and On-Boarding

2. HubSpot and Salesforce Integration

3. Sales Operations/Enablement and Support

4. Sales and Marketing Alignment training – Building a robust Revenue Machine

HubSpot Sales CRM Implementation and On-Boarding

That would look like the most straightforward part, but implementing a CRM is a critical point where you understand the sales strategy and build the right processes which may be used by the company for many years to come.

Sales CRM implementation includes a process of various factors that may change company aspects and habits while they start using the CRM.

The process involves sales strategies and a more in-depth understanding of business and goes as follows:

• A full audit of procedures, software, and existing policies and guidelines

• In-depth interviews with team members across different departments to assess synergy among departments.

• Research on existing sales strategies, including exploring the current state of sales, client profiles, your salespeople’s processes for customer engagement along with the tools and materials they use.

• Explore current lead to cash processes, sales forecasting, sales pipelining, booking and backlog analysis, management of renewals, strategic marketing, conversions, and more.

• Identify problematic areas and craft solutions

• Develop a CRM and sales processes to create a reliable infrastructure

• Put KPIs into place and monitor metrics to ensure that goals are met

• Steer sales and train team members to collaborate for efficient work

HubSpot and Salesforce Integration

Some companies choose Salesforce as their CRM but prefer HubSpot as their marketing automation tool instead of Pardot or Salesforce Marketing Cloud.

In this case, to keep sales and marketing teams aligned, getting the leads generated from HubSpot, and measure ROI, they must integrate the two systems.

As a customer, or as their agency, you must execute a few necessary steps to complete the integration successfully:

1. Understand and draw the entire Marketing and Sales process, Lead to Cash.

2. Recognize which information you will need to take out from HubSpot to Salesforce, or the opposite, from Salesforce back to HubSpot.

3. Map all fields and properties first in an excel file.

4. Companies, Contacts and Deals Properties to Accounts, Leads, and Opportunities

5. Create mapping only with compatible properties and fields

6. Verify that Salesforce and HubSpot will contain the same field values

HubSpot and Salesforce integration can get more complicated if the company use a lot of customizations in their Salesforce.

Remember, in the end, that Salesforce and HubSpot are two different systems with different technological infrastructure, and we need to find the best way to make them talk with each other.

Sales Operations/Enablement and Support

Sales operations are all about helping the sales team to focus on sales by doing fewer operations and simplify sales processes.

Every company gets to that stage of hiring sales operations to its sales team.

The sales operations’ role includes lots of responsibilities. To demonstrate them, I decided to share with you this chart which was made by LucidChart and describes Sales Operations role by our different aspects (You can also find it here):

Strategy Includes:

• Sales process optimization

• Sales technology and methodology evaluation

• Sales coverage model and territory planning

• High-level planning and goal setting

• Data analysis

• Sales forecasting

Performance Includes:

• Implementation of sales methodologies and best practices

• Identifying KPIs and sales metrics

• Compensation and incentive plans

• Lead management

Operations Include:

• Product training

• Sales training

• Hiring and onboarding top talent

• Market intelligence support

• Contracts and SLAs

• KB management

Technology Includes:

• Integration of apps and tools

• Adoption and customization of a CRM

• Communications management

• Data management and reporting

• Task automation

Sales and Marketing Alignment Training – Building a Robust Revenue Machine

According to HubSpot – Sales and marketing alignment can help your company become 67% better at closing deals and can help generate 209% more revenue from marketing.

Over time, and as long we kept doing projects with Cacao, we understood better the importance of sales and marketing alignment. Promptly, we partnered up and collaborated with both teams when Cacao was the marketing team leader, and we were leading the sales team.

Projects became more successful and gave more value, as we connected better with the two teams. Today, more and more companies decide to merge their operations and report both teams (and even customer success) to the same person. It helps the company and the teams to define the same goal and not compete with each other.

As we understood the importance of this methodology, we started to help companies to improve their sales and marketing alignment by training them to go through the sales and marketing alignment process which includes: scheduling Smarketing meetings, defining SLA between the two teams, having a content creation process in place and the most important, getting to know better and developing good relationships with the other team.

We are looking for more partnerships with agencies around the globe. We make only one connection in each country. We would love to work with your agency and help you scale your business.

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