Most companies have already internalized that collaboration between marketing and sales is extremely important. If the collaboration runs smoothly and efficiently, this can be decisive for the success of a company. This requires a joint definition of goals and processes - and the best way to achieve this is with the right tool. This article will explain how a marketing-to-sales process can be mapped in HubSpot.
Why HubSpot?
HubSpot is an all-in-one platform that combines marketing, sales and service tools under one roof. This means that all important information can be found in one place - from CRM to email marketing, forms, landing pages and SEA through to sales and service pipelines. This opens up numerous possibilities for presenting marketing and sales processes.
Step 1
Target definition
Before a process can be defined and mapped in HubSpot, clear targets and associated KPIs should be defined for marketing and sales. Sales must set clear targets for marketing regarding the minimum information required to effectively process a contact. At the same time, marketing should also define clear goals in order to be able to implement measures in such a way that they generate high-quality leads.
Step 2
Process definition
The next step is the marketing-to-sales process. This is the basis for smooth collaboration between marketing and sales and should be carefully defined before implementation. It helps to run through the process using the lead journey of an exemplary contact and to define and visualize the individual steps of the process (e.g. a contact submits a form). HubSpot offers many extensive functions and different options for mapping a process. It is therefore important to be clear about what exactly the process should look like before implementation.
Step 3
Process implementation and testing
The automation in HubSpot can be used to map not only external processes (e.g. newsletter dispatch), but also internal processes (e.g. lead handovers or the processing of data records). In certain HubSpot tariffs, you can test the defined marketing-to-sales process in a sandbox before using it in the live system. Not every lead is the same. With lead scoring in HubSpot, you can evaluate leads according to their quality and sales readiness. Factors such as interaction frequency or profession can be included in the evaluation. This helps the sales team to focus on the most promising leads and work more efficiently.
Step 4
Reporting and analysis
Another advantage of HubSpot is its comprehensive reporting. It can generate detailed reports on the performance of campaigns and the success of the sales pipeline. This helps to continuously optimize strategies and processes and maximize the ROI of efforts.
Conclusion
Close collaboration between marketing and sales is a key success factor for companies to achieve their goals efficiently. HubSpot offers a powerful solution to optimize this collaboration by integrating marketing and sales tools. The clear definition of goals, processes and KPIs is the basis for effective collaboration. With HubSpot, companies can not only map their marketing-to-sales processes, but also automate and test them to increase efficiency. The possibility of detailed analysis and reporting makes it possible to continuously work on optimizing strategies and maximizing the return on investment.
