What is the Marketing to Sales Handoff Playbook?

Why is it Important?  

• Seamless Ownership: Ensures no leads fall through the cracks with clear transfer points.

• Team Alignment: Aligns Marketing and Sales on SLA terms, pipeline management, and revenue visibility.

• Shared Visibility: Maintains shared dashboards for KPIs and feedback loops.

What is the Technical Setup Playbook? 

Configuring HubSpot settings to best practices, creating a strong foundation for your HubSpot instance.

Why is it important? 

• Customizable by Hub: Adjust based on specific Hubs (Marketing, Sales, Service).
• Instance-wide Settings: Configure permissions, tools, users, and object settings.
• Business Units: Manage multiple brands with unique tracking codes and domain settings.

What is the Customer Lifecycle Stages Playbook?

Customer lifecycle stages are the steps a customer takes through the buyer’s journey from Lead to Customer. It is the foundation to a properly set up CRM; the ability to create clear segmentation of your contacts.

Why is it important? 

• Foundation of the CRM:  It is the foundation to a properly set up CRM. The purpose of a CRM is to organize customer, lead, and prospect information in a way that helps you build stronger relationships and grow your business faster by creating clear segmentation of your customers. 

• Contact segmentation: Several workflows, reporting, and lists utilize customer lifecycle stage to properly partition the database.  Without clear segmentation rules, it makes it very difficult to set up additional downstream dependencies. 

What is the Lead Acquisition Channels Playbook?

The blueprint for enhanced tracking and reporting of lead sources in HubSpot that leads to better marketing and sales insights.

Why is it important?

• Accurate Tracking: Establish workflows for precise lead source tracking.

• Continuous Improvement: Use feedback to refine lead categorization.

• Data Validation: Regularly review and validate lead acquisition data.

What is the Revenue Categories Playbook?

The process for tracking different types of revenue (new, existing, recurring, non-recurring) in HubSpot using Deal Pipelines.

Why is it important?

• Measure to Manage: Enables tracking of all revenue categories in HubSpot, driving adoption and comprehensive business management.

• Key KPIs: Measure MRR Retention and Growth Rate.

• Renewals & Cross-Sells: Create processes for renewals and cross-sell opportunities.

• Track Revenue Changes: Distinguish between MRR increases, decreases, renewals, and churn.

What is the Configure Products playbook? 

Best practices for adding and setting up product categories, names, tiers, and pricing in HubSpot.

Why is it important?

Sales Standardization: Ensures consistent product and pricing information across sales teams.

Flexible Reporting: Easily report on recurring and non-recurring revenue, track discount rates, and manage line items within deals.

What is the HubSpot Payments Playbook?

Process rules for creating payment links for your website, emails, or social media, and managing recurring subscriptions directly in HubSpot.

Why is it important?

• Streamlined Payments: Simplifies the purchasing process and speeds up payment collection.

• Integrated System: Leverages commerce and customer data within your CRM.

• Flexible Options: Use payment links for self-service purchases, quotes, and recurring subscriptions.

• Improved Cash Flow: Collect payments upfront and reduce reliance on paper checks.

What is the Lead Status Playbook? 

The process for segmenting leads based on previous sales activities and prioritizing your outreach. Your sales representatives will be able to identify the leads in their funnel and ensure no leads fall through the cracks due to a lack of follow-up.

Why is it important?

• Prioritization: Helps prioritize efforts for sales and marketing.

• Clear Pathways: Enables seamless lead transfers between sales and marketing.

• Shared Visibility: Maintains clear status definitions to keep both teams aligned.

What is the Lead Scoring Playbook? 

Lead scoring is an effective model that helps sales and marketing departments identify which prospects are potentially most valuable to the company and its current sales funnel. Lead scores increase or decrease based on data collected about a potential prospect’s persona or behavior with your company. 

Why is it important?

• Prioritizes Leads: Ranks leads to help focus on the most promising ones.

• Optimizes Time: Ensures sales teams prioritize their efforts effectively.

• Aligns Teams: Creates clear criteria for when leads become Marketing Qualified Leads (MQLs).

What is the Marketing Contact Management Playbook? 

Managing the accurate use of marketing contacts in a client's HubSpot subscription to maximize efficiency and minimize costs.

Why is it important?

• Efficiency: Ensures proper follow-up and targeted marketing efforts.

• Cost Management: Prevents automatic upgrades to higher contact tiers.

• Responsibility: As a HubSpot Partner, maintaining proper contact management is crucial for client satisfaction and account stability.

What is the Website Analytics Playbook?

This dashboard allows executive teams to graph a high-level understanding of inbound efforts quickly.

Why is it important?

• High-Level Insights: Quickly understand the impact of inbound efforts on sessions, engagement, and conversion.

• Long-Term Trends: Compare data over two years to identify what's working and what's not.

What is the HubSpot Marketing Campaigns Playbook? 

The process to tag and group marketing assets and content in HubSpot to track and measure the effectiveness of your campaigns.

Why is it important?

• Organize & Measure: Easily assess the impact of grouped marketing efforts.

• Campaign Tracking: Switch assets between campaigns to ensure accurate measurement.

What is the Marketing Attribution Plabook? 

Documented processes for tracking and measuring how specific marketing activities contribute to revenue, connecting customer touchpoints to closed deals.

Why is it important?

• ROI Clarity: See which marketing efforts drive revenue and allocate your budget effectively.

• Informed Decisions: Understand which channels and activities are most impactful.

• Data-Driven Strategy: Optimize successful campaigns and refine or drop less effective ones.Customer Insights: Gain a complete view of the customer journey for better planning and execution.

What are Sales Stages? 

Sales stages are a structured roadmap guiding the sales process from initial contact to closing. Visualize and track each step with deal pipelines to predict revenue and spot roadblocks.

Why is it important?

• Boosts Success: A defined sales process helps close more deals and convert leads effectively.

• Increases Revenue: Standardized processes can boost revenue by up to 28%.

• Data-Driven Insights: Provides critical data for accurate forecasting, spotting sales issues, and improving strategies.

• Efficiency: Reduces onboarding time and helps identify and train top performers.

What is Forecasting & Goals? 

Gain a complete view of your pipeline with detailed insights into your quarter's progress and team performance. This playbook guides you on setting goals, forecasting categories, and configuring reports.

Why is it important?

• Better Decisions: Use comprehensive forecasts to make informed choices.

• Track Goals: Monitor revenue goals across multiple pipelines.

• Organize Deals: Group deals by their likelihood to close for clearer insights.

What are Sales Sequences?

Sales sequences are structured series of touchpoints—calls, emails, and messages—delivered at set intervals to engage prospects and schedule meetings. They are used mainly in outbound sales and help streamline outreach and follow-ups.

Why is it important?

• Eliminates Guesswork: Provides a clear, repeatable process for sales reps.

• Streamlines Outreach: Uses approved templates and automates tasks.

• Sets Standards: Establishes best practices and measures outreach effectiveness.
  

What is the Sales Weekly Review Dashboard?

A customized reporting dashboard to support weekly sales team meetings to assess Forecasts, Pipelines, Activities, and Leaderboard standings.

Why is it important?

• Monitor Performance: Track reps and answer critical questions.

• Forecast Accuracy: Ensure the team meets quotas.

• Behavior Check: Confirm reps are following best practices.

• Boost Competition: Foster a competitive spirit among peers.

What is Sales Hub Training?

Foundational training for sales teams to master HubSpot basics and integrate learnings into their sales processes.

Why is it important?

• Ensure Adoption: CRM must be embraced for processes to work.

• Drive Revenue: Effective use of CRM boosts revenue.

• Enable Progress: Successful adoption is crucial for advanced training and process improvements.

What is the Proposals & Quotes Playbook?

The documented process for sending quotes and collecting payments through HubSpot.

Why is it important?

• Enable Automation: Automate reminders and notifications based on quote and payment status.

• Ensure Centralization: Attach quotes and payments to Deals for easy team access.

• Enhance Efficiency: Streamline processes and reduce errors with everything in one place.

What is the Target Accounts Automation Playbook?

The process for creating a central hub that manages and focuses on key accounts, especially for enterprise sales teams.

Why is it important?

• Target Enterprise Accounts: Ideal for sales teams aiming to break into large accounts with ABM strategies.

• Facilitate Expansion: Helps expansion teams sell to multiple subsidiaries within a company.

• Optimize Deal Management: Tags and target account designations simplify prioritization.

• Tailor to Needs: Customization options fit specific business requirements.

• Gain Insights: Pre-built reports provide valuable metrics on account management.

• Focus on Active Deals: Disqualifies closed deals to keep the focus on active accounts.

What is the Pre-Sales - SQL Expansion Playbook?

The process for creating a secondary pipeline that is designed to drill down into the SQL stage, offering detailed insights into pre-sales activities and opportunities.

Why is it important?

• Improve Accountability: Standard SDR processes risk losing information without enforcement or metrics.

• Enhance Granularity: Allows revenue teams to dive deep into Lifecycle Stage details like SQL.

• Ensure Smooth Handoff: Facilitates effective transitions between SDRs/BDRs and AEs with complete information.

• Uncover Insights: Identifies issues before pipeline creation, such as why a pipeline wasn’t created for a contact or company

What is the Lead Object and Prospecting Workspace Playbook?

A process for creating a central hub in HubSpot where sales reps can manage daily tasks, track leads, oversee prospecting activities, and utilize tools such as tasks, calendar, sequences, and lead stages.

Why is it important?

• Streamline Hand-offs: Transitions from marketing to sales and SDRs/BDRs to AEs are smoother with clear lead segmentation and stages.

• Enhance Qualification: Customizable properties and stages improve lead qualification and tracking.

• Track Non-Linear Journeys: Manage leads through varied buyer behaviors and re-engagements effectively.

• Organize Pre-Sales: Clean up and prioritize leads to ensure only qualified ones enter the formal sales process.

What is the Net Revenue Retention Playbook?

The process for measuring revenue growth from existing customers, accounting for upgrades, downgrades, and churn. It helps assess how well your business is expanding within its current customer base, excluding contributions from new customers.

Why is it important?

• Measure Sustainability: NRR assesses the sustainability of growth by focusing on existing customer retention and account expansion.

• Avoid Blind Spots: Unlike new revenue metrics, NRR reveals the impact of churn and down-sells, providing a clearer picture of business health.

What is the Sales to CS Handoff Playbook?

The process for outlining best practices for smoothly transitioning from Sales to Customer Success. It covers the handoff process, onboarding within HubSpot, and resolving operational issues.

Why is it important?

• Enhance Experience: Ensures customers feel heard and understand your solution clearly.

• Boost Relationships: Streamlines processes to let teams focus on building valuable relationships.

• Provide Transparency: Clearly communicates timelines, expectations, and resources for a smooth transition to customer success.

What is the Payments Operations Playbook?

The process to manage and optimize the payment lifecycle, from processing and reconciling transactions to ensuring timely revenue recognition.

Why is it important?

• Streamline Payment Processes: Manages end-to-end payment flow, accurate billing, and reconciliation.

• Prevent Fraud: Implements controls for transaction monitoring and security.

• Integrate Systems: Collaborates with teams to integrate payment systems into HubSpot CRM.

• Analyze Performance: Provides insights into payment trends and customer behavior through reporting and analytics.

What is the Service Hub Implementation Playbook?

The process to configure HubSpot Service Hub features to optimize your customer support and service processes.

Why is it important?

• Optimize Setup: Ensures correct setup of Service Hub features, enabling a strong foundation for advanced customer success strategies.

• Streamline Configuration: Divides setup into basic and advanced parts for efficient implementation.

• Build on Basics: Start with essential features like team setup and ticketing, then progress to advanced elements like knowledge bases and customer portals.

What is the Customer Health Score Playbook?

The process to track and measure customer satisfaction to gauge the health of your relationships.

Why is it important?

• Catch Issues Early: Fix problems before they escalate.

• Boost Satisfaction: Make decisions that keep customers happy and loyal.

• Deepen Insights: Understand customers beyond their spend.

• Focus on What Counts: Zero in on what truly matters to your customers.

What is the Data Integration Playbook?

The process for setting up a one-time build for an ongoing sync between HubSpot and another system.

Why is it important?

• Sales to Service Handoff: Clear understanding of partner expectations.

• Strategist and Technologist Alignment: Meeting to map out integration details.

• Order of Discovery: Revenue mapping, identifying sync triggers, and creating an Entity Relationship Diagram (ERD).

• Object and Property Mapping: Determine which objects and properties sync, in which direction.

• Property Creation: Finalize property setup in HubSpot with partner approval.

What is the QBR Process Playbook?

The process for assessing performance, aligning strategies, and planning for the next quarter using data-driven KPIs.

Why is it important?

• Celebrate Wins: Reflect on achievements and milestones.

• Analyze Metrics: Review recent performance data.

• Strategize Ahead: Align focus and objectives for the next quarter, ensuring everyone is on the same page.

What is the Supered User Guide Playbook?

The process for how to best utilize Supered, a cutting-edge platform to boost HubSpot usage and adoption, enhancing RevOps strategies.

Why is it important?

• Sales Productivity: Embed key docs, training, and assets in HubSpot for easy access.

• HubSpot and Sales Adoption: Integrate sales processes, training videos, and manage certifications within HubSpot.

• RevOps at Scale: Implement RevOps best practices, use pre-configured templates, and manage integrations seamlessly.