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How To: Optimize My HubSpot and Stack Integration

3 min read

The changing sales landscape continues to demand a need for a smarter sales toolkit. With a move to more remote working and the fact that the world is solving more problems with technology, your sales toolkit needs to become more powerful by the day to stay afloat.

This integration is one of those tools in your toolkit. Having it is great, but optimizing it is even better.

Our path to optimization:

1) Think of the Stack/HubSpot relationship as a hub & spoke. Although everyone needs to have access to both the hub & spoke to make it work, where you spend your time and where you get the most value will differ depending on your role.

a. So, if you have a role in defining the company strategy and/or are the sales leader, you will be helping define the hub in Stack. We need all the good stuff out of your head and written down in Stack.

b. If you are in sales operations or a sales person, you want to be spending as much time as possible in your CRM. We get it and our integration has been built to support that. You need access to the process, questions and next steps as quickly as possible – you are the spokes.

2) Nothing ever stands still, so don’t expect your sales process too either. If you don’t challenge yourself to iterate, how will you improve and grow? People, much cleverer than us, have described this as constantly looking for marginal gains. The first time you write your sales framework down, you will see huge gains to be made, but ongoing it is unlikely to have the big hitting changes as when you first defined it. Remember though, you stay alive and then win by persistently looking for marginal gains. This means, dedicating the time every quarter to re-evaluate, tweak and streamline.

3) Really dig into your questions and messaging. You can google a list of sales prospecting questions and you will find a million lists. I guarantee you, you need more. You need your questions & messaging to be applicable to your buying personas, industry and tone of voice. You might also have many sorts of questions like FAQs, must haves and every interaction questions. Take the time to think through everything that you need to know from a prospect and then sort them into where they fit in. As in point 2 – this is a great one to start re-evaluating.

4) Get specific on next steps. We find (a lot!) that everyone gets stuck on the ‘what next’ question as you are guiding a prospect through to close a sale. Define, define, define this and then refine as you grow. This will save you a lot of time of answering the same question over and over again. You know the expression – “teach a person to fish and you feed them for a lifetime” that applies here.

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