How to Manage Multiple Sales Processes in HubSpot

Managing multiple sales processes in HubSpot requires planning, clarity, and continuous improvement. A single misstep can lead to lost leads, mistimed follow-ups, and a confused sales team. But with the right structure, clear processes, and smart use of HubSpot workflows, you can stay organized, efficient, and maybe even enjoy the process. Let’s explore how to manage multiple sales processes in HubSpot so your pipeline stays healthy and your team remains productive.

Step 1: Understand When You Need Multiple Sales Processes

Before you build or refine your workflows, ask yourself: “Do we really need multiple sales processes?” In B2B sales, the answer is often yes, but it’s important to clarify the why and how.

Common Scenarios That Warrant Separate Sales Processes

Different Customer Segments

• Example: Selling to small-to-medium businesses (SMBs) vs. enterprise clients.
• Why it matters: SMBs often require shorter, more transactional sales cycles, while enterprise deals might involve multiple decision-makers and longer approval processes.

Varied Product or Service Lines

• Example: A SaaS company offering both standardized subscription plans and custom enterprise solutions.
• Why it matters: Selling a $50/month software subscription requires a different approach than a $50,000/year enterprise solution.

Diverse Deal Complexity

• Example: Quick wins vs. long-term consultative sales.
• Why it matters: Some deals might close within days, while others require months of nurturing, follow-ups, and negotiations.

Questions to Ask Yourself:

1. Who are your typical customers?
2. Are they primarily SMBs, enterprises, or a mix of both?
3. What products or services do you offer?
4. Do they require different levels of customization or support?
5. How complex are your sales cycles?
6. Do some deals close quickly while others need extensive nurturing?

If you identify significant differences in customer type, product, or deal complexity, it’s time to embrace multiple sales processes.

Step 2: Map Out Each Sales Process Clearly

Before jumping into HubSpot, it’s important to map out each sales process in detail. This step will give you a visual understanding of your workflows, helping you avoid confusion and inefficiencies.

How to Map Your Sales Processes

Identify Your Buyer Personas

Outline who you’re selling to. For example:

• SMB Buyer: Needs quick, cost-effective solutions.
• Enterprise Buyer: Requires detailed proposals, multiple demos, and approval from multiple departments.

Define the Sales Stages for Each Persona

Each persona may have a unique path to purchase. For example, SMB sales stages might include:

1. Initial Outreach
2. Qualification Call
3. Product Demo
4. Proposal Sent
5. Deal Closed

Enterprise sales stages, on the other hand, might look like this:

1. Discovery Call
2. Needs Analysis
3. Product Demo and Consultation
4. Proposal Development
5. Negotiation
6. Contract Approval
7. Deal Closed

Identify Workflow Automation Opportunities

Pinpoint areas where automation can help:

• Automated Follow-Up Emails: After a demo, send a follow-up email with next steps.
• Task Reminders: Assign tasks to sales reps to follow up on proposals.
• Lead Scoring: Automatically update lead scores based on engagement.

Visualize Your Processes

Create flowcharts or diagrams for each process. Tools like Lucidchart, Miro, or even a whiteboard can help.

Example Flowchart for Enterprise Sales Process:

1. Discovery Call → 2. Needs Analysis → 3. Demo Scheduled → 4. Demo Completed → 5. Proposal Sent → 6. Negotiation → 7. Contract Approval → 8. Deal Closed

Step 3: Building Custom Workflows in HubSpot

Now that your processes are mapped, it’s time to translate them into HubSpot workflows. Follow these best practices to ensure your workflows are efficient, scalable, and easy to manage.

1. Use Clear and Descriptive Names

Avoid vague names like “Workflow 1” or “Lead Follow-Up.” Instead, be specific:

• “SMB Client Demo Follow-Up”
• “Enterprise Prospect Nurturing Workflow”
• “Post-Proposal Follow-Up for Large Accounts”

2. Leverage Custom Properties

Create custom properties to categorize leads and deals, such as:

• Lead Type: SMB, Enterprise
• Deal Size: Small, Medium, Large
• Product Interest: SaaS, Custom Development

These properties ensure each lead enters the appropriate workflow automatically.

3. Automate Repetitive Tasks

Focus automation on tasks that don’t require personal interaction:

• Email Sequences: Automatically send follow-ups after demos.
• Notifications: Alert sales reps when leads progress to a new stage.
• Lead Rotation: Automatically assign leads to reps based on criteria like region or industry.

4. Create Conditional Logic

HubSpot allows you to create branching paths within workflows. For example:

• If a lead opens an email: Assign a follow-up task.
• If a lead doesn’t respond within 3 days: Send a reminder email.

5. Test and Refine Workflows

Before launching, test each workflow thoroughly. Run sample leads through the process to ensure:

• Emails are sent correctly
• Tasks are assigned to the right reps
• Leads move through stages smoothly
• Schedule periodic reviews (quarterly or bi-annually) to update workflows based on feedback.

Step 4: Avoid These Common Pitfalls

Multiple workflows can become chaotic if you’re not careful. Here are pitfalls to avoid:

1. Over-Automation: Not every step should be automated. Over-automation can make your process impersonal and rigid.
2. Workflow Conflicts: Ensure workflows don’t overlap. Duplicate tasks or emails can frustrate both your sales team and your prospects.
3. Neglecting Updates: Sales strategies evolve. Schedule regular audits to ensure workflows stay relevant.

Step 5: Keep Your Sales Team Aligned

Workflows are tools for your sales team, not replacements. Here’s how to keep everyone on the same page:

1. Document workflows by creating guides or flowcharts for each workflow. Include:

• Automation triggers
• Team responsibilities

2. Provide training by regularly training your team on how to use workflows and what to do if issues arise.

3. Gather feedback. Ask for feedback on workflow effectiveness. Are they speeding up processes or creating bottlenecks?

Managing multiple sales processes in HubSpot requires planning, clarity, and continuous improvement. By mapping your processes, building clear workflows, and keeping your team aligned, you can create a well-oiled sales machine that works for both your team and your prospects.

Remember: The goal isn’t just to automate but to optimize. When done right, multiple sales processes won’t complicate your work — they’ll simplify it, making your sales team more effective and your prospects happier.