Sales pipeline automation for marketing

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several months ago I made a video explaining that I moved my deal pipeline from HubSpot to auna now I get a lot of questions about how to build a light CRM in a SAA I have a video on that go and check it out but I haven't yet shown you how I use my deal pipeline how it all works behind the scenes and so that's what I'm going to do today if you're new to the channel though my name is marquee I'm a business process consultant and I make videos just like this to help you improve how you and your team uses Sala so let's take a look at the use case demo for today so I'm going to start with how the meetings actually enter into my as space so I still use HubSpot as my CRM it's connected to my website all emails go through there all activity is tracked in there and all user activity and information customer activity and information is all still tracked in HubSpot it's a free plan I'm sorry I'm on the CRM starter Suite right now and um it works just great for us we can still do some marketing there we can still get reports and met in there we still have our meeting links in there all of our Zoom recordings go in there so it's still a pivotal part of the business the actual deal side of it the sales side of it all the task tracking we just found we were most efficient doing all that inside of a sauna so I'm going to just run a test here a link would be shared maybe you're watching this and your team is ready to take your ass to the next level you want to meet with me you can just visit meet withth mar.com or you can copy this link right there and it'll bring you to this page um we're also in the middle of a Rebrand at this point in time so that's you're seeing here but I'm just going to click on a a time let's go to next month so I don't move any availability it's a 30 minute call we're going to book it and my name is Mark Zuck and my email is I guess I have to give an actual email don't I let's just do this one Let's do an actual real email at let's go facebook.com and I'm just going to put in my phone number and my company is obviously Facebook I am the CMO what say how many employees do I have within my team we've got 25 to 50 people and we're looking for you know a few different services so we need a son a training we need workflow optimization we need our standard operating procedures documented um and we need something custom as well and that we want to talk to you more about so would love to learn about your services and discuss how our team can better utilize our ass those are the typical message so we're going to confirm that and I'm going to switch over to ass to show you what the next stage is so the booking is being confirmed it's being routed and actually in the Rebrand I'm going to have to update this as well this reroutes you to a page where you can watch a video of me explaining what the connect call will then look like how you can prepare what things you can do you can go visit the blog you can see more about our services there as well but in this time since I've been chatting away we can see that the lead has now been been updated inside of a sauna so we use a automation tool called n8n and we built in an automation that takes all of the fields the information from that meeting booking link and pulls it right into a sauna for us so you can see that right here this task was submitted through HubSpot via the CIS the surface automation system this is something we created custom um has all the information that was brought over as well and as you can see it has everything else that we need in here and I just realized we have a bug in this system so when I selected the services that I wanted what should have happened is we should have had those service types be selected here so I should have you know seen process optimization get selected here I think we had a sauna training I think we had Sops as well and then what was the last one uh custom and Technical Discovery as well so those should have been pulled in going to have to tweak that a little bit and then those would all be um right here as well so I could see them be populated so that's kind of the first stage of all of this and then as you can see we have various stages so my stages are we've got the connect call booked so they booked a time right for the call we have now the link back to the record in HubSpot for the contact we have the link back to the record in HubSpot for Facebook so let's actually go and let's see what what this pulled in here so here we are we have Mark Zuck CMO there's the email there's the company there oh what it didn't do is pulled in the company so let's actually go and see where that went it didn't create the company for some reason but we'll get back to that in any case here we are so posing all that information and now we're going to work the different stages so right now I've got a subtask that's created for me typically this would be on the day of the connect call and if I go within this it's got all the questions that I'm going to ask so the overview of what we're talking about any notes and questions that I have I'm trying to identify the goals that you want to achieve on that call as well I I want to know the number of employees so that would be you know how many people do you actually have on your team that will be using a sauna who's the decision maker what are the roles and the titles of the people what's your budget and then I'm typically documenting the next steps so after the connect call then I could say all right my next steps are to send off a deck or to provide more information if they're not ready to move forward with the the sales process that's where I'm documenting all of my next steps right there so then once we're all done that I'm going to move this to the next stage we've done our connect call we've gotten all of our information and we are going to move on here and so we then move through the different stages so I'm going to update the deal stage to connect call completed and then it's going to create another couple of subtasks for me as you can see there are quite a few and so the first one here is send a thank you email to the prospect from Facebook update the life cycle stage for Facebook create Google Drive I've got some help to do that and then move the connect call recording to Google Drive as well okay so something that I have to do today is update the life cycle stage so way that this works is if the lead is qualified ified to buy set the life cycle stage to opportunity if they're disqualified set the deal stage to disqualified and then set the disqualified reason and so I'm going to come back up here now and now I can set the life cycle stage to opportunity Mark Zuck is qualified to buy ready to go and we're going to set this to opportunity okay and then I'm going to complete that right there so what that did is there's a rule behind the scenes that once I set it to qualify to buy and is's an opportunity then I submit a project estimate form so I I work with uh someone on my team as our senior project manager and we kind of put our heads together to figure out what's the best way to go about this I've received the information then I share the call recordings the notes the hopeful outcomes with my senior project manager we go over everything together and then it's his job to go and quote the actual project and put the estimates so I'll show you what that looks like on the back end but I've got this form where I submit all that information and so I'll show you that here so I have the prospect's name the estimate type whether it's new business or existing business um references so these are call recordings or Loom links any additional files sheets PDFs and then the due date when I need this back by and so complete there and now I have the estimate it's been provided and we just keep on going so we go through sometimes they want a product demo or you know I have to book an explore call where I want to find out more information about you know your workflows so if we didn't have enough time or it was a bit too you know complex we needed some more time to think and ask questions we book a second call so we would do that together on our call right and then I'm showing up to that explore call you're ready to share screen show us how you work and then I'm ready to ask more questions to gain a better understanding so I can put together a scope right and so what I've done for that is I've always struggle with this concept in a that there's no like buttons right you can't really like push a button and have it do something and so what I've done is I've created another custom field called sales calls and so by default when the lead is created and the connect call is booked I get that you know connect call right there where I can ask all my questions but now it's time for the explore call so then I can go and I can click a button just like that and it's going to create our explore call as a subtask as well so there we go I've got my explore call and I can then go and ask my questions in the explore call I'm reiterating some of the things we discussed in the connect call if we got some of the goals great I want to confirm those if we didn't get the budget I want to talk more about the budget now that I understand a bit more about the work flows because the way that we price is dependent on endtoend workflow that we would be optimizing or improving typically um and so if you want something like that you're requesting a quote so I have to know a bit more in those stages so explore calls done and then I just have a a couple other buttons for the proposal presentation where I'm meeting with you to walk you through the proposal and then I make some notes that will create another subtask and then typically after the proposal has been presented we're we're confirmed yet we like it but we have some questions or we're not ready to sign just yet can we talk a bit more and then I create another subtask for what I call a pre-project sync all right so I'm answering your questions making sure that you're all good before you sign on that dotted line and then we can move forward so once the explore call is done we're qualified now I need to prepare our proposal so then I move it to prep proposal and then again another subtask is added right down here and it's going to say create Facebook proposal in Panda doc which is the tool that we use to create proposals I can send a digital link you can sign there and then that's integrated into our system as well and then you know someone on our team takes that explore call uploads it to the drive so you can see how we're moving through the pipeline here right we're at the prep proposal stage right now moving through the pipeline and all of these subtasks are getting checked off as we go and it all ladders up to that main task once the proposal is prepared I either send it with a loom video or we meet again to you know review it together and so all of that stuff is is happening um depending on what your hopeful outcomes are so then we go I would move this to proposal sent once I've sent the proposal or presented The Proposal okay and then I have a task you know to follow up with that lead so I don't have to do anything else after this it's already moved I've sent a proposal they're sitting on it and I have a task for myself for you know 6 days from now where I need to follow up with that person I can probably do it sooner but I don't like to push anybody if when they're ready they're ready and they'll come back when they are ready to make that decision so that followup is there and I just follow up until I don't need to anymore until we've got that closed one so I've heard back from them they're ready to go now they have signed and you know we have closed one here and great let's see what happens here so we've got another subtask here to set the closed reason and actually I should have done that before I I got to figure out where the optimal time is to do that because I generally know that if I win the business like why I want it and so let's just go back and and do that what I should have done first is you know maybe they're an existing or former client we built solid Rapport maybe they came from right so they're followers subscribers social media and they loved our you know culture and Mission that side of it works and then what that would do is it would pull in the variables to highlight and communicate to the rest of the team what the one reason was okay so all of this stuff like if you're using hub spot or Salesforce you this would sound very familiar I pulled all of this all these activities all these actions from my HubSpot workflow where I had a back and forth between HubSpot and N SAA and I just mimicked it here right so just the power of what you can do and again all the communications everything that we have going on between us it's all right here right so we have all of the contact information and all of the company information and so let's keep on going right then the deal is one I set the one reason I sent out the welcome email to say hey thanks we got your signature we're excited to get started here are the next steps let's book your kickoff call and all that stuff that comes next so sent the welcome email someone on my team they upload the docs all the remaining docs whether it's the proposal presentation any information that was sent across or the the pre project sync all those docs and recordings get uploaded to Google Drive and then it's up to me the salesperson to create the invoice so then I go to harvest create the invoice I can probably have my accountant do this now but it's just easier for me just to quickly get it sent out when I do all this sales activity so sent it out you created it and then it's over to our senior project manager to now create the Assa project plan what I want to figure out how to do is once we get to closed one and you know certain action are met that that Assa project plan is created automatically from the template because we have that project plan but then what it will do is it will you know change this this parent task to a project and then it will essentially complete this version of it which I don't want to do so I'm still thinking through that but if you have any suggestions leave it in the comments um because I probably just haven't thought of it yet and I forgot something like along the way I would have put in you know how much the deal is for so you know 200 maybe 20K for this project you know what the deposit amount is going to be we want 50% up front um I have the deal probability that I can set here and so how that works even is then my accountant or my CFO who are also followers of this can come in to the project and they see okay what is marquee forecasting the due date is the expected close date and so if I get a new deal I'm typically looking at 30 days or so for you know we close it um and we get a signature sometimes it's longer depending on how long legal needs to review things how many signatures need to be on the document all of that and so they're looking at the close date they're looking at my probability for closing one thing that I didn't do here I need to remember to do is put in the project period so cave my senior project manager would have said hey this is the estimate this is how long it's going to take we need about 3 months and then my CFO and accountant they can come together and they can say okay great we've got this amount of cash it's going to be distributed over this time frame and so they forecast better as well so now we're getting into financial management not just sales and so the whole engine really comes together so once closed one has happened it's not finished right so we we have our kickoff call with the customer they booked their time we're ready to get into the project now then the last thing that I do here is I go to in Project okay and it moves it down here and then what it does is it changes the life cycle stage from opportunity to a customer and now they're an active customer so this just kind of stays in here until we are done with the project once we get through the project if they didn't you know continue on with us and expand if they didn't convert to our monthly support packages then we offboard the customer which is very rare and we offboard the customer and then we go project complete and then you'll see we move from customer and active customer to customer former customer all right so then they're on a whole other list and so now we have these different views inside of a sauna where we have you know a all of our cold leads these are all the people that I need to follow up with we have all of our closed one opportunities people that haven't gone through and done their their kickoff call yet so we got quite a few to get through the next you know few weeks and we have active clients here we've got former clients here we have Clos lost so these are people that I can also follow up with um and see just how they're doing down the road and then I've set up a just dashboard here as well which shows me the revenue forecast based on what I'm seeing this is set based on my close dates for the next 30 days you can see active deals close lost at all times and then we're tracking a lot of other metrics so this is is the thing that like keeps me honest like every Monday I come in I'm updating the close dates I'm updating the activity I'm following up leads throughout the week and so keeps everything in really like good order so that I can continue you know growing the company here and so I promised that if you stuck around to the end um you would get a little bonus here and so I had shown you the project estimates request Forum here I'm not going to go through the full thing but I'm I'm going to kind of show you how the how the what is it how the something's made is the soup how the soup is made or how the I can't remember someone I I used to know would say something to that effect of how the whatever is made and I can't think of it right now but in any case um we would have submitted our form actually let's just do it so company name this is going to be Facebook I'm still figuring out how to connect this form and this project to the actual deal pipeline so I don't have to have another you know version of this but as you saw in the deal pip pipeline there are so many subtasks but I don't want to complicate things and so i' I've kept it separate for now so this would be again Loom links Zoom recordings like that any additional files I could upload those here we would pull in any additional files that they need to review and then I have the due date so I need this back by Tuesday then I'm going to submit that so it comes into here now on its way there we go so Facebook new business and then this is for cave to go through so cave I need this by Tuesday please and thanks here are the references for you this is new business and then what cave will do now is come in here and start estimating so this part of it is fairly new we used to do this in in Google Sheets and I thought why can't we just do this in a sauna that's how I always will think about these kind of things why can't we just do this in a SAA and so now we can so because I said earlier that we price by workflow I have workflow one here and then we have the meetings for workflow one that are required so maybe we need three meetings to identify validate and propose new options for you know the initial workflow maybe it's your customer onboarding workflow and then workflow two could be your project delivery workflow right and then we have meetings to and then you know your other workflow is your intakes and requests so your creative intakes and request so that's workflow number three and then we have meetings three great so you've got all these subtabs ask then once we open it up this is where we can have some fun all right so we can see here that the service type for each of these we're just going to select those is going to be process optimization because we're optimizing those workflows and then these meetings are simply going to be meetings so that's just a visual for me in the future I will have different dashboards just to visualize you know the estimates and then we're going through and Cave is building out the estimates so um at two places at the estimated hours here let's go and edit that field we've just got like a basic formula where it's taking the volume multiplying it by capacity and then multiplying it by uh an additional multiplier here so we can get our estimated hours because we have some contingencies and things like that that we need to consider and then for our total hours I believe it is let's go inad and see yeah we have our estimated hours times a 20% contingency this will change depending on the project if the volume or the complexity of the workflows is not not super complex we'll reduce that to 15% to account for slippage and extra time and extra meetings extra communication extra validation and so we're considering all of those things in these estimates here so let's just go through it the volume of this so this is like one workflow here one workflow here one workflow here but maybe we need three meetings for each workflow so I'm putting in three of those and then the complexity of those workflows so uh complexity just means how involved are we with with each workflow you have to consider how many people are involved how many approvals are needed what technology is involved how many Integrations are going to need to be how many stages there are how many cross functional projects there are that are integrating as well and so there's so much to consider here so we have a complexity of one to three three being very complex two being complex and then you know one being um no simple you know workflow so let's just assume workflow one is a complexity of one meetings are always one okay so we don't have to add an additional multiplier um let's say workflow 2 is you know a complex workflow but the meeting was still a one and then workflow three is very complex so there we go okay and so now to understand the meetings because it's not just one person attending each of those three meetings we typically have you know two to three people attending those meetings we have our project manager we have maybe two solutions Engineers or one Solutions engineer and a business analyst if we're looking at data and we need any more information so then we will just add an additional multiplier for the meetings here right and so this is giving us now 9 hours of meetings okay so here we have estimated hours for this project you know 37 and a half hours move over here total hours including our contingency which I didn't actually add in let's put in our 20% and I don't need it in the parent one I just needed here let's put in our 20% there we go so we're going from 37 and 1 half hours with a 20% contingency we've got 45 hours okay then we move over here and I'm GNA say that the project um this is going to take about three months so again that's where I'm getting that information I can put that in my deal pipeline so my CFO and accountant can see it and then we see over here the project budget is going to be up 13,000 so that's typically how we're going about these um and so that really like brings everything Full Circle Cave can then take this I go back back over to the deal Pipeline and I can go down to where was it are they in project uh I already move them to project complete but then I can come over here and that's where I can you know enter this right there right and so that's typically how it works so I hope you enjoyed this I know I went really quick through all this I use this every single day so like it makes complete sense to me um but if you want to know more about how this works if you're looking to move your CRM or deal pipe line from Salesforce or HubSpot into a sauna if you're interested in finding out how we customize and the automation from the HubSpot meeting link to create the the deal inside of a sauna book a call There's the link right there go right there it'll be in the description below as well and I hope to hear from you soon as always thanks for watching and we'll see you in the next video bye for [Music] now [Music] oh