A reinvented sales process that would allow the team to close deals faster and more often
Internal visibility on new leads entering the system and their progression through the sales process
More thoughtful and best practice uptake of HubSpot
A fully automated deal pipeline to save time in the sales process and ensure no deal slips through the cracks
Marketing and sales alignment to be able to speculate sales-readiness and track flow through the entire sales process
The right platform integration to provide them regular and extensive reporting at the touch of a button
Identifying the problem
As a long-term friend of the agency, Kim reached out to Neighbourhood after coming to the realisation that AIF's current use of HubSpot was in no way indicative of the size of the business, and was missing the tools required to scale effectively. Without proper training and awareness of HubSpot's features, it seemed that as the business grew, the magnitude of the platform was simply working against the company, resulting in unqualified leads, lost opportunities and a lack of awareness regarding team members' performance.
After an initial discovery session, we were able to diagnose AIF's dropping lead-to-conversion rate as being a direct result of time and resource wastage at the top of the funnel, i.e focusing energy on non-sales ready leads. The lack of qualification or scoring meant that all leads were being treated in the same way, diluting personalisation and missing the opportunity to pursue genuinely sales-ready leads with the necessary vigour and customisation.
This shortcoming was compounded by dated and manual procedures within the sales process that unnecessarily lengthened the sales cycle, and this was exacerbated by the underutilisation of sales enablement tools like content, internal documents or playbooks. Finally, the absence of clear reporting or metrics was inhibiting AIF from optimising processes with the use of data-backed evidence on a continuous improvement model.
With our diagnosis complete, we set about implementing structure in the flow between marketing and sales, in a bid to provide sales leaders with data both to manage their teams effectively and to convert more leads into customers.
Scope of works
Marketing & Growth
Marketing and sales alignment
Buyer persona workshop
HubSpot portal audit
Landing page review and recommendations
Reduction of Time-to-Close
Improvement of Conversion Rate
Increased Revenue Growth
The best practice uptake of HubSpot by AIF along with the sales and marketing alignment, resulted in considerable time saved for staff and a personalised and seamless customer journey from start to finish; reducing the time-to-close by up to 15%.
Without the need for manual reach-out or disconnected tools, the sales team can focus their efforts on building relationships with clients, while automation takes care of the rest - improving their overall conversion rate by 10% (from 11% to 22%).
The ability to produce meaningful data at the touch of a button has provided the visibility needed to track and monitor team performance, and through data-backed continuous improvement - has resulted in an impressive 9% rate of revenue growth.
"We engaged Neighbourhood for their expertise concerning Hubspot Sales & Marketing optimisation. The team are a wealth of knowledge, energy and pure optimisers. If there is a quicker, better way to do something in Hubspot, I am confident they know-how. They are providing our Sales and Marketing teams with more intelligence and we are looking forward to rolling out more projects with them and seeing the results."
We're chuffed at what we've managed to achieve over the years in our partnership with AIF. The optimised and automated processes have clearly put valuable time back in the day of the sales team, and the increased visibility and monitoring of lead-to-conversion data means that no lead is left to slip through the cracks. No longer 'just another platform', our work with AIF has positioned HubSpot (in all it's glory) as the only platform they need to scale effectively.