“How do I know if my team is maximizing their opportunity to close every single lead?” “
“How do I make sure my team is reaching out to all their assigned leads?”
“How do I track and see where every lead is in my team’s sales process without creating administrative work for my sales team?”
“Does my sales team have to manually mark all these fields?”
As a consultant at HubSpot, I’m no stranger to these customer questions.
I’ve heard customers ask some variation of these questions every time we finish building out a sales process in HubSpot. After all, why not take full advantage of HubSpot’s reporting and automation capabilities to maximize sales revenue?
If you’ve ever asked these questions yourself, you’ve come to the right place. This article will serve as your guide for automatically tracking and reporting on sales leads using the Lead status property and your HubSpot workflows tool.
The Value of Lead Status
The Lead status contact property in HubSpot offers an elegant solution. While this can be manually tagged or marked by salespeople, your HubSpot workflows tool can also automate aspects of this tagging/marking and save your team a lot of time. This also leads to cleaner reporting for managers to glance at.
In a nutshell, the lead status contact property tracks exactly where a lead is from the very first moment they’re identified until the moment they become an Opportunity.
You’re probably wondering, “This sounds like a useful property...but where do I start?”
Lead Statuses for Automation
Here are the typical lead statuses recommended for automation (rather than updating them manually, which takes a lot of time and can be inaccurate):
- Brand New Lead/Not Contacted: This lead status is for brand new leads that haven't yet been emailed or called by Sales. It’s critical to note that marketing emails do not factor into this.
- Attempted to Contact/No Reply: This means that a salesperson has reached out to this lead already via email, phone, or another method, but they’ve yet to hear back from them.
- Connected/Replied/Spoke: Though this can be worded in different ways, this status means that the lead has taken an action in response to the sales team's outreach by either speaking to the team on the phone, replying to an email, etc.
- Open Opportunity/Deal: This lead status means the conversation with the lead went well, and they’re going to move on to a full demo conversation or something similar. This may also correspond to a Sales Qualified Lead in the Lifecycle Stage property.
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Lead Statuses for Manual Marking
You might have noticed that there are a few lead statuses missing from the list above. That’s because some lead statuses are best marked by humans (you’ll learn why in a second) and should not be automatically marked.
Unqualified Lead (including Unqualified: Bad Fit and Unqualified: Bad Timing)
While some companies tend to have a formulaic approach to determining whether or not a lead is qualified, most companies in most industries tend to determine qualification on a case-by-case basis (especially in B2B scenarios). Because of the variety of reasons that a lead could be disqualified from progressing, we recommend that a human sales professional mark this manually.
Why bother with manual marking?
Any sort of disqualification should be carefully considered—they're not usually reduced to a simple formula. We’ve seen scenarios where customers have lost money by defining qualification criteria too narrowly or too broadly. Without top-notch AI help, it can be difficult to set up flexible criteria to make a complex judgement of this sort. While we encourage experimentation here, we recommend leaving this to humans if you’re doing this for the first time and don’t have an experienced data scientist on your team.
Of course, these are just the basic lead statuses we recommend, based on having worked with thousands of customers on their sales processes. You should absolutely personalize these for your organization.
How to Use Workflows to Automate Lead Status
The videos below walk through how to automate each of these statuses using your workflows tool.
Before getting started, log in to your workflows tool in HubSpot, and follow along:
Brand New Lead/Not Contacted:
Attempted to Contact/No Reply:
Final Thought: Reporting
Congratulations! Now you’ve got an efficient, automated process for your sales team to sell better while saving them time and manual effort. You, in turn, will be able to easily report on each of those lead statuses.
If you’re wondering what reports you should look at for tracking lead status, check out these suggestions:
- Uncontacted New Leads by Owner: Owner on the x-axis; Number of Leads on the y-axis
- Contacted (but not replied) Leads by Owner: Owner on the x-axis; Number of Contacted (but not replied) Leads on y-axis
- Connected/Replied Leads by Owner: Owner on the x-axis; Number of Connected/Replied Leads on y-axis
- Open Opportunities/Deal Leads by Owner: Owner on the x-axis; Number of Open Opportunities on the y-axis
Here’s an example of Number of Contacts (x-axis) by Lead Status (y-axis):
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Originally published May 6, 2019 8:00:00 AM, updated July 12 2019