Define every object and association before building anything in HubSpot.

• Identify every entity: users, companies, product orgs, onboarding journeys.
• Define association rules between all objects.
• Build a data model diagram before before implementing the data model in HubSpot.
• QA which data points actually exist in the product before designing any scoring and identify which data points can be integrated into HubSpot.

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If you need unique objects different from native HubSpot objects, build them using the custom object.

• Depending on your use case, build your product-specific object.
  • This can include: product metrics, revenue, active users.
• Set up all associations between contacts, companies, and your custom object in the HubSpot data model.

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Pull data into HubSpot via data pipelines (can also be custom built in-house).

• Use a sync tool for sign-up and product data.
• Use a batch sync tool for enriched product usage data from your data warehouse.
• Use Clay to enrich the product object:
  • Look up company domains from product object identifiers.
  • If no domain exists, enrich via the contact's work history.
• Build a QA dashboard in HubSpot to monitor every incoming data point for accuracy.

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Score accounts on firmographics and product signals separately.

• Firmographic score: ICP fit based on industry, headcount, and revenue.
• Product object score:
  • Tier 1 criteria met → +10 points
  • Tier 2 criteria met → +5 points
  • Disqualified → 0 points
• Outcome: A firmographic score and a product specific score

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Build the lead pipeline based on the sales qualification process.

• Rename the HubSpot lead object to match your sales team's language.
• Define automated triggers that create a lead record:
  • Firmographic Tier 1 account
  • Tier 2 account stalled in onboarding with respective product criteria
• Include the creation reason in every lead name so reps know immediately why it was assigned.
• Auto-create a task for the rep on every new lead assignment.

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Using the lead pipeline, define clear entry and exit criteria per lead stage.

• Stages move automatically based on rep activity:
  • New → Attempting to contact on first outreach logged
  • Attempting → Connected on any reply received
  • Connected → Qualified when rep confirms criteria
• Qualification criteria examples could include:
  • Team size, current tooling, and champion confirmed
• Ready for deal criteria:
  • Products of interest, billing model, close date, and economic buyer confirmed

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Trigger deal creation the moment a lead has been qualified.

• Populate relevant qualification data from the lead to the deal.
• Route into the correct pipeline:
  • New Business → first deal with a new logo
  • Existing Business → expansion or upsell with a paying customer
  • Renewal → auto-created immediately on closed won
• Build respective workflows that notify reps of upcoming renewals.

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Flag at-risk deals without any manual input from the rep.

• Set up deal tags for:
  • No activity in the last 7 days
  • Close date overdue
  • No contact associated
  • Upcoming renewal
• Add exit criteria to each deal stage so reps know exactly what to confirm before moving forward.

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Give reps everything they need to act without leaving HubSpot.

• Connect Gmail and Google Calendar for all reps.
• Build email templates and enroll contacts into sequences
• Use Ergo to auto-populate deal properties from call notes and trigger stage moves after meetings.
• Log all outreach and associate it to the prospect record

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