HubSpot CRM optimization for SaaS companies

CRM optimization should be essential for any company, especially for B2B SaaS companies. Understanding what optimization is and how to use it allows you to select optimal strategies for maximizing profit.

In this post, we will focus on analyzing the benefits of optimizing the processes that are carried out within your CRM through automation.

What is optimization within HubSpot CRM?

By optimizing your HubSpot CRM, your team members can avoid repetitive tasks by properly configuring workflows that could resolve these requirements automatically. This can help your team in saving and reinvesting time that would otherwise be wasted by repeating manual tasks. There are various advantages of implementing an automated system, such as: 

1. These automated systems will function much faster than manually-driven ones and gives time back to those who would have been driving them
2. Using automation helps to avoid human error
3. There is always an expected result and will be far fewer inconsistencies
4. The volume of processes can be higher. The computer should repeat unnecessary tasks, not your team

When we talk about automation, most companies think only about email automation with services like Mailchimp, but automation within HubSpot CRM can cover many more things, such as:

1. Lead capture (forms, CTAs)
2. Contact segmentation and lead scoring
3. Messaging and nurturing
4. Assignment of properties such as lifecycle stages
5. Tracking changes and updates over time for specific properties to have more thorough and efficient reporting
6. Analyzing some metrics and KPIs to make decisions and plan accordingly

Specifically for this last point, while there are innumerable ways to quantify and measure your success, we recommend that fast-growing SaaS companies focus on paying close and consistent attention to just a few essential metrics. 

What is there to optimize within HubSpot’s CRM?

Let’s look at some of the main areas we can optimize:

1. Naming conventions
   
   • What does it mean?
     All of your Hubspot assets should have their names consistently assigned. 
     
     
   • What do we do at Kalungi?
     At Kalungi, we use prefixes depending on their function (like "Notification," "Internal Process"), and keep assets correctly organized in folders and grouped by their functionality.
     
     
   • Why it’s important
     This will help with faster access and utilization across campaigns, emails, workflows, and reports across multiple team members. It helps avoid unnecessary confusion that would hinder otherwise straightforward processes. Think also about including keywords in your asset names that will help people searching for them locate them.
     
     
2. Lifecycle stage back-filling
   
   • What does it mean?
     All of your contacts and companies should not skip any lifecycle stages. 
     
     
   • What do we do at Kalungi?
     At Kalungi, we backfill the time stamps for skipped lifecycle stages to artificially pass each contact and company through each stage of the funnel up to their current stage. No contact or company should be left out of the funnel.
     
     
   • Why it’s important
     A complete and accurate full funnel report will help you make more informed business decisions and to plan based on actual insights rather than gut feelings.
     
     
3. Cohort reporting vs. dynamic reporting
   
   • What does it mean?
     There are two types of reports based on time: 
     
     A cohort report is a static view based on the created date of a contact, company etc.
     
     A dynamic report is based on timestamps that track when a property changes over time, for example, when the lifecycle stage or deal stage of a specific contact or deal changes in the pipeline.
     
     
   • What do we do at Kalungi?
     At Kalungi, we combine cohort and dynamic reporting to get the full picture of how data behaves.
     
     
   • Why it’s important
     A cohort report can give you the full funnel data for a particular time range, and with this information, you can calculate lifecycle stage conversion rates. Meanwhile, dynamic reporting can give you a snapshot of the current data and how it evolves over time.

Setting yourself up for success with an automated, optimized HubSpot CRM

All of this will work flawlessly, assuming that your HubSpot CRM (your main automation tool) is correctly set up and configured. Setting up an advanced tool like a CRM is a very complex task that could take a very long time (sometimes even months) and would require a team of experts to complete.

If you are interested in how we set up and optimize HubSpot for our SaaS clients, let’s talk! We have built a proprietary software solution that optimizes your HubSpot automation to be:

1. Easy to deploy – It's not a complex task.
2. Blazingly fast – Takes weeks instead of months.
3. Accurate – Aligned to give complete visibility on your business performance.

The final result is an optimized HubSpot CRM instance with an organized structure of assets for easy access, automated data management, clear reporting, and more.