Mapping the SDR/AE sales process with HubSpot - B2B sales basics

Introduction: The path to a structured sales process in HubSpot

In B2B sales, success is rarely left to chance. A clearly defined sales process is like a compass that guides your team safely through the complex world of lead generation and deal closing. The two-step model presented here - consisting of "Build your Pipeline" and "Always be Closing" - provides you with a structured strategy for approaching each step of the sales process in a targeted manner.

Aim of the process

The two-stage sales process has a clear objective: to efficiently identify and qualify leads and convert them into paying customers. The focus is initially placed on building a robust pipeline before successfully closing qualified leads. This structure not only ensures greater transparency, but also better management of sales activities. Each step is designed to optimize the use of resources and increase the closing rate.

Relevance for B2B sales

Why is such an approach so crucial in B2B sales in particular? In contrast to B2C business, purchasing decisions in the B2B sector are often more complex and lengthy. There are multiple decision-makers, higher investments and a greater dependence on individual solutions. Without a structured process, you risk losing valuable leads or investing time in uninterested contacts.

A clear sales process helps you stay on top of things: Which leads deserve your attention? Where is it worth following up? And how can you ensure that no potential customer falls through the cracks? With this model, you're not just building a pipeline - you're creating a pipeline that works. And that is the key to sustainable growth in B2B sales.

Phase 1: Build your pipeline - identification & qualification

A successful sales process starts with building a strong lead pipeline. This phase is about finding potential customers (leads), evaluating them and preparing the most promising candidates for the next step. A well-filled pipeline is the foundation for sustainable sales success - but how do you fill it efficiently and in a targeted manner? This is where the four key steps come into play.

[EXCURSUS: The term 'lead' is used twice in HubSpot. Once as a term for the phase in the life cycle and once as a term for the qualification process].

1. inbound sources: Where do the leads come from?

Leads do not come from nowhere. They come from various sources that you can tap into specifically. These include, for example

• Website inquiries: Interested parties who make contact via forms or chats.
• Marketing campaigns: Leads generated through targeted campaigns such as email marketing or social media advertising.
• Trade fairs and events: Contacts generated through personal conversations.
• Recommendations: Customers or partners who refer potential prospects.

The aim of this step is clear: to add all relevant leads to your lead pipeline so that they can be evaluated in the next step.

2. lead categorization: Who is in front of you?

Not every lead is the same. To work efficiently, you should divide leads into categories:

• Upsell leads: These are existing customers where there is potential for additional sales. They may already be using a product and could benefit from an upgrade or an additional function.
• New leads: These contacts are fresh in your pipeline and as yet unevaluated. They could either have great potential or turn out to be unsuitable.

Why is this categorization important? It helps you to target your resources. Existing customers (upsell) often require less persuasion than new leads - you can achieve results more quickly here.

3. qualification process: separating the wheat from the chaff

Now it gets exciting: which leads deserve your full attention? In the qualification process, you check whether a lead meets the criteria to be followed up. These criteria can vary depending on the company, but often include

• Need: does the customer even have a problem that you can solve?
• Budget: Does the customer have the financial means?
• Decision-making authority: Are you talking to the right person?

Your tasks in this process step are

The result of this process is clear:

• Qualified leads move on to the next phase of the sales process. They are ready for a more detailed approach.
• Unqualified leads are either put on hold (see next point) or removed from the lead pipeline.

4. try again: don't give up on opportunities

A "no" does not always mean the end. Sometimes a lead is simply not ready yet - be it due to budget restrictions or a lack of demand at the current time. You can move these leads to "Try again" status.

This means that you stay on the ball and contact them again at a later date. Perhaps their situation will change in a few months and suddenly a "no" becomes a clear "yes". HubSpot helps you to keep an eye on such leads and find the right time to contact them again.

With these four steps, you can lay the foundation for building a powerful deal pipeline. You work more efficiently, don't lose any valuable contacts and are optimally prepared for the next phase - closing!

Phase 2: Always be Closing - Presentation & Closing

Once the pipeline has been established and qualified, the second phase of the sales process begins: converting qualified leads into paying customers. The aim here is to turn the leads' interest into concrete deals. This phase requires tact, persuasiveness and a clear structure. The following steps will show you how to successfully close your deals.

1. deal presentation: Presenting the solution in the right light

Your tasks in this step of the process are

Now is the time to convince the customer of your offer. In the presentation phase, you present your solution - in such a way that it is precisely tailored to the customer's needs. A general product description is not enough here. What counts is an individual approach that shows how your solution solves the customer's specific problem.

Important elements of a successful presentation:

• Benefit argumentation: clearly highlight the added value your product or service offers. How does the customer save time? How does it increase efficiency or turnover? You have laid all the foundations for this in the qualification phase.
• Examples and stories: Use concrete use cases or success stories from other customers to build trust and prove your expertise.
• Interactivity: Involve the customer, ask questions and let them actively participate in the conversation. The less you talk, the more you listen, the better!

A good presentation is not a one-way street - it is a dialog. The better you understand the customer, the more convincingly you can present your solution.

2. proposal preparation: clarity creates trust

After the presentation comes the next logical step: the offer. This is where things get concrete. Your aim is to provide the customer with a tailor-made offer that takes into account both their needs and their framework conditions.

What should be included in a good offer?

• Detailed description: What exactly will be delivered? What services are included?
• Transparent cost structure: Show clearly how the price is made up.
• Clarification of objections: Anticipate possible questions or concerns and answer them proactively.

In this phase, you should also make sure that no misunderstandings arise. Clarify open questions directly during the conversation - this creates trust and reduces the likelihood of rejections.

The actual offer, in the form of a pdf file that can be signed directly, then only summarizes the points discussed. The file contains no surprises for the customer.

3. closing: Deal Closed Won or Lost

At the end of every sales process, a decision has to be made. There are two possible outcomes:

• Deal Closed Won: the customer accepts your offer - congratulations! Now the implementation of the project or the delivery of the service begins.
• Deal Closed Lost: The customer decides against your offer or the process ends without a deal.

A lost deal is no reason to be discouraged. It is often not due to your product or service, but to external factors such as budget constraints or the customer's internal priorities.

That's what post-processing is for:

4. follow-up on lost deals: reviving opportunities

A "no" today does not necessarily mean a "no" forever. Lost deals often offer valuable opportunities for the future - provided you keep at it.

Strategies for follow-up:

• Schedule follow-ups: set an automation in your HubSpot system to re-contact the lead at a later date. As soon as the reason "No budget now" is selected as the reason for "Lost", a new lead with the status "Try again" is automatically created.
• Get feedback: Ask about the reasons for the rejection. This knowledge will not only help you with this customer, but also with future leads.

A lost deal is not a dead end - it's an opportunity for improvement and a potential re-entry point.

These steps will help you secure qualified deals. The key is to treat each contact individually and guide them through the process - with empathy, clarity and a clear closing strategy. This turns every qualified lead into a real chance of winning a deal.

Conclusion: A clear path to sustainable sales success

The two-stage sales process - consisting of "Build your Pipeline" and "Always be Closing" - offers a clear, comprehensible structure that helps sales managers to systematically process their leads and close deals efficiently. By first filling the deal pipeline with qualified contacts and then leading them to closure in a targeted manner, you create the basis for sustainable growth.

The strength of this process lies in its combination of strategic thinking and practical feasibility. Through careful qualification, you ensure that your resources are used where they promise the greatest success. At the same time, the targeted closing phase allows you to close deals with precision and focus.

The best part? This process is flexible and scalable. Whether you're leading a small sales team or managing a large organization, the principles remain the same. Use this structure as a guide to optimize your sales strategy, strengthen your team and achieve better long-term results. Success starts with a clear plan - and this process provides it.

Best practices for technical implementation: "HubSpot at Work"

To ensure that the two-stage sales process not only works on paper, but also in the day-to-day work of your team, a well thought-out technical and organizational implementation is crucial. The following best practices will help you to implement the process efficiently and continuously improve it.

1. clear definition of responsibilities in the team

A structured sales process requires clear roles and responsibilities. Who is responsible for qualifying leads? Who is responsible for the presentation and closing? By clearly assigning these tasks, you avoid misunderstandings and ensure that every step of the process runs smoothly.

Example: A Sales Development Representative (SDR) could focus on qualification, while an Account Executive (AE) handles the presentation and closing. This keeps the focus clear and efficiency high. In other companies, the split is between inside sales (or sales support) and outside sales.

2. use of HubSpot for tracking and analysis

A powerful CRM system like HubSpot is essential for managing your sales process. HubSpot enables you to

• Track the pipeline: Keep track of the status of every lead - from qualification to close.
• Automation of tasks: Save time with automated follow-ups or retry reminders.
• Data analysis: Identify weak points in the process by analyzing conversion rates and other KPIs (Key Performance Indicators).
• Use of AI: The AI "Breeze" built into the HubSpot platform supports you in all essential sales tasks.

Using HubSpot not only makes your sales process more transparent, but also more scalable. You can see where you stand at any time and take targeted action.

3. regular review and optimization

Once implemented, a process is not a sure-fire success - it needs to be regularly reviewed and adapted. Use data from your CRM system to analyze:

- Which steps are working particularly well?
- Where are leads being lost?
- How long does it take on average to close a deal?

Schedule regular meetings with your team to discuss these findings and derive concrete measures for optimization. My clients use regular business reviews with their team for this. It may turn out that certain qualification criteria need to be adjusted or that lost deals can be reactivated more frequently through follow-ups.

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With these best practices, you can ensure that your sales process not only starts effectively, but also remains successful in the long term. The combination of clear organization, technical support and data-driven optimization makes all the difference - and keeps your team on the road to success!