CRM fundamentals

A sales pipeline is a visual representation of the stages prospects move through—from initial contact to purchase and beyond. Pipeline management means tracking prospects at each stage, prioritising opportunities and forecasting future business. Clear stages and consistent follow‑up prevent opportunities from slipping through the cracks and help you focus on deals with the highest potential.

Using HubSpot pipeline tools

HubSpot’s CRM provides a visual pipeline and automation tools:

1. Custom pipeline stages: Tailor pipeline stages to mirror your unique process. Define clear exit criteria for each stage—such as “Connected”, “Qualified”, “Meeting Scheduled”, “Proposal Sent” and “Closed Won”—so everyone understands when a deal moves forward.

2. Sequences & tasks: Use HubSpot’s sequences tool to send timed email templates and automatically create follow‑up tasks. Contacts are automatically unenrolled when they reply or book a meeting, preventing them from receiving irrelevant messages.

3. Workflows: Automate actions beyond emails, such as moving deals to the next stage when tasks are completed, assigning owners or triggering internal notifications.

4. Analytics & forecasting: HubSpot’s dashboards show conversion rates between stages and pipeline value. Regular reviews help you identify bottlenecks and refine your process.

5. LinkedIn integration: A native integration with Sales Navigator lets you create leads directly from LinkedIn and view LinkedIn profiles within HubSpot. This makes the hand‑off from Dux‑Soup to CRM seamless.

Best practices

• Keep data clean: Record key details such as LinkedIn URL, persona tag and campaign source for each lead. This enables segmentation and targeted follow‑ups.

• Prioritise high‑value deals: Use lead scoring or manual evaluation to focus on leads with buying intent. A well‑managed pipeline helps you concentrate on deals that matter, improving productivity.

• Review and optimise: Conduct regular pipeline reviews. Identify where prospects are dropping off and adjust your messaging or offers accordingly.