Background
AZ Water Solutions is a B2C water treatment company based in Arizona that provides residential water systems, salt delivery services, and RO filter maintenance.
Challenges
AZ Water Solutions was struggling with HubSpot inefficiencies. Every time a new contact entered their system, an automatic deal was created, flooding their pipeline with irrelevant data. Also, their HubSpot deal stages were disorganized - slowing down sales.
The team had tried managing this on their own, but the situation kept getting worse. They couldn't easily identify their "Hot Deals" and deals were sitting in confusing stages like "Inactive Open Quote" with no clear next steps.
The consequences were significant: their sales team was wasting time sorting through irrelevant deals, they couldn't accurately forecast revenue, and hot prospects were getting lost in the process.
They needed a complete Sales Hub 'Reset' to get their sales process back on track.
Solutions
We implemented a comprehensive 4 Step approach to transform their inefficient workflow into an organized, revenue-generating system!
Step 1: Defining the Ideal State of HubSpot
- Analyzed their existing system to identify what was missing and how to better use HubSpot's Sales Hub features.
- Led by their Project Manager, we mapped out their ideal sales flow. OTF created a detailed Miro Board (pictured below) that outlined their current process vs. the optimized future state.
Step 2: HubSpot Data Cleanup
- De-duplication of Leads
- Fixed missing associations between Tasks and Contacts
- Deal Cleanup
Step 3: HubSpot Lead Management and Sales Pipeline 'Reset'
Lead Management Process: Based on the mapping call, we...- Created a systemized process to manage and track new leads, making sure all leads are followed up with to maximize conversions to opportunities.
- Set up automated lead assignment processes to route qualified prospects to the right team members.
Sales Pipeline 'Reset': Based on the mapping call, we...
- Removed unnecessary Deal Stages that were skewing metrics.
- Updated Deal Stage names to accurately reflect their process.
- Created custom views for their Deals, including a dedicated "Hot Deals" dashboard for sales team focus (pictured below).
- Implemented deal tagging system (Cold, Warm, Hot) for instant prospect identification
- Created custom properties including "Pricing Requested for" (Contact) and "Final Purchase" (Deal) with proper options.
- Built HubSpot workflow automation to properly categorize deals based on service type (Salt Delivery, RO Filter Service)
- Moved historical deals to appropriate closed statuses to clean up HubSpot CRM.
Step 4: HubSpot Upsell Automation
- Built automatic upsell processes for existing customers needing filter changes.
- Created the Upsell Leads Pipeline with dedicated automation workflows.
- Set up trigger-based assignment rules to ensure proper follow-up on expansion opportunities.
Optimization Results
- 100% HubSpot Pipeline Management Clarity: Eliminated confusing deal stages and created clear, actionable HubSpot sales process.
- Automated HubSpot Lead Management: Hot, warm, and cold prospects now automatically tagged and organized through streamlined HubSpot workflows.
- Professional HubSpot Upsell Process: Existing customers automatically entered into upsell pipeline based on service needs.
- Improved Sales Focus with HubSpot Deal Organization: Custom "Hot Deals" view allows sales team to prioritize high-value opportunities.
- Clean HubSpot Database: Removed thousands of irrelevant deals and established proper data hygiene practices.
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