This SOP outlines the process the Sales team is expected to follow for identifying, assigning, and tracking prospective clients using HubSpot to hopefully win and close deals for Health Prime.
Sales Team HubSpot Process V2.0
This SOP outlines the process the Sales team is expected to follow for
- Identifying, assigning, and tracking prospective clients using HubSpot workspace and all other available tools.
- Logging communications in Hubspot with prospective clients
- Using Hubspot automation to create deals for prospective clients
- Closing deals for won clients or lost prospective clients
- What to do if a deal isn’t viable after signing.
Contact Lifecycle Stage
All contacts/ leads should be entered and tracked in HubSpot. There are multiple lead generation channels integrated with HubSpot to help consolidate in one system.
By default, the Lifecycle Stage field value is set to “Target”. If the contact is not truly a potential sales lead OR has been qualified, the Lifecycle Stage value should be changed to the appropriate value (see below).
Lifecycle Stage Field Values:
- Target: the broadest possible list; clients are likely to be obtained from a database; these clients still belong to the sales/ marketing team. This stage is typically used to capture all leads (“contacts”) that are generated and need to be reviewed to determine qualification. Typically, these are newly created contacts.
- Marketing Qualified Lead (MQL) To be used when a Target engages with us (explores website, gives us information at a trade show, etc.) in any meaningful way, it becomes an MQL and moves to the SDR team for immediate outreach to see if we can engage them directly. This is NOT a current HPI customer but is a contact who would like to receive marketing materials (i.e., blogs, webinars, newsletters, etc.) from HPI.
- Sales Qualified Lead (SQL): Someone on the sales team (Rep or SDR) has connected with the prospect and verified that they are, in fact, exploring a decision at some level.
- If not, Sales will leave the stage at MQL and Marketing will continue to nurture.
- If the prospect is converted to a SQL, then the rep owns the active engagement with the prospect. Prospects may remain at the SQL stage for some time without movement, but if so, we’ll need to periodically evaluate.
- Customer: To be used when the contact is associated with a company that has an active deal with HPI.
- Exclude from Marketing: A junk contact that should not be subscribed to any HPI content, is not an HPI customer and is not a potential sales lead. These contacts should be reviewed quarterly to determine how and why they are being created so corrective actions can be taken, and the contacts can be deleted, if appropriate.
- Additional Sales Contact: To be used if there is an additional contact the Sales team needs to work with during the deal process. This prevents a duplicate deal from being created.
- Recycled: When a contacts’ lifecycle has previously been marked as MQL or SQL and for some reason (bounced email, unsubscribed email, no email, etc.) has been removed from active marketing contact status. This requires sales follow-up. OR the contact was linked to a closed lost deal for a specified lost reason is being recycled for prospective new business sales.
Logging Communications
Health Prime requires all communications with prospective clients to be initiated in Hubspot. This is for reporting purposes and tracking sales activities. Unfortunately, mass email marketing without consent from the prospective client is prohibited. Due to this, all sales representatives must enter new contacts in Hubspot and utilize one on one emails and calling (and logging calls/ meetings in Hubspot) to gain Opt-In/ Subscriber consent to market to each contact.
To request consent from a prospect, please use the email template titled “Email Marketing Consent form” when sending the marketing consent form. The recipient will only need to submit their email address, thus providing consent.
Note: please remember to log all emails, calls and/ or meetings in Hubspot to ensure you get credit for each activity.
Prospecting in HubSpot Workspace
Efficiently manage your workload in one place. The dashboard here is specific to each user, making daily tasks simpler. You can easily review your goals and progress, execute tasks and review your schedule and sales fee. See all pulled in leads along with their current status, last activity, and next activity. You can also schedule the next activity or perform an activity (e.g., call, email, enroll in a sequence, etc.) from one place.
First, we need to understand what makes a good lead as not all contacts are a lead. What is the Health Prime definition of a “Lead”? A contact/ company should be moved to a LEAD if the following applies:
- Contact activity is positive
- Contact is engaged and interested in learning more about Health Prime services
- Contact has NOT unsubscribed from emails or expressed that they do not wish to be contacted by Health Prime.
- Contact Lifecycle stage is equal to “Marketing Qualified Lead” OR “Sales Qualified Lead”
Click on the link below to get help on learning how to use and configure your Prospecting Workspace.
How to use the Prospecting Workspace
Managing Leads in the Prospecting Workspace
To have a lead created via a workflow, please submit a PrimeSupport ticket for assistance.
Pipelines: New Business, Expansion & Upsell
- New Business Pipeline: this is for all net new business to Health Prime
- Expansion Pipeline: this is for existing clients who are expanding their practice by adding a new location or new line of business.
- Upsell Pipeline: this is for existing clients who want to explore other service offerings at Health Prime. These are usually generated from the Internal Referral Form by other employees at Health Prime.
There are 6 stages in these Sales Pipelines in Hubspot:
- Sales Qualified Lead (SQL)
- Engaged
- Proposal
- Partner of Choice
- Closed – Won
- Closed – Lost
Sales Qualified Lead (SQL) Stage
The SQL Pipeline stage is used for more extensive research once a lead has been qualified by sales.
In this stage you will be requesting financials, sending out any required BAA and/ or NDA prior to receipt of this data in most cases.
*Note that if the deal is lost at any point during this or any stage, you would simply alter the Lifecycle stage as no deal is in process yet.
** As part of the stages (See below), reps will assess the PM/EMR situation with the prospect and determine if there is an opportunity to add IT or other offered solutions to the RCM services that we will initially present to the prospect.
The following properties in Hubspot must be completed to proceed to the next stage:
- Deal must be in SQL Stage of the correct pipeline (New Business or Expansion)
- Enterprise Deal Status is known (equals yes or no)
- HP product(s) are known.
Engaged Stage
The Engaged stage is where information gathering and education about HPI occurs. This stage is used to track all deals that have met the required criteria to move forward. The prospect has engaged with the representative and is actively exploring a decision. At this stage, the representative is to provide by updating Hubspot properties to proceed to the next stage:
- Likely scope of services (all necessary HP Products are selected)
- Number of Providers (is updated in the associated contact record)
- High-level metrics on the prospect (even if it is an educated guess) and update to “Annual Practice Collections” in the deal.
- Next steps are detailed in notes, email or call log on the deal.
Proposal Stage
There are currently two calculators in use:
The Proposal stage is where the sales representative has delivered a pricing quote/proposal. At this stage the representative is to provide:
- Proposal, term sheet, quote email, etc.
- Pricing model behind the quote
- Volume data from the prospect (claims, providers, locations, etc) and other information that would be required for the S&OP process.
- Estimated decision date
- Deal probability percentage (Automatically calculated in Hubspot)
To move the deal from Proposal Stage to Partner of choice in Hubspot, please complete the following:
- Deal Meeting Required is known (equals yes or no)
- Deal Approval Status is known and is equal to “Approved”. (if no deal meeting is required, please mark approved and proceed)
- Rate Range is known
- Pricing Model is known
- Verbal Commit Status is Yes
- Contract Status= Proposal sent
- Level of Confidence in Client Data is known.
- S &OP Required Information is populated. (Go to Notes in Hubspot and type #S&OP)
- S&OP Snippet is intended to pull in properties from both the Deal and the Company objects. Please ensure that the following are populated prior to adding the snippet in your notes so that you have complete data:
- Deal Properties:
- Deal Owner
- Pricing Model
- Term (Months)
- Deal Amount
- Annual Recurring Revenue (ARR) at Signing
- Non-Recurring Revenue
- Target Go Live Date
- HP Product
- Legacy PM
- Legacy EHR
- How many Tax ID’s will be used by this practice?
- Annual Practice Charges
- Annual Practice Collections
- Annual Visits
- Backlog Details (AR, Charges, Payments, Credit Balances, Rejections, Etc.)
- Are there any user license restrictions?
- Any specific contract provisions or handling we need to be aware of?
- Company Properties:
- Company Name
- Business Unit
- Provider Specialty
- # of Providers
- Number of locations
- Current PM
- Current EHR
- Current RCM Processing
- RCM Rate
- Minimum
- Support Global Note (Brief summary of billing details)
- Division
- Deal Properties:
- S&OP Snippet is intended to pull in properties from both the Deal and the Company objects. Please ensure that the following are populated prior to adding the snippet in your notes so that you have complete data:
Partner of Choice
At the Partner of Choice stage, HPI has been selected by the prospective contact as the “Partner of Choice”, but we do not yet have a signed contract as this is expected next. The prospect may be doing diligence, checking references, or working through the contract. At this stage, the sales representative will need to ensure that the “Business Unit” is populated.
The following fields must be filled out to move from the Partner of Choice stage to a Closed stage:
Won: Moved to this stage when completed per the below *
- Quoted RCM Rate is known
- Contract Status= Proposal signed*
- Onboarding Questionnaire= Uploaded*
- Projected/ Target Go-Live Date = known*
- NDA Status= Known*
- BAA Status= Known*
Lost: Moved to this stage by workflow once Lost reason Category and Details are populated.*
- Deal Object: Deal Lost Reason Category *
- Deal Object: Deal Lost Reason Details*
Closed Stage
This is the final stage in the deal workflow. Once all required information is captured in this stage and the hand-off with the onboarding team occurs, the Sales rep’s work is complete. A deal can be closed in one of two statuses and is moved here automatically by HubSpot workflow once all objects are completed per the above.
- Closed – Won: any deal that turns into a signed contract for new business will have an implementation ticket automatically created for the onboarding team.
- Be sure to download a PDF copy of your signed contract and upload in deal attachments.
- A final copy of your pricing tool must also be uploaded and named “Company Name_Calculator” to the deal attachments as well.
- Closed – Lost: a deal that did not move forward and resulted in a loss of new business. The Lost Reason Category and Lost Reason details are captured as part of the deal moving into the Closed – Lost status. Once the Deal Lost Reason Category and Deal Lost Reason Details are populated the deal will automatically be marked lost in HubSpot.
- This data will be used in the future to recycle closed lost deals for specific lost categories only.
Deals Backed out after a Contract is signed
There are occasions where contracts for services are signed by the client but shortly afterwards, the deal is deemed a bad fit for the client or Health Prime. When this occurs, the Sales VP will work with the implementation team to update the Client Status and deal accordingly. The Sales Representative who sold the deal is responsible for the contact lifecycle stage update.
Process Workflow Diagram
