Sea of Knowledge

Use HubSpot's Sales Hub with Salesforce for Sales Enablement

When evaluating HubSpot Sales Hub, it's often seen as an either-or decision. Sales leaders look at how Salesforce compares to HubSpot’s Sales Hub and ask, “Should I use Salesforce or HubSpot’s Sales Hub?” 

The real question is, "Should I use Outreach, Salesloft, or HubSpot Sales Hub?"

If you're using HubSpot for marketing and Salesforce for Sales, consider using HubSpot Sales Hub for sales enablement instead of Outreach or Salesloft. 

This guide will illustrate how HubSpot and Salesforce work together for sales professionals and give tips on leveraging sales enablement with HubSpot’s Sales Hub. 

What Is HubSpot’s Sales Hub?

HubSpot’s Sales Hub is an automated platform that works in conjunction with its Smart CRM to qualify and manage leads. 

Sales Hub offers all of the tools sales reps need to be successful in outreach and prospecting, from personalized email templates to AI that drafts content for you. 

Reasons to Use Sales Hub with Salesforce

While HubSpot consistently ranks as a top CRM, Marketing Automation tool, and more, Salesforce CRM still has an advantage for industries requiring strict data protection. 

Salesforce is also often the legacy CRM many companies have gotten used to over the years. Therefore, marketers are often more likely to integrate both platforms than force their marketing and sales teams to choose one. 

This integration makes sense on the marketing side, but why would sales staff be interested in using HubSpot Sales Hub? Well, Salesforce is lacking in many features and is often more costly. 

Here’s a summary of the sales enablement features offered in HubSpot’s Sales Hub that are unavailable in Salesforce. 

  1. Enable personalized sequence communications at scale.
    The HubSpot sequences tool lets you build sequenced email templates in HubSpot. Sequences can include automated emails, tasks to send emails, call reminders, general task creation, and even LinkedIn tasks when integrated with LinkedIn Sales Navigator.

    Once sequences are created in HubSpot, the sales team can easily enroll contacts in several ways.
  2. Schedule meetings with HubSpot Meetings links.
    Skip the back and forth of scheduling meetings with the HubSpot Meetings tool. Sales teams can create multiple meeting links for outbound outreach, proposal review calls, and events. You can pick specific properties for the contact to fill out as they book the meeting and put control back in your customer's hands by giving them access to your calendar.
  3. Access in-line edit capabilities without Modify All permissions.
    Salesforce requires a System Administrator Profile or Modify All Data permissions for a user to use in-line editing. This is a huge hassle for sales teams looking to bulk update records. HubSpot Sales Hub enables in-line editing without requiring Admin access.
  4. See how contacts are engaging with proposals.
    Once a document has been sent in Salesforce, sales teams do not have visibility into when and how long contacts review them. HubSpot document management gives sales users insights into when their proposals were opened and how long the contact spent on each section.

    This is great for proposal optimization and helps your sales team anticipate the contact's questions so they can answer them proactively.
  5. Track and record calls without another integration.
    While there are many integrations with Salesforce to track and record calls, HubSpot Sales Hub has native functionality. This is an easy way to make, record, and report on calls without leaving HubSpot.
  6. Easily configure and leverage lead scoring.
    Salesforce does not have native lead-scoring functionality. HubSpot enables sales teams to easily score and triage leads using the HubSpot Score property and workflow automation.
  7. View property history for all HubSpot properties.
    To see historical changes on fields in Salesforce, a System Administrator needs to enable history tracking for each field the team would like to monitor. The number of fields per object that can be tracked is limited in Salesforce. Inside Sales Hub, you can easily see the history of each property, including when changes were made, the previous and current values for the field, and who made the changes.

Why Implement Sales Enablement

63% of businesses lose customers because they are too slow to respond to new leads. A culture of sales enablement is essential to be part of the 37% that maximizes and reacts quickly to new leads.

So, let’s walk through a common lead conversion scenario from the customer’s perspective.

Imagine that you’re looking for a new project management software. After weeks of research, internal vetting meetings, and budget planning, you’ve found the best tool for your organization’s needs. Let’s call this tool NirvanaPM. This is the moment you’ve been waiting for. You navigate to NirvanaPM’s website and submit their contact form. Knowing that the initial conversation will take some time out of your day, you’ve blocked an hour on your calendar to submit the form and work with the sales representative who will reach out.

15 minutes pass. Then 30. Then the whole hour has passed, and you haven’t heard from NirvanaPM. The rest of your day is fully booked, and you won’t have time to connect with them until tomorrow. Your team really needs this project management tool now - why can’t you get in touch and sign a contract today?

You can’t get in touch because NirvanaPM did not set up sales automation. They’re using Salesforce and do not have the technical resources on their team to build automation in Process Builder or Flows and manage lead intake. 

While their website contains helpful information, their CRM doesn’t set their sales team up for success. After you submitted the form, no one was notified, your contact record was not assigned to a sales representative, and you sat unnoticed in the CRM for three days. 

Now, you are far less excited about the platform and choose to use your second-place project management tool because you question NirvanaPM’s customer service quality.

Now, imagine NirvanaPM used Sales Hub automation to manage their lead intake.

When you submit your form, you’re assigned to Sandy, a sales manager in Miami, FL, and receive a personalized email from her within minutes. Then, using the meetings link in Sandy’s email, you schedule a call in 15 minutes. 

While preparing for your call, Sandy reviewed your company information and the message you shared when scheduling the meeting. Then, she prepares a quick quote in HubSpot to review on the call. 

After the call, you feel confident in NirvanaPM’s ability to support your team and approve the quote. Later that day, Sandy sends login details for NirvanaPM, and you’re on your way to an optimized workstream!

Which experience would you prefer for your customers?

Sales Enablement with HubSpot’s Sales Hub

While Salesforce offers limitless customization, a technical Salesforce user must configure advanced automation using Process Builder or Flows. For organizations that lack the technical teams needed to build and maintain Salesforce automation, HubSpot’s Sales Hub presents the perfect opportunity to remove friction from your sales process. 

After an hour or two of exploration and training in HubSpot Academy, non-technical sales and marketing users can quickly build workflow automation to score, triage, and respond to new website leads in a timely, personalized manner.

Want to discuss this further? Schedule a chat. We're happy to help.

Have you recently integrated HubSpot with Salesforce for greater sales enablement? Click the link below to take the integration course. 

FAQs: Sales Enablement with HubSpot Sales Hub and Salesforce

What is sales enablement, and why is it important?

Sales enablement provides sales teams with the resources, tools, and technology they need to engage with prospects and close deals. It is important because it helps sales reps become more productive, increases sales efficiency, and ultimately drives revenue growth for the organization.


Can HubSpot and Salesforce be customized to fit specific sales processes?

Yes, both HubSpot and Salesforce can be customized to fit specific sales processes and methodologies. Users can create custom fields, workflows, and reports to align the platforms with their unique business requirements and sales strategies.