When looking at using 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?” However, we’ve found that it's often successful to use both.
So, if you're using HubSpot’s Marketing Hub and integrating with Salesforce, there’s a solid case to be made for adding HubSpot’s Sales Hub to the mix.
Reasons to use Sales Hub with Salesforce
While HubSpot is on a mission to become the #1 CRM on the market, Salesforce CRM still has an advantage for industries requiring strict data protection (Financial Services, Healthcare, etc.). So, organizations are often limited to Salesforce CRM to manage sales communications. However, implementing the HubSpot Salesforce integration using selective sync gives sales users in protected industries access to industry-leading sales enablement while housing protected data in Salesforce. Here’s a summary of the sales enablement features offered in HubSpot’s Sales Hub that are not available in Salesforce.
- 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.
- Enroll contacts using the Gmail, Outlook, or Outlook 365 plugin.
- Enroll contacts from the contact record in HubSpot.
- Automatically enroll contacts via the HubSpot workflow tool.
- 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.
- 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 questions the contact may have so they can answer them proactively.
- Track and record calls without an 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 keep track of calls without having to leave HubSpot.
- 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.
- 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. In Sales Hub, you can easily see the history of each field, including when changes were made, the previous and current values for the field, and who made the changes.
The Case for Sales Enablement
63% of businesses lose customers solely because they are too slow to respond to new leads. To be part of the 17% that maximize and react quickly to new leads, a culture of sales enablement is essential.
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 that 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?
Well, 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 is full of 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 reviews your company information, the message you shared when scheduling the meeting and 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 you 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 expertise 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.
When looking to implement sales enablement, the conversation often goes to, “Should I use Salesforce or HubSpot Sales Hub?” So, what we're saying, is why not both?
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