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Basic HubSpot Sales Setup Guide (SaaS)

Internal Playbook - HubSpot Setup projects for B2B SaaS

This playbook serves as an internal guide for a basic setup for B2B SaaS companies. Before kicking-off the HubSpot setup, start with asking the client the 10 questions from the beginning of the document.

Table of content:

  1. Questions to ask the client
  2. Creating custom properties
  3. Record customization
  4. Preview customization
  5. Pipeline setup
  6. Lifecycle stages
  7. Adding third-party apps
  8. Account & system settings
  9. Reporting

1. Questions to ask the client

  1. What are the teams involved in the CRM?
  2. What currency should be used?
  3. What extra properties are needed?
  4. What are key lifecycle stages (Lead, MQL, SQL, Customer, etc.) and how do you define them?
  5. How do you currently track and report on deals, revenue and churn?
  6. What are your most important metrics or KPIs for Sales and Customer Success?
  7. Do you have existing sales or CS pipelines, and what are the typical deal stages?
  8. What integrations or third-party tools do you need connected?
  9. Who will own HubSpot internally (super admin)?
  10. Do you need different user permissions or team-based access levels?

2. Creating custom properties

  • Property name (Field type) [Deal information]

Deal

  • Actions done to prevent churn (single-line text) [Deal information]
  • ARR (number) [Contract information]
  • Churn reason (dropdown - 6 options) [Deal information]
    • Product limitations
    • Low adoption
    • Price/Budget
    • Onboarding issues
    • Business changes
    • Switched to competitor
  • CVR/VAT (single-line text) [Billing information]
  • Deal source (dropdown - 6 options) [Deal information]
    • Inbound/Marketing
    • Referral
    • Outbound/Direct sales
    • Event
    • Existing customer
    • Other
  • Non-recurring amount (number) [Contract information]
  • Billing: Address (single-line text) [Billing information]
  • Billing: City (single-line text) [Billing information]
  • Billing: Country (single-line text) [Billing information]
  • Billing: ZIP code (single-line text) [Billing information]
  • Billing frequency (dropdown - 4 options) [Billing information]
    • Monthly
    • Quarterly
    • Semi-annually
    • Annually
  • Referral person (single-line text) [Deal information]
  • Referral company (single-line text) [Deal information]
  • Other source (multi-line text) [Deal information]
  • Contract length (dropdown - 6 options) [Contract information]
    • Monthly
    • 3 months
    • 6 months
    • 12 months
    • 24 months
    • 36 months
  • Revenue inactive date (date picker)  [Deal information]
  • Start date (date picker) [Contract information]
  • End date (date picker) [Contract information]

Company

  • Billing: Address (single-line text) [Billing information]
  • Billing: City (single-line text) [Billing information]
  • Billing: Country (single-line text) [Billing information]
  • Billing: ZIP code (single-line text) [Billing information]
  • Billing: Email (single-line text) [Billing information]
  • CVR/VAT (single-line text) [Billing information]
  • Deal source (dropdown - 6 options) [Deal information]
    • Inbound/Marketing
    • Referral
    • Outbound/Direct sales
    • Event
    • Existing customer
    • Other
  • Referral person (single-line text) [Deal information]
  • Referral company (single-line text) [Deal information]
  • Other source (multi-line text) [Deal information]

3. Record Customization: Contacts, Companies, Deals

Contacts

  • Left column 
    • Contact information
      • Email
      • Status
      • Phone Number
      • Job Title
      • Contact owner
      • Last Contacted
      • Country/Region
      • Record source
      • LinkedIn URL
    • Communication subscriptions
    • Website activity
  • Middle column
    • Data highlights
    • Recent activities
    • Upcoming activities
    • Contacts (associations)
    • Companies (associations)
    • Deals (associations)
    • Pinned activity
  • Right column
    • Companies (associations)
    • Deals (associations)
    • Contacts (associations)
    • Attachments
    • List memberships
    • Invoices
    • Quotes

Companies

  • Left column 
    • About this company
      • Target Account
      • Company owner
      • Industry
      • Lifecycle Stage
      • Record source
      • Company name
      • CVR/VAT
      • LinkedIn Company Page
      • Number of Employees
      • Annual Revenue
    • Contact information
      • Street Address
      • Postal Code
      • City
      • State/Region
      • Country/Region
    • Sources
      • Deal source
  • Middle column
    • Data highlights
    • AccountScout (if available)
    • Recent activities
    • Upcoming activities
    • Contacts (associations)
    • Companies (associations)
    • Deals (associations)
    • Pinned activity
  • Right column
    • Lead stage tracker
    • Contacts (associations)
    • Companies (associations)
    • Deals (associations)
    • Tickets

Deals

  • Left column 
    • About this deal
      • Deal owner
      • Deal Type
      • Record source
      • Close Date
      • Priority
    • Contract information
      • Annual contract value
      • Start date
      • End date
      • Contract length
      • Billing frequency
      • ARR
      • Non-recurring amount
    • Billing information
      • CVR/VAT
      • Billing: Email
      • Billing: Address
      • Billing: ZIP code
      • Billing: City
      • Billing: Country
  • Middle column
    • Data Score
    • Data highlights
    • Recent activities
    • Contacts (associations)
  • Right column
    • Breeze record summary
    • Contacts (associations)
    • Companies (associations)
    • Playbooks
    • Line items
    • Quotes
    • Attachments

4. Preview Customization: Contacts, Companies, Deals

Contacts

  • Breeze record summary
  • Contact information
    • Email
    • Status
    • Phone Number
    • Job Title
    • Contact owner
    • Last Contacted
    • Country/Region
    • Record source
    • LinkedIn URL
  • Pinned activity
  • Recent activities
    • Call, Email, LinkedIn Message, Postal Mail, SMS, WhatsApp, Meeting, Note, Task
  • Upcoming activities
    • Call, Email, LinkedIn Message, Postal Mail, SMS, WhatsApp, Meeting, Note, Task
  • Contacts
    • First Name
    • Last Name
    • Email
    • Phone Number
  • Companies
    • Company name
    • Company Domain
    • Lifecycle Stage
  • Deals
    • Deal Name
    • Amount
    • Close Date
    • Deal Stage
  • Tickets
    • Ticket name
    • Ticket owner
    • Ticket status
  • Social profiles
  • Attachments

Companies

  • Breeze record summary
  • About this company
    • Target Account
    • Company owner
    • Industry
    • Lifecycle Stage
    • Record source
    • State/Region
    • Company name
    • CVR/VAT
    • Street Address
    • Postal Code
    • City
    • Country/Region
    • LinkedIn Company Page
    • Number of Employees
    • Annual Revenue
  • Pinned activity
  • Recent activities
    • Call, Email, LinkedIn Message, Postal Mail, SMS, WhatsApp, Meeting, Note, Task
  • Upcoming activities
    • Call, Email, LinkedIn Message, Postal Mail, SMS, WhatsApp, Meeting, Note, Task
  • Contacts
    • First Name
    • Last Name
    • Email
    • Phone Number
  • Companies
    • Company name
    • Company Domain
    • Lifecycle Stage
  • Deals
    • Deal Name
    • Amount
    • Close Date
    • Deal Stage
  • Tickets
    • Ticket name
    • Ticket owner
    • Ticket status
  • Attachments
  • Lead stage tracker

Deals

  • Breeze record summary
  • About this deal
    • Deal owner
    • Deal Type
    • Record source
    • Close Date
    • Priority
  • Pinned activity
  • Recent activities
    • Call, Email, LinkedIn Message, Postal Mail, SMS, WhatsApp, Meeting, Note, Task
  • Upcoming activities
    • Call, Email, LinkedIn Message, Postal Mail, SMS, WhatsApp, Meeting, Note, Task
  • Contacts
    • First Name
    • Last Name
    • Email
    • Phone Number
  • Companies
    • Company name
    • Company Domain
    • Lifecycle Stage
  • Deals
    • Deal Name
    • Amount
    • Close Date
    • Deal Stage
  • Tickets
    • Ticket name
    • Ticket owner
    • Ticket status
  • Attachments
  • Deal Score
  • Lead stage tracker

5. Pipeline Setup

Create and Customize Sales Pipeline

SALES PIPELINE

Deal stages and probabilities

  1. Qualified prospect (2%)
  2. Meeting booked (15%)
  3. Proposal (50%)
  4. Negotiations (70%)
  5. Contract sent (80%)
  6. Contract signed/won (Won 100%)
  7. Closed Lost (Lost 0%)

Conditional stage properties:

  • Contract signed/won
    • Start date
    • Close date (required)
    • Deal type
    • Billing frequency
    • Contract length
    • ARR
    • Non-recurring amount
    • CVR/VAT (required)
    • Currency (required)
    • Billing: Email
    • Billing: Address
    • Billing: ZIP code
    • Billing: City
    • Billing: Country

Create and Customize Customer Success Pipeline

CUSTOMER SUCCESS PIPELINE

Deal stages and probabilities

  1. New customer/onboarding (20%)
  2. Activation (40%)
  3. Solution live (60%)
  4. Follow up on live (80%)
  5. Churn risk (50%)
  6. Churn (Lost 0%)

Conditional stage properties

  • Churn risk
    • Churn reason
    • Revenue inactive date
    • Actions done to prevent churn
  • Churn
    • Churn reason (required)
    • Revenue inactive date (required)
    • Actions done to prevent churn

Set automations

  • Create an automation to create a deal in New customer/onboarding (CS Pipeline) once the deal reaches Contract signed/won (Sales pipeline)

6. Lifecycle stages

Set lifecycle stages to the following 5 stages and remove the unnecessary ones.
  1. Subscriber
  2. Lead
  3. Marketing Qualified Lead
  4. Sales Qualified Lead
  5. Customer

7. Adding third-party enrichment tools

  • AccountScout
  • Outlook
  • Gmail
  • Google Calendar

8. Account & System Settings

Account Defaults

  • Set Company Information
  • Set relevant:
    • Fiscal year (January - December)
    • Company Currency
    • Time zone

Users & Teams

  • Create Teams
    • Sales
    • Customer Success
    • Marketing
    • Management
  • Adjust access & permissions accordingly

Meetings

Create new meeting types

  1. Sales: first meeting
  2. Sales: proposal meeting
  3. CSM: success call
  4. CSM: Onboarding kick-off
  5. CSM: Onboarding follow-up
  6. CSM: Customer care - 3 months
  7. CSM: Customer care - 6 months
  8. CSM: Customer care - 12 months
  9. CSM: Customer care - ad-hoc
  10. CSM: New contact person
  11. CSM: Check-in call

9. Reporting

SALES DASHBOARD

  • Meetings booked - Last 14 days (vertical bar) - count of activities per sales rep
  • Meetings held - Last 14 days (vertical bar) - daily, count of activities per sales rep
  • Weighted forecast - New business - monthly, compare against total revenue goal
  • Weighted forecast - More business - monthly, compare against total revenue goal
  • Annual Recurring Revenue - New business (Gauge) - Sum of ARR in this fiscal year
  • Annual Recurring Revenue - More business (Gauge) - Sum of ARR in this fiscal year
  • Deal amount - New business (Gauge) - Sum of Amount in this fiscal year
  • Deal amount - More business (Gauge) - Sum of Amount in this fiscal year
  • Total pipeline report (KPI) - (SUM) ARR, (Count) Deals, (Sum) Closed Won Count
  • Custom Deals Report (Table) - Deal, DealStage, ARR, Last modified date, Deal owner

CUSTOMER SUCCESS PIPELINE

  • Onboarding meetings completed (vertical bar) - count of meetings per month
  • Customer care meetings frequency per customer - count of meetings per company
  • CS pipeline report - sum of deal amount per deal stage
  • Churn reasons - count of deals with churn reason by churn reason
  • Churn overview by month - count of deals on churn by month
  • Customer care meetings per month - count of meetings per month
  • Sales pipeline report (KPI) - (SUM) ARR, (Count) Deals, (Sum) Closed Won Count
  • CS pipeline - churn deals (KPI) - (SUM) ARR, (Sum) Amount in company currency (Count) Deals