Operations Series #2: Post Your Key Takeaways!

HubSpot Employee

Attendees of Building Your HubSpot Operations Manual Session #2: Business Process Optimization: What are 2-3 key points or thoughts you have stemming from today's discussion?


Recordings of This Series:

Session 1: Go-To-Market Fundamentals

- Main Room (Password: 8v.5.$34)

- Breakout Discussion

Session 2: Business Process Optimization (this session)

- Main Room (Password: 9o=6==1Q)

- Breakout Discussion

15 Replies 15

Key takeaways: Using storytelling as a more effective way of rolling out process optimizations, as opposed to being so data-heavy in presentation.


What topics should we cover next: Identifying areas for automation while building out processes and then implementing those ideas. Tying event log data back to processes in order to see where processes are breaking down, what is reality vs. expectations


While processes may be created in an addhoc method, it is important to keep in mind scalability and long term inplications of that processes. Also how will it be adopted by your team... who has to buy in to the process on your team to make it work and how it will impact the customer experience.

Top Contributor

Two topics that came up in our breakout room that I'd love to dive into more:

  • How to solve for staying aligned as an organization when different functions might be prioritizing and solving for something via a process that impacts other functions.
  • Methodologies used to build processes and do work. ie - applying agile to marketing ops.



- Thinking about Ops decisions and processes from the Buyer/Customer perspective.
- Educating HubSpot users from different departments about the impacts process changes will have for them.
- Using storytelling more as an educational approach for internal process change and/or reports.

Key Advisor
  1. Build a model/template for your BPO
  2. Use stories to explain complex processes to gather buy in.

Need to build out standardized template or plan for scoping out a process change, gathering requirements, and building out a process or change for improvement 


Love this idea.

HubSpot Employee


  • Build up a backlog of processes to build/optimize. Look upstream of processes to see if issues with a process stem from something upstream (a higher-level process/team) 
  • Important to define why we need process and its purpose and communicate that to the team.

Further thoughts

  • I'd be interested in hearing more about the agile methodology for building and reviewing processes.
  • How do you measure the effectiveness of your process?

Matthew Shepherd

Senior Inbound Consultant

Professional Services | HubSpot



Key takeaways:

1) our team is behind in terms of process documentation 

2) who owns the process and is responsible for optimization/adoption

3) customer experience side of process 


Thanks to everyone for sharing insights. 


My key takeaways from out breakout session:

  • Shared agreement on prioritization of processes to optimize is key for change management and adoption. 
  • Evaluate backlog of work to identify places where siloed work from teams might be hiding opportunities for cross-functional process definition or where a process requested might not be the best path to the goal.
  • What's upstream from this process? What's downstream? Do those deserve their own process or should they be combined?
  • What happens in the process outside the system is as important as the tasks/activities inside the system.
Top Contributor

Key Take-Aways:
1. Other people are also struggling with some processes that I find challenging.

a. The webinar process is still a lot of manual work even with the integrations with zoom and go-to webinar

b. How to best present the data and reports to sales teams and customer success teams.


2. How to build the process in Hubspot for scale? Using dynamic lists, using forms, lead assignment is not associated with one specific person?


Topics to cover next?
1. How to do Account-based reporting?
2. How to do UpSell Mapping ( customer lifecycle stages? )

3. How to see the entire journey of a lead from capture to close ( right now we have a view of the deal stages but how to tie them to Lead stages, especially when Hubspot is used for marketing and other CRM (Salesforce) is used for sales.

4. Find out the amount of time spent in a specific marketing stage - Time in MQL; Time in SQL etc.

Hope this helps
Thank you.
#Did my post help answer your query? Help the Community by marking it as a solution.
Key Advisor | Diamond Partner

Key Takeaways:


  • When working with agency clients, the goal can sometimes be confused with the process (how we get to the goal), which may be confused with the tactic (the strategies we use to help with the process). 

  • The "jobs to be done" framework can be very helpful in defining processes:

As a...
When I ...
I want to...
So I..


NOTE: We have a "Customer Vitality Workshop" that we use with clients to demonstrate this. This is an example from that workshop:
As a Materials Manager at a large manufacturing company...
When I have a part requirement from a Design Engineer for a new product...

I want to source a supplier who can reliably deliver a competitively priced, quality product on time...
So I can save money while improving performance without running out of inventory. 

Recognized Expert | Platinum Partner

How do we define business processes?

-All steps involved between a company and a client in order to something to happen.


Key takeaways:

-Look for rocks or thing the teams is accountable for. They share goal, understanding, context.

- Use a system of check and balances

>Key elements (to avoid confussion)

>>you have de goal (where we want to get),

>>>the process (is how we get there),

>>>>the campaigns (is de fuel of the process)

>>>>>and then we have the tactics (ways of implementing the process).


-Communicate the purpose of the process to the team

--make a step by step documentation


When/why do we create a process?

>When there is a problem/something not working / something missed

>To optimize


>Use Agile: build a backlog, work with sprints

[One particular template, often referred to as “As a… I want to… So That…” is the most commonly recommended aids (often outgrown once past the novice stage) for teams and product owners starting to work with user stories and product backlog items in general:
- As a (who wants to accomplish something)
- I want to (what they want to accomplish)
- So that (why they want to accomplish that thing)

more info here: https://www.agilealliance.org/glossary/user-story-template/


Maria Lucila Abal

Directora de Operaciones


HubSpot #2 Power User Champion

Aprende sobre HubSpot Conmigo

Key takeaways for me included:

  1. Using storytelling to get stakeholders on board for process changes.
  2. Tips for scaling processes. 

Key take aways from yesterdays session:


  1. We're not the only one doing a lot of ad hoc processes
  2. We can learn from building solid processes 
  3. Great to know that we're not the only sompany struggeling with leads routing when it comes to domain, i.e. .com .co.uk and so on for large brands