We have a client that is looking to build some advanced reporting functionality that is currently beyond the capabilities of HubSpot currently. The goal is revenue attribution.
The client is looking for a way to quantitatively measure which activities lead to a closed-won deal. The main group of people that would benefit from this functionality is the SDR's & BDR's. They would be able to A/B test things like playbooks, email sequences, individual emails. We would then want to be able to build a relationship between the which effort lead to an action that progressed the prospect down the pipeline.
An example report may show something like this:
Prospects received and A/B tested email and Email "A" resulted in more meetings booked.
Then meetings that followed script "B" resulted in more Demos.
And lastly, Demo style "A" resulted in more closed-won deals.
Over time this would allow the sales team to optimize their sales process to determine which efforts are the most effective.
Currently, the limitation lies in the connection between events and contacts or companies. We are unable to say which sales email lead to a closed-won deal or which call or meeting type led a progression down the funnel.
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