Sales System Resource Guide

Covering the Basics

Use this resource center as a learning tool to understand how your sales system works within HubSpot, Salesforce, and Encompass.

QUALIFICATION PARAMETERS

Before you start working in any sales system it is necessary that you learn the basics around lead qualification. This section more specifically covers qualifying marketing leads generated from HubSpot that are sent to Salesforce.
How and when do marketing leads enter into Salesforce?
How should I qualify a marketing lead to a sales qualified lead?
How and when do marketing leads enter into Salesforce?

Marketing will target leads that are still at the early stages of the buying cycle and convert the to Marketing Qualified Leads. Contacts who fill out forms such as Request a Quote or Purchase & Refinance Surveys will automatically be qualified as Marketing Qualified Leads.

All Marketing Qualified Leads will automatically be synced to Salesforce and enter as Lead objects. Once this happens an automated email will be sent to the assigned lead owner. Additionally, a task will get created in Salesforce for follow up.

How should I qualify a marketing lead to a sales qualified lead?

Once you have been assigned a new lead in HubSpot, it will get pushed to Salesforce where you are required to follow up, with a call, as soon as possible. Log this call in Salesforce under the respective Lead, and complete the task that was assigned to you.

Connect with the prospect and determine if they meet the initial qualification parameters.
1. No recent Foreclosures or bankruptcy’s
2. Purchase property is more than $100,000
3. Credit score exceeds 620
4. Employment Status

If the prospect qualifies and are ready to start the application process convert the Lead to a Contact in Salesforce. Once converted, an Opportunity will be created at the same time.

SYSTEM TRIGGERS

This section reviews how the actions you take in Salesforce affect the data in HubSpot, and why that matters.
The importance of Lead Status, where is can be found, and how to use it.
When you should be updating the Disqualification Reason and why.
What properties will map over from HubSpot to Salesforce?
The importance of Lead Status, where is can be found, and how to use it.

The Lead Status field consists of five picklist options. The three critical statuses are Contacted – Not Ready, Qualified, and Unqualified.

Lead Status is displayed in the Lead object only and it is the bar at the top of the screen.

Ark Lead Status in Salesforce

Upon initial outreach you will determine if the prospect is qualified and ready to move forward with the application or not.

  • If the prospect is not ready due to external factors such as timeframe, recent foreclosure, ext. update their lead status to ‘Contacted – Not Ready’. This will keep the prospect active and signify that future outreach is needed.
  • If the prospect is qualified and wants to start the application process, update their lead status to ‘Converted’. In Salesforce this is the trigger to convert the Lead to a Contact. In the top bar in the Lead object, you will want to select ‘Converted’ and then ‘Mark as Complete’.
  • If the prospect goes dark, simply isn’t interested anymore, or has gone with a competitor update their lead status to ‘Unqualified’ and set their Disqualification Reason.
When you should be updating the Disqualification Reason and why.

Disqualification Reason is a picklist field that should be set after two different scenarios: When the Lead Status is updated to ‘Unqualified’ or ‘Contacted – Not Ready’

  • Setting the Disqualification Reason allows us to track why leads are not converting (Unqualified) or determine which nurturing sequences prospects should be enrolled into if they are not quite ready to start the application process (Contacted – Not Ready)

Similarly, if a Loan in Progress does not get Funded then you will need to update the Lost Reason in the Opportunity object.

What properties will map over from HubSpot to Salesforce?

Before and after the Lead has been converted to a Contact the more information provided the easier it is for segmentation, marketing, and reporting. Most properties, especially basic contact information, are syncing between three different portals, HubSpot, Salesforce, and Encompass so constantly updating records in Salesforce is imperative to Sales success.

A number of properties we gathered on form submissions and that data will pass from HubSpot to Salesforce. Some example information includes:

  • Purchase Price Range
  • Credit Score
  • Property Address
  • Recent Bankruptcy or Foreclosures

Lead Source is a property that will be updated automatically from HubSpot. If you receive a lead and Lead Source is known, it should not be updated on the lead object. This could create inaccuracies in reporting.

WORKING LEADS WITHIN SALESFORCE

This section talks about how to work leads within Salesforce so you can convert them to Contact, and better yet Opportunities.
Using task and notes in Salesforce to log activities
Understanding the layout for a Lead Object in Salesforce
Using your Salesforce Homepage to prioritize your day

ENCOMPASS INTEGRATION

This section covers how Encompass sync with Salesforce and how you should be working the Opportunity to a Loan.

When does an Opportunity get created?
How can I access Encompass from Salesforce?
How does Encompass update the Salesforce Opportunity?
When does an Opportunity get created?

An Opportunity will get created after you have qualified the lead and converted it to a Contact. [enter screen clip]

The Opportunity object should be worked similar to the Lead object. You should log notes and tasks associated to the Opportunity in the record.

How can I access Encompass from Salesforce?
When in the Opportunity, you will see on the right hand side of the screen, a button that says “Create Loan”. This will take you to the Encompass portal to authenticate your credentials. Once authenticated, the screen will redirect back to the Opportunity in Salesforce after the file has been created in Encompass.
Ark Create a Loan
After the initial authentication the button in the Opportunity will update to say “Update Loan”. The update loan button pushes the loan information to Encompass but only if the file is still in the stages before disclosures. After sending disclosures, the button will be grayed out altogether.
How does Encompass update the Salesforce Opportunity?

Once the Opportunity and the loan have been created, you should be working the loan from within Encompass.

Encompass will update the Opportunity stages has you hit each milestones. As Salesforce receives updates from Encompass, so will HubSpot!

HUBSPOT & SALESFORCE INTEGRATION – VIDEO

For a quick understanding of how the HubSpot and Salesforce integration works, watch this 5 minute video.
Demo Video Link

Read up on the “Ark Scroll” – Mortgage Knowledge Blog

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