Project Goal

After building a rock-solid data foundation (Project 1, where I created clean properties like 'Lead Source (Custom)' and 'Customer Type (Tier)'), the natural next step was to make that clean data move and work for the sales team. This second project was a deep dive into HubSpot Workflows—the true automation engine of the CRM—to eliminate manual bottlenecks and improve sales velocity.

My role was to step into the shoes of a CRM Operations Analyst and solve a fundamental business challenge: slow lead response and inconsistent deal communication.

1️⃣ The Challenge: Manual Processes & Slow Communication

When a sales process relies on human intervention for routing and updates, delays are inevitable. Before this project, our manual processes were causing measurable pain:

These challenges affected both sales performance and accountability.

Goal

Build two separate but connected workflows to:

  1. Enforce balanced lead assignment (speed + fairness).
  2. Improve internal communication for deal milestones.

2️⃣ Solution 1: Automated Lead Rotation

This solution focused on ensuring leads were instantly and evenly distributed to available sales reps, reducing human intervention and improving response speed.

Workflow 1: Auto-Assign New Leads

Configuration Details Strategic Rationale
Enrollment Trigger: Contact enrolled when Lead Status = New. Efficiency & Speed: Instantly triggers when a new lead enters the system, ensuring no delay in assignment.
Action: Rotate record to owner. Fairness & Coverage: Automatically assigns contacts to the next rep in a defined list (e.g., East Coast Sales Team), balancing workload and ensuring no lead is left unattended.

Implementation Steps

  1. Navigate to Automation → Workflows → Create workflow.