Crazy Good Sales Analytics For HubSpot CRM

Use Rekener Sales Rep Scorecards with HubSpot CRM for great sales analytics

Modern sales teams need great sales analytics to drive growth.  Sales managers need data to figure out what's working and what isn't.  The goal is to identify problems way before they turn into a bad bookings number.

At Rekener, we're seeing more and more of our customers use the HubSpot CRM.  One big reason is that it is easy to use.  Sales people find it easier than Salesforce and other CRMs to input data about activities and deals.

Here's the catch.  Sales analytics with HubSpot reports is not good.  It's even difficult to export data into spreadsheets to do analysis.

In this post, we'll show how Rekener's Sales Rep Scorecards solve the sales analytics problem for HubSpot CRM users.  We'll cover four examples.

  1. Driving sales activities at the top of the funnel
  2. Identifying bottlenecks as deals move from stage to stage
  3. Visualizing performance trends over time
  4. Combining targets and quotas from other sources

Driving Sales Activities

Rekener integrates directly with the HubSpot CRM.  Rekener hosts the data in a cloud-based data warehouse.  Data from any HubSpot object can be turned into a metric.  From there, metrics can be rolled up to the sales rep level, so you can see your sales KPIs by rep.  Different tables can be set up for different teams of reps.  Sales Development Reps (SDRs) will have a different set of metrics than Account Execs or Field Sales Reps.

Advanced cross-object reporting like this is very powerful for sales managers.  It makes it easy to compare sales reps based on multiple KPIs.  It is very motivating for sales reps to see their numbers relative to their peers.

In the example below, SDRs are ranked based on their opportunities created.  Using a table like this, managers can show reps how their activity levels compare to the top performers.  

Rekener does cross-object reporting with HubSpot metrics which enables comparison of sales activities at the rep level.

Identifying Bottlenecks

HubSpot can be used to track the number of deals that are in different stages of the pipeline.  But sales managers need more.  Specifically, they need to know average stage duration and stage to stage conversion rates.  These are the metrics that reveal bottlenecks in the sales process.  Finding bottlenecks is the best way to shine a light on problems and then fix them.

In the following example, Sales Rep Scorecards shows the conversion rates from one pipeline stage to another.  In this case, stage conversion rates are very high except for Demo to Proof of Concept

Armed with this information, a sales manager can go a layer deeper to find out why.  A good thing to do is to look at Demo to Proof of Concept conversion rates on a rep by rep basis to figure out if the problem applies to all reps. 

From there, a sales manager can spend time listening to reps to see what is breaking down at this stage.  For example, it could be that the reps are not doing a good job of explaining the value of a proof of concept.  Or, they might need help with other customer objections.

Stage conversion rates can reveal bottlenecks and sales managers can focus on how to eliminate bottlenecks.

Visualizing Performance Over Time

Trends are really powerful and essential for sales analytics.  The way to see trends is to visualize data over time.  

Sales Rep Scorecards are a great way to visualize HubSpot data over time.  They can be shown by year, quarter, month, week or day over any time period.  

A great use case for this is weekly one-on-one meetings with sales reps.  A chart like the Sales Rep Funnel below shows how the rep is performing relative to critical metrics on a week-by-week basis.  The sales manager can use this kind of chart to maintain a high degree of accountability. 

Any low point in demos and opps can produce a dip in bookings.  It is much better to manage the early indicators.  They can be corrected well before they have a negative impact on bookings.

Visualizing sales activity metrics over time reveals important trends.

Combining Targets and Quotas 

Many of Rekener's customers keep separate Google Sheets to track targets and quotas.  They want their sales analytics to include all the data from the HubSpot CRM as well as the data from Google Sheets. 

Rekener rolls up all of data from Google Sheets and joins it to the HubSpot data at the sales rep level.  This makes it possible to compare rep performance against targets and see how the performance is trending over time.  The example below shows performance of a sales rep against quota targets on a quarterly basis for the year.

Rekener also has an API for integrating data from other sources. 

Tracking new business attainment against quota targets over time using data from HubSpot CRM and Google Sheets.

Learn More

Rekener's Sales Rep Scorecard app is the fastest and most powerful way to give your sales team powerful sales analytics.  Rekener helps world-class businesses use their HubSpot CRM data to improve sales performance.

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Alex Laats

Alex is CEO and Founder of Rekener. Previously, he served as President and COO at ZeroTurnaround and as President of the Delta Division of BBN Technologies. At ZeroTurnaround, he grew high velocity inside sales by 6x in 3 years. At BBN, Alex co-founded RAMP and AVOKE, both recurring SaaS businesses based on BBN's world class speech recognition and natural language processing tech. Alex started his entrepreneurial career as founder and COO of NBX Corporation, which led the transformation of business telephone systems to Voice over IP. Alex’s companies have generated $500M in liquidity events and more than $1B in sales.

Sales Rep Scorecards

Rekener Sales Rep Scorecards is the quickest and easiest way to get all of your sales rep reporting done...period.

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