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      HUBSPOT TUTORIAL/NOTES

      1. Qualify New Lead
      Responsible Person: Lead manager
      Key Task: Qualify leads, divide respective leads into categories and pass to External Team or Internal Teams for quote
      Automated Response: Prospective leads receive client presentation
      Total Processing Time: 20 minutes
      1.1 Lead manager (sales manager) connects with the client via HubSpot, asking all of the necessary questions to understand the client's needs. Per the conversation, the lead manager will then populate their contact information in HubSpot, identify their customer segment from the following four options and proceed accordingly:
      a) Direct SQL clients with a budget over $15,000 g to PM
      b) Direct B2B clients to B2B manager
      c) Direct clients either unsure of their orders or seeking orders over $2,500 to Bulat
      d) Move cold leads to the special list
      1.2 Create contact & input all pertinent client information (customer category, budget, company name, and lifecycle stage)
      1.3 Change deal owner
      1.4 Add a note compiled with necessary project information
      1.5 Create deal
      Gather Following Client Information &Populate in HUBSPOT
      • First & Last Name
      • Property Address (Street, City, Zip Code)
      • Email
      • Phone Number
      • Contact Owner
      • Qualification of Lead
      • Contact Priority
      • Buying Role
      • Category (make required* in HubSpot)
      • Marketing Resource
      Note on Property Address
      To separate potential Marfa clients from non-Marfa clients, we require the client's full address (street name, city, state, zip code). The property address becomes the deal’s name.
       
      If the client doesn’t disclose their property address, we are no longer interested in providing further service to them and can instead send them a catalog. However, if the client does provide a property address, we can estimate the value of their property and, in turn, forecast their WTP (willingness to pay).
      Naming Conventions
      Full Address: Street Name, City, State, Zip Code
      Ex. 2054 N. Mohawk St, Chicago, IL 60614
      Include estimate and invoice numbers when available:
      Ex. 2054 N. Mohawk St, Chicago, IL 60614 - Estimate #166557
      Ex. 2054 N. Mohawk St, Chicago, IL 60614 - Invoice #15685
      Categorizing a New Lead
      Sales director divides every lead by the following indicators, presenting them to the appropriate lead manager:
      Price
      B2B or B2C
      SQL or MQL
      Sales qualified lead (SQL)
      Someone who is Interested in working with us → opportunity
      Marketing qualified lead (MQL)
      Someone who visits our website, etc.
      Cold
      1.2 Create Contact & Choose Customer Category
      Locate the orange button in the upper right-hand corner and select “create contact”.
      Complete all of the required fields. Once you add the “last name”, “category” will appear. Select the appropriate customer category from the drop down menu whether it be a developer, general contractor or architect, etc.
      Add Budget, Company Name & Lifecycle Stage
      Input the client’s budget and company name, if applicable. Next, choose a life cycle stage from the drop down menu.
      1.3 Change Deal Owner
      1.4 Add a Note & Include Necessary Project Information
      Listen to the client and understand their needs... they will divulge them to you!
      1.5 Create Deal
      Make the client’s address the “deal name” and choose “standard pipeline”.
      Next, input both the design and close date.
      Then, select a deal owner. The deal owner is the individual who creates the deal with another manager.
      Lastly, complete the remaining required fields.
      2. Layout Received
      Responsible Person: Lead manager (Chief Sales Officer)/Head of Estimate Design/Project manager
       
      Key Task: At this stage, the client considers whether to move forward with Marfa. It is important to maintain an open dialogue with the client, engaging them in fruitful discussion, understanding their goals and desires, and interesting them in future steps.
      Total Processing Time: 25 minutes
      2.1 Lead manager (Chief Sales Officer) changes contact owner to Head of Estimate Design
      2.2 Head of Estimate Design fills in questionnaire and intake notes, integrating them into HubSpot. Meanwhile, the lead manager (Chief Sales Officer) adds the files to HubSpot pics.
      2.3 Head of Estimate Design chooses a designer based on the information provided in the files, initiating the design process. The designer then creates a Dropbox folder.
      Please note: the names of leads in HubSpot, projects in 2020, quickbook estimates and folders in Dropbox should all be the same. pic
      3. Design in Progress
      Responsible Person: Head of Estimate Design
      Key Task: Marfa designers prepare a design for client
      Important: It is vital that all of the client’s desires are communicated to our team of designers so they can execute a design that meets their needs.
      Total Processing Time: 1 day
      3.1 Designer begins to work in 2021, creates a project and calculates the price.
      3.2 Add pricing information to Quickbooks (financing). Make sure the client and project name are the same and the year “2020” is indicated. pics
      3.3 When Head of Estimate Design receives the layout, he/she is responsible for changing the contact owner to the project manager or lead manager (Chief Sales Officer).
      3.4 PJ or Alex review the design and decide if it is ready to be sent to the customer or needs more adjustments.
      Please note: In the case of a few changes, the Head of Estimate Design will work on it. If the project has to be changed entirely or requires a major overhaul, we will involve senior designers and project managers.
      4. Quote Sent & Follow-Up
      Responsible Person: Project manager
      Key Task: After the design is ready, send the quote and personalize a follow-up email to build trust and cement expertise.
      4.1 PM receives pricing and design. Next, the PM prepares the quote and includes rendered drawings without measurements, so the client cannot replicate them.
      4.2 PM creates a template presentation in HubSpot along with a templated welcome letter and sends it to customer.
      4.3 After 2-3 hours, PM follows up with customer and asks if they have any questions or need additional information.
      4.4 If customer is interested during follow-up, PM proceeds to next step. Please be mindful some clients may lose interest due to the high price point. If this happens, move them to the “cold lead base”.
      Attention: Full pack of documents must be prepared prior to follow-up
      5. Showroom Visit/Send Samples
      Responsible Person: Project manager
      Key Task: Schedule a showroom visit with the client or send samples if unable to
      Automated Response: SMS with location of showroom
      Total Processing Time: 30 minutes
      5.1 If the client resides in the Chicagoland area and is available to visit the showroom, make an appointment with the client to tour the showroom. If the client is unable to visit the showroom, send them samples. All items should be taken based on the catalog. If an item is not in the catalog, it takes more time to complete the project. the client meets the designer at this stage
      Attention: It is important to mention that all measurements of the order must be provided by the client. ONLY AFTER this can we promise to produce kitchen in 14 days
      6. Contract Signed & 50% Deposit
      Responsible Person: Personal manager
      Key Task: Execute contract and obtain 50% deposit
      6.1 After a client agrees to work with us, a salesperson will send them a contract and secure a 50% deposit. A 50% deposit is required prior to the start of production.
      6.2 Inform client that the price is subject to change in the event of further modifications.
      6.3 Introduce the client to their designer and set a date for measuring. Input the agreed upon time and date in Hubspot .
      7. Measure & Final Check Conducted by Lead Designer
      Responsible Person: Head of Estimate Design/Senior designer/Lead designer
      Key Task: Perform measurements and final check.
      Important: Remind the customer that no order modifications can be made following this stage.
      Automated Response:
      Total Processing Time: 1 Day
      7.1 Marfa sends a representative from the design department to perform all necessary measurements of the client’s space. Information is prepared and given to the designer assigned to the project. Reminder to request that the client provide a full appliance list with specs, summary sheets and illustrations, if possible.
      7.2 Forward all appropriate documents to Melissa (lead designer) via email. She conducts the final check.
      7.3 Provided there are no issues with the final check, all documents are then given to the production team. At this point, a personal manager must inform the customer that Marfa cannot support any change to the other once production begins.
      Attention: After measurements are received and full appliance list is provided, site verification revision is complete. This has to be approved with an updated contract and signals the start of our promised 14-day lead time.
      8. Ready for Production
      Responsible Person: Jasper/Project manager
      Key Task: At this stage, the design is ready and production begins.
      Reminder: Jasper is responsible for all processes from production to installation.
      8.1 Designers compile the list of cabinets ordered by the client with all necessary information from color to material and number of pieces.
      8.2 Designer verifies all materials are in stock. Stock availability will determine the delivery date, mitigating any frustration that may arise with clients from not meeting deadlines due to lack of materials and thereby delayed production start.
      8.3 Designer confirms the date and time of estimated delivery with the client before production begins. Roman then checks the list of the items and forwards to Jasper.
      9. Production Complete
      Responsible Person: Jasper/Project manager
      Key Task: Call client to confirm date and time of delivery and installation once production is complete.
      9.1 Upon completion of the production process, call the client to confirm the date and time of delivery and installation.
      9.2 Customer service sets the delivery date for Marfa delivery.
      10. Ready for Delivery/Sale Finalized
      Responsible Person: Jasper/Project manager
      Key Task: Arrange the delivery trucks. Ensure all cabinets and component parts are scanned and placed in truck.
      Total Processing Time: 3-4 hours
      10.1 When the order is ready, the client is called to confirm delivery date and time. The delivery team is notified. The dates and time is added to Marfa’s calendar of deliveries and installations.
      10.2 The salesperson double-checks the project was paid in full prior to deliver..
      10.3 Customer support gives the client a courtesy call 30-60 minutes in advance of delivery, confirming someone is available to meet the delivery team upon arrival.
      10.4 Following delivery, the order pends “closed” status provided that no difficulties were faced nor mistakes made. In the case of missing parts i.e. gola, they can be delivered at the client’s earliest convenience.
      11. Installation
      Responsible Person: Jasper/Anastasia
      Key Task: Arrange installation.
      11.1 Anastasia calls both the installers and client to confirm the date and time of installation.
      11.2 Anastasia adds above information to Marfa’s calendar.