5 Ways to Use the Ebsta Integration With HubSpot to Improve Sales Performance

Sales reps deal with long lists of to-dos, spending their days organizing their pipeline, and reaching out to contacts at different points in the buyer’s journey. And reps need to have clear insight into which accounts are most ready to buy, which ones need a little push at the right moment, and which ones are close to ending communications and choosing a competitor. Accurate prioritization is one of the most important factors that contribute to a rep meeting quota or not — along with strong relationship-building. 

But in the current market, only a little over a quarter of sales reps are hitting quotas, while 4 in 10 deals slip away. Sales teams are turning to more tools that support human relationship-building and working hard to build rapport with their contacts. And to do that, they’re using all the revenue intelligence they have available — which starts with a robust CRM dataset. 

By combining the power of HubSpot data with Ebsta’s smart revenue optimization and sales software, the HubSpot and Ebsta integration helps sales reps, managers, and revenue teams improve overall performance and operations. Sales and revenue intelligence tools provide actionable, data-driven insights that assist with pipeline planning, prioritization, and winning more deals. Here’s how:

5 ways sales teams can use Ebsta revenue intelligence tools with the HubSpot CRM to streamline sales pipeline management 

Teams that use Ebsta and HubSpot together can use revenue data and sales dashboards to consistently improve sales performance, identify deals at risk, and improve forecast confidence. All of that leads to closing more deals and developing better relationships with contacts throughout the customer journey.

1. Help more reps consistently hit quota.

When sales managers and revenue teams take all the data generated by sales reps when communicating with prospects, leads, and customers and present it clearly, they can save valuable time. Then, by making these insights available to individual reps, it’s easier for them to quickly identify the right accounts to target — without back-and-forth between teams.

For example, Ebsta takes HubSpot data and sorts prospects by qualification score and relationship score, helping sales reps and whole teams identify the target accounts — who are most qualified and have the highest relationship score — which are most likely to close. 

Because the Ebsta and HubSpot integration syncs bi-directionally, reps don’t have to waste time entering data into multiple places. Instead, they can focus on connecting with the right prospects, at the right time, through the contact’s preferred method.

Plus, Ebsta saves sales reps time jumping from screen to screen and pulling up contact history and information — Ebsta information is available right in HubSpot, making outreach easier across all channels.

2. Prevent at-risk deals from slipping away.

Every contact and every target account is different. Some prospects proactively get into contact with sales when they’re ready to buy — but many aren’t ready right away, and are instead entering into the system through a HubSpot form or a website visit, looking to learn about the product. The average SaaS sales cycle is 84 days, giving teams ample time to get to know their prospects’ challenges and proactively suggest solutions to help them grow their business. 

However, many deals hit bumps in the road. Sometimes, they’re internal, coming from a constrained budget or shifting priorities. Other times, sales teams are simply too busy to provide the right amount of attention to a contact, and they’ll start looking for other options. With rising customer expectations, sales teams are dedicating more time to building trust and rapport, using solution-based selling, and being even more personalized than they have been in the past — but more personalization means sales reps need to spend more time and energy.

In order to prevent the loss of deals — at least, the ones you can control — Ebsta helps sales reps and managers identify deals that are at risk, based on HubSpot contact history data or a rep’s individual performance.  

Ebsta provides a range of scoring models, including deal score and relationship score, and reps and managers can sign up to be notified when those scores are dipping, indicating a deal is at risk. That way, sales reps can proactively reach out — through the channels that HubSpot shows have been most successful for each contact — and do whatever they can to save the deal. Plus, Ebsta also lets teams set up automatic workflows triggered by a low relationship score. 

3. Identify opportunity areas for sales reps to improve performance and improve rep training.

Sales managers have a lot to juggle, but one of their primary aims is to help each sales rep grow into a quota-busting sales expert — the number one goal for sales reps in 2023 is to reach or exceed quotas. But the number two goal is directly related — it’s to make the sales process more efficient. Ebsta can parse through data from HubSpot, Salesforce, and many other databases to catch trends about rep productivity and success rate. 

With the insights provided by Ebsta, sales managers can understand why sales teams (and individual reps) are winning and losing deals, so they can equip them with the right training to help them improve. 

4. Automatically create accurate, responsive sales forecasts.

Every deal updated in HubSpot or in Ebsta is automatically synced between both platforms, so sales leaders can be sure that their forecasts are accurate, backed up by the very latest data, and easily accessible. 

When a forecast changes, sales leaders, managers, and revenue teams can dig into why, and Ebsta helps identify which deals are putting the forecast at risk. 

5. Keep yearly revenue flowing by prepping customer care teams with renewal alerts.

For companies with recurring revenue business models, every customer is on a clock. To keep on top of customers that are at a high risk of churn, sales teams can set up alerts for customer care agents when a company with a low relationship score has a renewal date coming up. 

That way, the customer care agent can proactively reach out, identify issues, and fix them — and boost the relationship score — well ahead of the renewal date. This helps prevent churn during the inevitable re-assessing that comes with committing to another year of payment.

Revenue intelligence tools + a best-in-class CRM = business growth

Before bringing on Ebsta, the sales team at SBR consulting was dealing with a messy system that lacked visibility into contacts, deals, and overall sales trends. Starting with Ebsta was a game-changer: suddenly, there was one source of truth, a clear view into the status of every account and in-progress deal, and a way to track the health of every relationship. 

As a result, SBR Consulting’s deal velocity increased by 44%, win rate increased by 27%, and reduced the length of the expansion sales cycle by 35%. 

And over at Copado, sales leaders were bogged down by trying to wade through opportunities and were unable to effectively help their teams prioritize the right deals to pursue. But bringing on Ebsta revenue intelligence tools led to unprecedented visibility into the pipeline, and they began to use the relationship score metric to guide sales rep activities — and it led to a 24% increase in revenue, 5% win rate increase, and 9% faster deal velocity. 

Learn more about how the Ebsta revenue intelligence integration with HubSpot can help your sales team improve pipeline management and strengthen relationships with prospects.

We’re proud to be named one of HubSpot’s Essential Apps for Sales alongside the folks at Qwilr, Apollo, QuotaPath, DealHub and others!