9. Hubspot Configuration
HubSpot Configuration
Section titled “HubSpot Configuration”HubSpot serves as the primary CRM platform for the WillDom ecosystem, providing centralized visibility into contacts, opportunities, and pipeline activity across branches and partners. Proper configuration and consistent data entry ensure that the ecosystem can track performance, measure program effectiveness, and make informed commercial decisions.
This document defines the contact property standards, pipeline stage mapping, and ecosystem-specific fields that all participants must maintain.
Contact Properties
Section titled “Contact Properties”Contact properties define the data captured for each lead, prospect, and client in the system. Consistent use of these properties enables accurate segmentation, reporting, and pipeline analysis.
Required Properties
Section titled “Required Properties”| Property | Required | Notes |
|---|---|---|
| First Name | Yes | |
| Last Name | Yes | |
| Country | Yes | |
| Position | Yes | Job function classification (see definitions below) |
| Buying Role | Yes | Role in the purchasing process (see definitions below) |
| Industry | Yes | For tech companies, use the underlying industry their product serves |
| Source (Outbound) | Yes | First known source through which the ecosystem reached the contact |
| Contact Type | Yes | Primary classification for campaign targeting |
| Lead Status | Yes | Current sales/prospecting status |
| Contact Owner | Yes | Determines visibility and edit permissions |
Recommended Properties
Section titled “Recommended Properties”| Property | Required | Notes |
|---|---|---|
| Phone Number | No | |
| State | No | Alert sent if Country = United States and State is empty |
| City / City List | No | Alert sent if both City and City List are empty |
| Company Name | No | If empty, HubSpot auto-fills from email domain |
| Job Title | No | Ideally taken from LinkedIn or email signature |
| No | Important for profile research — not required because some contacts may not have it | |
| Branch Sales Leader | No | Needed when the Contact Owner is not the primary sales contact |
| Partner / Associate | No | Required when a CRP participant originated the relationship |
| Technologies | No | Highly valuable after the first call — used for lead nurturing and talent matching |
| Tags | No | Used for further segmentation — propose new tags through the Sales team |
Ecosystem-Specific Properties
Section titled “Ecosystem-Specific Properties”These properties support the ecosystem model and should be maintained for all contacts where applicable.
| Property | Purpose |
|---|---|
| Branch | Identifies which branch owns or originated the contact |
| Transaction Type | Talent Transaction or Solution Transaction — set when opportunity is qualified |
| Ecosystem Participant | Identifies additional branches, partners, or associates involved in the opportunity |
Property Definitions
Section titled “Property Definitions”Position
Section titled “Position”Classifies the contact’s job function within their organization.
- Owner / Founder / Partner — founders and partners, generally in operating positions. If a contact holds both this role and a CXO/VP title, use Owner / Founder / Partner.
- CXO / VP / Director — chiefs (CEO, CFO, CTO, etc.), vice presidents, and directors with strategic decision-making responsibility.
- Manager — managerial positions without CXO/VP-level responsibility and decision-making authority.
- Senior Level — rarely used; for senior individual contributors.
- Junior Level — rarely used.
Buying Role
Section titled “Buying Role”Defines the role a contact plays in the purchasing decision. Contacts may hold more than one role, and multiple contacts may share the same role.
- Decision Maker — the person who signs the agreement, allocates budget independently, and approves the engagement. Typically C-suite.
- Budget Holder — responsible for approving expenditures. Generally a CFO or finance leader.
- Champion — helps advocate for the engagement internally but does not have final purchasing authority.
- Influencer — researches options and briefs the decision-maker. Has power to influence but not to decide.
- Executive Sponsor — sponsors the engagement at the executive board level.
- End User — a user whose daily work will be affected by the engagement.
- Blocker — a person who is unresponsive or actively opposed to the engagement.
- Legal & Compliance — members of legal, accounting, or compliance departments involved in contract review.
- Other — for contacts that do not fit the above categories.
Source (Outbound)
Section titled “Source (Outbound)”Identifies the first channel through which the ecosystem reached the contact.
- Client Referral Program (CRP) — first contact through the CRP initiative
- LinkedIn Outreach — first contact through the LinkedIn Outreach Program
- Email Outreach — first contact through email (coordinate with Marketing to protect domain reputation)
- Digital Opportunity Scouting — first contact through the talent-opportunity matching program
- Business Trip — relationship established through a business trip or industry event
- Personal Relationship — previous or personal relationships
- Referral — referred by someone outside of the CRP program
- Inbound — the contact reached WillDom (Original Source auto-filled by HubSpot)
- Portal — first contact through a specific industry portal
- Other — when none of the above apply
Contact Type
Section titled “Contact Type”Primary classification used for campaign targeting and segmentation.
- Lead / Client — most common category; all contacts that are leads or current clients
- Partner / Associate — current or potential ecosystem partners and CRP participants
- Talent Associate — current or potential talent associates or external professionals
- Partner Company — current or potential partner organizations (may or may not use the platform)
- Branch — current or potential WillDom branches
- Investor / Advisor — investors, advisors, investment banks, or growth-supporting entities
- Government / Chamber / Association — public and private agencies
- Other — for contacts that do not fit the above categories
Lead Status
Section titled “Lead Status”Tracks the contact’s current position in the sales and prospecting process.
- New — not yet contacted
- Attempted to Contact — outreach initiated but no successful connection made
- Connected — contact established but not yet an opportunity (may be waiting on a booked meeting or budget confirmation)
- Interested — interest expressed and a deal has been opened
- Client — converted to an active client
- Former Client — previously active, may re-engage in the future
- Not Interested — not a fit
- Bad Timing — should continue nurturing for future engagement
Deal Properties
Section titled “Deal Properties”Deal properties capture the commercial context of each opportunity. These fields must be set when a deal is created or qualified.
Wave Opp Type
Section titled “Wave Opp Type”Classifies the deal based on the client’s relationship timeline with WillDom. This property drives revenue reporting segmentation (New Business vs. Upsell vs. Renewals).
- New — everything sold and invoiced (signing & revenue) during the calendar year in which the client is first registered. Applies to first-time clients only during their initial year.
- Upselling — new SOWs for active clients starting from the next calendar year onward. Represents expansion of the relationship beyond the initial engagement.
- Renewal — the renewal of any SOW, whether for a New Client or through Upselling. If renewals are successful each year and upselling continues, renewal amounts increase over time.
- Former Client — a previous client who returns. Follows the same approach as with New Clients — during the year they return, they are classified as Former Client.
Note: Wave Opp Type determines how signing and revenue are categorized in annual performance reporting (NB/Upsell/Renewals breakdown). Accurate classification is essential for forecasting and quota tracking.
Pipeline Stages
Section titled “Pipeline Stages”The Sales Pipeline is the primary deal pipeline in HubSpot. Its stages reflect the consultative sales cycle used across the ecosystem, from initial lead qualification through closing.
| # | Pipeline Stage | Description |
|---|---|---|
| 1 | Marketing Qualified Lead | Lead identified through marketing efforts; meets basic ICP criteria but not yet validated by sales |
| 2 | Sales Qualified Lead | Sales team has validated the lead; confirms fit with WillDom’s services and readiness for engagement |
| 3 | Contact Meeting | First live meeting or call scheduled/completed with the prospect |
| 4 | Qualification | Applying the 7Ps+C framework — validating problem, people, project, budget, priority, timelines, decision process, and competition |
| 5 | Investigation | Deep discovery phase — understanding the client’s real needs, mapping stakeholder roles, assessing competitive landscape, and establishing solution fit |
| 6 | Proposal Pre-Validation | Internal review and alignment on the proposed solution and commercial terms before formal presentation to the client |
| 7 | Proposal Presentation | Formal proposal presented to the client, covering solution architecture, benefits, team composition, and commercial terms |
| 8 | Team Interviewed | Client has interviewed proposed team members; talent or delivery team is being evaluated |
| 9 | Closing | Final negotiations, contract review, and purchase order authorization in progress |
| 10 | Closed Won | Agreement signed — engagement moves to delivery (Migrate → Adopt → Expand → Renew) |
| 11 | Closed Lost | Opportunity did not proceed — reason code required for pipeline analysis |
Pipeline Management
Section titled “Pipeline Management”- Every opportunity must have a defined pipeline stage at all times
- Stage transitions should be updated promptly to maintain accurate pipeline reporting
- Closed Lost opportunities should include a reason code for pipeline analysis
- All ecosystem participants involved in an opportunity should be tagged using the Ecosystem Participant property
Summary
Section titled “Summary”HubSpot Configuration ensures that the WillDom ecosystem maintains consistent, high-quality CRM data across all branches and partners. By standardizing contact properties, defining clear pipeline stages aligned with the consultative sales cycle, and introducing ecosystem-specific fields, the platform enables accurate reporting, effective segmentation, and data-driven commercial decisions.
This configuration operates in coordination with the Sales Process for pipeline progression, the 7Ps+C Qualification Framework (see Opportunity Qualification) for stage 4 criteria, Ecosystem Sales Programs for source tracking, Deal Economics & Approval for margin reporting, and the Client Lifecycle for post-close account management.