Meet Marcus, a dedicated mid-tier performing sales rep in the automotive industry with a drive to succeed. Like many sales reps, Marcus juggled a complex pipeline, a growing list of leads, and a CRM filled with stalled deals. Despite his hard work, his sales results were stuck in neutral. Frustration was mounting as he struggled to pinpoint the root of the problem.
When I spoke with him, it became clear that his challenges weren’t unique. Many sales reps face the same obstacles when balancing CRM management with the demands of closing deals.
After spending a few hours with him, I helped him identify some gaps and five key pain points that could unlock $47 million in potential deals. This will allow him to work his pipeline more effectively for the rest of the year.
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Strategy Used: Pipeline Management
Pipeline Value: USD$6.9M
Tools Used: HubSpot
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Lesson 1: Uncontacted Leads – Missed Opportunities
The Pain:
Marcus had a long list of leads in his CRM, but a closer look revealed that many were uncontacted. These dormant opportunities were slipping through the cracks, leaving potential sales on the table.
Why This Happened:
- Relying too much on the CRM to flag issues, Marcus lacked a structured process to engage every lead in a timely manner.
- There wasn’t a structured follow-up plan or a clear way to identify which leads needed attention.
The Strategy:
We segmented his leads into two groups: contacted and uncontacted. For the uncontacted leads, we created a follow-up routine of phone calls, emails and began immediately. We also used HubSpot’s task automation, plus tasks reminders to ensure no lead was ignored moving forward.
HubSpot Tool Used:
- Contacts List Index Page
- Segmentation using filters
- Sequences
- Tasks
The image above represents an example of standard and custom filters that can be created in HubSpot to segment leads.
The Result:
Marcus started reaching out to a few dormant/forgotten leads and he was able to, convert several into active conversations.
Lesson 2: Stalled Deals – Quotation Overload
The Pain:
Marcus’s deal pipeline was clogged with approximately 141 deals stuck at the quotation stage, totalling an overwhelming $47M. These deals weren’t moving, creating a bottleneck and skewing his forecast.
Why This Happened:
- Without a clear segmentation strategy or timely follow-ups, the deals sat idle, leaving both the client and the sales process stagnant.
The Strategy:
We segmented his deals based on the Last Activity Date and Close Date, flagging those that were overdue, inactive or at risk. This approach allowed Marcus to focus his efforts on deals that were still viable while creating a process to address older, stagnant opportunities.
HubSpot Tool Used:
- The Deals Index Page
- Saved Views/Filters
- Pipeline Management Tools
This image shows how deals can be filtered to help sales reps and managers understand the pipeline better..
The Result:
By requalifying stalled deals Marcus identified three buyers still interested and ready to move forward.
Lesson 3: Misaligned Forecasting – False Buying Signal
The Pain:
One glaring example stood out: A deal entered in September was forecasted to close that same month. But when we called the client, they revealed they wouldn’t be ready to buy for another 4–9 months because they needed to sell their current vehicle first.
Why This Happened:
- Marcus had rushed to input a forecast based on initial interest without properly qualifying the client’s timeline or readiness.
- There isn't a formal forecasting strategy within the organisation.
The Strategy:
We trained Marcus to ask better qualifying questions and to document critical dependencies, like selling a current vehicle or securing financing. HubSpot was updated with realistic timelines, creating a more accurate forecast.
HubSpot Tool Used:
- Custom Properties
- Deal Index Page as a basic Forecasting Tool
- HubSpot Forms
The Result:
With better qualification practices, Marcus could now focus his energy on high-priority opportunities that are deeper in the funnel and work backwards.
Lesson 4: Over-Reliance on CRM – Neglecting Fundamentals
The Pain:
Although HubSpot assisted Marcus in organizing his pipeline, he was depending on it to handle all the essential tasks. Critical activities, such as asking the right questions, maintaining consistent follow-ups, and recording detailed notes, were being neglected.
Why This Happened:
- He viewed the CRM as the solution rather than a tool to amplify good sales practices.
- It’s easy to see the CRM as a “magic solution,” but it’s only as effective as the information input into it.
The Strategy:
We focused on reinforcing sales fundamentals. Marcus began emphasising active listening, asking qualifying questions, and documenting insights in the CRM. The goal is for HubSpot to support his efforts rather than replace him.
HubSpot Tool Used:
- Notes were used to log detailed insights from calls, capturing critical information for follow-ups.
- The Timeline View provided a historical record of client interactions, helping Marcus stay informed and strategic in his outreach.
The Result:
Marcus regained control of his pipeline, using CRM insights to guide his actions rather than dictate them.
Lesson 5: Reactive Approach – Missing Sales Velocity
The Pain:
Marcus’s follow-ups were reactive, addressing issues only when flagged by the CRM or when he had time. This caused delays and missed opportunities to accelerate deals.
Why This Happened:
- Without a structured follow-up cadence, deals lingered in the pipeline far longer than necessary.
The Strategy:
We introduced a proactive cadence: Day 1, Week 1, and Month 1 follow-ups for new leads. Plus, HubSpot workflows automate reminders, ensuring timely engagement at every stage of the pipeline.
HubSpot Tool Used:
- Sequences
- Email Templates
- Workflows
The Result:
Marcus will begin seeing a noticeable increase in sales velocity, with deals progressing faster and fewer leads slipping through the cracks.
Key Takeaways
Here’s how you can apply Marcus’s lessons to your own sales process:
- Contact Every Lead: Uncontacted leads are missed opportunities. Schedule regular reviews to ensure no one is overlooked.
- Segment Stalled Deals: Use your CRM to identify and prioritise stalled deals, requalifying them as needed.
- Align Forecasts with Reality: Ask probing questions to understand client timelines and dependencies, and update your CRM accordingly.
- Master Sales Fundamentals: Use your CRM to support your process, but don’t neglect the basics like listening, qualifying, and following up.
- Adopt a Proactive Cadence: Create a consistent follow-up routine to keep deals moving and build momentum.
What Makes This an Ongoing Exercise?
While these strategies have already started yielding improvements, the sales process is an ongoing ever evolving thing and often times sales reps don't necessarily follow things all the way though. For Marcus, this ongoing exercise includes regular coaching, pipeline reviews, and adapting as new challenges arise.
By integrating CRM technology with tailored sales strategies, we’re helping and empowering Marcus to move forward with confidence and a clear action plan.
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Conclusion: Developing the Right Habits for Long-Term Success
Improving pipeline management and leveraging tools like HubSpot isn’t a one-and-done exercise. It requires consistent effort, a willingness to adapt, and a commitment to developing the right habits. For sales reps like Marcus, these changes take time, but the results are well worth it.
Here’s what Marcus (or Marcus, in your scenario) could achieve in just three months with the right focus:
- Better Forecasting Accuracy: By aligning deal stages and timelines with client readiness, forecasting becomes a reliable tool for planning and prioritizing efforts.
- Higher Conversion Rates: Segmenting leads and deals ensures that energy is spent on the right opportunities, resulting in more closed deals.
- Improved Sales Velocity: With proactive follow-ups and clear visibility into the pipeline, deals move faster, and sales reps can handle more leads effectively.
The automotive industry presents a unique advantage for sales reps: there’s consistent demand. Customers come ready to buy, but managing that demand effectively is the key to standing out. Without proper lead and pipeline management, opportunities can slip through the cracks—whether to another sales rep in the same company or to competitors.
This makes focusing on pipeline hygiene and lead responsiveness critical. By staying on top of leads, managing deals effectively, and using tools like HubSpot to streamline processes, sales reps can not only meet but exceed their targets.
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A Look Ahead
With these habits in place, Marcus is on track to significantly improve his performance. Better data accuracy, faster deal progression, and enhanced customer satisfaction are just the beginning. For sales leaders, this translates to more predictable results, higher team efficiency, and a more productive sales force.
If your team struggles with similar challenges, remember that the right approach to pipeline management can drive transformative results. Start by identifying your gaps, implementing a structured plan, and leveraging tools like HubSpot to stay on top of your revenue attainment.
