Experiment: Do HubSpot's Sales Enablement Tools Really Save Time? [Episode #29]

Listen to the full episode here:

The following experiment shows how using HubSpot’s sales tools correctly can help sales reps redirect 30 hours a month back to selling and building relationships. These days, the line between jargon and effective business communication is razor thin.

When you are running a fast-paced business, the language you use can bring clarity.

However, words can also add confusion. If you have ever tried explaining your job to a friend or relative who is not in your industry, it quickly becomes apparent that we cram too much meaning into business terminology.

For instance, take the following terms:

“Sales enablement” “Lead generation” “CRM” “Marketing automation” “Sales tools” “Lead management” “Sales efficiency”

If I asked 10 executives in my network to define each term, I would get 10 different answers for each.

In addition to business terms meaning different things to different people, marketers have dulled the meaning of business terms so that one term can cover a broad range of business functions.

When you read the terms above, it’s easy to assume their meaning without ever needing to understand the nuances of each strategy and how to implement them successfully in your organization.

“Of course, I want more lead generation.” “Of course, my team needs a CRM.” “Of course, marketing automation is important.” “Of course, my sales reps would benefit from the right sales tools.” “Of course, my company needs a lead management process.”

We are all in agreement that busy people demand concise language.

However, this attempt to sum up a business function in a couple of short words leaves the conversation at a surface level without ever getting to the heart of how to use these tools and tactics to grow your business.

Moving The “Sales Tools Conversation” From Theory to Real-Life I am in the business of making a big impact on companies and their employees.

General use of business terms, such as  “We will work on sales enablement,” or “Let’s use our CRM to grow faster,” is not enough.

When most people first hear about the HubSpot Sales Tools, they think, “Those sound cool.” This initial reaction is often a major factor in selecting the HubSpot CRM and sales platform.

However, implementing the HubSpot Sales Tools and getting your sales team to use them is a different story.

I talk to HubSpot customers every week that have access to the HubSpot sales accelerator tools, but are not using them. They are either unaware of how using these tools could benefit their company, or are simply choosing not to use them.

I could share my Hubspot story with these clients until I am blue in the face, but it still would not enact change at some organizations.

So, I took a different approach. I collected real data.

We Ran A HubSpot Sales Tools Experiment To get this data, my team and I at Small Marketing Teams did an experiment!


We wanted to know how meaningful the time savings was from just TWO of HubSpot Sales Tools: task queues and email templates.

We Started With A Common Sales Rep Scenario Sales reps have to handle a lot of different types of communication – from prospecting and re-engagement to proposals and follow-ups.

When a new marketing or lead nurturing offer is created, the marketing team will send the content to most of your company’s list.

However, for the leads and opportunities that are engaged with a sales rep, you don’t want marketing interfering with the relationship and messaging that the sales rep is establishing.

For leads they are working, sales reps often distribute new content offers themselves. Having sales reps distribute new white papers, invitations to webinars, and other relevant resources is also a common practice in account-based marketing, where there is a small number of target accounts.

To normalize this scenario for our experiment, we sent five contacts that we are engaged with a personal invitation to an upcoming webinar training we are hosting.

Testing Two Approaches to Sales Productivity The experiment was simple. We compared the amount of time it took to send five emails to contacts using two different productivity approaches.

First, I created and sent an email to each of the five contacts inviting them to the webinar. I manually sent them using the HubSpot CRM, but I could have typed these emails in any CRM or email client.

• I located each contact in the CRM. [CLICK]
• I opened a new outgoing email. [CLICK]
• I typed a subject line. [TYPE]
• I wrote the email. [TYPE]
• I inserted the link to the webinar. [CLICK]
• I proofread the email. [READ]
• I clicked send. [CLICK]

I used this approach for each email to all five contacts..

Next, we sent five invitations to the aforementioned webinar using the task queue and email template tool built int

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