Automation shouldn’t add new stuff, it should first automate existing manual processes


In the HubShots Framework, Stage 3 is focussed on automation in HubSpot. That is, automating as many processes as appropriate.

The key word to note here is: appropriate.

Many companies try to add completely new stuff using automation, before they’ve even automated their existing manual processes

The trap they fall into is automating a bunch of processes that add little value (eg mass spamming) to the business, and then neglecting to automate the high value processes that are currently manual, but needn’t be.

They mistake scalability with busy work… automating busy work rarely provides value.

When approaching automation in HubSpot, start by reviewing your current manual processes, and ordering them in terms of:

  • Value/impact to the business
  • Amount of time they take up

And then chip away at the high value processes that are currently quite time consuming.

Note: automation doesn’t have to be a workflow or sequence – it can just be turning on some notifications (and turning others off)

Here’s some examples of scenarios to consider:

  • Anything that stops things falling through the cracks eg missing lead submissions, notifications to follow up
  • Anything that reduces cognitive load (eg tasks to remind specific actions, etc)
  • Anything that qualifies the work to be done eg lead scoring
  • Internal notifications based on process status (eg deal stage, ticket status, contact lifecycle, contact behaviour, etc)

And here’s some to be wary of:

  • Anything that sends external emails – consider carefully before diving in 
  • Anything that bulk allocates (eg lots of tasks – akin to busy work)

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By Craig Bailey