Welcome to the Hubspot Guide

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Deal Fields

Association Labels

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When a Deal is won, we should know who to direct for our main styles of communication. Note that these labels are a one-to-many, so a person can be both a Primary and a Billing, for instance.

• Billing: this is the a financial point of contact and the person who will receive invoices.

• Key Point of Primary Contact: this is the a person who will receive contract related communications and will automatically receive onboarding emails, documents, and instructions.

Deal Name

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• Technical (Onboarding): This is a person who manages data migrations, email domain validation, data exports, and other technical issues for the shelter.

Deal Name

Deal names are important because they inform what accounting uses in our financial systems and what our engineering team uses when adding companies to the system. The more aligned these are, the easier it is to report on them later.

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Subsidy Revenue

This is the date that the initial contact was made by the first associated Contact in the Deal. This field is manual entry and, if we money we’ve received that’s not a direct invoice to the customer or from transactional revenue. Most often, this is Home Again / Merck revenue, but could be from other sources as we build more partnerships.

Adopets Revenue

This is transactional revenue from Adopets adoptions.

Associated Contact Create Date

This is the date that the initial contact was made by the first associated Contact in the Deal. This field is manual entry and, if we end up having a lot of inbound leads, is important.

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Deal Start Date

This is the Deal’s service period start date for this Deal period. This is key for customer success, as this serves as the basis for certain check-in communications.

Deal End Date

This is when their contract ends. Also key for customer success, For new & onboarding customers, please leave this field blank until the customer’s invoice date has been set and they are locked for an onboarding date. Because:

• This field being blank is how we identify onboarding customers

• Setting this field automates certain training communications & invoicing communications.

Deal End Date

This is when the Deal’s service period ends. Also key for customer success, as it informs renewal, rebooking, and churn-related conversations & timelines.

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For example, if a customer’s current Deal has service dates of 1/1/2024-12/31/2024, and in Spring they request additional features, the add-on would be for dates, say, 4/1/2024-12/31/2024 and then the services would be merged and represented in one Existing Business Deal for 2025.

Yearly Intake

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Yearly Intake

This is the estimated number of animals being accepted by the shelter in the time period covered by the Deal.

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This is the best estimate of customer or prospect adoptions Deal’s service period (start/end dates).

Duration

The number of years that a Deal is contracted for.

Modules (Formerly Products Subscriptions)

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The Help Desk is the central hub where we receive incoming customer concerns via Forms and email (support@shelterbuddy.com and support@adopets.org/.com). Help Desk is where we field incoming tickets and track tickets that we are actively solving as support coordinators. Help Desk is not meant to be a repository of existing & known customer issues.

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1. Product Issue - The product isn’t performing the way it should. This could be a bug or a larger issue like servers being down.

2. Admin Action - These are known actions that can only be done by admins, so here the shelter staff are just submitting a request. Common examples are Smart Kennel Card field changes, manual updating of pet status, and similar.

3. Billing Issue - Something is wrong with what a shelter is being charged.

4. Feature Request - The user is requesting functionality that isn’t currently part of our offering.

5. General Inquiry - “Other”

6. Refund Adopter - The shelter needs to refund an adopter. (I believe we facilitate these from our Stripe Connect dashboard?)

7. Cash transaction - An adopter paid in cash, so we need to manually process the adoption on our end.

8. To be deprecated once refund feature goes live.

9. External Adoption - A shelter has performed an adoption outside of Adopets and needs an admin to update the animal or adopter records. To be deprecated once Force Set Adopted documention is clearer.

10. Reporting Help - Shelter staff often need help producing a custom report or using our existing reporting tools to get the info they need. This category covers those requests.

11. Virtual Shelter - Specific admin request for us to edit or create a virtual shelter for the customer.

Processes & Protocols

AKA: “How do I?”

Sales

Accept New Leads

Click to view your New Leads.

https://www.loom.com/share/148be67cb1b64b12bf6ba33e7e131cec

Starting in September, Leads that come into the system will have a Lead Status: New. When a salesperson begins working a lead, the rest of the team needs to know that certain criteria have been met. Therefore, a Contact being worked should be marked as Lead Status: In Progress. At Pet Loyalty, please always do the following when accepting a new Contact and marketing it In Progress:

1. Identify Contacts - Filter by:

   1. Contact Owner is: Me

   2. Lead Status is: New

2. Research and Enrich Contact record

   1. Add LinkedIn Bio to their profile

   2. Add Job Title to Contact record

   3. Create/Confirm Associated Company (the Company record attached to the Contact)

3. Enroll in an email sequence or call to follow up

4. Only after this is done, update Lead Status: In Progress

Note: If a person has entered their phone number, they have done so voluntarily. If you can respond to their inquiry within a few minutes, then a phone call will get you straight to the discovery process and you’re underway. Be sure to log phone calls as calls in Hubspot, not Notes. This way your activity gets tracked and you can be recognized for those lightning fast reflexes!

Manage In Progress Leads

https://www.loom.com/share/2bfa9267b79046a492bd39ae24eee509

1. Identify eligible Contacts - Filter by:

   1. Contact Owner is: Me

   2. Lead Status is: In Progress

   3. Lifecycle Stage is: Lead, Marketing Qualified Lead

2. Scan for engagement

   1. Last page seen

   2. Last email clicked

3. Scan for value

   1. Yearly Adoptions

   2. Job Title

   3. Phone Number

4. Actions

   1. If no engagement, update Lead Status: Open.

   2. If engagement or value: Send thoughtful communication or phone call.

Create New Deal

Deals reflect a Contact that has proactively indicated interest in purchasing the product after knowing the general costs and features. This is usually following a discovery sales call or if a person has sent a very specific, proactive inquiry email.

1. Name the deal -
   <Company Name> - <Product (Adopets or ShelterBuddy)> - <Time Period>.
   “Animal Welfare League of Arlington - ShelterBuddy - 2023”

2. Add Amount - We should have enough information to ballpark an amount. We can narrow it down later. If you need a placeholder, put our average contract value in this space or multiply their adoptions by our expected income per adoption.

   1. Add the Currency, which is just their locality

3. Add all associated Contacts to the Deal record.

4. Add an Associated Contact Engage Date - This is a 🔑 key field and can only be done manually. This is the date that the initial contact reached out to us. For new Deals that’s simple: it’s the create date of the Contact. But for referrals or recurring business it’s the date that the person reached out and said “hey, we’d like to extend a year or add a feature,” and that requires human touch.

5. Estimate the Close Date (Hubspot default is the final day of the current month, but update this manually based on what you’ve learned about the deal or based on our average sales cycle length. This is important for follow up).

6. If call recording has finished processing, add a Google Drive link to Discovery Call Recording or attach the recording as an attachment.

7. Enter the Products Subscriptions field for what product or feature set the person is evaluating.
   NOTE: Please maintain separate Deals for Adopets and ShelterBuddy opportunities. Why? Adopets recognizes variable revenue in hindsight, SB forecasts predictable revenue. Each has a different customer success cadence.

Engage Opportunities

Under construction - This will eventually be a ‘structured routines’ guide on how to manage many Deals with a sense of personalization.

https://www.loom.com/share/c4d3728366754e87b19cf9d01a87f20f

Send a Contract

1. Enter the Contract Start Date (Launch Date)and Contract End Date (Contract Renewal)

2. Ensure the product or quote in Hubspot matches what’s being sent to the prospect.

3. <use an IF/THEN contingency in the communication>

Win a deal?

• Ensure contract is totally signed, not just verbal

• Move to Closed Won

• Support the financial team:

  • Identify the Billing Contact on the Deal or within the Company record

  • Copy the billing address from the contract to the Company or Deal record

• Add the correct customer success manager to the field. Introduce the CS manager. ( ⚠️ this should be automated)

• Identify the Closed Won Reason

• Update the Company Lead Status to “In Progress” if not already done.

Lose a deal?

🚧 Under Construction

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1. Training Opportunity - The user was unable to perform an action that is user-facing. They reached out to support instead of performing the action themselves due to poor placement of knowledge base articles or a need of a new round of training.

2. Irrelevant - Testing emails, solicitations, and more.

3. Requesting Shelter Contact - This is a user that is emailing us thinking that we are the shelter.

4. Question from Foster - Foster parents requesting help from us or help that is typically provided by shelter managers.

Resolution

For now, we’re only really engaging with Resolution when the Ticket isn’t immediately clear how to solve for us based on documentation or for the customer based on unclear user interface. For these, use the following fields:

1. Issue Fixed - Documentation Needed: We got help with the Ticket, but we had to ask someone on Slack or in a meeting to get to it. This helps us update documentation to reduce escalations.

2. Issue Fixed - Product Review Needed: The customer could have done this, themselves, but the product’s settings made it difficult to do. This could also include Admin Actions that could potentially be done by the customer with a small change to the product.

Processes & Protocols

AKA: “How do I?”

Sales

Accept New Leads

Click to view your New Leads.

https://www.loom.com/share/148be67cb1b64b12bf6ba33e7e131cec

Starting in September, Leads that come into the system will have a Lead Status: New. When a salesperson begins working a lead, the rest of the team needs to know that certain criteria have been met. Therefore, a Contact being worked should be marked as Lead Status: In Progress. At Pet Loyalty, please always do the following when accepting a new Contact and marketing it In Progress:

1. Identify Contacts - Filter by:

   1. Contact Owner is: Me

   2. Lead Status is: New

2. Research and Enrich Contact record

   1. Add LinkedIn Bio to their profile

   2. Add Job Title to Contact record

   3. Create/Confirm Associated Company (the Company record attached to the Contact)

3. Enroll in an email sequence or call to follow up

4. Only after this is done, update Lead Status: In Progress

Note: If a person has entered their phone number, they have done so voluntarily. If you can respond to their inquiry within a few minutes, then a phone call will get you straight to the discovery process and you’re underway. Be sure to log phone calls as calls in Hubspot, not Notes. This way your activity gets tracked and you can be recognized for those lightning fast reflexes!

Manage In Progress Leads

https://www.loom.com/share/2bfa9267b79046a492bd39ae24eee509

1. Identify eligible Contacts - Filter by:

   1. Contact Owner is: Me

   2. Lead Status is: In Progress

   3. Lifecycle Stage is: Lead, Marketing Qualified Lead

2. Scan for engagement

   1. Last page seen

   2. Last email clicked

3. Scan for value

   1. Yearly Adoptions

   2. Job Title

   3. Phone Number

4. Actions

   1. If no engagement, update Lead Status: Open.

   2. If engagement or value: Send thoughtful communication or phone call.

Create New Deal

Deals reflect a Contact that has proactively indicated interest in purchasing the product after knowing the general costs and features. This is usually following a discovery sales call or if a person has sent a very specific, proactive inquiry email.

1. Name the deal -
   <Company Name> - <Product (Adopets or ShelterBuddy)> - <Time Period>.
   “Animal Welfare League of Arlington - ShelterBuddy - 2023”

2. Add Amount - We should have enough information to ballpark an amount. We can narrow it down later. If you need a placeholder, put our average contract value in this space or multiply their adoptions by our expected income per adoption.

   1. Add the Currency, which is just their locality

3. Add all associated Contacts to the Deal record.

4. Add an Associated Contact Engage Date - This is a 🔑 key field and can only be done manually. This is the date that the initial contact reached out to us. For new Deals that’s simple: it’s the create date of the Contact. But for referrals or recurring business it’s the date that the person reached out and said “hey, we’d like to extend a year or add a feature,” and that requires human touch.

5. Estimate the Close Date (Hubspot default is the final day of the current month, but update this manually based on what you’ve learned about the deal or based on our average sales cycle length. This is important for follow up).

6. If call recording has finished processing, add a Google Drive link to Discovery Call Recording or attach the recording as an attachment.

7. Enter the Products Subscriptions field for what product or feature set the person is evaluating.
   NOTE: Please maintain separate Deals for Adopets and ShelterBuddy opportunities. Why? Adopets recognizes variable revenue in hindsight, SB forecasts predictable revenue. Each has a different customer success cadence.

Multi-Year Deals

For multi-year Deals, simply create and document the Deal for the first year.

• Deal Start Date: Go Live Date

• Deal End Date: 1 year from Go Live

• Duration: Number of years the deal is contracted for

• Amount: First year of contract plus any up-front fees

• Subsidy: Multi-year (only if a discount was given for their commitment

Because Deals are to document one-year periods, forecasts are based on Deal Amount, and best practices aren’t to recognize revenue beyond a year, we should be matching these accordingly.

Engage Opportunities

Under construction - This will eventually be a ‘structured routines’ guide on how to manage many Deals with a sense of personalization.

https://www.loom.com/share/c4d3728366754e87b19cf9d01a87f20f

Send a Contract

1. Enter the Contract Start Date (Launch Date)and Contract End Date (Contract Renewal)

2. Ensure the product or quote in Hubspot matches what’s being sent to the prospect.

3. <use an IF/THEN contingency in the communication>

Win a Deal

1. Ensure contract is totally signed, not verbal, before moving Deal Stage to Closed Won

2. Update Associated Contacts:

   1. Identify the Billing Contact on the Deal or within the Company record

   2. Identify the Key Point of Contact for Onboarding & admin communications

3. Update the Company record

   1. Add address, contact, and URL information for smooth site cut and DO tasks.

   2. Fill in Company Onboarding Details

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Lose a deal?

🚧 Under Construction

Customer Success

Understanding Service Periods

Our customers are with us over many years. During that time, they experience changes to features used, intake/adoption numbers, personnel, invoice amounts, and more. To capture these changes over time and to get accurate revenue snapshots, we create unique Deals for each year of service that we provide to a shelter. These year-long measurements are known as “service periods.”

To track a customer’s details within a specific time frame, you’ll want to find the service period for the date in question. To do this, apply the following filters:

• Deal Start Date is before: <Date in question>

• Deal End Date is after: <Date in question>

Accepting a new customer (CS)

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Filter by: Ticket Status is none of: Closed, Category is: (listed below).

Batch

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Refund Adopets Adopter

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Process Adopets Cash Adoption

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processes

1. Refunds: How to Process a Customer Refund in Adopets

2. Cash Transactions & External Adoptions: How to Process an External Adoption

3. Manual processing / status edits

4. Reporting Help (in some cases)

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If a ticket is a current technical malfunction with our software, escalate the ticket to the account manager, who can then review and triage the request to engineering. If it needs escalated, check with engineering and create a Jira ticket via the Jira integration in the lower-right of a ticket’s right-hand column. If the ticket relates to a known issue, please attach the existing Jira ticket to the card without creating a new one.

<INSERT Jira tech issue support ticket criteria here>After creating a Jira ticket, assign the ticket to the support coordinator or account manager responsible for keeping eyes on this issue. Then, escalate the ticket to the Account Manager Pipeline so keep the Help Desk clear.

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