Transforming Sales with the SPANCO Model

Case Study: Transforming Sales Effectiveness with the SPANCO Model and HubSpot CRM

Background

Our client, a field-based sales team within a mid-sized B2B services company, faced challenges in structuring their sales process. With a large, varied client base spread across different industries and regions, they were missing out on potential opportunities due to inconsistent tracking and follow-up practices. Although they had recently adopted HubSpot CRM, they were not yet using it effectively to streamline sales activities.

The Challenge

The primary issues included:

• Lack of a Defined Sales Process: Sales reps were handling prospects differently, resulting in missed opportunities and inconsistent client experiences.
• Ineffective Lead Management: Without a clear pipeline structure, it was difficult to track where each lead stood, leading to confusion around next steps.
• Data Fragmentation: The team had limited insight into metrics, making it challenging to measure performance or identify areas for improvement.

To address these gaps, we recommended implementing the SPANCO sales pipeline model, using it as the foundation for managing leads within HubSpot CRM.

Solution Implementation

1. Building the SPANCO Framework in HubSpot

• We introduced the SPANCO stages in HubSpot, customising each stage (Suspect, Prospect, Approach, Negotiate, Close, Order) to reflect specific actions relevant to the client’s business.
• We established stage-specific criteria to clarify what actions were needed to advance a lead, setting clear expectations for each team member.

2. Defining a Clear Qualification Process

• For the Suspect and Prospect stages, we implemented a BANT-based qualification checklist (Budget, Authority, Need, Timing) that allowed sales reps to assess leads consistently and make informed decisions about whom to prioritise.
• The qualification process helped categorise leads by sector, source, and potential value, ensuring targeted, efficient follow-ups.

3. Automating Data Capture and Reporting

• Using HubSpot, we created automated workflows to capture data across each SPANCO stage, centralising information for improved management visibility.
• We set up real-time dashboards that track metrics like conversion rates, stage duration, and win rates, allowing the team to quickly identify bottlenecks.

4. Training and Accountability

• We conducted training sessions on using SPANCO within HubSpot, helping sales reps become comfortable with the new process.
• We developed an accountability framework, assigning each rep responsibility for tracking and reporting on their pipeline progress during weekly reviews.

Results

Improved Pipeline Transparency and Follow-Up Consistency

With SPANCO guiding each step, the sales team now had a structured, consistent approach to managing leads. Each team member knew what stage each prospect was in, and the required actions for advancement were clearly defined. As a result, the sales reps became more disciplined in following up, reducing instances of lost leads.

Enhanced Qualification Efficiency

Using the BANT checklist in the early stages (Suspect and Prospect) allowed the team to qualify leads faster and more accurately. The ability to prioritise higher-potential leads led to increased engagement with quality prospects, resulting in a 30% reduction in time spent on low-probability leads.

Greater Data Visibility and Informed Decision-Making

The new dashboard in HubSpot provided real-time data insights into sales performance. Metrics such as stage conversion rates and win rates highlighted bottlenecks, guiding the team to make timely adjustments. For example, recognising that too many leads were getting ‘stuck’ in the Approach stage, we provided targeted training on objection handling and value proposition refinement. As a result, conversion rates from Approach to Negotiate improved by 25%.

Increased Close Rates and Revenue Growth

Within six months of implementing SPANCO and the new CRM processes, the company saw a significant improvement in close rates. The team’s structured approach enabled them to close 18% more deals than in the previous period, translating to a 20% growth in revenue. Moreover, client feedback highlighted improved satisfaction with the company’s proactive engagement and consistent follow-ups.

Conclusion

Implementing the SPANCO model within HubSpot CRM brought structure, clarity, and accountability to the sales team’s processes. By aligning the sales journey with clear, actionable stages, the team gained a consistent roadmap for moving leads forward, resulting in improved performance and client relationships.

This case study illustrates how a well-defined sales pipeline framework like SPANCO, combined with effective CRM usage, can transform a fragmented sales process into a streamlined, data-driven strategy that fuels sustainable growth.