Why Aircall and HubSpot Have Teamed up to Serve Sales People

Miruna MitranescuLast updated on September 6, 2023
3 min

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Sales calls are a necessity for every business. Yet, over the past 20 years the sales process has evolved a great deal and sales people were forced to adapt. Every type of organization has suffered the impact from SMBs to large companies or sales consultants.

How sales has changed in the past years

For one, sales cycle are getting longer. With a fair amount of information and feedback available for them, clients and prospects tend to take their time before buying. But don’t think that this simplifies the process, it actually doesn’t.

In fact, it’s increasingly overwhelming for the prospect to cut through all the noise.

This leads me to the next point, a modern sales process must be both milestone-centric and customer-centric. The secret to success lies in looking past the traditional model of capturing how customers think about “us” as suppliers – loyalty or satisfaction surveys for instance – and instead capturing how customers view themselves and their challenges.

A study conducted by Hubspot Research shows that there’s a wide gap between what prospects and customers want to learn about during the first call and what sales people actually talk about.

sales disconnect

In this context, a sales manager must rethink the concept of customer centricity. Shifting focus from the customer experience to understanding customers’ challenges is key at this point.

Prospects often find it hard to progress through the buying process due to the number of decisions they must make along the way — most of which are in fact independent of their choice of supplier. In this respect, commercial teams really need to zoom in on the aspects of the purchasing process that customers struggle with before they start engaging with a particular supplier. Those who can help customers overcome these roadblocks, will be better positioned to win later in the process.

Training is a huge pain point for sales leaders

The problem doesn’t stop here. Today, 27% of sales leaders name training and development as being their number one challenge and 1 in 10 sales leaders turns to external training when faced with this issue.

Similarly, sales coaching increases the number of deals per sales person by 17%. That’s huge! No wonder that over 25% of companies with 11 to 25 employees plan to spend more than $5,000 on sales training in 2017.


In this scenario however, mastering technology is key and the real value brought to the table.

This is where HubSpot’s new Sales Referral Partner program comes into play. Becoming a HubSpot sales partner will transform your business. The program is specifically designed for sales consultants, sales coaches and trainers, as well as CRM implementation companies.

The program includes industry-leading sales technology that will give you the necessary edge in front of your clients as well as on-demand educational resources that will teach you all about marketing, selling, and delivering modern sales services.

Data shows that companies using technology-based sales enablement practices are 25% more likely to use marketing & sales data to inform actions or company decisions, supporting that you should take advantage of HubSpot’s Sales Referral Partner program.

technology based sales

The people over at HubSpot spent the past decade building an Agency Partner Program for marketing agencies that now represents nearly half of HubSpot’s business and generates hundreds of millions in services revenues for those partners. Meanwhile, the company has learned a lot and they’re rolling out the best parts of that playbook and expanding their partner ecosystem to every type of sales industry service providers.

Integration with business tools makes sales performance easier to track

We’ll use the example of Azendoo whom we already talked about extensively in a previous blog post.

aircall HubSpot integration

Azendoo uses HubSpot as their CRM to stock all contacts and all past interactions with clients and also to manage all the lead generation workflow. With Aircall’s integration with HubSpot the team can

  • call the prospects and customers with Aircall directly from the HubSpot contact details,

  • log all the phone conversations directly in HubSpot

Aircall will also create new prospects from missed calls and voicemails in HubSpot.

As usual, the data is really useful and can go a long way in dealing with customers and prospects according to Azendoo’s business development director:

  • the number of calls passed versus emails sent,

  • the number of calls your team members makes on a daily,

  • monthly, quarterly basis,

  • the number of contacts you have or the number of contacts you have already called.

One can easily make use of Aircall’s in-depth analytics and KPIs when dealing with the HubSpot-Aircall integration.

Published on February 13, 2017.

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