Transforming sales & operational efficiency at Midtown Athletic Club
Midtown Athletic Club faced a tangled sales pipeline and limited reporting capabilities, hindering their growth.
We delivered a thoughtful, scalable solution tailored to their unique needs by leveraging HubSpot's Sales Hub Enterprise and Operations Hub Enterprise.
* Please note that the data represented has been recreated to preserve anonymity.
Their sales pipeline was cluttered with unnecessary stages that complicated their sales process and produced inaccurate conversion rate reports.
Their legacy pipeline included stages like “Attempted to Contact,” “No Show,” and “Be Back Opportunity,” which were not true pipeline stages but activity indicators. This misalignment led to non-linear progression and inconsistent deal probabilities, making their sales funnel difficult to interpret and impeding their team's ability to act effectively.
Their reporting capabilities were also limited, particularly when comparing deal performance across their eight club locations. Each club had unique deal volumes and conversion rates, but their existing system lacked the ability to provide a centralized view for comparative analysis.
Before RP: Old Pipeline
Before RP: Old Funnel Report
The Solution:
A streamlined, data-driven Sales and Operations approach
We designed a fresh, streamlined sales pipeline tailored to reflect Midtown’s buyer journey, reducing their stages to five.
5 new stages:
1
Check Price
Automatically triggered when prospects submit a pricing form for a specific club location.
2
Scheduled Tour
Activated once a prospect books a tour.
3
Showed Tour
Automatically triggered when prospects submit a pricing form for a specific club location.
4
Sold
Finalized when a membership is purchased.
5
Closed Lost
Automatically or manually updated when deals are stalled or disqualified.
This clean, linear pipeline dramatically improved the team’s ability to track conversion rates and move deals efficiently.
After RP: New Funnel Report
After RP: New Pipeline Report
Custom deal tags for activity tracking
To address activities previously housed within pipeline stages, we implemented custom deal tags and properties.
Tags for Activity Indicators: Examples include "Attempting to Contact," "Connected," "No Show," "Cancelled Tour," and "Reheated."
Reheated Deals: This unique tag identifies prospects who were previously marked as "Closed Lost" but re-engaged due to new behaviors, such as resubmitting a form or clicking marketing emails. This ensures their sales team can prioritize re-engaged prospects effectively.
Advanced reporting with Operations Hub Enterprise
Using HubSpot's Datasets, we created advanced custom reports.
Club-Level Conversion Insights: A single report comparing conversion rates and deal volumes across all club locations.
Task Performance Metrics: We incorporated task creation and completion data to evaluate sales productivity and identify areas needing improvement.
Binary Calculations: Custom formulas allowed us to track and compare detailed metrics, such as stage-to-stage conversion rates and task completion percentages.
Results & Impact
By combining HubSpot’s Sales Hub Enterprise and Operations Hub Enterprise, we delivered a multi-hub solution that exemplifies operational excellence, solidifying Midtown Athletic Clubs as a leader in their industry.
Unlocking sales visibility and productivity
The results of these enhancements were transformative:
Simplified Pipeline Management: The new sales pipeline eliminated ambiguity, allowing the sales team to focus on active deals and improve their workflows.
Accurate Conversion Metrics: Midtown can now trust their conversion rate reports, enabling better forecasting and decision-making.
Centralized Performance Analytics: A single comparative report for all eight clubs provided actionable insights into club-level performance, highlighting top performers and areas needing attention.
Increased Efficiency: By moving irrelevant activity indicators to deal tags, the sales team saved time and focused efforts on high-value prospects.
Driving revenue growth and operational clarity
How these changes impacted the bottom line:
Improved Sales Velocity: The streamlined pipeline enabled faster deal movement, critical in an industry with short sales cycles.
Enhanced Advisor Performance: Deal tags provided advisors with quick visual cues, improving their ability to respond to prospect behaviors effectively.
Optimized Club Operations: Club managers now have clear visibility into performance metrics, empowering them to allocate resources and improve underperforming areas.
After RP: New Task Report
After RP: New Team Performance Report
Quality: A thoughtful, scalable solution
Our approach combined precision and scalability.
Customization: We aligned every aspect of the pipeline and reporting framework with Midtown's unique needs.
Scalability: All solutions were implemented with growth in mind, ensuring they remain effective as Midtown continues to expand.
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