Use case: Sales Operations

Bringing Teams From HubSpot and Asana Together With Unito

Core integrations

In this case study, Mathias Saint-Jean, Revenue Operations Leader at Unito, shows you how he syncs HubSpot deals to Asana with Unito.

I spearhead Revenue Operations processes and best practices at Unito. On top of being responsible for the revenue department’s tool stack, I also work on initiatives to improve the efficiency of collaboration between revenue teams — marketing, sales, customer success, product. This is done by finding the right mix between data, process and tool usage. This case study covers one of these goals: eliminating as many manual interactions as possible when our sales reps are working on deals in Hubspot. That’s because larger deals can require the intervention of our business operations teams for drafting up NDAs or satisfying specific legal or procurement requests. Since these deal can be completely blocked until these tasks are done, streamlining this process is incredibly valuable.

Because the business operations team lives in Asana and the sales team works out of HubSpot, I needed to find a way to bring the two tools together using Unito.

The tool stack

HubSpot

Hubspot is used by our sales team to manage our deal activity and interact with prospects to turn them into customers.

Asana

Asana is used by the business ops for the majority of their day-to-day activities. For this workflow, that includes fulfilling legal, procurement, and security requests from high-value prospects.


Unito enables our sales reps to accelerate a deal’s movement through the pipeline, closing bigger deals without having to hop back and forth between Hubspot and Asana every time they need help from the business operations team. 

Before Unito

Time lost switching tools

Imagine a sales rep finishing a phone conversation with an executive from a large company. The client just asked for a specific security document. On top of having to log the notes of the conversation in Hubspot for the team’s visibility, the rep will have to switch tools and log a task in Asana to assign the request to the Business Operations team. This takes up time the sales rep could spend on additional prospecting, jumping on the next call, or closing the next deal.

Lack of visibility on work

Larger deals frequently involve specific requests, like NDAs, legal documents, or security verifications. Without Unito, our sales team had to log a new task in Asana for each of these requests. When working in HubSpot they had no visibility on any of the work happening in Asana, forcing them to regularly jump into the tool, which created one more headache to organize their day around.

Different workflows per tool

A day in the life of a sales rep can be something of a rollercoaster. They spend their time speaking with multiple clients with multiple needs, across multiple channels — from SMS to calls, and meetings to online searches. HubSpot is built with this in mind. Asana is project-based, and the work is rigorously digested into subtasks with rigid milestones. Having to constantly between these tools and their fundamentally different approach to work creates a lot of mental fatigue.

How things changed with Unito

No need to switch tools

Thanks to Unito, collaboration across sales and business operations only takes a bit of upfront work to build the original flow. After that, there’s no need to switch tools, copy and paste information between tools, or do any other manual work. When sales reps need support from business operations, they just have to fill in some information at the deal level, and a corresponding request will be automatically created in Asana. That request will be sent to the right project and section in Asana and assigned to the appropriate person.  When the business operations work is done, the Asana task is set to “completed,” and sales will be instantly notified in HubSpot. No need to check in across tools and no time wasted waiting on updates.

Everyone’s work is visible

Sales reps don’t have to work in the dark anymore. Requests sent to the business operations team are logged in Hubspot and Asana simultaneously and automatically updated in both tools. That means a sales rep can add clarifications in a text field in HubSpot, and that information will be sent to Asana in real-time. Likewise, Asana users can ask questions and communicate progress without leaving their tool. That gives the sales team the ability to move a deal to the next stage without having to check Asana.

A single collaborative environment

With Unito, no team has to use tools they don’t want to use. That means completely avoiding the learning curve that comes with a new tool, no context switching, and fewer licenses for the organization. Now both teams can collaborate efficiently without leaving the tool they love. That gives them more time to make the most out of their dedicated tool.

Ready to try it yourself?

Follow our walkthrough to see how you can sync your own HubSpot deals to Asana tasks.

The workflow in action


“With Unito, our sales team can stick to what they do best — finding new prospects and closing deals — without worrying about what’s going on in another tool.”

— Mathias Saint-Jean, Revenue Operations Leader

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