How to Set Up Your CRM for Maximum ROI on Sales Time
Most founders’ sales systems are vibes, scattered sticky notes, and praying for that one LinkedIn message to convert. We’re not here to judge, but we are here to fix it.
A well-set-up CRM is the difference between playing salesperson on hard mode and running a revenue engine with clarity. It’s not about “doing more sales,” it’s about making every sales hour actually count. Here’s how to set up your CRM (we use HubSpot, but you do you) to start increasing your $ per hour on sales without pulling your hair out.
⚙️ Step 1: Choose Your CRM (Just Pick One)
Don’t overthink it. Whether it’s HubSpot, Pipedrive, Zoho, or a whiteboard and sheer willpower (not recommended), the point is to centralize your contacts and deals. Once chosen, set up these two core tables:
Contacts Table: Add columns for:
Lifecycle Stage (e.g. Subscriber, Lead, MQL, SQL, Customer)
Lead Status (e.g. New, Attempted Contact, Connected, Bad Fit)
Contact Type (e.g. Partner, Investor, Customer, Random Person from Event)
Deals Table: Add columns for:
Lifecycle Stage (e.g. Open, Won, Lost)
Next Steps text field (you update it with the format mm.dd - FU/Booked/ACT - [describe what you need to know])
Create filtered views to cut through the clutter:
Contacts: MQLs & SQLs
Deals: Open Deals, Won Deals, and Lost Deals
📥 Step 2: Import Your Stuff (No, You Don’t Need to Clean It All First)
Got spreadsheets? Dump ‘em in. Anything from Notion, Google Sheets, your inbox, or your brain you must get those leads into the system.
Tag contact lists that indicate they are already curious in what you have to offer (newsletter subscribers, event attendees, etc.) as Marketing Qualified Leads (MQLs).
🔌 Step 3: Plug It All In
Connect your CRM to your email and calendar so new contacts from meetings and emails automatically show up in your CRM.
Set up integrations (via Zapier or native integrations) to auto-tag new MQLs from:
Calendly bookings
Event signups
Freebie downloads
Newsletter subs
We'll break down the full Zapier setup in another post, but the TL;DR: automate anything repetitive.
🧰 Step 4: Load in Your Tools
Upload your go-to email templates and sales decks/info packages into your CRM.
This saves you from digging through your Google Drive at 11 PM while writing a follow-up email titled “Hey again 👋 (Just bumping this!)”
Bonus: You can track opens and clicks like a proper sales pro.
🎯 Step 5: Set Up Lead Capture
Create forms or landing pages (inside HubSpot or wherever you host your site) to bring in new MQLs automatically. Free strategy calls, downloadable guides, demo request forms, whatever fits your vibe.
Make sure they flow directly into your CRM and land in that sweet MQL view.
🔁 Now: Use the CRM Like a Pro
Here’s your daily sales workflow to make every hour actually produce revenue (crazy, right?):
Start with Won Deals
Deliver. Fulfil. Keep those customers happy. Revenue retention is just as important as new sales.
Then Hit Your Active Deals
What’s holding up the close? Send the proposal. Book the call. Chase the ghost (gently).
Then Check on MQLs & SQLs
Who’s warm but not yet ready to buy? Who should you follow up with? Who forgot who you are? Time to rekindle the spark.
🧠 Final Thought: Your CRM Is a Sales GPS, Not a Filing Cabinet
If you’re not using your CRM to tell you what to do next, you’re just organizing data, not driving revenue. A great CRM setup will show you exactly where to spend your time and what to stop wasting time on.
And remember: sales isn’t about being pushy. It’s about being organized enough to show up when your future customers are actually ready.
The most successful sales people hold themselves accountable (or have an ecosystem to hold them accountable) - as long as you’re consistent, you eventually make a sale. If you need help navigating any part of this process, consider joining Go-to-Market Sprints!
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Impact Zero empowers climate founders to turn their ideas into thriving, revenue-generating ventures. Through hands-on training, real-time feedback, and structured go-to-market frameworks, founders learn how to define real customer problems, validate solutions, and close sales. The goal is to build sustainable businesses that don’t just make impact—they make money too.