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📖 The 6 C’s of Sales: How to Track and Coach in HubSpot

The 6 C’s of Sales framework provides a structured way to measure and improve outbound performance. It ensures every stage — from raw dials to closed revenue — is tracked in HubSpot, enabling reps to stay consistent, managers to coach effectively, and leadership to forecast with confidence.

What Are the 6 C’s?

The 6 C’s of Sales framework provides a structured way to measure and improve outbound performance. It ensures every stage — from raw dials to closed revenue — is tracked in HubSpot, enabling reps to stay consistent, managers to coach effectively, and leadership to forecast with confidence.

Think of it as the scorecard of your sales engine. When one “C” is weak, the whole machine slows down.

🔎 The 6 C’s Framework in Detail

1. Calls – Activity at the Top of the Funnel

  • Definition: The total number of outbound dials a rep makes.

  • HubSpot Tracking: Logged as calls in Activities, with call outcome tied to a disposition.

  • Key Metrics:

    • Total dials per rep/day

    • Talk time per rep

  • Purpose: Consistent activity builds rhythm and keeps the top of the funnel full.

  • Coaching Tips:

    • Set dial goals (e.g., 150+ per blitz day).

    • Use HubSpot dashboards to compare actual dials vs. goals.

    • Coach on time blocking discipline — reps should dedicate blocks of time to uninterrupted dialing.

  • Action Example: If Rep A averages 80 dials/day vs. a team average of 150, managers can review their time allocation in HubSpot’s activity feed.

2. Connections – Are We Reaching People?

  • Definition: A successful connection with a live person (not voicemail).

  • HubSpot Tracking: Calculated by dividing live connections by total dials.

  • Key Metrics: Connection rate, time to first connect.

  • Purpose: Diagnose list quality, dialer effectiveness, and timing.

  • Coaching Tips:

    • If connection rates are low, review list sources in HubSpot.

    • Optimize dial times (HubSpot reporting can show best hours of day by connect rate).

    • Audit scripts — sometimes low connects = poor opener execution.

  • Action Example: If a rep’s connection rate is <3% while others average 7%, coach them to prioritize different lists or change time windows.

3. Conversations – Are We Talking to the Right People?

  • Definition: Conversations with qualified decision-makers or influencers.

  • HubSpot Tracking: Logged via call notes + updated Contact Role property.

  • Key Metrics: Conversation length, decision-maker % vs. gatekeepers.

  • Purpose: Ensure reps are spending time with buyers, not dead-ends.

  • Coaching Tips:

    • Roleplay permission-based openers in training.

    • Teach reps to navigate gatekeepers respectfully (log outcomes as “Gatekeeper” in HubSpot).

  • Action Example: A rep with 40% of conversations logged as “Gatekeeper Only” should roleplay navigation scenarios in coaching.

4. Conversions – Are We Creating Next Steps?

  • Definition: How many conversations result in a next step (e.g., scheduled meeting).

  • HubSpot Tracking: Tracked via “Meeting Scheduled” or “Follow-Up Needed” dispositions.

  • Key Metrics: Meeting rate (meetings / conversations), hand-off velocity.

  • Purpose: Identify ability to progress opportunities.

  • Coaching Tips:

    • Reinforce strong CTAs and objection handling.

    • Review call recordings where conversations stalled.

  • Action Example: If a rep has 30 conversations but only 1 meeting scheduled, managers should review if they’re failing at the close.

5. Closes – Are We Driving Revenue?

  • Definition: Closed revenue from scheduled meetings.

  • HubSpot Tracking: Logged as deal stage changes in the pipeline.

  • Key Metrics: Close rate, revenue per meeting.

  • Purpose: Understand quality of meetings passed to AEs.

  • Coaching Tips:

    • Gather AE feedback on meeting quality.

    • Use HubSpot reporting to measure meeting-to-deal conversion.

  • Action Example: If meetings-to-closed-deal conversion is <10%, marketing and sales may need to revisit target ICP lists.

6. Capturing Data – Build a Flywheel, Not a Silo

  • Definition: Accurate CRM hygiene, notes, and call outcomes.

  • HubSpot Tracking: Completed properties, logged notes, and disposition usage.

  • Key Metrics: Data completeness, lead stage duration.

  • Purpose: Ensure learning compounds over time and automation triggers correctly.

  • Coaching Tips:

    • Require reps to disposition every call in ConnectAndSell.

    • Use HubSpot automation to flag incomplete records.

  • Action Example: If 30% of a rep’s calls are logged without notes, coach them on adding at least one actionable next-step note per conversation.

🧭 How HubSpot Brings It All Together

  • Calls & Connections → Logged automatically via ConnectAndSell + HubSpot integration.

  • Conversations & Conversions → Captured through dispositions and notes.

  • Closes → Measured in HubSpot pipeline stages.

  • Capturing Data → Enforced through HubSpot workflows (e.g., preventing deal stage changes without required fields).

You can build a 6 C’s dashboard in HubSpot with:

  • Dials per day (Calls)

  • Connection rate % (Connections)

  • Conversations logged (Conversations)

  • Meetings booked % (Conversions)

  • Revenue per meeting (Closes)

  • % of contacts with updated notes (Capturing Data)

🚀 Why This Matters

  • Reps: Clarity on what success looks like beyond “just dialing.”

  • Managers: A coaching framework tied to measurable outcomes.

  • Leadership: A scalable way to forecast pipeline health and revenue.

âś… Key Takeaways

  1. Every rep should review their 6 C’s metrics weekly in HubSpot.

  2. Managers should coach around the weakest C, not just raw activity.

  3. Leadership should track trends across the 6 C’s to optimize targeting, messaging, and resourcing.

👉 Action Item: Bookmark your HubSpot 6 C’s dashboard and check it every Friday. Circle your weakest metric and plan 1 improvement action for the next week.