To support an accelerated and scalable sales process at Techstarter, I developed a semi-automated offer workflow within HubSpot. This solution allowed our sales team to instantly generate modular training offers based on predefined customer attributes, such as course combinations, start dates, and different custom fields, all without waiting for a custom code rollout from an external agency.
This workflow bridged the gap between manual offer creation and full automation, giving us full control over content output while drastically reducing time-to-offer.
My responsibilities included:
- Main Worklfow activities:
- Main Workflow set up for Closer/Sales Pipeline
- Supporting activities:
- Deal & Contact Properties/Attributes Set Up
- setting up customised deal areas
- Stages & Phases Set up (Contacts, Lifecycles, etc.)
- product optimization and adjustments
- Setup of supporting Workflows, e.g.:
- Sync and setting of Adress and Salutation for offers
- Design & HTML/PHP coding:
- customised code snippets
- moduls creation for upload
- adapting design templates
- adapting offer templates
- Project Management & Troubleshooting:
- Testing
- Ticketing with Slack & Hubspot
- training & oboarding of sales respresenative
Details
Approach:
- Deal-triggered automation: The workflow listens for deal stage changes (e.g. „Angebot erstellen“) to initiate offer generation.
- Branching logic: Numerous if/then branches allow rapid routing and selection of appropriate training program templates.
- Dynamic module selection: Based on properties like course type, modular combination, and sales stage.
- Customized HTML-based templates: Built with embedded logic and hardcoded elements (e.g. program title, official course number).
- Line item-based rendering: Courses are dynamically injected into offers if added as deal items.
- Helper workflows for:
- Setting correct salutation and personalization
- Syncing deal and contact properties
- Applying the next valid course start date
- Regeneration property: A custom field allows for offer regeneration or revision at any time, without overwriting past versions.
Objectives:
- Automate the creation of modular training offers using HubSpot workflows.
- Ensure dynamic offer content based on selected modules, line items (courses), and training start dates.
- Allow closers to generate and send offers immediately, without developer involvement.
- Maintain content control for legal and branding compliance during the interim.
Prepare for future migration to fully customized automation with external code support.
Challenges:
- Agency-delayed custom code meant a manual workaround was urgently needed.
- The system had to be deployable immediately, minimizing downtime and dependency on tech.
- We had to analyze, consider, and integrate legacy workflows that were already in use across pipelines.
- Full editorial control over offer content was essential until the custom solution became available.
- Hybrid content logic required: certain fields were hardcoded (e.g. program titles, legal identifiers), while others remained dynamic (e.g. line items, teaching hours).
Results
The semi-automated offer workflow empowered our sales team to produce tailored offers within minutes — with full visibility into structure, compliance, and content. This not only increased our throughput and customer response time, but also gave Techstarter the flexibility to react to technical delays without sacrificing operational excellence.
The solution serves as a transitional automation framework, while paving the way for a fully code-based rollout. In the meantime, it offers near-full functionality and precision.