Sean Katz and Carlos Pantoja, co-founders of Optima Solutions, joined the podcast to talk about improving sales performance, and accelerating sales velocity, with automations. They first set the scene on their ICPs, or ideal customer profiles—sharing the types of orgs, sales team sizes, org chart makeups, and key problem areas—that benefit most from their team’s automation services. We then get tactical, with Sean and Carlos walking us through which tasks and functions are prime for automation inside HubSpot, including lead qualification, routing and assignment, task queue creation, pipeline management, reporting, and more. They explain their process for determining what, when, and how should be automated based on client requirements. From there, they dig further into data—and how strong automation, and improved sales performance as a throughput—relies heavily on a “clean data lake” as they put it. They also explain their approach to integrations, via both the HubSpot marketplace and custom development, and how they interlock into this process.