Automation Spec

One pipeline, two channels, one sender model.

Each month, the USR analytics export refreshes lab metrics in HubSpot. A workflow re-classifies every lab into a quartile (Q1–Q4) and routes outreach. Emails send from the Customer Success team's inbox with the Regional Director and Brock auto-CC'd — so the lab gets a single thread with everyone in the loop. Texts come from the Director's personal cell via OpenPhone, used for high-priority Q3/Q4 follow-up.

What needs to exist in HubSpot.

No USR-specific custom properties exist on Companies today (verified via search). Every property below is net-new. Naming convention: usr_* prefix to keep them grouped.

Speed Lab → HubSpot Company

Each Speed Lab maps to one HubSpot Company. Use Company name to match against the lab_name field; create new companies for any unmatched rows.

Lab Owner → HubSpot Contact

The lab's primary owner/operator is a Contact, associated to the Speed Lab Company.

Director → HubSpot Owner

Each Regional Director is an existing HubSpot Owner (user). One small property addition on the Owner / User record:

The CSV that bridges USR analytics and HubSpot.

Generated from the USR analytics database on the 1st of each month. One row per Speed Lab. Imports directly into HubSpot Companies via the Imports API or a recurring scheduled import.

File: usr_monthly_export_YYYY_MM.csv

# Header row — exact column names matter for HubSpot mapping
usr_org_id,usr_community_id,company_name,owner_first_name,owner_last_name,
owner_email,owner_phone,director_owner_id,usr_region,usr_segment,
usr_ytd_tests,usr_30d_tests,usr_90d_tests,usr_lifetime_tests,
usr_athlete_count,usr_last_used,usr_score,usr_quartile

# Sample row
1842,559,"The Performance Lab","Josh","Henderson",
"josh@theperformancelab.com","+16195551234",71204881,
"Southwest","Growing",12047,2127,5682,67975,
2213,2026-04-30,99,"Q1"

Column rules

• usr_org_id — must be unique and durable. Primary join key in HubSpot. If a lab's name changes, this stays.
• director_owner_id — HubSpot Owner ID of the Regional Director, not a name. Maps to hubspot_owner_id on the Company.
• owner_email — primary lab operator's email. If empty, the row imports but the contact is flagged for manual update before sequence enrollment.
• usr_last_used — ISO 8601 date (YYYY-MM-DD). Empty if no assessments ever.
• usr_quartile — string literal: Q1, Q2, Q3, Q4, or NA.

Import process (recurring)

1. Engineering generates the CSV on the 1st of each month and drops it in a shared Drive folder (or sends to a HubSpot import endpoint via API).
2. HubSpot scheduled import (or API push) updates Companies. Match logic: usr_org_id exact match → update; no match → create new Company.
3. HubSpot workflow detects quartile change (usr_quartile ≠ usr_previous_quartile), then sets usr_quartile_change and overwrites usr_previous_quartile with the new value.
4. Contact (lab owner) is enrolled in the appropriate Director's quartile-tier sequence.

4 sequences, sent from CS, Director + Brock auto-CC'd.

HubSpot Sequences send from the enrolling user's connected inbox. The CS rep (or shared CS inbox) enrolls each lab — so the same Q1 sequence sends from the CS account in every case. The Director identity is preserved via auto-CC and inline mentions in the body, not sender. This avoids 14 × 4 = 56 sequence variants and keeps a single source of truth for copy.

Sequence inventory

• USR — Q1 Top Performer Outreach — celebratory tone, case-study invite
• USR — Q2 Solid Performer Outreach — push-to-Q1 framing
• USR — Q3 Below Average Outreach — direct, action-plan call
• USR — Q4 At-Risk Outreach — urgent intervention, includes Director's direct phone in signature

Each sequence is 3 steps: initial email (Day 0), nudge (Day 4), final follow-up (Day 9). Reply or booking pauses sequence automatically.

All four sequences are configured to auto-CC the lab's hubspot_owner_id (Director) and a static address (Brock) on every send. This is set once at the sequence level in HubSpot — no manual CC needed per send.

Workflow logic (HubSpot)

# Trigger: Company property change → usr_quartile_change is "improved", "declined", or "unchanged" with score < 30

IF usr_quartile == "Q1" AND usr_quartile_change IN ["improved", "unchanged"]:
   → assign CS rep (round-robin or by Director region)
   → CS rep enrolls lab-owner contact in "USR — Q1 Top Performer Outreach"
   → sequence auto-CCs Director (hubspot_owner_id) and Brock

IF usr_quartile == "Q2":
   → enroll in "USR — Q2 Solid Performer Outreach"

IF usr_quartile == "Q3":
   → enroll in "USR — Q3 Below Average Outreach"
   → 24h after email: trigger OpenPhone SMS from Director's number

IF usr_quartile == "Q4" OR (usr_quartile_change == "declined" AND usr_quartile == "Q3"):
   → enroll in "USR — Q4 At-Risk Outreach"
   → 24h after email: trigger OpenPhone SMS from Director's number
   → also: notify Director + Brock via Slack of at-risk flag

Placeholder → HubSpot token mapping.

Replace each {{PLACEHOLDER}} in the Action Plan Templates with the corresponding HubSpot personalization token before pasting into Sequences. Token syntax shown below.

Example: Q1 email after token replacement

Subject: {{ company.name }} — you're in the top 25% of the USR network

Hi {{ contact.firstname }},

Quick update: I just pulled the latest network benchmark across the
USR Speed Lab network, and {{ company.name }} landed in the top quartile (Q1)
with a composite score of {{ company.usr_score }}.

For context — that puts you above the network average on a blend of YTD,
90-day, and 30-day testing volume plus athlete count. Specifically:

• {{ company.usr_ytd_tests }} YTD assessments (vs. national avg 955)
• {{ company.usr_athlete_count }} active athletes
• {{ company.usr_30d_tests }} tests in the last 30 days

This is real. You're building something the rest of the network is going
to want to learn from.

I'd love to grab 20 minutes to talk through (1) what's working at
{{ company.name }} that we can amplify, (2) where USR can support you to
scale further, and (3) whether you'd be open to being featured as a case
study to other Speed Labs.

Grab a slot here: {{ owner.calendly_url }}

Talk soon,
{{ owner.fullname }}
USR Regional Director — {{ owner.region }}

The other three (Q2, Q3, Q4) follow the same token-substitution pattern. The full set is on the Action Plan Templates page — one find-and-replace pass converts them all.

Why OpenPhone over HubSpot's native SMS.

HubSpot SMS (via Twilio) sends from a HubSpot-owned number, which doesn't feel personal coming from a Director. OpenPhone gives each Director a real business line that forwards to their cell, and integrates natively with HubSpot via webhooks.

Per-Director setup

1. Create OpenPhone account; assign one number per Director (typically area code matching their region).
2. Forward number to Director's cell — incoming texts and calls hit their phone like normal.
3. Connect OpenPhone to HubSpot via OpenPhone's native HubSpot integration (1-click in OpenPhone settings).
4. In HubSpot, create 4 SMS templates (Q1/Q2/Q3/Q4) using the same token syntax as email.
5. Workflow trigger: when contact is enrolled in Q-tier email sequence, also fire OpenPhone send via webhook 24 hours later (so the lab gets email first, text second).

Per-Director cost

• OpenPhone Business plan: ~$20/month per Director (14 Directors = $280/mo, ~$3,360/year)
• HubSpot integration: included on OpenPhone Business plan
• SMS messages: included up to high monthly limits; effectively zero marginal cost at this volume

The whole system: roughly one week of focused work.

Suggested rollout sequence

1. Week 1 — Nate builds HubSpot property schema; Drew runs first CSV export manually as a test; one Director (Adrian or Cici) pilots Q-tier sequences with their own labs.
2. Week 2 — Pilot Director gives feedback. Refine sequence copy based on first replies. Email-only, no SMS yet.
3. Week 3 — Roll out email sequences to remaining Directors. Schedule monthly export cadence. Director-controlled enrollment (one click per lab).
4. Week 4 — Add OpenPhone for top-engagement Directors first. Layer SMS in for Q3/Q4 outreach (where urgency matters most).
5. Month 2 — Switch to fully automated enrollment if reply rates are healthy. Add monthly digest report to Directors showing what got booked, replied, ignored.