Closing More Deals with AI Agents: The Future of Sales Workflows in HubSpot

Sales teams today are under more pressure than ever. Buyers expect instant responses, personalized outreach, and seamless experiences across every channel. Falling short on these expectations can mean losing a deal before a rep even has a chance to connect.

The challenge is that most sales teams are stuck with legacy CRMs and fragmented tools. Reps waste valuable time on admin work, researching prospects, and managing back-and-forth tasks instead of focusing on selling. This slows down deal cycles and leaves teams burned out.

At INBOUND, HubSpot introduced Breeze Marketplace and Breeze Studio, a new way to discover and customize AI agents built for sales. These agents handle repetitive tasks, surface insights, and help sales teams move deals forward faster

Why Sales Teams Struggle Today

Sales success depends on speed, accuracy, and personalization. Unfortunately, many sales teams are slowed down by manual work and fragmented tools that take them away from actual selling. 

Instead of focusing on building relationships and closing deals, reps spend their days buried in tasks that don’t move revenue forward.

1. Too Much Time on Admin and Data Entry

Reps often spend hours updating CRM records, logging calls, or filling out forms. These tasks are important, but they don’t generate revenue. 

The more time salespeople spend on admin work, the less time they have to talk to prospects. This leads to fewer opportunities created and slower deal cycles.

2. Slow Proposal and RFP Turnaround

Responding to proposals and RFPs takes significant time. Drafting documents, customizing responses, and gathering internal approvals can stretch out the process for days or weeks. 

While a team is preparing, competitors may already be in front of the buyer with a complete proposal. This delay creates a real risk of lost deals.

3. Lack of Consistent, Personalized Follow-Up

Following up is one of the most critical steps in sales, yet it often gets overlooked or rushed. Reps may not have time to craft personalized emails, or they may forget to follow up altogether when juggling multiple accounts. 

Without timely, relevant outreach, prospects disengage and deals go cold.

4. Research Inefficiencies

Finding the right information about a company or buyer is harder than it should be. Reps spend hours digging through LinkedIn, company websites, and scattered notes to prepare for calls. This manual research slows them down and leaves little time to focus on the conversation itself.

The Result: Missed Opportunities and Burnout

When salespeople are stuck in admin, chasing proposals, and juggling repetitive tasks, they have less energy for actual selling. 

Deals take longer to close, prospects feel less engaged, and teams burn out trying to keep up. The result is fewer wins and slower growth at a time when businesses can’t afford to waste opportunities.

Breeze Marketplace & Studio for Sales

AI can only help sales teams if it fits naturally into their daily work. That’s why HubSpot built Breeze Marketplace and Breeze Studio. Together, they give reps access to ready-made agents and the ability to customize them without needing code or technical expertise.

Marketplace: Agents Ready Out of the Box

Breeze Marketplace is where sales teams can find pre-built agents designed for common workflows. 

These agents are organized by function, so it’s easy to browse, install, and start using them right away. Instead of waiting months for IT support or custom development, teams can bring in the tools they need instantly.

Studio: Tailored for Your Process

Breeze Studio is where customization happens. Sales leaders can take Marketplace agents and adjust them to match specific workflows, industries, or buyer journeys. 

No coding is required. Agents can be trained to follow your processes, understand your product language, and fit the exact way your team sells.

Unified with CRM Data

What makes Marketplace and Studio powerful is that every agent is tied directly to HubSpot’s CRM. This means the agents don’t just act on surface-level prompts. 

They respond with full context, pulling history, updating records, and making every interaction personalized. For sales teams, this creates smoother handoffs, faster deal progress, and less repetitive data entry.

Meet the Sales Agents

HubSpot designed Breeze Marketplace and Studio to give sales teams AI agents that feel like real teammates. Each agent focuses on a specific part of the sales process, helping reps work faster while still delivering a personal experience. 

Buyers are ready for this kind of support. In fact, 67% of customers who interact with AI-powered support are surprised by how friendly and human-like these agents feel. This makes it easier for sales teams to adopt AI without worrying about losing the human connection.

1. The Closing Agent

The Closing Agent is built to help reps finish deals strong. Many opportunities stall because follow-up is missed, proposals take too long, or a rep simply gets busy with other accounts. The Closing Agent makes sure nothing slips through.

It can:

• Remind reps to follow up at the right time based on buyer activity.
• Draft proposal-ready emails that fit the context of the conversation.
• Track deal progress and flag when an account shows signs of hesitation.

Think of a rep managing ten active deals. Instead of manually setting reminders and piecing together follow-up notes, the Closing Agent provides ready-to-send drafts, nudges them when to call, and ensures every buyer feels attended to. 

This keeps deals moving forward and increases the chance of closing on schedule.

2. The RFP Agent

RFPs are critical in many industries, but they are also one of the biggest bottlenecks. Drafting, customizing, and gathering input from multiple stakeholders can take weeks. 

During that time, competitors may already be submitting their proposals. The RFP Agent eliminates much of this delay.

It can:

• Use CRM data to instantly draft tailored proposals.
• Adjust language and details for each specific buyer request.
• Streamline the approval process so teams can respond faster.

Picture a sales team that once needed two weeks to deliver an RFP response. With the RFP Agent, they can generate a strong first draft in hours, refine it with their team, and send it back in days. That speed alone can mean the difference between winning and losing a contract.

3. The Company Research Agent

Sales calls often require hours of research. Reps need to understand the company, competitors, and industry trends before they even say hello. The Company Research Agent removes that prep work and gives reps everything they need.

It can:

• Gather insights from CRM records, past conversations, and online sources.
• Create briefing documents that highlight company updates, competitor moves, and key industry news.
• Keep reps updated in real time so information is always current.

Imagine a rep walking into a discovery call already armed with the latest press release from the prospect’s company, insight into their market position, and a clear summary of past interactions. 

The agent provides this context automatically, giving the rep more confidence and allowing them to spend the call building a relationship instead of asking basic questions.

How AI Agents Transform Sales Workflows

Sales teams have always struggled with scattered tools and repetitive tasks. Prospecting, qualification, proposals, and closing often happen in separate systems, which slows down the process and creates gaps where opportunities are lost. 

Breeze Marketplace and Studio change this by giving reps AI agents that are unified with HubSpot CRM. Instead of repeating steps or jumping between apps, agents handle each stage of the funnel with context built in.

Before: Fragmented and Slow

Traditional sales processes are weighed down by manual work. Reps enter data by hand, spend hours looking for information, and juggle disconnected platforms. 

Preparing a proposal or following up on a lead can take days. In that time, buyers often lose interest or competitors move in with faster responses.

The most common issues include:

• Time wasted on admin tasks that add no value to the selling process.
• Scattered information that forces reps to piece together a prospect’s story from different tools.
• Delays in proposals and follow-ups leave buyers waiting and reduce deal momentum.

These bottlenecks make deals slower to close and leave sales teams frustrated.

After: Unified and Streamlined

Breeze AI agents simplify the entire workflow. Instead of scattered tasks, every step is handled inside HubSpot with full CRM context. Agents can surface insights, generate content, and automate routine work so reps can focus on building relationships and closing deals.

Here’s how the process looks when AI agents are in place:

• Prospecting is faster because agents highlight the right leads and bring insights to the surface.
• Qualification happens instantly since the agent can check data in real time and identify buyer intent.
• Proposals are drafted automatically with personalization drawn from CRM records.
• Closing becomes smoother because agents remind reps to follow up and prepare the right content at the right time.

This unified process removes friction and makes the sales cycle predictable. Buyers experience faster, more personalized interactions, and reps feel less weighed down by repetitive work.

Benefits for Sales Teams

The payoff for using AI agents is not just efficiency, but also measurable business results. When teams spend less time on admin and more time on selling, they perform at a higher level and create stronger relationships with customers.

Key benefits include:

• Faster deal cycles because proposals and follow-ups no longer get stuck in delays.
• Personalized buyer experiences since every interaction is informed by CRM data and past history.
• Higher productivity without extra headcount as AI agents take on routine work that used to consume hours.

These improvements are already being seen across industries. 92% of customer service leaders report that AI has improved their response times and overall service quality. 

The same applies to sales. When agents automate repetitive work, reps are free to focus on the conversations and strategies that actually close deals.

Why This is Different from Competitors

AI in sales is not new, but most solutions on the market fall short. Competitors often offer generic bots or disconnected tools that do not fully integrate with CRM systems. As a result, sales teams end up with more complexity, not less. 

HubSpot takes a different approach with Breeze Marketplace and Studio, delivering agents that are unified, customizable, and tied directly to customer data.

Competitors: Generic and Disconnected

Most competing platforms focus on providing AI that looks good on the surface but lacks depth. These tools often:

• Rely on generic responses that are not tailored to a company’s industry or customers.
• Require extra products or coding to connect with existing workflows.
• Operate in silos without a single view of customer data.

This means reps still spend time stitching together information, and buyers receive inconsistent or impersonal interactions. What is meant to make selling easier often creates more frustration.

HubSpot: Unified and Contextual

HubSpot’s Breeze Marketplace and Studio remove these obstacles by making AI agents part of the CRM from the start. 

Every agent has direct access to historical data, customer records, and past conversations. This allows agents to act with full context and make every interaction feel seamless.

Key differences with HubSpot include:

• Unified with CRM so agents always know the full customer story.
• Customizable without coding, so teams can fit agents to their exact sales process.
• Multi-purpose by design, so the same agents can handle tasks across prospecting, qualification, and closing.

These differences matter because they create consistency. Sales teams do not have to manage multiple tools or worry about integration gaps. Buyers get smoother, more personalized interactions that move deals forward.

Outcome: AI That Drives Revenue

The biggest shift with HubSpot is that Breeze agents do more than save time. They directly influence revenue. 

Faster proposals, better follow-up, and smarter qualification all lead to more closed deals. Instead of being seen as productivity boosters alone, Breeze agents function as teammates that help reps win.

This is what sets HubSpot apart. Competitors may provide tools that handle one or two parts of the workflow, but Breeze creates a complete system where AI agents and reps work side by side inside the same platform.

Our Perspective as a HubSpot Solutions Partner

Adopting new AI tools is exciting, but it is also challenging. Many sales teams know they need to modernize their workflows, yet they struggle with migration, customization, and training. 

That is where we come in. As HubSpot Solutions Partners, our role is to bridge the gap between powerful tools and real-world sales outcomes.

Migrating From Outdated CRMs

Many companies still run their sales process on legacy systems like Salesforce, Zoho, or Pardot. These platforms often require heavy admin work and do not deliver the speed buyers expect. 

We help businesses move to HubSpot smoothly, ensuring that data, records, and workflows transition without disruption.

Integrating AI Agents Into Workflows

Simply turning on an AI agent is not enough. To see results, it must be aligned with the way your team sells. 

We configure Breeze agents so they match your sales process, whether that means customizing qualification criteria, tailoring RFP responses, or automating specific follow-up steps.

Training for Real Adoption

Technology only works when people use it. We train sales teams so they feel confident working with AI agents day to day. 

Reps learn how to collaborate with Closing Agents, leverage Research Agents before calls, and use RFP Agents to cut turnaround time. This ensures adoption is smooth and sustainable.

Turning AI Into Sales Growth

Our goal is to make AI a growth engine, not just a new tool. With the right setup, Breeze agents do more than save time. They help reps close deals faster, deliver stronger buyer experiences, and drive revenue growth. We make sure businesses see that impact in their numbers.

The Future of Sales Workflows

Sales teams face rising buyer expectations and tighter competition. Legacy CRMs and scattered tools slow reps down, forcing them to spend more time on admin than selling. AI agents change that reality. 

With Breeze Marketplace and Studio, sales teams can customize agents that qualify leads, draft proposals, surface research, and close deals faster, all within HubSpot’s unified CRM.

The future of sales is not about replacing reps. It is about empowering them with AI teammates that handle the heavy lifting, so sellers can focus on building relationships and winning deals. 

Teams that adopt this approach will move faster, deliver better buyer experiences, and see measurable revenue growth.

Work With Origin 63 to Implement Sales AI

Ready to see how AI agents can accelerate your sales cycle? As a HubSpot Solutions Partner, Origin 63 helps businesses migrate from outdated CRMs, customize Breeze agents for real workflows, and train teams for long-term adoption.

Talk to a HubSpot Sales AI Expert today and start building the future of your sales workflows.