Silos are great for grain (and sport climbing)—but they spell doom for businesses. If your GTM organization is just three separate sales, marketing, and support teams wrapped in a trench coat, the inefficiency and communications breakdown will become unsustainable fast.
That’s why RevOps teams are so crucial, coordinating revenue-related activities across departments to keep a business running smoothly. And it’s why RevOps folks value tools that work well across departments.
HubSpot is one of those tools: it’s a multifaceted suite of CRM, marketing, customer service, and operations tools. But many RevOps teams barely scratch the surface of what the platform can do.
We asked nine RevOps experts how they use HubSpot to unlock the tool’s full potential and turn their organization into a well-oiled, silo-free machine. Here’s what they said.
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Get in-depth insights with custom reporting
The reporting feature in HubSpot may seem basic at first glance—until you leverage its custom reporting capabilities. Take it from Alex Vasylenko, founder of development and design agency The Frontend Company: “Most teams are used to simple pipeline or sales reports, but the real magic happens in combining data from multiple HubSpot objects, like deals, tickets, and custom properties, to build out bespoke reports that answer a specific operational question.”
Alex provides a helpful example: “You can create a report to track leads from initial contact to closed deal, broken down by the effectiveness of specific marketing campaigns or sales sequences.”
For your RevOps team to get the most out of this reporting feature, Alex recommends starting by “identifying key performance indicators and aligning them with HubSpot’s custom properties.” After that, he says, “The next step is to explore segmentation options: filtering reports on deal stages, team performance, or regional trends. A powerful insight could be drawn by the RevOps teams in finding out when and how follow-ups are associated with clogs in the funnel. Accordingly, teams can move toward proactive processes instead of simply reacting to problems, therefore driving more revenue growth and operational efficiency.”
Build quality backlinks with attribution reporting
Attribution reporting helps you understand exactly how your marketing efforts work on leads. By seeing things like ad clicks, form submissions, registrations, and page views, you can get a clearer picture of what is and isn’t working.
Most RevOps teams use HubSpot’s attribution reporting feature for standard lead tracking, but Authority Builders, a link-building outreach company, uses it in an unconventional way. Matt Harrison, the Vice President of Global Operations, says their team also adapted it to “measure the quality of link-building placements against client conversions.”
Matt elaborates: “We built custom attribution models that track how different types of backlinks influence the sales cycle. When a prospect interacts with our guest posts on high-authority sites, the system attributes their journey through our pipeline. This insight revealed that leads from educational guest posts convert faster than those from purely promotional content. Our sales team now prioritizes leads based on their interaction with specific types of placed content.”
His tip? “Create custom attribution models that track your unique business metrics—forget generic templates and build reports that measure what actually drives your revenue growth.”
Make smarter decisions with custom behavioral events
If you know specific behaviors are a good signifier that a lead is moving closer to converting, you can use HubSpot’s custom events feature to dig even deeper than standard attribution reporting.
“The feature that often flies under the radar but can be transformative for RevOps teams is custom behavioral events,” says Aljay Ambos, the lead SEO and marketing consultant with Twixify, an AI-driven SaaS platform. “It’s not as flashy as some other features, but it’s a big help for tracking user behavior in a way that drives smarter decisions. Instead of relying on standard metrics like page views or email opens, you can define and track specific actions that matter most to your business.”
Aljay explains how they’ve used the tool effectively: “For example, in one campaign, we tracked when prospects interacted with a product comparison tool on our website. This gave us a clear signal that they were seriously evaluating our offering, and we could prioritize them for follow-up or even send a personalized email addressing their interests.”
Better yet, according to Aljay, setting it up is fairly simple. “Identify the behaviors that signal a user is moving closer to conversion. This can include users spending time on your pricing page, clicking on a demo request button, or engaging with an interactive tool. Use HubSpot’s tracking code to capture those actions and feed them into your workflows. Once set up, you can trigger notifications to your sales team or automate personalized outreach, so your leads feel seen and understood.”
Clean up your data with data quality automation
Data is king for RevOps—but your data is only as good as it is consistent and organized. HubSpot has a powerful data quality automation feature that can help you clean up your customer records.
JJ Maxwell, CEO of investment platform Double Finance, explains, “This tool allows RevOps teams to proactively identify and fix data inconsistencies within HubSpot, ensuring data integrity across all connected systems. It goes beyond simple field validation and uses automation to detect issues like inconsistent formatting, duplicate records, and missing required information. For RevOps, this translates to cleaner data for reporting, more effective segmentation for marketing campaigns, and improved lead routing for sales.”
Digging into exactly how this feature can take your RevOps efforts to the next level, JJ says, “Data quality automation lets you create custom rules to identify data issues specific to your business. For example, you can set up a rule to flag contacts with missing phone numbers or those with incorrect email formats. Once an issue is detected, you can automatically correct it using predefined actions or trigger workflows to notify the appropriate team members for manual review. This proactive approach to data quality management saves countless hours that would otherwise be spent manually cleaning data.”
JJ also offers advice on how to best use the tool. “To get started, RevOps teams should first audit their existing data to identify the most common data quality issues. Then, using the data quality automation tool, create rules that address these specific issues. Begin with a small set of rules and gradually expand as needed. Regularly monitor the tool’s dashboard to track progress and identify any new data quality trends. By implementing data quality automation, RevOps teams can ensure data accuracy, improve operational efficiency, and ultimately drive better business outcomes.
Prioritize high-quality leads with lead scoring
No matter how big your sales team is, you still have a finite amount of time to nurture leads—which means it’s crucial to focus on leads that are most likely to convert. That’s why, if your CMS offers built-in lead scoring (as HubSpot does), you should take advantage of it.
“One HubSpot feature every RevOps team should be using is lead scoring,” shares Ally Moisse, a PR specialist at lead generation agency Pearl Lemon. “It allows you to assign scores based on specific behaviors, attributes, or engagement levels. For example, if a lead downloads a whitepaper, visits your pricing page, or attends a webinar, their score increases. Conversely, inactivity over time or irrelevant actions can lower their score. By customizing these metrics, RevOps teams can identify the hottest leads for the sales team to focus on while nurturing colder prospects with targeted campaigns.”
To adopt this feature effectively, Ally recommends starting by “collaborating with sales and marketing teams to define scoring criteria that align with your business goals. Use historical data to identify patterns that indicate a lead is likely to convert. Once set up, integrate these scores into your pipeline stages to ensure sales reps are working with the most actionable opportunities.”
Transform sales with HubSpot playbooks
Playbooks is another HubSpot feature that can level up your RevOps efforts by systematizing sales. Michael Maximoff, the co-founder and managing partner of B2B appointment setting agency Belkins, shares, “Playbooks provide structured guidance for sales reps during calls or interactions, and they remove any ambiguity and ‘magic’ from the sales process. It’s like the invention of gunpowder for the sales world—it completely transforms how customer conversations are handled. While other platforms may offer similar tools, HubSpot’s playbooks are unique because they integrate directly with CRM data. RevOps teams get precise, real-time, context-rich insights for every interaction.”
Michael elaborates, “This feature is essential because it helps avoid common mistakes that can ruin potential sales. For example, a sales rep might fail to address a lead’s critical pain point, which could result in losing the deal to a competitor. Playbooks are valuable because they help standardize and digitize the sales process. This makes it easier to evaluate performance without bias and apply statistical methods to improve results.”
Track unique data with custom properties
Sometimes, you need to track unconventional kinds of information that aren’t accounted for in traditional CRM setups. HubSpot offers a custom properties option to let you tailor your CRM to meet your business’s needs. “It’s super flexible and allows you to track data points unique to your business, like churn risk, contract renewal dates, or lead scoring criteria,” says Vishal Shah, a Senior Technical Consultant at eCommerce and web development company WPWeb Infotech.
“For example, you can create a property like ‘Contract Expiry Date’ and set up workflows to alert your team 30 days before a renewal,” Vishal explains. “This ensures you stay proactive with upselling or retention efforts. You can also analyze custom properties in HubSpot reporting to identify trends, like how ‘High Churn Risk’ deals perform compared to others. It’s a simple yet powerful way to align your sales, marketing, and customer success teams with data that reflects your actual revenue drivers.”
Maximize efficiency with HubSpot workflows
According to Justin Schulze, the owner of digital marketing agency Schulze Creative, “If you’re not using workflows on HubSpot, you’re missing out on a huge productivity hack.”
So what are workflows? Justin explains, “Workflows automate repetitive tasks, but the real magic lies in conditional logic, which lets you create ‘if/then’ scenarios for smarter processes. You can automatically route leads to the right salesperson based on location or deal size, remind account managers to follow up on expiring contracts, or even trigger alerts for upsell opportunities when customers hit key milestones. By handling repetitive tasks for you, workflows free up your time to focus on strategies that grow revenue.”
Enhance automation with workflow extensions
HubSpot also offers an advanced workflow builder for developers called Workflow Extensions, which lets you connect HubSpot to third-party tools. “This feature allows you to seamlessly connect HubSpot workflows to external apps or systems, making automation much more effective and tailored to your business processes,” says Carl Jacobs, CEO and co-founder of SaaS company Apicbase. “For example, we use it to trigger actions in tools like Slack, Trello, or even custom-built platforms whenever certain criteria are met in HubSpot.”
Carl continues, “A great use case is automating deal handoffs between sales and customer success. When a deal moves to ‘Closed-Won,’ our workflow automatically creates a task in Trello for onboarding, sends a Slack notification to the onboarding team, and syncs relevant customer details to our project management software. It eliminates manual steps, reduces errors, and speeds up the process.”
When building your automated sales ecosystem, Carl suggests starting small. “Pick a repetitive process, like lead follow-ups or task creation, and set up a workflow to integrate HubSpot with the tools your team already uses,” suggests Jacobs. “Also, don’t forget to track the impact. HubSpot allows you to measure workflow performance, so you can tweak and improve over time. This feature ensures your operations run like a well-oiled machine, keeping teams aligned and saving valuable time.”
To make things even easier, you can use Zapier’s HubSpot integration to automate across apps without writing any code. Because Zapier integrates with thousands of apps, you can build fully automated systems that use HubSpot as the source of truth. Learn more about automating HubSpot, or get started with one of these templates.
Zapier is the leader in workflow automation—integrating with thousands of apps from partners like Google, Salesforce, and Microsoft. Use interfaces, data tables, and logic to build secure, automated systems for your business-critical workflows across your organization’s technology stack. Learn more.
Dig into HubSpot’s features yourself
The best way to keep your organization running smoothly is to collect and use the right kinds of data. Then, you’ll need to send that information to the right places so the right people—across teams—can access it. And HubSpot offers seemingly endless reporting, scoring, and automation features to let you do just that. Which HubSpot feature will your team experiment with first?
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