October 21, 2022

4 Powerful Features in HubSpot Operations Hub (with Use Cases)

Powered by HubSpot CRM, Operations Hub is a data management software that gives users powerful tools to:

  • Monitor and maintain data quality, and
  • Send and receive data payloads based on custom events within the CRM.

The solution enables operations teams to automate key processes, minimize reactive data problems, and save time for revenue-driving tasks. Ops Hub's advanced integrations, robust data quality tools, flexible process automation, and data prep functions make it the go-to tool for operational efficiency.

In this post, we'll discuss four powerful features in Ops Hub: Data Sync, Programmable Automation, Data Quality Automation, and Datasets, as well as their applications across enterprise functions. 

1. Data Sync: Key to Unified Data

Data Sync connects the HubSpot CRM to third-party systems, synchronizing customer data across all platforms. Data Sync is flexible, scalable, and secure, making it the ideal solution for companies that rely on multiple applications to run their sales, marketing, and operations.

Use Case: Migrating Customer Data to HubSpot CRM

If you're using a legacy system or another CRM to store customer data, Data Sync can help you securely migrate data to HubSpot. By connecting to your current system and automatically transferring your data into HubSpot CRM, Data Sync ensures a seamless transition with no manual data entry or exporting/importing spreadsheets.

Use Case: Update Data Across Multiple Systems

In many companies, sales, marketing, and operations teams use different applications. For example, the sales team may use Salesforce while the marketing team uses Marketing Hub. Data Sync keeps data consistent and updated across disparate applications. By synchronizing data in real time, teams can be confident they're working from the same information and avoid the errors that come with manual data entry.

Use Case: Re-Sync Deleted Records

One of the latest updates in Operations Hub, available across all plans, is the ability to re-sync deleted records in a data sync connection. This enhancement ensures that your data is always up-to-date and precise, eliminating any potential discrepancies that could affect accurate tracking and reporting.

Free RevOps Guide: Deploy an Effective Revenue Strategy for Your Scaling  Business.

2. Programmable Automation: Streamline Your Processes

Programmable Automation is a flexible workflow builder that allows users to automate repetitive tasks, saving time and preventing errors. The powerful tool automates critical processes in just a few clicks. Users can simply select the trigger event and desired action from a list of pre-built options; Programmable Automation takes care of the rest.

Use Case: Custom Objects

If you use custom objects to store your company's partners in your CRM and those partners have multiple contacts, you can use this code action. Running a workflow on the associations of any custom object lets you look at enrolled workflows, pull in associated properties, and push them into another workflow—like one for email marketing or that sends out notifications to owners.

Use Case: Real-Time Deal Updates

Sales reps need to keep track of changes to deals: who owns the deal, what stage it's in, etc. Yet, constantly checking the CRM can be time-consuming and distracting. With Programmable Automation, you can create a workflow to automatically notify a rep when a deal moves from one stage to another. This way, your sales reps can stay updated on the progress of their deals and take timely action to engage the prospect.

Use Case: At-Risk Workflows Review

A new addition to the Professional and Enterprise tiers is the At-Risk Workflows tab. It enables you to streamline your workflow management by prioritizing workflows based on risk dates and types. With this feature, you can also choose to ignore workflow risks until they reoccur, ensuring efficient workflow management and reducing the possibility of errors and delays.

3. Data Quality Automation: Ensure Data Accuracy

Data Quality Automation is a set of tools that automatically cleans, enriches, and standardizes customer data. It's designed to help companies maintain accurate data at scale, preventing errors and duplicate entries. Data Quality Automation includes tools for deduplication, field mapping, data enrichment, and more.

Use Case: Data Deduplication

Data deduplication is the process of identifying and merging duplicate records. Data Quality Automation includes a deduplication tool that can merge duplicate records in just a few clicks. The tool is flexible, allowing you to define what constitutes a duplicate record.

For example, you can choose to merge records that have the same name/company combination. The deduplication tool ensures that your data is clean and accurate, preventing duplicate entries and errors.

Use Case: Data Enrichment

The data enrichment tool in Data Quality Automation goes beyond just adding missing data to records. It can also fill in blank fields with relevant information, such as job title or company size, by cross-referencing data from other sources. This ensures that your customer data is not only comprehensive but also accurate and up-to-date.

With enriched data, you can gain deeper insights into your customers, personalize your communication, and make more informed business decisions. Plus, you'll save time and resources that would have been spent manually researching and inputting missing data.

Free RevOps Guide: Deploy an Effective Revenue Strategy for Your Scaling  Business.

4. Datasets: Unleash the Power of Your Data

Harness the power of your data by creating a dataset — a collection of data that serves as the jumping-off point for a curated dashboard or report. Datasets allow you to access data from multiple Hubs in one place, analyze and visualize your data to uncover insights, and share compelling reports with stakeholders. There are two types of datasets:

  • Connected: Pulls data from multiple HubSpot sources, the CRM, Marketing Hub, Sales Hub, and Service Hub, for a complete view of your customer data and performance.
  • Uploaded: A static snapshot of data uploaded from a CSV file. This dataset is useful for tracking data that doesn't live in HubSpot or for data that you want to keep separate from your account. For example, you might upload a dataset of leads from a trade show to track their progress separately from your other leads.

Use Case: Visualize Your Data Model Design

The Data Model Overview Design has received an upgrade, available to all Enterprise-tier users across all Hubs. This feature now provides a more comprehensive view to map out, pinpoint, and analyze specific areas of interest. Additionally, an improved filtering system allows for quicker and easier access to needed data.

Use Case: Marketing to Pipeline Velocity Report

This report shows the number of leads generated from each marketing campaign and how quickly those leads move through the sales pipeline. It's designed to help marketing and sales teams work together to improve lead quality and pipeline velocity.

To create the report, you'll need to create a dataset that includes data from the CRM and Marketing Hub. The dataset will need to have the following data points:

With the dataset in place, you can create a dashboard or report to visualize the data. The visualization will show you how many leads are generated from each campaign and how quickly those leads move through the sales pipeline. You can use the report to identify campaigns generating a lot of leads and identify bottlenecks in the sales pipeline.

Harness the Power of HubSpot Operations Hub

HubSpot Operations Hub is a powerful suite of tools to help you manage your data more effectively. The features discussed in this article — Data Quality Automation, Datasets, and Programmable Automation — are just a few ways that Operations Hub can help you get the most out of your data.

Operations Hub is a powerful tool, but of course, it has limitations when used alone. If you're looking for a data solution or integration, our RevOps specialists can help. We've built custom solutions for companies across all verticals, including our own. Learn more about what's possible with Ops Hub + New Breed RevOps by reading our case study.

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Zach West

Zach leads New Breed's demand generation program. His areas of focus include in-depth market research and modeling, customer journey design and optimization, strategic application of data-based insights, technical integrations and data flow design, and technical content support.


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