In April 2021, HubSpot launched a new Hub targeted at RevOps functions: Operations Hub.
Prior to that, HubSpot’s platform contained four Hubs: Marketing, Sales, Service and CMS. Part of what makes them powerful individually and collectively is their ability to leverage data.
Marketing Hub has workflows that can be used for automated email nurture campaigns or lead scoring. Sales Hub allows you to report on CRM data in order to forecast and do pipeline management. Service Hub has ticket automation capabilities that ensure all stakeholders stay in the loop. CMS Hub has smart content that pulls in data from the CRM to create a personalized experience.
HubSpot has always had those elements of operations incorporated into the platform itself. With the introduction of Operations Hub, those capabilities have been enhanced so HubSpot’s extensibility doesn’t just apply to marketing, sales and service — it extends across your entire tech stack.
What is Operations Hub?
Operations Hub empowers RevOps teams and the companies they work for to optimize the processes they run their businesses on with a set of features that enable data syncing, data cleaning and advanced automation.
Data syncing and cleaning
The effectiveness of all of the strategies you run through HubSpot is limited by the accuracy of your data — and for companies with large tech stacks and complex sales and service processes, keeping data consistent and clean could present quite a roadblock.
Operations Hub allows you to perform two-way syncs with third-party data, customize field mappings and implement data quality automation so you can ensure data is accurate and formatted consistently across your tech stack.
For example, dates within CRM records can be automatically switched to the same format if they had been manually entered as a mix of spelled out months and all numerals.
Operations Hub also increases the power of workflows with the ability to add programmable automation.
HubSpot’s existing workflows prioritize user-friendliness. You don’t need any coding ability to set them up, so non-technical users can quickly and easily set up automation. However, because all the actions you can use workflows for are out-of-the-box, there are limitations to what they can achieve. Some companies with unique needs might not be able to accomplish everything they’d like.
With programmable automation, you can custom code actions in workflows. So, if you have the technical capabilities to create code, you can automate anything your company needs.
For example, HubSpot allows you to do round-robin lead rotation out-of-the-box, which is randomized. But, that system doesn’t account for the different capacity levels of your sales reps. Now with programmable automation, you can create a custom lead distribution system in HubSpot workflows to assign more leads to the sales reps who have more capacity to work them.
For existing HubSpot Users, the free features of Operations Hub are automatically available:
- 2-way data sync
- Default field mappings
- Historical data sync
- Third-party integrations
The Starter level includes all of the features of the free tool in addition to the ability to do custom field mappings and work with custom objects.
The Professional level also includes:
- Programmable automation
- Data quality automation
The Benefits of Operations Hub
For marketers, having reliable data is a major contributing factor to the success of most campaigns. Segmentation, sending the right message to the right person at the right time and being contextually relevant all require the best data in order to be effective.
That same scenario applies for sales and service too — and at the company-wide level.
Operations Hub gives you access to the information you need in order to implement your efforts and effectively measure their performance after the fact. It also provides you with more flexibility in the processes you create and more confidence in the quality and accuracy of your data as your business scales.
Tag(s): Operations HubSpot
Guido is Head of Product and Growth Strategy for New Breed. He specializes in running in-depth demand generation programs internally while assisting account managers in running them for our clients.