Join us as HubSpot Senior Product Marketing Manager of Operations Hub and Commerce, Jack Coopersmith, demystifies the power of Operations Hub with actionable insights, tips, and practical use cases that you can implement right away including data quality, programmable automation, data sets, and much more. This session is for any HubSpot admins, operations managers, or anyone interested in getting more out of their HubSpot CRM and data.

1. What’s one word you always
misspell?
Drop it in the chat!

2. Top 5 use cases
OK, maybe a bit more than 5 😉
Boulder HUG May 24, 2023
Platform
Integration
(iPaas)
Process
Automation
& Data Quality
Perspective
Business Intelligence
& Data Preparation

3. 1
2
3
What is Operations Hub?
How Operations Hub is used today
Q&A + discussion
Agenda

4. What is Operations Hub?

5. Operations Hub is a data and process
supercharger…it’s HubSpot’s “special sauce”
More efficiently manage the movement
and use of data and streamline your
business processes (like automation and
reporting) in HubSpot 👌
Yamini (our CEO) said that!

6. Platform
How can we get every
team the info they need
to do their jobs in
HubSpot?
Process
Can we make everyone’s
day to day consistent,
efficient, and
automated?
Perspective
How can we use all our
data to drive business
strategy?
Product philosophy - 3 P’s

7. This is easier said than done!
Overwhelmed “HubSpot person” managing the 3 P’s

8. Don’t just take my word for it…
.
Over 50% of
marketers say they
use 5+ tools every
day.
According to Harvard
Business Review, only
3% of companies’ data
meets basic quality
standards.
75% of companies
admit that employees
fabricate data to tell
the right story.
50%+ 3% 75%
Not a typo

9. Unpacking the 3 P’s a bit more
Platform = Integrate Process = Automate
● 100+ Data Sync apps
● Real time, two-way sync
● Historical sync
● Custom Code Actions
● Data quality
automation
● Scheduled workflow
triggers
● Webhooks
Perspective = Report
● Datasets
● Formula fields in reports
● Snowflake Integration

10. What are some use cases?

11. Automation
in HubSpot
Data quality
Automation
from outside
of HubSpot
Make
reporting
easier
Make
reporting
smarter

12. Data Quality
Crafted into our CRM, not cobbled on top of it. Powered by
AI and always expanding (ie more data)
● Monitor sync health, properties, records
● Data guardrails to prevent issues
● Bulk merge
Clean!
Contaminated
Would you drink a glass of
water that was only 3% clean?
Only 3% of company data
meets quality standards 😳
(source)

13. Don’t know
which leads
are worth
their time.
SALES
Send the
wrong
message to
the wrong
person.
MARKETING
Don’t have
the context
they need to
delight
customers.
SUPPORT
Spend too
much time
finding &
cleaning up
data issues.
OPERATIONS
Can’t trust
data to
make smart,
strategic
decisions.
LEADERSHIP
Internal teams feel the impact

14. UNDERSTAND YOUR DATA MODEL
Data Model Overview
Data quality starts with a good data
structure. The data model feature makes
it easy to visualize how your data is
organized in HubSpot so you can have
confidence in your CRM from day one. Get
a complete visual representation of
HubSpot standard objects, properties, and
associations — all consolidated into a
single view.

15. UNDERSTAND YOUR DATA
Data Quality
Command Center
You can't fix what you can't find. In the
data quality command center, get at-a-
glance insights on the health of all your
HubSpot data in one place. Identify stale
properties, integration bottlenecks, and
more, so you can get ahead of problems
before they snowball.

16. FIX FORMATTING ISSUES
Data Quality
Recommendations
Use our recommendations, merge in
bulk. Our AI-powered data quality
features will find formatting issues and
suggest fixes. We will also find potential
duplicates and allow for you to records in
bulk

17. PREVENT FORMATTING ISSUES
Keep your data clean
Create data guardrails to ensure a
clean system moving forward. You don’t
need a degree in data science to keep a
clean database, you just need to check
some boxes.

18. Automation within HubSpot
Our automation tools our powerful, Operations Hub
supercharges them
● Associations
● Lead routing
● Deal management
**Pro tip, don’t forget about the Programmable Automation
Use Case Library! Requirements to use it: ability to copy and
paste 😎

19. KEEP A CLEAN CRM
Associations
Create and label associations. Every
company’s data model is different, use
CCAs (custom coded actions) in workflows
to keep a clean CRM

20. MAINTAIN SWIMLANES
Rotate and assign
Ensure the right data is in front of the
right person. If the out of the box rotation
isn’t enough, use CCAs to take it to a whole
other level.

21. STAY ON TOP OF EVERYTHING
Renewal
management
Create a renewal deal. Create records,
associate them appropriately, populate
new records with necessary data and
ensure no renewal falls through the cracks
This is one of many submissions on our Programmable Automation
Use Case Library

22. Automation outside of
HubSpot
Use more than just the data within HubSpot CRM - connect
with other systems to automate almost anything
● Create custom integrations
● Data enrichment
● Connect with all of your internal systems
**Pro tip, don’t forget about the Programmable Automation
Use Case Library! Requirements to use it: ability to copy and
paste 😎

23. VALIDATE YOUR DATA
Email validation
Do you like when emails bounce?
Probably not, so use CCAs to validate
emails with other systems like Kickbox
This is one of many submissions on our Programmable Automation
Use Case Library

24. ENRICH YOUR DATA
Enrich your data
View the whole picture in HubSpot. This
CCA can pull in information about enrolled
companies and use that information to
update company properties
This is one of many submissions on our Programmable Automation
Use Case Library

25. CONNECT YOUR SYSTEMS
Speak to another
database
Ensure all of your systems are on the
same page. This CCA can integrate
HubSpot with external databases. For
example, check whether a contact uses
your platform already and create a free
trial for them if not.
This is one of many submissions on our Programmable Automation
Use Case Library

26. Make reporting easier
You don’t need to hire an army of data scientists
● Create a “jumping off point” for your team
● Make the custom report builder less scary
● Connect with Snowflake
It can be difficult to create custom reports, datasets makes
this easy

27. VIEW WHAT’S MOST IMPORTANT
Reduce the noise
View the data you need most. No
need to view hundreds of properties,
only surface what a given team needs.
Building datasets like this also lets your
teams be more independent.

28. REPORT WHERE YOU WANT
Snowflake Data
Share
Would you rather create reports in
Snowflake? Our data share integration
will allow you to easily bring any data
you’d like into your data warehouse

29. Make reporting smarter
If your “reporting hands” are tied, datasets can untie them
● Cross object calculations
● Formulas
● Write data to properties (or don’t, it can also just live
within the dataset)
**Pro tip, don’t forget about the Datasets Formula Library!
Requirements to use it: ability to copy and paste 😎

30. ZOOM INTO YOUR DATA
Understand
where your
strengths are
Do a deep dive into product
performance. Use this formula to
understand which products are most
profitable

31. ZOOM INTO YOUR DATA FROM ALL SYSTEMS
Understand all
parts of your
business
Create formulas and calculations.
View all of your data together,
including data from other systems
IF(CONTAINS([Product Name], "Jeans") ||
CONTAINS([Product Name], "Leggings") ||
CONTAINS([Product Name], "Khakis") ||
CONTAINS([Product Name], "pants") , "Pants",
IF(CONTAINS([Product Name], "Shirt") ||
CONTAINS([Product Name], "shirt"), "Shirts",
IF(CONTAINS([Product Name], "Shoes") ||
CONTAINS([Product Name], "Boots"), "Footwear",
"Accessories")))
Product
Category ✔ String
IF([Duration to Complete Shipping] > 7,
"Overdue", "Within Range")
Shipping
Overdue ✔ String
ABS(DATEDIFF("DAY", [Create date], [Checkout
Complete Timestamp]))
Duration to
Complete Checkout ✔ Number
ABS(DATEDIFF("DAY", [Checkout Complete
Timestamp], [Close date]))
Duration to Complete
Shipping ✔ String
IF([Duration to Complete Shipping] > 7,
1, 0)
Shipping
Overdue (count) ✔ Number

32. SEE THE WHOLE PICTURE
Deal Risk Score
Evaluate at-risk Deals
Deal Stage Pipeline
Visualize conversion
rates between each
stage of a Deal pipeline
Deal Velocity
Understand time to
close across different
groupings/categories
ARR Churn Impact
Compare ARR for Deals
that are in churn risk
Zoom out on your sales process

33. Thanks for your
time today!