HubSpot

What Is HubSpot?

HubSpot is a leading CRM and marketing automation platform, popular with small to mid-sized businesses for its ease of use and integrated approach to sales and marketing. For finance teams, HubSpot contains valuable pipeline, deal, and customer data.

HubSpot Hubs:

• Marketing Hub: Marketing automation, email, content
• Sales Hub: CRM, deals, sequences
• Service Hub: Customer service and support
• CMS Hub: Website and content management
• Operations Hub: Data sync and automation

HubSpot vs. Salesforce

Aspect	HubSpot	Salesforce
Target market	SMB to mid-market	Mid-market to enterprise
Ease of use	Easier	More complex
Customization	Good	Extensive
Pricing	Simpler	Complex
Marketing	Built-in strength	Requires add-ons
Ecosystem	Growing	Massive

HubSpot Data for Finance

Key HubSpot objects relevant to finance:

Deals

• Pipeline opportunities
• Deal stages and amounts
• Expected close dates
• Associated contacts and companies

Companies

• Customer accounts
• Industry, size, revenue
• Lifecycle stage

Contacts

• Individual relationships
• Lead source and attribution
• Engagement history

Products

• Line items on deals
• Product revenue tracking

Custom Properties

• Organization-specific data
• Financial fields

Why Finance Needs HubSpot Data

Revenue forecasting

• Pipeline by stage
• Deal velocity
• Conversion rates
• Quota tracking

Marketing ROI

• Lead source attribution
• Campaign performance
• Customer acquisition cost

Customer analytics

• Customer lifetime value
• Churn indicators
• Expansion revenue tracking

Sales performance

• Rep productivity
• Deal size trends
• Win/loss analysis

HubSpot Integration Challenges

Free tier limitations: Free CRM lacks some reporting features

Data model constraints: Less flexible than Salesforce

API rate limits: Requests per day/second limited

Historical data: Some data retention limits on lower tiers

Custom reporting: May require Operations Hub or external tools

How Go Fig Integrates HubSpot

Go Fig connects to HubSpot for financial analytics:

What Go Fig extracts:

• Deals and pipeline stages
• Companies and contacts
• Products and line items
• Custom properties
• Historical deal data

How it helps:

• Combine HubSpot with ERP data
• Build pipeline reports in Excel
• Create forecasts blending sales and finance
• Track marketing ROI with financial data
• Enable AI analysis of customer metrics

HubSpot Reporting Options

Option	Pros	Cons
HubSpot Reports	Built-in, visual	Limited to HubSpot data
Custom Reports	More flexible	Requires Pro+ tier
Dashboards	Real-time views	Single-source only
Operations Hub	Data sync, automation	Additional cost
Export to Excel	Simple	Manual, no automation
Go Fig	Automated, multi-source	External tool

HubSpot-Finance Use Cases

Pipeline Reporting

• Weighted pipeline by stage
• Forecast by rep and team
• Stage conversion analysis
• Deal aging reports

Revenue Attribution

• Revenue by lead source
• Campaign ROI
• Channel performance
• Customer acquisition cost

Customer Analysis

• Customer lifetime value
• Retention and churn
• Expansion revenue
• Account health scoring

Commission Tracking

• Deal attribution
• Quota attainment
• Commission calculations
• Performance trending

Best Practices

1. Standardize deal stages: Align with finance forecasting needs
2. Require key fields: Amount, close date, pipeline required
3. Define attribution: How to credit revenue to marketing/sales
4. Sync regularly: Keep finance data current with CRM
5. Document mappings: How HubSpot data maps to financial reports
6. Validate data quality: Regular reviews of deal accuracy