HubSpot Operations Hub: The Complete Ops Hub Playbook

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HubSpot Operations Hub is another feature of HubSpot’s diverse toolset for its CRM software. The Operations Hub promises to scale your business by syncing customer data and automating business processes.

With over 100,000 customers and more than $1 billion in recurring annual revenue as of 2020, HubSpot should be no stranger when it comes to scalability.

These days, starting a business is easy, but growing a business is quite difficult. To see how Operations Hub can solve this all-too-common issue, keep reading!

What Is HubSpot Operations Hub?

HubSpot Operations Hub is a suite of tools within HubSpot’s CRM platform that operations teams can use to connect apps, sync and clean customer data, and automate processes. 
The Operations Hub is catered to RevOps teams, a fairly new sector of business operations that seeks to unify marketing, sales, and customer service units.

Before the inception of the Operations Hub, HubSpot’s customer-relationship management (CRM) platform itself centered three distinct services: the Marketing Hub, the Sales Hub, and the Services Hub.

Outside of HubSpot even, business teams typically aligned with their respective service roles. Therefore, marketing, sales, and service teams operate separately from one another and have different software and systems to analyze data.

RevOps, or Revenue Operations, maximizes a business’s revenue potential by organizing processes at each stage of the funnel, taking account of all the functions that occur in a business. This reduces customer friction and vitalizes your insights.

With HubSpot Operations Hub, you will have a streamlined way of meeting those same objectives. As your business grows and scales, a more centralized approach to handling operations of all kinds will result in greater efficiency.

In short, HubSpot Operations Hub is the business version of ‘two heads are better than one.’ Except, in this case, it’s three heads.

What Can You Do With HubSpot Operations Hub?

The HubSpot Operations Hub is littered with many useful features that can optimize your business processes.

Though these features do not at first seem relevant to customer-relationship management, the administrative and logistical capacity of these attributes makes all the difference.

Some of the more popular features of the HubSpot Operations Hub include the following:

Data Sync

Data sync in HubSpot Operations Hub empowers bidirectional integrations, allowing you to connect business to your HubSpot CRM in an innovative and native way.

Simple illustration of a computer connected to three databases in the cloud, symbolizing cloud computing and data storage.

Fortunately, the hub comes equipped with several HubSpot-built business-related apps powered by their data sync engine. Some of these apps include Google Contacts, MailChimp, and Bullhorn.

HubSpot seeks to deepen and diversify its current offerings for integrations. And you’re still able to use the HubSpot Marketplace for traditional integrations.

The concept of integrations is not new to HubSpot. In fact, HubSpot integrations are one of the most appealing facets of the platform.

However, data sync through HubSpot Operations Hub operates a bit differently than a traditional integration.

There are four main characteristics where traditional integrations and data sync differ:

  • data flow
  • chronological organization 
  • synchronization frequency
  • customizability 

In reference to data flow, HubSpot’s data sync engine allows integrations to sync data in two ways, passing data to and from any system.

Data sync also passes both past and future data between systems. That way, even if you set up an integration later down the line, you can still implement historical data into your system.

What’s more, traditional integrations tend to be trigger-based whereas data sync happens in real-time, meaning constant synchronization between two databases.

Lastly, data sync integrations are customizable. You can limit what data is passed between apps and update your options whenever you desire.

In general, connecting apps is a pain-free, no-code endeavor. HubSpot does all the work.

With data sync integrations, you can centralize customer data, keeping your team efficient and easing any undue strain.

Data Quality Automation

Data quality automation performs data cleanup automatically so you can fix date properties, format names, update phone numbers, and more without so much as lifting a hand.

The HubSpot Operations Hub takes this task very seriously and goes so far as to capitalize letters to ensure that the quality of your data remains intact.

This feature is often underrated. But data quality becomes increasingly important as you start to build more personalized campaign content.

How well this content performs depends on how well it is personalized. And for highly personalized content, data needs to be correct.

Automating workflows such as these keeps the operations team from having to clean up data day after day, a necessary but immensely tedious process.

Custom Properties

Custom properties give you the freedom to customize your data however you see fit.

Your contacts are at the core of your business and marketing strategy. But imagine you need more than just a name and contact information to use customer data to your advantage.

Maybe you want to put in a birthdate or an anniversary corresponding to how long a certain customer has been using your product. Either way, custom properties extend that flexibility.

You can create custom properties for companies and deals as well. And if so desired, use the data you collect to build reports and share insights.

Tailor your CRM to your specifications. Meet your needs while scaling in the process. 

Workflow Extensions

Workflow extensions permit you to trigger a number of specific actions in third-party systems. Send a Slack message, a Zoom invite, or even manage an Asana task all through the convenience of HubSpot workflows.

You can abstract away the complexity of building a custom workflow that might otherwise require URLs, HTTP methods, and auth headers to accomplish a simple function. 

Instead, HubSpot Operations Hub has a standard list of workflow actions. And users can add additional configurations to the custom action before adding it to their workflow.

Team Management and Permissions

Business growth will infer new methodologies for organizing the internal structure of your company.

Small teams tend to handle a surmisable but relatively manageable set of assets to the extent that management permissions and accessibility are not a large concern.

Iconographic representation of user management with figures leading to an eye and two toggles, denoting user visibility and control settings.

But as companies grow, so does the complexity of asset management. Global access is not secure nor rational for a large business. 

In utilizing user permissions, you can organize team permissions by region, company size, and content among other categories. You can also assign multiple ownership rights to different contacts, companies, and deals.

Focusing responsibilities will lead your team to be more efficient so your business can spend more time closing sales than mismanaging data.

Programmable Automation

Automation will never cease to be a consistent and much-appreciated luxury, courtesy of the never-ending digital transformation that modern technology provides.

Using the HubSpot Operations Hub, you can code custom automated actions for nearly any business process. Lead rotation, territory management, and renewals are only a few examples of processes that you can automate via programmable automation.

Programmable automation processes take place in three distinct categories:

  • “custom code” actions in workflows
  • “create a webhook” actions in workflows
  • custom-coded bot actions in chatflows

In other HubSpot hubs of the CRM platform, automation did not go beyond a menu of predefined actions.

The benefit of this particular feature is the opportunity for your company to scale past any cookie-cutter molds.

How Much Does HubSpot Operations Hub Cost?

Like most HubSpot services, HubSpot Operations Hub is free of cost, at least it can be. But of course, paying more will get you more of what you want and need.

You can purchase one of three plans — free, starter, and professional — each with different prices and feature sets.

The Free plan for HubSpot Operations Hub will give you the following:

  • Two-way data sync
  • Default field mappings
  • Historical sync
  • All third-party integrations

If you purchase the Starter plan, starting at just $50 a month you can have all the features of a free membership plus custom field mappings. 

In contrast, a Professional plan starting at $800 a month will give everything in the Starter plan, in addition to some more popular features:

  • Programmable automation and bots
  • Webhooks
  • Data quality automation
  • Additional reports, lists, and workflows

How To Start Using HubSpot Operations Hub

You can start using HubSpot Operations Hub by making sure your internal records are properly synced to the CRM.

Syncing external systems with HubSpot requires multiple APIs and often a great deal of complexity that the average HubSpot customer simply isn’t prepared to handle.

Even those who are new to HubSpot who may have previously relied on ZoomInfo or Clearbit might want to use the Operations Hub to enrich their records.

This is where Trio steps in. Trio can provide qualified developers who can build custom integrations to connect your system to HubSpot seamlessly.

Operational efficiency, almost by definition, will drive the growth of your business. It’s up to you to figure out which avenue to take to cultivate your operations.

Trio developers are HubSpot certified and eager to be part of your business’s success.


HubSpot Operations Hub is a component of HubSpot’s CRM platform merging the best of the marketing, sales, and services hubs into one comprehensive tool. 

This hub comes with several hallmark qualities that not only stand out from the rest of HubSpot’s software but challenge other CRM platforms too.

Automation, data organization, advanced integrations, and the rest of what HubSpot Operations Hub has to offer will establish a baseline for revenue operations to take your business far.

That said, navigating HubSpot software can be tricky and you will need certified HubSpot professionals to do it right.

 Learn more about how to hire HubSpot developers today!

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With over 10 years of experience in software outsourcing, Alex has assisted in building high-performance teams before co-founding Trio with his partner Daniel. Today he enjoys helping people hire the best software developers from Latin America and writing great content on how to do that!
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