Have you heard of the HubSpot Operations Hub? Until now, the needs of the marketing, sales, and service teams, respectively, have been addressed through three different modules: HubSpot’s Marketing Hub, Sales Hub, and Service Hub. They were joined by the HubSpot CMS Hub , which we have talked about many times.But on April 21, 2021, the launch of a fifth Hub focused on the needs of RevOps teams was announced: HubSpot Operations Hub.list_altIndex of contents
What is RevOps?
What role does the HubSpot Operations Hub play?
What functionalities does HubSpot Operations Hub have and how does it participate in the RevOps function?
How much does the HubSpot Operations Hub cost?
Moving towards the unified vision of the customer
There is not much mention of RevOps on the HubSpot page when explaining what Operations Hub is. But I think it is necessary to contextualize the appearance of this new product, which coincides with the popularization of this function (as we can see in the following screenshot from Google Trends).
operations hub hubspot revops
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What is RevOps?
The operations teams are the ones in charge of implementing processes, programs and systems so that everything works correctly in the different areas of the organization.RevOps is the abbreviation used to refer to Revenue Operations, a role that is increasingly being talked about and that has gained much popularity since 2019. Coinciding with a time when Germany Phone Number List seek greater integration of their functions and try to end the silos that prevent you from harnessing the value of data.And, if you remember, traditionally, each department of the company had its operations team, reporting to the corresponding department . Thus, it was common to find, among others:Marketing Operations, reporting to the head of marketing.Sales Operations, reporting to the sales manager.
Customer Operations, who reported to the person in charge of Customer Success.Having operations spread across departments creates a silo effect that impairs customer experience , communication, and data quality . The reason is that those on these teams spend more time troubleshooting than helping to build a strong operating system. Can you imagine why?Let’s see it with this example:It is common for each department to hire the tools and software it needs regardless of what the rest of the teams are doing. They only think about their objectives and budget, forgetting the alignment with other areas. This causes, in the end, integration problems. Germany Phone Number List use their own spreadsheets to process and manage data. The use of these types of tools increases the probability of human errors. In addition, their lack of automation makes it difficult to normalize the information they contain, so problems such as duplication and lack of completeness in the data are soon experienced .When they have to transfer the data to other computers is when the complexity of a system thus raised is appreciated. Different documents and spreadsheets are used to represent the same information, which is often outdated and has redundancies.Quiz HubSpot – barIf solutions are not sought, these problems do not stop growing and inefficiency is increasing.The RevOps feature aims to solve this challenge and eliminate silos. Its greatest value is that it serves all departments in charge of income generation across the board. We talk about:
Customer service operations
The centralization of the processes, systems and data of these departments leads to greater efficiency, a global vision of the business and better revenue forecasts. With regard to the client, there is greater satisfaction, increased loyalty, renewals, etc.Do you remember the meaning of the concept of flywheel ? It is an integrated view of the entire customer life cycle (something that is only possible starting from the centralization of information). Today, HubSpot, which had taken this approach, introduces the new Operations Hub , a feature that comes to consolidate this unified view of the customer.What role does the HubSpot Operations Hub play?
In early 2021, HubSpot changed its positioning. It was a natural evolution after expanding its capabilities from marketing to sales and then to customer service as well. You may remember it, since that was when they left behind the concept of a growth suite and positioned themselves as a CRM platform.Today, HubSpot enables a unified view of the customer experience . Thanks to it, the information silos that cause so many problems for companies are overcome. This is possible thanks to its Operations Hub, which occupies a central position in the middle of all functions, and RevOps, framed between the marketing, sales and customer service departments.Just as the Marketing Hub responds to the needs of marketing teams, or the Sales Hub to sales teams (for example), the HubSpot Operations Hub allows RevOps teams to play a key role in this flywheel.
The approach behind HubSpot Operations Hub
The initial intention of HubSpot was to include more functionalities designed to optimize operations in each of the different Hubs. This is explained by Andy Pitre (VP of Product at HubSpot).But they realized that this approach would only reinforce existing silos in companies. In this image you can see a graphic representation of what would happen:hubspot operations hub what is itSource: HubSpotSo they changed their original plans and chose to build a tool that would allow them to have a connected operations team with clear lines of communication.That was the starting point for the Operations Hub , which is primarily targeting companies with established marketing, sales, and customer service departments that are experiencing silo issues.It is these types of organizations that can benefit the most from the advantages that a RevOps team offers. To enjoy them, they first need this tool, which empowers them to start integrating the operations of their teams.Its evolution could be represented like this:operations hub hubspot evolutionSource: HubSpotWhat functionalities does HubSpot Operations Hub have and how does it participate in the RevOps function?
The Pillars of the HubSpot Operations Hub
The goal of the HubSpot Operations Hub is to enable businesses to connect all the information that their CRM has collected and get more out of it to deliver a better customer experience.The approach of the tool consists of 3 main pillars:Simpler and more powerful integrations
Better data quality
Fully customizable automation
operations hub hubspot pillars
Let’s take a closer look at each of these 3 pillars of the Operations Hub.
1. Data synchronization
It’s one of HubSpot’s strengths. In fact, your Operations Hub is intended to act as iPaaS (Integration Platform as a Service). This type of platform is responsible for integrating different applications of the business technology ecosystem. Some well-known examples are Zapier (surely one of the most popular), PieSync, Automate.io, Tray.io or MuleSoft.
For example, it is possible:
Integrate a marketing automation tool (such as ActiveCampaign) with the CRM (for example, Pipedrive) to enrich contact information and better personalize lead nurturing campaigns .
Automatically transfer the contacts generated in the Facebook Ads forms to the contact base (for example, Microsoft Dynamics).
Export the order information from an ecommerce platform (such as Shopify) to the billing platform (for example, Quickbooks).
operations hub hubspot sync data
It is becoming more common and necessary to make this type of connection between tools , as departments work with a growing number of applications in their day-to-day.
In fact, HubSpot bought Piesync in 2019 and they have included it in the platform code to advance the whole area of integrations. It’s one of the reasons that HubSpot’s data sync has many advantages over other iPaaS platforms. Let’s see what HubSpot publishes on the subject:
The integration happens natively (these are integrations available by default).
It is bi-directional.
It allows synchronizing past information, unlike what happens in many platforms that only pass on the information generated after integration.
Includes custom fields.
You don’t need to touch code.
So, for example, if we compare HubSpot Operations Hub with Zapier :
Zapier is one-way, HubSpot is two-way.
Zapier is not capable of integrating real-time or historical data.
HubSpot allows you to integrate custom fields, unlike Zapier.
The synchronization that HubSpot allows is limited to its own ecosystem, while Zapier allows integration of external tools.
Zapier is more intended to share data between two tools in the form of a one-way flow (for example, to export leads from Facebook Lead Ads to CRM, but without returning information from the CRM to Facebook).
Zapier can trigger data handover with an action that occurs in a third-party application. This is what happens when a Google Form is filled in, that the data is exported to HubSpot. The Operations Hub does not yet allow this option.
HubSpot guarantees better technical support, although the price is also higher when contracting one of the payment plans.
Some examples of use that may sound familiar to you are:
Synchronize the CRM and the email marketing tool in a bidirectional way so that the two databases are always up to date.
Synchronize the most qualified leads between the marketing automation platform and the CRM (so that when a lead is prepared to speak with sales, it is labeled as such in the CRM, and when it is in conversations with sales we take it into account to leave to send marketing emails).
Synchronize customer data between CRM and the support ticket platform .
With the positioning shift to CRM, and with the launch of Operations Hub, HubSpot aims to stand out. Its objective is to become the platform that integrates and synchronizes the data generated by all the platforms with which the different teams of the company work.
This helps RevOps teams to ensure that all the tools that the different teams they serve work with work in sync and that better data is available to make decisions.