5 Ways HubSpot Operations Hub Powers Data-Driven Decisions With a Unified Tech Stack

It’s 2024 and data is the most valuable commodity in business. Companies across different industries pray at the altar of actionable insights that drive decision-making. However, acquiring data isn’t the problem – businesses are drowning in it. How to access clean, organized, and actionable insights is the barrier that blocks many firms from taking the next step forward. This is largely because a big portion of this segment operates with a fragmented tech stack – a crumbling foundation that blocks the flow of data between systems. 

Data silos are the by-product of such a scenario, costing businesses an average of US$12.9 million year on year (Gartner, 2021). These silos trap data and keep them scattered across disconnected systems which hamper the data’s integrity. 

When this happens, companies make key decisions with inaccurate data, steering them further away from their goals. But this is just one of many issues businesses face. Dig deeper, and you'll uncover problems like poor forecasting, ineffective marketing campaigns, inaccurate analytics, and depleted resources. Companies recognize these challenges and are fast implementing HubSpot Operations Hub as a crucial component to facilitate the unification of their tech stack.

With all these technical components under one umbrella, businesses enjoy a range of benefits that propel them closer to their goals. 

In this blog, we’ll explore five powerful ways HubSpot Operations Hub helps businesses optimize their tech stack to enable smarter, data-driven decisions that lead to smoother operations and better outcomes.

Enhancing Data Integration For Unified Decision-Making Across Teams

Over the last decade, the SaaS explosion has created a myriad of different tools to help businesses keep the wheels of their operations running smoothly. This market is expected to grow from USD 339.1 billion in 2024 to USD $818.8 billion in 2029 (Statista, 2024). 

So what does this mean?

More tools to fulfill more tasks. 

But businesses are already inundated with different software due to the siloed nature of their structure. Marketing departments need specialized platforms for managing campaigns, while sales teams rely on CRMs to track leads, and customer service teams use separate systems to handle support requests. 

Different departments require different tools to fulfill their raison d'être. Therefore investing in software isn’t desirable, it’s mandatory for a business to function. 

To quantify this, studies show that companies across the world use 130 different SaaS applications (Statista, 2024). That’s 130 pockets of hidden data an owner has to unearth. 

With such severe tech fragmentation, businesses struggle to maintain cohesion between departments. Valuable data becomes trapped in isolated tools, preventing teams from accessing the full picture and making informed, unified decisions.

HubSpot Operations Hub helps to address this by acting as a bridge within the tech stack ecosystem. It does this by integrating with nearly 2,000 native tools, including CRMs, ERPs, and financial systems.

This allows data to flow seamlessly between departments without the manual effort of data transfers or complex third-party integrations. Data cleanliness is enhanced. Inconsistencies are reduced. And decision-making becomes faster and more reliable as teams access a unified source of truth in real time.

In this case, HubSpot Operations Hub acts as a comprehensive platform that consolidates customer and prospect profiles into a single system of record. This multi-layered structure not only includes the CRM but also integrates various systems of engagement across sales, marketing, and customer service, providing a unified approach to managing customer interactions.

There’s a personalization element that you can also use. Through its advanced  workflow actions, you can create sophisticated custom coded workflow actions, & can trigger webhooks, all from within a HubSpot workflow.  This can extend the capabilities of a native integration, and empowers users to connect HubSpot and other softwares in unique ways.  

Estech Systems faced a similar situation, experiencing a major disconnect between marketing, sales, and revenue efforts. Mole Street’s migration for Estech Systems into HubSpot liberated them from the chores that come from the manual exportation of data between platforms.

Creating a Unified Source of Truth

Business owners operating with unreliable data are flying blind in their pursuit of growth. Like sewage slugging through our pipelines, dirty data is costing the U.S. economy approximately $3.1 trillion a year (Harvard Business Review, 2016).

HubSpot Operations Hub not only removes this sewage but connects additional pipelines to ensure that clean, reliable data flows seamlessly through the business. This means that irrespective of the tool or platform that’s being used, team members are working with the same, accurate data that’s updated in real time. 

Mole Street’s work with a top 100 CPA firm, HBK, exemplifies this. The Mole Street team leveraged Operations Hub to help facilitate a bi-directional integration between HubSpot & the firm's Practice Management System, ensuring seamless data synchronization across all platforms.

Businesses of all sizes can reap the same benefits of such an integration. Sales teams will no longer work from outdated contact lists. Marketing departments will have their finger on the pulse of lead interactions. And customer service will pinpoint the exact movements of prospects in their journey, ideally with the help of HubSpot Service Hub. Click here for more information on the benefits of HubSpot Service Hub. 

These operational improvements bring a range of broader benefits to the entire business, including:

1. Eliminating Data Silos
   • Teams gain access to real-time, consistent data, ensuring everyone works from the same source of truth, and improving collaboration and communication.
2. Enhanced Decision-Making
   • With accurate, unified data at their fingertips, leadership teams can make more informed, data-driven decisions, improving business outcomes.
3. Increased Operational Efficiency
   • Reducing manual data entry and automating workflows allows teams to focus on more strategic tasks, boosting overall productivity and reducing errors.
4. Scalability and Flexibility
   • As the business grows, new tools and processes integrate seamlessly, ensuring ongoing efficiency without adding unnecessary complexity to the tech stack.
5. Improved Customer Experience
   • With a holistic view of customer data, teams can deliver more personalized and consistent interactions, enhancing customer satisfaction and loyalty.

Ultimately, every tool becomes tightly bound in an interconnected ecosystem of digital systems, which allows different departments to move in unison, aligned and marching in lockstep toward their goals.

Automated Workflows That Unlock Employee Talents

Automation enables people to focus on tasks that require the human touch. 

-Jack Ma

So far we’ve stressed the importance of making the most out of your data. Now we turn our attention to another variable that’s just as important – your employees. 

As the saying goes, employees are the lifeblood of your organization. Their talents, intuition, and experience will often determine the trajectory of your business. Therefore, their focus must be channeled into tasks that pull the biggest levers for growth. 

Repetitive and low-value tasks sap energy and focus that could be better directed toward solving strategic challenges. Studies show that workflow automation can save businesses on average $1.5 million per year (TechCrunch, 2023) by automating tasks like transferring data to Google Sheets, adding subscribers to Mailchimp, and creating contacts in CRM systems.

These are mandatory activities but don’t need to be undertaken by a human - a waste of talent and energy that can be allocated elsewhere. Just as importantly, humans are prone to error, especially when tasked with monotonous, repetitive work, where mistakes are unavoidable.

Nobody is immune to error - not even the heavyweights. Citigroup's data blunder gave them a $500 million dollar headache in 2020 (CNN, 2021). In a different scenario, a single ‘fat finger’ typo cost them $79 million (Yahoo Finance, 2024). 

Looking at the statistics, the benefits of workflow automation could not be any clearer. A recent study found that sales professionals save an average of 2 hours and 15 minutes each day through the use of AI-driven automation tools

(HubSpot, 2024). Another study revealed that 90% of workers reported increased productivity as a result of workflow automation. (Harvard Business Review, 2023).

Any asset that can increase productivity and save time is a crucial facilitator to growth. Employees know it. Business owners demand it. And businesses are scrambling to integrate it into their systems. 

So how does HubSpot Operations Hub help with automation? Good question.

The Role of HubSpot Operations Hub in Workflow Automation

Hubspot Operations Hub allows businesses to create customized workflows to eliminate repetitive tasks. Pre-built automations are available for simple tasks, but companies with more complex needs can leverage programmable automation to customize workflows tailored specifically to their processes.

It’s a game changer, removing blockers that either halt operations or stifle momentum. Operations teams and employees no longer have to undergo the time-consuming process of manual data transfers and approval.

Instead, HubSpot Operations Hub automates these workflows to keep the wheels of the enterprise moving smoothly. For example, there are three actions you can use in Operations Hub:

• Custom-Coded Workflow Actions: Enable advanced logic within HubSpot workflows, such as using external data sources to automate processes like territory assignments or lead distribution based on complex criteria.
• Webhooks: Allow HubSpot to trigger external actions by sending data to other systems when specific workflow criteria are met.
• Data Formatting: Automates the cleaning and formatting of data fields, such as correcting text cases or modifying property values to maintain consistency and data integrity.

Brilliant. But how does this look in a real-world scenario?

Consider a real-estate company managing territory assignments based on thousands of unique zip codes. Each time a new lead fills out a form, a staff member would need to manually identify the zip code, cross-reference it with a list of territories, and then assign it to the correct sales rep.

It’s a colossal task that requires countless hours if not days of tedious work. Not only does this drain productivity but the sheer scale of the project makes the occurrence of human errors inevitable. 

However, with custom-coded workflow actions, the business can reference an external database to automate the assignment process. So whenever a lead fills out a form, Operations Hub can:

1. Identify the zip code
2. Match it to the correct territory, and 
3. Assign the appropriate sales rep automatically

What’s important to underline here is the platform’s capacity to personalize workflows based on a company’s needs. Every business is different and there is no one-size-fits-all solution. The flexibility of Operations Hub enables users to adapt their workflows to match their specific needs. 

This can provide businesses with the agility to make faster, more informed decisions using real-time data. What’s more, this enhanced form of data management allows them to pivot between strategies as new and reliable information comes to hand. 

It’s an invaluable advantage because speed is one of the hallmarks of excellence in today’s fast-paced digital environment – those who possess it are more likely to surpass their competition. 

Clean Data For Smarter Decisions

Clean data is the holy grail of effective decision-making. Without it, leadership won’t make sound, strategic decisions that are conducive to achieving business objectives. Needless to say, dirty data is a risky business. Resources will be drained, time wasted, and companies will feel the teeth of inefficiency tearing away at their potential for growth.

On average, 25% of companies believe they have dirty data (Gartner, 2018). HubSpot Operations Hub plays a crucial role in ensuring data accuracy through data quality automation. This involves integrating data across all connected systems and automatically updating information in real time.

Additionally, it enables businesses to perform advanced data calculations for more accurate insights. Taking this one step further, the data synchronization that occurs across platforms ensures consistency, meaning no vital information gets lost or overlooked. 

If you have 130 different tools, HubSpot Operations Hub will integrate them, enabling data to flow seamlessly between connected systems, increasing cross-departmental collaboration.

Paul Weston, GM and VP of Product at HubSpot, says that Operations Hub helps you achieve this through three key elements:

• Data Completeness ensures that all necessary data is available, providing a full view of customer profiles or interactions.
• Data Cleanliness focuses on the accuracy and quality of this data, eliminating duplicates and errors to maintain reliability.
• Data Activation uses this clean and complete data to trigger actions across systems, enabling timely responses and informed decision-making.

Using Operations Hub, different departments can access clean data at speed to make informed decisions, helping to make every cog in the business machine function optimally. 

Example

Using Hubspot Data Sync, Operations Hub can automatically sync contact information from a CRM system to other connected tools, such as email marketing platforms or customer support systems. 

This ensures that whenever a customer’s details are updated in one platform, the change is reflected across all systems, guaranteeing accuracy and consistency at every touchpoint.

The Impact Of Accurate Data

Maintaining accurate data is one of the biggest levers you can pull to amplify your business on all levels. Cultivate this and you’ll be rewarded with a variety of benefits:

• Reliable Reporting: Accurate data is the backbone of reliable reporting. It gives leaders a clear picture of business performance which they can confidently use to make critical decisions.
• Better Forecasting: With accurate and up-to-date data, businesses can make more precise sales forecasts, set realistic goals, and develop more strategic plans. This leads to improved operational planning and resource allocation.
• Informed decision-making: Access to accurate information enables executives to make data-driven decisions with confidence, reducing the risk of errors and steering the company in the right direction.
• Improved Efficiency: Clean, organized data saves teams time. Rather than spending hours cleaning or verifying data, they can focus on analyzing insights and creating strategies that will move the business forward.
• Reduced Risk: Inaccurate data can lead to poor decisions, which may result in missed opportunities or even financial losses. HubSpot’s ability to ensure data accuracy significantly reduces this risk, enabling businesses to make sound decisions based on real-time, reliable information.

Real Time Reporting and Analytics For Faster Decisions

You can't manage what you can't measure - Peter Drucker

Your customer’s digital footprint contains the signals that reveal their needs, behaviors, and preferences. With this information, you can adapt your marketing campaigns to drive personalized experiences and targeted engagement that pull them closer to your business. 

But to achieve this you need a sophisticated real-time reporting and analytics system, not just in a marketing sense but across all departments in your organization. 

Notice the emphasis on real-time. This characteristic is non-negotiable. We live in a fast-paced digital environment where yesterday’s data is old enough to be stale. Heavyweight businesses in any niche all operate with real-time data due to the speed at which they can react to changes in customer behavior, market conditions, and sales trends.

Unsurprisingly, this has a direct impact on revenue. A survey highlighted that 80% of companies using real-time analytics experience an increase in revenue (PR NewsWire, 2022). 

How HubSpot Operations Hub Delivers Real-Time Insights

Customizable dashboards are provided that pull data from various systems, such as CRM, marketing, and customer service tools. Everything is consolidated to provide you with a bird’s eye view of your performance. 

What’s more is that these dashboards provide real-time updates, allowing you to monitor performance metrics as they occur. The data is fresh, accurate, and consistent. 

This is because Operations Hub is natively integrated within the HubSpot ecosystem, allowing it to function with other tools and platforms – data flows seamlessly through different streams. 

With these insights at your fingertips, your operations team can make proactive, data-driven decisions at a speed that keeps you on the front foot. Here’s how they can provide you with a competitive advantage:

• Improved Decision-Making: With access to real-time and historical data, leaders can make faster, more accurate decisions. This enables them to quickly respond to changes in market conditions or customer behavior, minimizing the risk of costly delays.
• Operational Efficiency: Real-time insights reveal inefficiencies in business processes, allowing companies to promptly address issues and optimize their operations for better performance.
• Proactive Approach: Up-to-date data empowers businesses to take a proactive stance, identifying emerging trends and challenges before they become significant problems. This foresight allows teams to make timely adjustments, preventing potential setbacks.
• Staying Ahead of The Competition: Real-time analytics provide the responsiveness needed to stay competitive. By acting quickly to shifts in customer behavior or sales trends, businesses can maintain a clear advantage in the market.

In addition, another important and overlooked outcome of real-time data is real-time collaboration across departments. As previously mentioned, businesses by nature are siloed. 

Each department’s insights contribute to the bigger picture. Piecing them together provides leadership with a holistic perspective of where they are now, where they’re going, and how they’re going to get there. 

But for this to work, real-time insights must be delivered for every department to work in unison towards its desired destination. 

Optimized Tech Stacks That Scale in Tandem With Your Growth

At the heart of any aspirational business is the drive to scale. When it comes to scaling, many rivet their attention to recruitment, budgeting, and expanding operations. 

Yes, these undeniably deserve attention. 

But an often underestimated pillar of growth is a scalable tech stack that can support the growing demands of your business. More growth means more systems to manage, more data to integrate, and more processes to streamline. Your tech stack will face waves of intense complexities to manage as you level up. 

Therefore, it must be optimized to scale. Ignore this, and the tech stack will falter under the intensified responsibilities it's managing.

How HubSpot Operations Hub Enables Scalability

Acquiring new tools is part of the process of scaling. This can be problematic because you end up having a disconnected ecosystem of products that contribute to a heavily siloed business. 

HubSpot Operations Hub prevents this by pulling everything together under one roof, allowing businesses to streamline their operations and eliminate the inefficiencies that often arise with growth. Additionally, businesses can implement custom code to mold their tech stack in a way that enables them to scale seamlessly.

With such a strong backbone, employees can stay focused on their tasks, rather than wasting time, energy, and talent trying to fix a Titanic-like situation. When interviewed, Paul explained how Operations Hub can assist this through his analogy:

In addition, as a company scales, its systems and operations change. This is the natural evolution of growth, requiring upgrades to the tech stack. HubSpot Operations Hub’s flexible architecture enables companies to add new tools or platforms with ease, without disrupting existing systems. This allows businesses to expand without the need for massive infrastructure changes, keeping operations smooth and efficient.

But that’s only the tip of the iceberg. Such a tech stack will provide you with the launchpad required to achieve growth. 

• Improved Decision-Making: A scalable tech stack ensures that leaders can rely on consistent, accurate data as the company grows. This leads to better long-term decision-making and more reliable forecasts.
• Cost Savings: By optimizing your tech stack for scalability, you avoid the need for costly overhauls or adding unnecessary tools. HubSpot Operations Hub’s integrated approach eliminates the redundancies that can inflate costs as you scale.
• Adaptability: Businesses need the ability to quickly adapt to new market conditions or opportunities. A scalable tech stack allows companies to pivot easily, whether adding new services, entering new markets, or adjusting their strategy to meet emerging challenges.
• Efficiency Gains: A well-optimized tech stack means that teams can work faster, with less friction between tools and processes. This ensures that growth doesn’t result in operational bottlenecks that slow down progress.

As highlighted, these benefits ripple out to all corners of the business on the ground floor. However, on a strategic level, it’s even more impactful. HubSpot Operations Hub prepares your business for the future, creating an infrastructure that remains strong and adaptable. 

These are the preliminary stages to success, as they will create the foundation required to enable you to seize any opportunity that comes your way. For any business in the early stages of scaling, Operations Hub Starter is the perfect way to dip your toes into automated processes and frictionless data integration. 

HubSpot Operations Hub Builds The Foundation For Data-Driven Decision-Making

Your tech stack has a direct impact on the quality of data you make decisions from. It’s the foundation, the bedrock, and the cornerstone of your decision-making process. Therefore, a faulty one will provide you with dirty data, contaminating your insights with errors that obscure how your business performs across all departments. 

Without the truth, there is no hope for improvement. What’s more, siloed tech stacks are notoriously difficult to extract accurate data from. It’s a time-consuming process because it requires extensive digging to locate what you want. 

Through HubSpot Operations Hub’s advanced workflow capabilities, the platform acts as a crucial facilitator in unifying the tech stack. This optimizes your digital infrastructure, creating an interconnected ecosystem of tools that ensures seamless data flow and collaboration across departments.

It’s the key that gives access to treasure troves of insights, and the launchpad for scalability. Not only will your team have access to accurate data for informed decision-making, but it will also be set up for future growth. With such a powerful tech tack, you will gain a competitive advantage in today’s cutthroat business landscape. 

Want to Integrate HubSpot Into Your Tech Stack?

At Mole Street, we specialize in tailored tech migrations to HubSpot, allowing businesses to maximize the full potential of their tech stack. Our counsel and guidance guarantee a smooth transition, safeguarding your data while ensuring seamless integration with your existing systems.

Ready to explore a HubSpot migration or optimization? Contact us to meet with a HubSpot-certified expert.