Using HubSpot’s reporting tools to measure your KPIs is a must-have to prove the success of your implementation. Remember, if you can’t measure it, you can’t manage it.
Just as a house needs a strong foundation to support everything above it, your HubSpot implementation needs the right KPIs to support and measure the success of your business. The good news is, HubSpot makes it easy to explore. You could inadvertently set up a number of reports without much forethought. So before diving in with reporting in HubSpot, it’s essential to identify and define the key performance indicators (KPIs) that align with your business goals.
These metrics will serve as the framework for evaluating the effectiveness of your marketing, sales, and service efforts. (In fact, you probably already have these KPIs, you’re just not sure how to “see” them in HubSpot.)
Start by understanding the core objectives of your business, such as increasing lead generation, improving customer retention, or boosting sales conversions. Once you have clarity on these goals, you can translate them into specific, measurable KPIs, like the number of qualified leads generated per month, the average deal size, or customer satisfaction score.
At Ascend, we think that when creating a reporting structure for your organization it’s important to remember that less is more. For each role in your organization we suggest that you maintain between 5 and no more than 10 key metrics and performance indicators that help employees and leadership monitor performance. Otherwise, what’s that saying – you’ll get lost in the weeds?
For example, a measurable KPI may require your sales team to reach out to 10 new prospects via Zoominfo every day of the week. On the other hand, you may require that your service team maintain a 24-hour outreach KPI for new tickets created by customers on your website form.
When clients work with Ascend to implement HubSpot, we use the following reporting examples to give stakeholders ideas on how to structure reporting for their employees and leadership team. They should be curated to fit the specific needs of an organization. After clients submit their outline, Ascend works with the stakeholders to finalize their list.
Automatically filtered to "Me" to show sales users where leads are in the qualifying process.
Filtered to show the entire team for performance review and overall sales health.
Key metrics for executive-level reporting, focusing on overall business health and strategic goals.
Insights for the marketing team to optimize lead generation and campaign performance.
For the customer service team to monitor case management and customer satisfaction.
Focuses on individual and team productivity metrics to optimize performance.
Ensures data integrity and process adherence, helping maintain a clean and efficient CRM.
With your defined list, you can get to building reports. HubSpot offers a robust reporting tool that allows you to create customized dashboards tailored to your specific KPIs. You can set up dashboards that provide real-time insights into your key metrics, enabling your team to monitor performance at a glance. Custom reports can be built to track a wide range of data points, from marketing campaign performance to sales pipeline health. This customization is critical because it allows you to focus on the data that matters most to your business, filtering out the noise and highlighting the trends and patterns that can drive strategic decision-making.
Once your HubSpot implementation is complete and your KPIs are set, the work doesn’t stop there. Continuous monitoring and optimization are crucial to ensuring that your KPIs remain relevant and that your HubSpot setup continues to serve your business effectively. Regularly review your reports to identify areas where performance may be lagging, and use HubSpot’s insights to tweak your strategies accordingly. For example, if you notice a drop in lead conversion rates, you might need to adjust your marketing efforts or refine your sales process. By maintaining a proactive approach to monitoring and optimization, you can ensure that your HubSpot implementation remains a powerful tool in driving business growth.