8 Ways to Optimise HubSpot for Enterprise Scale

Scaling HubSpot for enterprise use requires a smart approach to manage complex data, workflows, and team structures. Here are 8 practical strategies to help large organisations get the most out of HubSpot:

1. Custom Objects: Tailor data structures to fit business needs like managing products, contracts, or service schedules.
2. Advanced Workflows: Automate repetitive tasks to save time and reduce errors.
3. sData: Integrate HubSpot with tools like Snowflake for unified, cross-team insights.
4. Multi-Touch Attribution: Track customer journeys across multiple touchpoints for better ROI analysis.
5. Single Sign-On (SSO): Simplify secure access for large teams to reduce login fatigue and enhance security.
6. Team Partitioning: Assign data access based on roles to improve collaboration and efficiency.
7. Data Governance: Maintain clean, accurate data with validation rules and compliance protocols.
8. Reporting Dashboards: Build role-specific dashboards to monitor critical metrics and make data-driven decisions.

These steps help enterprises streamline operations, improve data accuracy, and drive better collaboration across teams. Start with a strong foundation, automate processes, and regularly review your setup to ensure scalability.

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1. Use Custom Objects for Complex Data

Custom objects in HubSpot let businesses shape their data structures to handle more intricate needs, going beyond the limits of standard records. They allow you to model relationships and hierarchies that align with your specific industry or business model.

For example, managing product lines, warranties, and service contracts becomes much easier. A manufacturing company could link equipment serial numbers to maintenance schedules, warranty claims, and customer support tickets. This approach ensures clean data, reduces duplicates, and keeps everything organised.

The real strength of custom objects is how well they integrate with HubSpot’s tools and external systems. When set up correctly, they work seamlessly with HubSpot automation and other platforms. For instance, you could connect HubSpot custom objects to your ERP system to sync inventory levels, pricing updates, and order statuses automatically. With this setup, you can create workflows that:

• Automatically update related records across different objects.
• Send alerts based on complex data relationships.
• Build detailed reports that pull data from multiple objects.

Here’s a quick guide to structuring custom objects for better efficiency:

Start by mapping out your data relationships and identifying which processes would benefit most from custom objects. Aim to create a setup that supports growth while keeping your data accurate and organised. A solid data governance plan is essential for getting this right.

Once your custom objects are in place, you’ll be ready to refine your workflows and take your processes to the next level.

2. Set Up Advanced Workflows to Save Time

Advanced workflows take over repetitive tasks, helping businesses scale while keeping things accurate and efficient. They can automatically update related records and trigger actions across your HubSpot system. For example, when a customer submits a support ticket, workflows can update their lifecycle stage, alert the right team members, and create follow-up tasks - all without anyone lifting a finger.

"Workflows are one of the most powerful tools in your arsenal. You can use them to do all sorts of things, from scoring leads to populating custom properties to sending emails to contacts." - Jonas De Mets, RevOps & Co-Founder @ Koalify

To make the most of workflows in an enterprise setting, here’s how they can be categorised and used:

Before diving into implementation, map out your key processes to see where automation will have the biggest impact. It's better to design smaller, task-specific workflows rather than overcomplicated ones that try to do too much.

Set up a system to handle workflow errors, like flagging incomplete customer details for manual review. Use reporting dashboards to track performance and pinpoint areas that could be improved.

Once these workflows are running smoothly, you can focus on connecting HubSpot with external tools to push your efficiency even further.

Centralise Data with HubSpot and Snowflake

Snowflake, a cloud-based data warehouse, works seamlessly with HubSpot to create a unified data system. This integration acts as a single, reliable source of information for large organisations.

Here’s how this integration benefits enterprise operations:

HubSpot's Operations Hub Enterprise makes real-time data syncing between systems possible. To implement this integration, align your HubSpot API endpoints with the appropriate Snowflake tables to keep data well-organised.

ETL tools can simplify the process by automating data syncs and transformations, ensuring consistent formats across both platforms. For businesses managing sensitive data, Snowflake’s Data Share feature offers secure, controlled access while adhering to compliance standards.

Once your data is centralised, you can start using advanced analytics to turn your data into actionable insights.

4. Use Multi-Touch Revenue Attribution for Better Insights

When dealing with complex customer journeys, multi-touch revenue attribution in HubSpot can help you see how your marketing and sales efforts contribute to revenue across various channels. Instead of giving all the credit to just the first or last interaction, this method spreads the credit across multiple touchpoints in a customer's journey. In fact, Forrester Research reports that businesses using multi-touch attribution can see a 15-30% boost in revenue compared to those sticking to simpler models.

HubSpot’s tools let you track customer interactions across all touchpoints, providing a full picture of the customer journey. This becomes especially important for organisations that are scaling across different channels and teams.

Here’s how you can make multi-touch attribution work effectively in HubSpot:

• Set up attribution models that align with your sales process.
• Track both online and offline interactions to gather a complete view.
• Leverage segmented reports to analyse ROI by product or region.

For larger enterprises managing multiple products or services, HubSpot allows you to dive deeper with segmented attribution. You can analyse performance by product, region, or team, helping you refine your marketing investments and improve returns across various areas of your business.

Once you’ve nailed down revenue attribution, the next step is to enhance internal collaboration using team-based partitioning.

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5. Improve Security with Single Sign-On (SSO)

As organisations expand their use of HubSpot, managing secure access for larger teams can become a challenge. Single Sign-On (SSO) simplifies this by allowing users to access multiple tools with a single set of secure login credentials. This approach not only tightens security but also makes managing user access much easier.

According to the Verizon Data Breach Investigations Report, using SSO can cut the risk of data breaches by up to 50%. That makes it a smart choice for enterprises looking to enhance their security protocols.

So, how does SSO help? It centralises authentication, which means fewer passwords to manage and a reduced chance of weak or reused passwords. It also minimises "login fatigue", where users get overwhelmed by managing multiple credentials. Once SSO is set up, your team can access all the tools they need through a single, secure login.

To get started, choose an identity provider that fits your existing tech stack. HubSpot supports integration with major providers like Okta, Google Workspace, and Azure AD, making the setup process relatively simple.

"Implementing SSO can reduce the risk of data breaches by up to 50% while significantly improving user experience and productivity", according to the Verizon Data Breach Investigations Report, 2022.

For the best results, regularly review your SSO configurations and monitor user access. This helps you catch potential issues before they become problems. Keep detailed records of your setup, including any changes and access policies, to ensure everything stays organised.

With SSO in place to boost security and simplify access, you’re ready to take the next step: structuring your teams more effectively through partitioning.

6. Use Team-Based Partitioning for Better Collaboration

To make the most of HubSpot, it's important to understand how different teams interact with customer data. Team-based partitioning allows you to divide responsibilities clearly while still encouraging collaboration across departments. This approach ensures efficiency, especially as your business grows.

For example, sales teams can focus on managing deals and pipeline data, while marketing teams concentrate on campaign metrics and lead information. By tailoring data access to each team's needs, everyone can work more effectively within their specific areas.

To take it a step further, combine partitioning with automated workflows. For instance, when a marketing-qualified lead is ready to be handed off to sales, a workflow can automatically send notifications and adjust access permissions. This keeps the handoff smooth and secure.

"The use of partitioning can significantly reduce the complexity of managing large datasets and workflows, making it easier for teams to collaborate and make data-driven decisions."

It's also crucial to keep your partitioning setup adaptable. As your business evolves, your structure should adjust to meet new challenges while still offering the benefits of segmented access and improved teamwork. This ensures your HubSpot system remains effective as your organisation scales.

Once your teams are set up for seamless collaboration, the next focus should be on maintaining accurate and well-organised data through proper governance strategies.

7. Create a Data Governance Plan for Better Management

Having a solid data governance plan is crucial when managing HubSpot at an enterprise level. A recent study shows that 71% of organisations now have formal data governance programs, highlighting its growing importance.

The foundation of effective data governance lies in establishing clear quality controls. This is particularly vital when dealing with large-scale customer data in HubSpot. For example, setting up standardised data entry protocols and automated validation rules - like ensuring email addresses follow a specific format - can help keep your database consistent and reliable.

To tackle common issues like data quality - something 60% of organisations struggle with - start by implementing automated validation rules in HubSpot. These rules can help cut down on errors and inconsistencies, keeping your database clean and reliable.

For enterprises scaling their use of HubSpot, integrating it with specialised data management tools can make a big difference. Tools like OT:OT's enterprise solutions offer advanced data models that align with governance standards and help maintain data integrity across your systems.

It’s also a good idea to create a centralised repository for your team. This should include guidelines on data handling, security measures, and compliance protocols. As your business grows, your data governance plan should adapt to meet new challenges.

Finally, don’t skip regular audits of your governance framework. These reviews ensure that your processes remain effective and up-to-date.

Once your data governance plan is in place, you’ll be ready to use reporting dashboards to monitor and act on your most important metrics.

8. Build Reporting Dashboards for Key Metrics

"Effective dashboard design is about finding the right balance between comprehensive data coverage and actionable insights. The goal is to make complex enterprise data accessible and meaningful for decision-makers at every level." - HubSpot Enterprise Solutions Team

Reporting dashboards play a crucial role in helping enterprises scale with HubSpot. Data shows that businesses using customised HubSpot dashboards experience a 40% boost in their ability to make quick, data-driven decisions.

The secret to effective enterprise reporting is centralising data visualisation. HubSpot's tools allow you to monitor multiple metrics at once while keeping everything clear and organised. By creating dashboards tailored to specific roles, you can focus on the KPIs that matter most to each team:

• Sales Performance Dashboards

  • Metrics to track: Pipeline velocity, conversion rates, deal size trends
  • Why it matters: Helps monitor revenue growth and sales efficiency

• Marketing ROI Dashboards

  • Metrics to track: Customer acquisition cost, campaign performance, lead quality
  • Why it matters: Guides decisions to fine-tune marketing spend and strategy

• Customer Success Dashboards

  • Metrics to track: Retention rates, service response times, NPS scores
  • Why it matters: Supports efforts to boost customer satisfaction and reduce churn

When designing dashboards, start by identifying your business goals. Then, work backward to map out the data points you need. For instance, if improving customer retention is your priority, focus on tracking metrics like engagement levels, resolution times for support tickets, and product usage trends.

To take your reporting to the next level, integrate HubSpot with advanced analytics tools. This adds depth and precision to your data, helping you analyse customer behavior and overall business performance more effectively.

For enterprise-level scalability, consider a hierarchical dashboard structure. Executive dashboards should highlight high-level KPIs for strategic decisions, while operational dashboards should provide detailed metrics for team management. This layered approach ensures that everyone - from top-level executives to individual teams - has access to the data they need to make informed decisions.

Automating alerts for unusual metric changes or anomalies can help you maintain data quality without the need for constant manual checks. These alerts ensure that critical issues are flagged and addressed promptly.

Wrapping It All Up

Scaling HubSpot for enterprise use takes a careful mix of technical tweaks and smart process design. The eight strategies we’ve gone over give you a solid game plan to get the most out of HubSpot while handling the unique challenges of enterprise-level operations.

"HubSpot offers scalable solutions for streamlining operations and driving growth." - HubSpot Ecosystem Team

The secret to scaling successfully? Start with a strong base. Centralised data management and powerful automation tools set the stage. Custom objects and advanced workflows help enterprises manage complexity without losing efficiency. Integrating tools like Snowflake keeps data flowing smoothly across your teams, and multi-touch revenue attribution delivers the insights you need for smarter decisions.

On the security and teamwork side, features like SSO and team-based partitioning create a safe yet adaptable setup for enterprise teams. Pair these with a solid data governance plan, and you’ve got the tools to maintain clean, reliable data as you grow.

A phased approach can make rolling out these strategies smoother:

Need help tailoring these strategies to your business? Experts like OT:OT are there to guide you with enterprise-specific solutions. Keep in mind, optimisation isn’t a one-and-done deal. Regular check-ins and updates are key to keeping things running at their best. By sticking to these strategies, enterprises can create a HubSpot setup that scales smoothly and supports long-term growth.

Got more questions about optimising HubSpot? Check out the FAQs below for detailed answers.

FAQs

How to optimise HubSpot?

Optimising HubSpot for enterprise-level operations requires a well-thought-out approach that prioritizes data management and automation. Here's how to get started:

Data Architecture and Organisation
The first step is organising your data effectively. HubSpot experts recommend setting up custom fields to enable precise data segmentation. This allows for more detailed and actionable insights in enterprise-level reports. Once your data structure is solid, you can take advantage of HubSpot’s integration and automation tools to improve efficiency across your processes.

Integration and Workflow Management
For large-scale operations, making the most of HubSpot’s integration features is essential. Here’s how enterprises typically approach this:

If your organisation wants to get the most out of HubSpot, consider collaborating with partners like OT:OT. They specialise in customising data models and architectures to match specific business needs. Their expertise can ensure your HubSpot setup meets the demands of enterprise operations while staying efficient.

"HubSpot's Service Hub enhances customer support capabilities, allowing teams to build stronger customer relationships while maintaining data integrity across the platform." - HubSpot Ecosystem Team