Leveraging HubSpot's Operations Hub

Programmable Automation

As businesses expand, their operational systems often become increasingly complex. Employees adopt various SaaS applications, managers rely on disparate spreadsheets, and teams develop their own unique processes. This can lead to a fragmented operational landscape where miscommunication, duplicates, and data inconsistencies are common. For companies to scale effectively, they need to streamline their operations and ensure seamless integration across all systems. This is where the power of programmable automation comes into play.

Standardise before you optimise

To optimise your process, you need to standardise how you perform that process. With HubSpot Operations Hub, your operations team can leverage advanced automation capabilities to eliminate manual processes, integrate disparate systems, and ensure data integrity. This suite of tools empowers your team to automate complex workflows, thereby freeing them to focus on strategic business initiatives rather than mundane, repetitive tasks. By leveraging custom code actions, Operations Hub allows you to extend HubSpot’s functionality with Python or JavaScrip, providing unparalleled flexibility and efficiency in managing your business processes.

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Creating Programmable Automation

With Operations Hub, you can engineer sophisticated automation using custom code actions or establish connections with external systems through webhooks. These tools provide the capability to transmit or retrieve information between HubSpot and other external platforms, facilitating efficient data management and synchronization across different systems. For instance, you can configure webhooks to post HubSpot contact data to another system, such as a CRM, whenever a contact submits a specific form on your site. Additionally, you can automate the transfer of deal data to an external shipment-handling system to generate a purchase order. Webhooks can also be utilized to retrieve data from external systems, ensuring that your HubSpot records are always up to date.

A practical use case involves integrating various systems to standardise processes. Suppose you have different platforms for CRM, ERP, and customer support. When a new deal is closed in the CRM, a custom code action can calculate the contract end date and update this information in the ERP system. Simultaneously, a webhook can trigger the customer support system to create a new support ticket, ensuring all teams are aligned and informed about the new client and their contract details. This automation streamlines operations and ensures data consistency across platforms. Both POST and GET requests can be sent using workflows, with HubSpot regulating webhook traffic independently from other workflow processes to optimize performance. It is important to note that if a webhook is slow or times out, the corresponding workflow action may experience delays in execution.

Custom code actions are ideal for complex data processing and advanced business logic within HubSpot, such as validating email addresses or calculating contract end dates. On the other hand, webhooks facilitate real-time data synchronization across platforms by sending or retrieving information between HubSpot and external systems, like our tool Furball, making them perfect for straightforward integrations like posting contact data to a CRM or retrieving external data to update HubSpot records. By using both tools strategically, you can ensure efficient data management and seamless integration across your business processes.

The Problem

When businesses grow, the complexity of their systems grows with them. Each employee and department may adopt different tools and processes, creating a fragmented ecosystem of data and operations. This fragmentation leads to:

  • Disconnection: Teams and systems that don’t talk to each other.
  • Mistrust: Inaccurate and inconsistent data undermines decision-making.
  • Inefficiency: Manual processes and data management drain time and resources.
To scale effectively, companies need integrated, clean data and streamlined processes. This is where an empowered operations team becomes crucial, but only if they have the right tools to manage the complexity.


The Solution

 Operations Hub, a suite of tools that supercharges HubSpot’s CRM platform, makes data management easier, more efficient, and more accessible for everyone at your company. It offers:
  • Improved Integrations: Seamlessly connect all your tools and systems, ensuring data consistency and clarity.
  • Robust Data Quality Tools: Keeping your data clean, fresh and reliable.
  • Flexible Automation: Automate complex processes with ease and security.
  • Powerful Data Standardisation: Prepare and manage data efficiently.
Operations Hub aligns companies around clean and connected data, maintains efficient processes at scale, and empowers operations teams to focus on strategic tasks rather than reactive data management.


Ready to revolutionise your business operations?

Unlock the full potential of your operations team with HubSpot Operations Hub and Furball. Empower your team to focus on strategic initiatives rather than getting bogged down by manual processes. Contact us today to learn how our data and revenue operations solutions can transform your business.

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Introducing FurBall-2
FurBall Match types

Enhancing Data with LLMs

With the integration of Large Language Models (LLMs), Operations Hub takes automation to the next level. LLMs can process and understand vast amounts of data, enabling more advanced automation and decision-making processes.

Our proprietary algorithm FurBall identifies patterns in your data and matches and standardise records extracting the context of their data points using AI. FurBall is a powerful tool that can handle complex and diverse data scenarios for large data sets that need matching and linking without unique identifiers, consistent formatting or naming conventions. FurBall can be configured specifically for your organisation's data needs and governance policies on request.


Practical Scenarios

Harnessing the power of programmable automation in HubSpot Operations Hub opens up a world of possibilities for standardising and optimising your business processes. Here are some practical use cases that demonstrate the versatility and efficiency of programmable automation with HubSpot Operations Hub, showcasing how can address common business challenges and enhance operational efficiency.


Validate an Email Address 💌

When you have a CRM filled with fake or wrongly inputted email addresses, it can harm your email marketing efforts and affect your email-sending score. With a custom code action, you can automatically validate any email address in your CRM by running it through an email validation service such as ZeroBounce. Any email address deemed invalid can then be added to an exclusion list, which will help lower your bounce rates.

Query an External Database 🗄️

Create a custom code action to integrate your CRM with your database to check whether a HubSpot contact exists in that database. The outcome of the code action can then be used to run various automations. For example, when a contact converts on a form, you can have HubSpot check whether the contact uses your platform, and if they don’t, create a trial account for them. If they do, sync their user information directly to their HubSpot contact record.

Enrich your Data with BI Service 📊

Having rich and accurate data can make the difference between a closed-won or closed-lost deal. Ensuring that your data is always fresh and accurate is now easier through HubSpot workflows. With a custom code action, you can query an enrichment tool like ClearBit using the Company API to pull in information related to the companies enrolled in the workflow and use that information to update your HubSpot CRM Company properties.

Format Phone Numbers ☎️

Having standardised phone numbers in your CRM is crucial for your customer-facing team members. Increased readability improves team efficiency and system operations. Data inconsistencies can create duplicates, break integrations, or hamper reporting. For example, with a custom code action, you can ensure that any 10-digit U.S. phone number is properly formatted as (XXX) XXX-XXXX, making phone numbers easily readable and dependable.

Standardising Job Titles with AI 💼

Programmable Automation and AI, specifically GPT, to address the common challenge of varied job titles with different meanings across companies. By using AI and industry-specific context, you can infer and classify job titles accurately based on your industry persona. This involves injecting contextual information from properties in HubSpot directly into the model. The model will infer, classify and provide a reason for the categorisation.

Automating SMS Sending 📲

Automate SMS notifications to enhance customer engagement. For instance, set up a workflow to send SMS reminders via Twilio when a reservation check-in is about to start. Use custom code actions to trigger the SMS based on reservation data in HubSpot. Additionally, leverage HubSpot's data quality tools to format the SMS content dynamically, ensuring personalized and timely notifications with details like the customer's name and reservation time.

Associate a Contact to a Company 🔍

Automatically associate contacts with companies in HubSpot CRM, even when contacts use personal email addresses. With a custom code action, you can match contacts to companies based on the company name property in their contact record. If no matching company is found, the code creates a new company record using the contact’s company name. This automation reduces manual effort and improves data accuracy, ensuring all contacts are correctly associated with their companies.

Integrate On-Premise Servers 🔁

Easily integrate HubSpot with your on-premise server using Operations Hub programmable automation. With a custom code action, you can communicate with your on-premise server for tasks like syncing data or triggering actions. The code snippet sends a request to your server's API endpoint, securely exchanging data. This setup allows seamless integration between HubSpot and your local systems, automating processes and ensuring data consistency across platforms.

Automate Lead Scoring 💯

Implement custom lead scoring logic that considers various properties and interactions. Use custom code to calculate a lead score based on specific criteria and update the contact's lead score property. Define the scoring logic in a Python or JavaScript function, then use HubSpot's API to update the lead score. This approach ensures your lead scoring is tailored to your business needs, providing more accurate and actionable insights for your sales and marketing teams.

The Possibilities are Endless. HubSpot's Programmable Automation allows you to automate almost any manual process. 

Have you identified a use case for Programmable Automation?

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