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2 min read

What is HubSpot Operations Hub? Feat. Nick Carbone (HubHeroes, Ep. 21)

What is HubSpot Operations Hub? Feat. Nick Carbone (HubHeroes, Ep. 21)

What is the HubSpot Ops Hub?

HubSpot Operations Hub is a CRM platform that enables companies to fully align their departments with clean and connected data. The end result is companies can more effectively and efficiently scale processes, and empower internal operations teams to be more proactive in developing and implementing business strategies.

When bright orange sprocket rolled out the HubSpot Operations Hub in 2021, they did so while underscoring one of the most common challenges that companies face as they grow. Even with the best laid plans and intentions, as you grow, your systems can and will break if you don't set the conditions for them to grow along with you. 

🎧 Related episodes:

As systems break, productivity plummets as teams are left scrambling and reacting, as they triage what's no longer working. Everyone is too busy chasing revenue and "crushing it" as they swing to smash their goals out of the sky to fix what's no longer working. So, while everyone is "doing the best they can" and "failing fast," the operational chaos continues to multiply. 

Sure, nothing is technically on fire, but what was once a (marginally) well-oiled machine now looks more like Frankenstein's monster. Basically, it's every company founder's worst nightmare, right?

"Congratulations, you're actually 'growing better!' Bad news, nothing works anymore!"

That's where the HubSpot Operations Hub comes in ... 

... at least in theory. 

In reality, when HubSpot unveiled this new hub, some were left scratching their heads. Not because the hub isn't valuable. Quite the opposite. The problem (if you can even call it that!) is the HubSpot Operations Hub a horse of a different color.🐎

Instead of driving qualified leads, closing deals faster, and improving customer delight (like the other hubs), the Operations Hub is all about data and processes — things that can feel a little less urgent and sexy at first glance, especially if your bottom line is barking at you for attention.

Still, sexy or not, if your operations are all out of whack, growing will always be a painful and costly experience. And that's precisely why we invited Nick Carbone of HubSpot to talk through what HubSpot Operations Hub actually is, and whether or not it's worth your investment.

Here's what we cover in this episode ...

  • What does the HubSpot Operations Hub actually do ... and how is it like an HVAC system in your home?
  • What do you need to know about the three Ps (platform, process, and perspective) — the driving philosophy behind HubSpot Operations Hub?
  • Why does our gang consider HubSpot Operations Hub to be the most underrated part of the HubSpot stack?
  • When should someone get the HubSpot Operations Hub? Do you dip your toe in the water now, or is it smarter to wait a few years down the road?
  • Do you need a developer resource (in-house or outsourced) to have HubSpot Operations Hub work for you?
  • Why does data quality matter so much to your organization? And how is it costing you big time if it's not something you're prioritizing?
  • Why was discovering the business and data sync in HubSpot Operations Hub was a totally life-changing moment for me?
  • Why should anyone be excited about the HubSpot Operations Hub?

And that's only the beginning! 


Bottom line, if you're not prioritizing the health of the data your teams depend on, your business will suffer. Marketing will suffer, sales will suffer, service will suffer. Even if you don't take the leap with HubSpot Operations Hub, embrace this mindset shift. We're more dependent on technology and automation than ever; don't let a failure to adapt undermine all of the incredible work your people are doing. 


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⛔ Bottom line, if you're not prioritizing the health of the data your teams depend on, your business will suffer. And that's where the HubSpot Operations Hub comes in ...

What the heck is the HubSpot Operations Hub. and is it even worth it? Find out:

#inboundmarketing #hubspotoperationshub #hubspot #businessoperations #datahygiene

⚠️ When you grow as a company, your systems are bound to break. As systems break, productivity plummets as teams are left scrambling and reacting, as they triage what's no longer working. 

Is HubSpot Operations Hub the answer?

#inboundmarketing #hubspotoperationshub #hubspot #businessoperations #datahygiene

😭 "Congratulations, you're actually 'growing better!' Bad news, nothing works anymore!" When you run a company, this is your worst nightmare, right? 

Whether you're in the thick of it or trying avoid operational disaster, this week's episode about data health and HubSpot Operations Hub is just for you:

#inboundmarketing #hubspotoperationshub #hubspot #businessoperations #datahygiene


This is the question every business owner should be asking. Your teams, processes, and systems depend on the health of your data, and how well you're prioritizing the operations of your company.

Get started with this episode on the HubSpot Operations Hub:

#inboundmarketing #hubspotoperationshub #hubspot #businessoperations #datahygiene

Why your sales enablement strategy is failing (HubHeroes, Ep. 22)

2 min read

Why your sales enablement strategy is failing (HubHeroes, Ep. 22)

We've gotta be honest with ourselves here, folks.

As much as many of us like to talk a big game about sales enablement strategy, that's pretty much...

Read More
What is HubSpot Operations Hub? Feat. Nick Carbone (HubHeroes, Ep. 21)

2 min read

What is HubSpot Operations Hub? Feat. Nick Carbone (HubHeroes, Ep. 21)

When bright orange sprocket rolled out the HubSpot Operations Hub in 2021, they did so while underscoring one of the most common challenges that...

Read More
What is the HubSpot Flywheel? Is the funnel dead? (HubHeroes, Ep. 20)

2 min read

What is the HubSpot Flywheel? Is the funnel dead? (HubHeroes, Ep. 20)

One sunny September morning in 2018, thousands of inbounders and HubSpotters were gathered in Boston watching HubSpot cofounder Brian Halligan's...

Read More

Meet your HubHeroes

Liz Murphy


Agency vet, content therapist, messaging strategist, HubHero wrangler.

Devyn Bellamy


HubSpotter, partner enabler, strategy wizard, BLACK@INBOUND.

Max Cohen


HubSpotter, senior solutions engineer, CRM evangelist, a millennial on TikTok.

George B. Thomas


HubHeroes leader, growth catalyst, guardian of humans, HubSpot expert.

[00:00:00] George B. Thomas:

All right, ladies and gentlemen, first of all, it's a very, very, very, very, very sad day. That's right. You have to listen to me a little bit more on this episode than you typically have for the last mm, I don't know, 4, 5, 6, 7, something like that. Because unfortunately it's the guys club today, Liz is not here with us, but I am super excited that we have Nick Carone.

We're gonna get into who you are, what you do, why you do. But first of all, the topic of today's podcast is HubSpot Operations Hub. And do I have some thoughts? Nick, why don't you explain to the hub heroes who you are, what you do, and why Really it's important to.

You as a human

[00:00:40] Nick Carbone:

to do it. Yeah. Thank you for having me. First of all, I'm very excited to, uh, to be in this room, on the guys episode, but I'm Nick Carone. I am the go-to-market manager for Operations Hub. what that means is I'm kind of like the bridge between our product teams and the rest of the business.

So as we build new product, iterate on existing product and kind of refine our go-to-market, it's my job to kind of like tie all those different threads together, make sure the right teams are talking to each other, and just kind of be that bridge between the product team and the rest of like the HubSpot universe.

So think like, you know, our own sales teams, marketing teams, service success partners, just all kinds of teams that need to be in the loop. I also help, of course, with like bringing these actual things to market. I help with the launch strategy, executing on that. So, that's a little bit about what I do, why I do it.

It is really, really, really energizing for me. So I get to work on new, cool stuff all the time. I am rarely working on the same thing for more than eight week or two at a. My days can be different, and they are different every single day. So for me, that is super, super energizing. So that's a bit about why I do it, aside from just working for HubSpot, which is really cool and I love this company, so it's good to do that.

But, uh, personally it's energizing for me as well.

[00:01:42] George B. Thomas:

Oh, Nick. Nick, you should know that we play a disclaimer at the beginning of the actual episode to the fact that you guys work at HubSpot and that your thoughts are your own. So it's nice that you said that you love to work for HubSpot, as does every hubspotter that ever gets on the podcast.

We love working here. Now here's the thing, before I do throw the stick of dynamite around operations hub out and kind of kick this conversation off, I do also Max need to address the elephant in the room. first of all, max, are you, are you, are you feeling good about yourself today? Sure. Okay. Well, that's a good answer.

It took you a hot minute to figure that out, but I'm glad that you said Sure. Because I just want you to know for like the last five to seven minutes before you and Devin got into the, you know, green room, the studio area here, I was actually consoling Nick because when I asked him who his favorite superhero was, he said bat.

But that's already Max. And then he started to cry, and so I had to like let him know that we'll figure out another superhero for him because Max, the bully took Batman away from Nick. Well, he can be Robin if he wants, I guess. Well,

[00:02:46] Nick Carbone:

can I, can I say why I was upset? Not only because Batman is. My actual favorite superhero, but I thought it would've been a really cool analogy between, uh, superheroes and ops and like ops folks and my persona.

I think there's a lot of similarities there, between Batman and, uh, operations people. Do I

[00:03:01] Max Cohen:

need a new hero then? Should I, should I grant that one upon Nick?

[00:03:04] George B. Thomas:

Well, no, my question is we should ask the, the hub heroes, the community, should we allow there to be like there were three spider. . Should there be like Batman from other like Multiverses allowed to come in to the hub verse?

so audience, you're listening to this. Should we have multiple heroes from different hub verses? Show up and make appearances. You gotta let us know. Use the hashtag Hub Heroes podcast. All right, now let's get into this real reason we're here. Hold on, uhoh, I got two

[00:03:36] Devyn Bellamy:

fence on this real. we can have more than one Batman because there has been more than one Batman.

This is true. You can totally be Adam West Batman. Yes. While Max is

[00:03:49] Max Cohen:

Christian Bale, why did, why does he get the the coolest out? I see. Good question. . Hey,

[00:03:54] Devyn Bellamy:

I'm a huge fan of the Adam West Bright,

[00:03:58] Max Cohen:

and I would take the Adam West one if we gotta switch it up a little bit,

[00:04:01] Nick Carbone:

but, Well, I'll take, I'll take Nolan's Batman then for

[00:04:04] George B. Thomas:


Oh, that, that's too funny. All right, so here's the deal. We're here to talk about Operations Hub. Okay. And the stick of dynamite that I have been waiting all week to just launch into the room is that we called it Operations Hub. Okay, so we got Marketing Hub, we got Sales Hub, we got Service Hub, and the world is trucking along just fine.

Hub Landy is like, yeah, let's go. And, uh, then Operations Hub comes out and I'm, I'm gonna tell you the number one question I got at that point in time was this, where's the, Where, where? Where's the hub? Because fundamentally, when it was released, you didn't really see, per se, a set of tools that were operations tools because they were kind of like, I don't know, incognito already there, part of something else.

Okay. HubSpot employees go,

[00:04:58] Devyn Bellamy:

got an opinion on that. My thing. ops hub isn't so much like a hub in the traditional sense where you like see a whole new corridor of your house opened up. To me, it's just an added level of functionality across the board that does things that an ordinary suite wouldn't previously have been able to do.

And if you have it in the right. You can make HubSpot stand up and

[00:05:24] George B. Thomas:

Oh, I like when HubSpot stands up and Dance. Max, what are your thoughts? And then we're gonna kick it to Nick. I mean,

[00:05:30] Max Cohen:

isn't it beautiful that it's not a totally different piece of software? And like if you think about HubSpot, It's one of those things where, like how do, how do you even define where a hub starts and where it begins? Right? And, and it really plays into that narrative that I love that like HubSpot grows with you, And why make you get stuff that you don't need yet? If you think about it, operations hub, a lot of the times those tools really aren't going to come into place.

Until a certain point in a company's like level of complexity, right? Until a company only grows to be so complex when it needs to connect to all these different outside systems when it needs to do much more specific things than like basic automation can do things like that. you know, but the good part is it's just like another one of those things that like enhances the thing that you already have versus like a whole different.

chunk or piece or separate platform that you have to then learn, right? So, you could kind of make that same argument that like a lot of the other hubs kind of like blended into this one thing. But that's why I kind of think it's like, you know, a beautiful thing. Right? But Nick, I'll let you get your thoughts on it.

And I have a

[00:06:30] Nick Carbone:

lot of thoughts. I do like Devin's analogy about a house and what, what I'd say about Operations Hub is. , it is like the wiring, maybe your H V A C. It's like all the stuff that's gonna make you comfortable to like the point where if it's working well, you shouldn't notice it. Like it should just be, Hey, like I've got faster internet and nothing lags.

Hey, I've got. You know, the right temperature. I've got no hotspots, no cold spots. You know, I've got enough power through all of my, my outlets or you know, enough amperage or whatever to, to power all these new devices or new things I have plugged in. So that's kind of how I think about Operations Hub. It does exist in the background, but to build off of Max's point, Having those upgrades, it's gonna be crucial for folks, that get to a, to a certain point, whether with their house or, with their CRM implementation.


[00:07:11] George B. Thomas:

it's interesting. You're still going. So Nick goes wiring H V A C. Devin, you said plumbing. I'm sitting here thinking like I am so surprised and I'm a, by the way, Devin, I'm about to speak your love. just for a hot minute. I was like, I am so surprised that Devin didn't just say, operation makes your home a smart home.

True. Yeah. See, I knew that was gonna happen as soon as I said that. Like it just takes everything and makes it a little bit smarter. It is that underlying element. But here you guys, by the way, ding, ding, ding. You pass. Nobody exploded. The dynamite was a dud. Great answers, but we have to back up 50,000 foot.

And Nick, I want you to take this one first because there are going to be people listening to this podcast who have been using HubSpot for maybe years, but haven't even really thought about using Operations Hub. There's gonna be people who tune into this podcast and aren't even using HubSpot cuz they're on the journey trying to figure out a HubSpot right for their company.

And so just answer the. , what the heck is HubSpot Operations Hub. And what problem or problems was it designed to solve?

[00:08:16] Nick Carbone:

Yeah, that is a great question and one I am prepared to answer, luckily. So, operations Hub was built to solve for three different things and to kind of help folks do three different things.

We call those the three P's, and this is kind of our product philosophy, behind Operations Hub. So it's platform. Process and perspective. And those three Ps, we feel are things folks should be paying attention to, really at any stage in their journey. So whether you are a five person company or a one person company, or a 500 or 1000 person company, you're gonna care in some way about platform, process and perspective.

So to kind of break that down very quickly, platform is connecting systems. So I saw today, actually earlier. A stat that like the average company's using 240 something different apps potentially. So we wanna make sure that as much of that is connected to your crm, to your source of truth as possible.

So that's the first p that's platform process. After we've got all that stuff connected, after we've got our data moving in and out into where it should be moving in and out and to and from, can we stand up an efficient process for the folks working inside HubSpot or working inside any CR. Really, if we're thinking more holistically just to do their jobs, and then ideally can we automate that stuff wherever possible.

And then the third thing is perspective. So we've got all of our systems connected. we've got a good process in place. We're generating data from like our customer interactions, whether that's in person, whether that's on our website, whether that's. From wherever. Who knows? can we use some tools and can we get good perspective, from all that data, do a bit of reporting, get a bit of insight to drive better business decisions.

So Operations Hub is a tool that layers on top of other hubs on top of the platform. Again to help with those three P's. So platform, process and

[00:09:47] George B. Thomas:

perspective. I love that so much in the perspective. One, I don't know if you noticed when you, when you said that, my ears perked up cuz I was like, where is that one going?

The other two was like, okay. Totally get it. I love the fact that we're focusing and why I say we are. I mean, you guys at HubSpot are focusing on. Better ways to see the data and make intelligent decisions quicker, to be able to move businesses in the right way. Now, what I am curious though, max and Devin, now that you have heard for probably maybe the hundredth or 200th time, those three P words, is there something that has been, uh oh wow, that really.

What we thought or what we meant. But people are doing these things as well. Like what, is there a shocker involved in kind of what Operations Hub is for some companies or, or folks that you've talked to? Not me

[00:10:38] Max Cohen:


[00:10:39] Devyn Bellamy:

because it's such an open-ended hub, there is so much that you can do with it once you add it on and, and have, a develop.

Who is comfortable building things out at that point, the world is your oyster, and it's a matter of just imagining how to use this tool to fix your problem. It's such an effective multi-tool that can help in so many different sections of the business from, uh, simple things like, you know, housekeeping and database management and data cleanup to integrations.

Super. I. and making it so you don't have to use a third party tool to do it. Where you can create these custom integrations and custom call outs and you can add automation to workflows and your workflows are so much more powerful when you have operations hub. It's like we do this thing with HubSpot partners, called Impact.

Where we're looking at ways people are using HubSpot's products to innovate and create new solutions for customers. And, and it's unending like there, there are hundreds of, people who submit every year, and it's just, when you add in that layer of ops up, that's just. S or one like entire toolbox of apps that you used to have to use to get stuff done that you don't have to do anymore.

You can do it all within your system. And so as far as being surprised, I guess you could say constantly surprised because people are able to now bend the CRM and the data within, to their will at a. Using this new hub, new-ish. It's not really new anymore.

[00:12:30] Max Cohen:

I don't know if I'm like shocked, but I think i, I keep stumbling upon like all these new possibilities maybe I've never thought about before.

when it comes to these different tools and operations hub, especially when you can kind of like think about how they parallel with other tools that like already exist in HubSpot. So like for example, like you think of something like business units, right? Which is not. Operations hub thing, that's a, that's a marketing hub tool, right?

But the implication of like business units is that, hey, there's a possibility that you have multiple teams from multiple brands, some of which may or may not interact with each other, some of which may have a deep or not so deep understanding of the data structure inside HubSpot. or may not have a whole ton of control over how things are set up.

That can turn things like reporting into like a total nightmare, But you pair that situation with something like data sets, right? All of a sudden you have this ability to do data enablement, right? So what do we mean by data? Data enablement? Like what if all those different teams, whether it's the sales team from brand A or the marketing team from brand B, or the marketing team from brand C, or like whoever, Those people controlling HubSpot are able to like enable those folks with sets of data that's only relevant to their business unit, pre-filtered the properties that are only relevant to them.

So those folks spend way less time being confused about all these other properties or where these big chunks and swaths of data are coming from, and they're able to go in there and just use the data that's relevant to them, right? And not having to worry about how they're filtering and chopping.

Eliminating and, and, and cleaning the data before they get to use it. Right. And they don't have to have that deep understanding of the data structure. while like, you know, that specific scenario is like a little bit more nuanced, you start to see these, you know, Other different use cases when you're thinking about how people are using existing tools and how this can be like a nice supplemental layer on top of it.

So, you know, thinking of those use cases as they come along is always really exciting. Yeah. So I

[00:14:30] George B. Thomas:

gotta pause for a minute because I, I am loving right now playing the role of Liz, because I am watching Nick, and as Max is talking, Nick leans. , he leans in a little bit more. You can see he starts to itch and twitch.

He's like, okay, I'm ready, boss. Put me in. Like, I'm, I'm ready to, I want to get in this fight. So Nick, I already know where your brain is going. dude, what's the deal with data

[00:14:54] Nick Carbone:

sets? Yeah, so I mean, if I can call it. The most underrated tool in HubSpot. I, I think that might be a fair, a fair thing. I see Max, max nodding.

so data sets does two really cool things. Well, overall, it's gonna add a ton of power to, to reporting, but we really wanted to do two different things. Number one, We want to enhance the amount of customization you can build into a report. So think of things like calculations, function and formula library, conditional logic into calculations that you can then use downstream in custom reports.

So we're adding power there, adding customization, all kinds of cool stuff. But the second thing it does, to kind of talk about Max's data enablement point that he made a second ago, it makes reporting easier for end users of custom reports. So if you have a different team, like say a marketing team or a sales team, or just someone that doesn't want to have to root through an entire CRMs worth of data every time they go to build a custom report, data sets, solves for that.

We give you basically to a pre-packaged little bundle of properties, filters, calculated properties, all that kind of stuff. and then you build your custom report off of that. Super, super easily.

[00:15:51] Max Cohen:

Remember, remember when you said, I want users to spend more time on the golf course than whatever data sets is great for that because now that admin or whoever owns reporting can basically just build people the pre-built sets of data they need to go and do reporting on their own and they don't have to go and.

Choose the data sources, add the right filters, do the right thing, like whatever, every single time, right? So it's like, you know, even at its most basic form, you could look at it as like a time saving tool for people too as well. But it goes so much like further and beyond that. Well, when

[00:16:23] George B. Thomas:

I think too, when I think about that, two things come to my mind.

Boom, boom. Hey, we got partway through the podcast without me saying it, but two things come to mind. One. I think whenever I'm teaching the custom report builder, the amount of stuff that people can see is paralyzing to them, and so any way to like decrease that and streamline what they're actually working with, I think is a bonus.

The other thing too, because we mentioned calculated properties a couple times in there, is, man, I wish I could create a co and maybe I'm stupid. Somebody audience, if I am, please let me know. I wish I could create someday in the very near future a calculated property that I could actually tell it to spit out as a currency number.

Anyway, just gonna throw that out there because I have Nick on the podcast and I can say it. All right, but let's go ahead and get into the actual reason why people are here. And that is, one of the things that I battle against Nick, and I've said it on many of the episodes, is sometimes I feel like HubSpot hubbed themselves to death.

Like, what? We don't need another hub. Why are we like hubbed, this hubbed da. But here's the thing. What I'm really curious, because obviously it, it was important because it got created. Why did HubSpot decide to tackle operations as part of its suite of hubs or hub

[00:17:34] Nick Carbone:

strategy, if you will? Yeah, it's a great question.

I think if I could answer it in like one sentence, it was. , and it is still to us the importance of rev op as a field and as a stakeholder, among our other personas. So we think about marketing, sales, service especially, and then CMS to an extent, but then operations. we want all of those folks to be seen as equal sh uh, like stakeholders, equal participants.

And we wanna recognize them, with their own hub and their own set of tools because we believe that. Role and what they solve and what they're, they're working on is important enough to warrant its

[00:18:02] Max Cohen:

own hub. Well, I think it also just makes two sense too, because think about it, like not, not all small businesses have operations teams, right?

They've got the, the front office secretary, the the owner that just knows how to do everything. The, the sales guy who's like also in charge of marketing, like, you know what I mean? They don't have like, you know, Formalized operations roles or teams until they kind of grow into a size and complexity that necessitates it.

So it's like, why make people buy a whole bunch of stuff at the beginning when you don't need it? Right. Again, I think it's, it makes sense that it's in the philosophy that it's something you can grow into when your business calls for it and it has a need. Right. Which I think. Makes sense to kind of separate it from other things cuz it's not gonna be relevant for everybody.

Right. Especially when we look at the smaller end of the s and b, customers that we serve and things like that.

[00:18:46] George B. Thomas:

So. Well, so then that makes me ask the question, is it always an additional add-on? And if you're not enterprise or like, unpack that a little bit because I don't want. People to get confused of, well, should I start off with Operations Hub or should I get three or six months or a year down the road and then bring in operations hub, like unpack that, kind of like cloudiness a

[00:19:07] Max Cohen:

little bit.

Well, yeah, let's think about what it even does at the free level. And I, and I'll let you guys tell me in a second, but like at the free level, you got all these data sync, a avail, like, uh, integration's available to you, And if you think about. What's like a basic operations like thing that a small business might be doing.

It's like, well, maybe I need my, you know, this app to talk to HubSpot and just like share some basic contact information between people, sick of like exporting and importing stuff, you know what I mean? And like you can do that free, like the free version of Operations Hub that everybody has access to is the simple fact that data sync integrations exist and you can use them.

If you gotta use 'em at like a much deeper level, right. And getting into like custom fuel mappings and all this other wild stuff, that's when you kind of, you know, start investing into it a little bit more. Right. but you know, it is, there is really important parts of it are accessible

[00:19:52] Nick Carbone:

to everybody.

Yeah. If I could chime in, you mentioned something before Max. Everybody has someone that's doing operations, so I think it's important to call out. Like if I, I hit you guys over the head with the three P's. Everybody's thinking about those things. You don't have to be super sophisticated and have an ops team, ops manager, ops director, to be thinking about platform, process and perspective and to have needs that could be solved for by any of the operations hub tiers.

[00:20:16] George B. Thomas:

So this one, I, I love this question and I love Devon's. Like, no, I don't have anything, for this particular one, but I do think that Devin will chime in here quite quickly. because you look at the space, right? You see what everybody's kind of doing, what they're trying to do. what do most people not understand about HubSpot Operations Hub?

That you're like, come on, just, just get it. Will you just get it? For

[00:20:39] Devyn Bellamy:

me, it's the fact that when it comes to the capabilities, it's such, it, it, it, it's a lot of functionality, but at the same time, it's kind of also a blank. where what you can use is, is talented as whoever a developer, you can get into the workflows tool.

And it's just like, I, I'm gonna talk about the workflows tool and operation of the lot because there is so much more that you can automate and craziness that you can do using workflows once you get the operations hub. And, I, I have, a methodology when it comes to whatever tools I'm using for whatever I'm doing.

I don't, I think about the tools last, I think about the problems that need to be solved. I think about the steps to solve the problems, and then in prior times, you would need to, you know, maybe finagle and, and do things that are kind of unorthodox in order. Get your growth platform to do what you want it to do and the obstacle goals you want to go.

You, you don't have to think that way anymore. Now it's like, okay, I have this problem I wanna solve, I have this thing I want to do operations stuff. Oh, what do you know? It's done. Yeah,

[00:21:44] George B. Thomas:

Nick, so actually let me just say this cuz it's interesting. Devin, I'm paying close attention to you today, by the way.

That's the second time that you've mentioned the word develop. In Operations Hub. So I'm gonna come back to a question of do you need a developer if you're doing Operations Hub, but we'll get to that in the future. I still wanna let Max and Nick, I'm gonna go to you next answer this question that we're standing on, which is, what do you wish people would just start understand, like get it.

Pertaining to Operations Hub. Yeah, you, you teed

[00:22:13] Nick Carbone:

me up actually. Cuz what I was gonna say is, uh, the one thing that I would like shout from the top of the mountain is you don't need a developer to use all the features in Operations Hub. It helps tremendously. I'm not, I'm not undervaluing or underselling, the importance of like having a developer to use like custom code actions or web hooks or something like that.

But there's like half a dozen features in Operations Hub that require absolutely. Coding experience and no developer time or resources whatsoever. So that's, that's my one big

[00:22:38] Max Cohen: t

hing. I think the big thing that I kind of wanna say is that it's not as scary as it looks, when you, if you go and look at the pricing page of Operations Hub, you're gonna see a bunch of stuff.

But just like a lot of the other hubs at each one of, there's tiers, there's, there's, there's a lot of stuff that like also comes in the same tier of like another. , right? That's like necessary for you to have. But the unique stuff in Operations Hub is actually pretty simple, again, we talked about the free version.

That's just data sync, it exists. You can use those integrations, right? The paid version, same thing. But you can do custom field mapping now, right? Pro is like a, uh, giant upgrade to the workflows tool, right? It gives you one additional workflow type, that scheduled option, which is really, really infinitely useful.

And then you've got formatting data, custom code, workflow actions, and, and trigger web hook within workflows. Now, you might say, oh, that's only three things, but that's three things that could do almost anything, right? It literally turns workflow. On God mode, right? Like you can do so much. Like I always call the custom coded workflow action, the nuclear button for workflows, right?

It's like, oh, does an action not work quite the way you want it to? Well, you can code it to do whatever you want, right? There you go. Um, you know, and then when you think about enterprise, the Snowflake integration and data sync, that's it, Very simple tools, but a ton of power behind it. It's not so scary once you understand the basic parts.

I did also. In pro, there's the, uh, the, the data quality command center, which is a total godsend for folks who are like stepping in to maybe clean up a portal that's been a bit neglected for a while, right? Or someone who's like managing a portal with a lot of data going in and out. A lot of people have been using it over years and they wanna start to really wrangle their data structure, how they have their properties set up, how information is getting in and everything, and the health of all that stuff.

there is a lot in there, but again, it's. Many things from the volume perspective, but what they can do for you is like crazy.

[00:24:31] George B. Thomas:

So I want to dive in there for a second because I want to talk about data and data quality. But before I do that, what's interesting, and maybe I just didn't hear it and it was said, but I believe one of the other things, at least when it was launched, there was some conversation around custom coded chat flows as well.

we haven't mentioned that it's still a thing that people could be paying attention to, right?

[00:24:52] Nick Carbone:

Yeah, totally. So we have, Inpro Max alluded to it, custom coded workflow actions, which is a blank template inside of a workflow where you can write JavaScript or Python to do pretty much whatever you want.

And then we have web hooks, so, sending or retrieving data from a third party system. Those both exist in chat flows too. We don't talk about 'em too much, honestly. There are, there are more use cases frankly for those in, in workflows, but they do exist in chat flows as well. And there there's some super cool

[00:25:15] George B. Thomas:


Yeah. If you're sitting there and you're like, man, I wish my chat could do just a little bit more. it can. But let's get to what I feel like is gonna be a very interesting conversation, especially knowing the four of us on this podcast right now is I wish people would understand the moment that they say to themselves or hear these things.

If you've said to your. Huh, man, this data is dirty. Or if you've heard your team say, well, I just can't trust the. , I wish you would understand that your brain should go ding. Operations hub. So Nick, can you just kinda wax poetic about data quality? Is it really that important? just give us your thoughts on that whole ball of waxes.

So many businesses are

[00:25:56] Nick Carbone:

jacking up. I mean, my short answer is it's super important, but for the longer answer it's. I kind of think it sucks that so many people have just accepted, either poor quality data or data of an unknown quality as a fact of life. They just kind of build in this margin of error to their reports and they'll present a report to somebody or they'll run a workflow and they'll just be like, well, you know, that's an error, that's a number I can live with.

You know, that's, this is fine. Or, you know, they'll have to like caveat the report they're showing in a meeting because, hey, we can't trust all the data for X, y, and Z reasons. So I don't like, I do like clean data, and that's kind of something that we're focusing on now in operations that we launched a suite of features at the last inbound.

It was very cool. we got like the rockstar treatment on, on the center stage, with crafted data management. This project, we've been working on all these, all these features, but basically we want to do two things when it comes to, to data. We want to make sure we are preventing bad data from getting in in the first place.

So think of things like property validations, not exclusive to operations hub. They fall under our, our kind of umbrella though. So think about preventing bad data from getting. That way, or with a better import experience. And then we wanna monitor and clean data over time. So we're gonna accept the fact that unfortunately, hey, no matter what we do, somebody's gonna fat finger or you know, either on our end or when they're filling out a form on our site, something like that.

So we're gonna have to do things. over time to actually like monitor and clean this data, after it's already in the system. And that's where operations hub really comes in with the data quality command center, with bulk dup, um, with our format data tool or with our, our, our, our formatting or our AI powered formatting recommendations, I should say.

we're kind of thinking of like the, the whole holistic solution here and just. Trying to make sure that people realize there is a better life out there for them. They don't just have to live in this world where they accept the fact that that half of them, half their CRM data is isn't trustworthy. So,

[00:27:37] George B. Thomas:

Javier's audience, I'm gonna have to get video versions of these out somewhere where you can watch them eventually because Max literally raised his hands to the data.

Gods above Devin was vigorously shaking his heads. Devin, what are your thoughts? The like to what Nick said or your own thoughts when I asked that question data quality and its importance.

[00:27:58] Max Cohen:


[00:27:59] Devyn Bellamy:

so, P T S D I'll just talk briefly about when I inherited, a, HubSpot CRM at a company I worked at years.

and they said that they wanted to clean it up because it had spiraled out of control. So many people had their hands in it. So many people entered data differently. Hey, I'm gonna do all caps, and just everything was everywhere. And the. It like when Nick said it got to a point like, you, you just accept that some of the bad is dead is bad.

At that point it was like they didn't even know what they had, couldn't make heads or tails of it. and, and it was my job to fix it stop me if you've heard this one before, but what I did was I exported the entire database and then started working in. and I cleaned up the database. I did all of our funky little de-duplication, all of our, fun little, uh, fixing of formatting everything, and just really did a good job of cleaning up the data manually over the course of weeks.

Heads down, children wondering where dad is, just so I. Import this, CSV that is megabytes and it's like all of that for someone to screw it up again. So I have to do it again in six months. And it was pain, it, it hurt. And just from being able to say, this is how many of this we have that did this thing, it was.

Painful and then it, oh, my, just, just so many people out there have horror stories and, and not just in HubSpot, just in general. Since databases we're databases, I'm having to go through and, and just maintain your, your, your data hygiene is just like, it can become a full-time job if you're not careful, especially.

George said, people with fat fingers or people who just, oh, this is the way I always gonna do it. I'm gonna do it this way. Maybe you should have put the customer service team in, office instead of a cubicle. And I would actually care about what the data looked like. It was. It's like, this is, I've seen it happen in so many different places across so many different systems.

It's not a unique to our product problem. It's a unique to the human beings using it problem. And it's something that you're just gonna have to constantly. And if I had had operations hub back then, not only would I have gotten it done infinitely faster, my children would've seen me at night. But also I could have continued maintaining the database, continued maintaining our database hygiene without having to do a full on basically a sprint.

it's just wrong. We, we should end it. I, I, I feel like. Wanna start like a commercial. In Neon, just

[00:30:51] Max Cohen:

have that plane in the background,

[00:30:53] Nick Carbone:

during the meetings for, developing those features. We were actually listening to snippets of calls from folks like you, Devin, who had those horror stories.

And the running joke that I, we always talked about was like, we need Sarah McLaughlin over these voiceovers where it's like somebody hired an intern to do 37 hours of, you know, deleting extra white space at the end of a text string or something like that. But,

[00:31:13] Max Cohen:

I, I was gonna say, Devin, when, when they handed over the portal, did it look like one of those dogs from the commercial and I, that's all I could think of.

And then you said that,

[00:31:22] Devyn Bellamy:

it was more like you're just standing in front of a house after hurricane season. You just got your hands on your hips. Looking at what used to be. I have

[00:31:30] George B. Thomas:

to thank you, Devin. I have to thank you because, I mean, I know I did just start my business seven months ago, but now I've officially know, either what I'm gonna turn my side hustle into, or when I retire another business I'm gonna start, and that is, I'm just gonna become a dirty data therapist and allow people to just voice their opinions of the, the horror that they've been at.

But max, The entire time that Devin was like going down memory lane and, and viscerally getting pissed off at like that he had to go do this thing. You were dying, like what was going through your brain? Because,

[00:32:02] Max Cohen:

because I was just picturing someone making a repeat property for like the third time going, oh, I'm gonna do all caps.

And just having like, just like the third property that says address, but it's like all caps, . Sidebar address. 32.

[00:32:19] George B. Thomas:

Oh, I'm do all caps. It's like,

[00:32:22] Max Cohen:

cause it's like, yeah. You know, if someone does it on a four, I get it. But I've been in portals where like I'm looking on the sidebar. And all of a sudden you just see a couple properties in all caps, and then some that are like a full length question.

Someone asked on a form and I'm just like, like, hey, just so, yeah, I, that was too

[00:32:38] George B. Thomas:

funny. It, it's so funny because I have to admit, and then we'll move on to the next question. I am a little bit of a cheater. Cheater, because one of the things I do is I do HubSpot audits, and I love when I do HubSpot audit and I see that they have operations.

and the fact that they didn't realize that they could have just seen a lot of what I'm about to talk to them about using operations up anyway. but usually I have that conversation and it's a teachable moment afterwards. Here's the thing we've talked about. What do we wish they'd understand? I'm super curious and I think I know it's gonna probably be the same heavyweight dude, I have this feeling, but I could be wrong.

what is the most powerful features? Of the operations hub. I, I already

[00:33:21] Devyn Bellamy:

know, my personal preference is custom coded workflows. Like you, you can any, like I, when I saw that feature, I, I almost lost it. It was just, you can do. anything like when George was talking about before when he brought up smart homes, the reason why you brought that up, for those of you who don't cyber stalk me, I, one of my side hustles is a smart home company and one of the things that I love is that I can do custom automations.

Where like for a while I had it set up, but every 30 minutes a light would flash and tell my kid that he needed to use the bathroom. And that took six different systems to use. Like, not even no hyperbole. I had to, uh, incorporate six different, platform ecosystems in order to tell my kid he needs to not pee on himself.

And being able to have that kind of flexibility, it's. , it turns HubSpot into a sleeper. If you're a car person, it really allows you to unlock features that you don't have to be an expert to use. You don't have to be a developer to use. But the thing is, is that the deeper you get and the more upmarket you get as far as being an enterprise user, and the more complex your problems are, the more you can do And then not only fix problems, but then you can automate 'em.

So it just fixes. aum. It's like, dude, that's ridiculous. Like it's nothing like it.


[00:34:46] Nick Carbone:

I have, I think I have to agree on custom code actions, although I'm gonna give like the politicians answer and say, it depends on the person using Operations Hub, which features the most powerful. So I mean, to go back to data quality, somebody could have like the most filthy, disgusting CRM data in the world.

And for them to get a hold of operations sub pro and clean that up, that could change their. , right? Like better reports, more reliable automation like that can be truly life changing for someone. But I think if we're talking about in terms of just like use cases in sheer power, we'd probably have to go with custom code actions.

just the ability for me to be able to tell our sales reps, like, Hey, like if somebody asks, can we automate blank using HubSpot? You really don't have to say no. You have to ask them some questions to figure out how we want to do this with custom code actions. But I mean, from my point of view, I don't know how our legal team would feel if they heard me say this.

It's kinda like a blank check. For, for automation on most of those custom code actions. So I think I would agree, with Devin and say, those CCAs, don't worry, Nick,

[00:35:40] George B. Thomas:

we got a disclaimer at the Oh, yeah. It's like, thoughts are my own Right. You can have your own thoughts. Yeah. Yeah, exactly. Max thoughts.

[00:35:46] Max Cohen:

Keep an eye on data sync because holy is that tool getting cooler every single month? If you're not familiar with data sync, you can think of it as, a standard that the HubSpot is sort of building. And Nick, you could probably position this better than me, but this is at least the way I see it, A standard of how HubSpot integrates with other systems out of the box. and I think it's really important, especially for the folks who are doing the use case of. More classic HubSpot, where HubSpot is your marketing tools, but your sales team is living in another CRM now with tools like Salesforce, we already have that figured out, right?

We've got that really great tight integration with Salesforce that's existed for a long time. Deals sync over to opportunities, contacts, leads in whatever. Great, awesome, But when you think of like your sales team using something like pipe, Or Zoho or Dynamics or living in any of these other CRM tools, That, you know, you, you might hook HubSpot into, well now you can sync deals and opportunities from those other tools back into HubSpot. And keep in mind, if you're doing your marketing efforts inside of HubSpot, you're creating contacts in HubSpot that sync over for that sales team to. And when those contacts keep existing in HubSpot, but that sales rep starts using that other CRM tool and opens up an opportunity, opens up a deal, opens up a sailor, or whatever that f that other CRM calls a deal in our world that deal sink sinks back in a HubSpot.

And then when that happens, hello, close loop reporting that you didn't have before. Hello, revenue attribution in Marketing Hub Enterprise. Hello, customer Journey Analytics. Right? When you're seeing what deals actually get created from these folks, you're marketing to. , It's okay if your team is in another crm, if you're the marketing team, Because you're getting that important information back into HubSpot that you need to do that close loop reporting that wasn't possible before. And just like. I don't know if anyone saw this, but like they stealthily kind of like released invoice sync, like now I can be in HubSpot and I can see like invoices from NetSuite in HubSpot without having to create a custom integration or using like a paid third party one.

product sync. Is super cool. There's a bunch of tools out there that will sync product libraries in the HubSpot, which will allow you like stealing my thunder.

[00:37:57] Nick Carbone:

I can steal, but seriously, owner ownery Live as of two days ago. I know there's someone that was listening to you saying, girl, but it still doesn't sync owners between HubSpot and other CRMs.

Now it does. So and that

[00:38:08] Max Cohen:

like is literal magic what they had to build to do that because like the idea of an owner in like other tools is like can wildly vary. So the fact that they were able to build like a standard to be able to sync that stuff. So when you're using different data sync integrations, you kind of already know how to set it up and you already know what's expected out of it is wild.

So like I am so bullish on. What data sync is gonna kind of continue to evolve into, cuz it, it's honestly gonna be really, really crazy in the

[00:38:33] George B. Thomas:

future I think. Yeah. See here, here's the thing. I was quickly, well a while ago cuz all of you have gone, I was quickly trying to figure out like who's the small fry and like all of the sports, like, and, and I'll age myself.

I was like, you know, the spud web of N B A, but that's as far as I got. But, but I wanted to talk about datas sync because for me, and, and it's funny, max, you went to sales and deals. But where my brain goes is it's so much more than that. Like you wanna, bring HR along for the ride data sync. You want to bring accounting along for the ride data sync.

Like one of the most life-changing moments for me as the business and data sync and operations hub was being able to just do products and invoices from QuickBooks right into HubSpot. Like what? Yes, thank you for changing my life and making each and every day just a little bit easier. And

[00:39:25] Nick Carbone:

if I could offer a pro-tip, use the data cleanup and data quality tools in Operation sub to clean the data that comes in from other systems, and then push it back to those other systems and boom, operations sub is pulling double duty there.


[00:39:38] Max Cohen:

data comes in from Zoho. You clean it in HubSpot and then it goes off the whatever.

[00:39:42] George B. Thomas:

Yeah, so let's answer two more questions before we kick the kids out of the room and back to their regularly scheduled day operations. Who's it a right fit for? Who's it not a right fit for? By the way, I position that as one question cuz another got another question after this, but who's a right fit?

Who's a wrong fit? Only because

[00:39:58] Max Cohen:

like I have to like have this conversation with sales reps a lot and people who just like don't know what operations hub is. Not that salespeople don't, but like people new to it are gonna have like a little bit of confusion just cuz it can do so many things. operations hub, like data sync aside Operations Hub isn't a replace.

For a custom integration with another system, but is it the best damn companion that that integration could have? Yeah, absolutely In terms of the way we can clean the data, keep track of all that data that's coming through, reformat that data, make sure it's getting to the right place, get our automation tools to talk to those outside systems and support stuff that that integration is doing.

It's great. So like if you are building a custom integration on hubs, There's a lot of tools and operations hub that aren't gonna replace that like middleware that you build, but it's really going to help cut down on a lot of the work that you would normally have to do with code that you can then do in HubSpot, especially when you're looking at things like.

Formatting data triggering webhooks from very surgical specific things that are happening in HubSpot. things like that.

[00:40:59] Nick Carbone:

Yeah, I'd say if you have like more than four or five systems that you're connecting to HubSpot, you absolutely need Operations Hub. I'd also say good fits are folks with large teams or folks that have complex automation or reporting needs.

So if you need to go above and beyond what's available in, say, marketing, sales, or service hub. in reporting or automation, you should look at operations. If you have a large team, chances are you're gonna have, needs around data quality needs around automation needs, around like reporting, enablement, things like that.

So those, I think would be like some clean boxes I can draw around who's a, who's a good fit for

[00:41:27] Max Cohen: me.

[00:41:27] Devyn Bellamy:

It's, a good fit for people who are dealing with other team members who have confirmation bias and are stuck in their systems and refuse to migrate over to HubSpot. if you're dealing, like, let's say you work for a SaaS company.

created a, a homegrown CRM for cheesy and geese and. Instead of just migrating over .

[00:41:49] George B. Thomas:

Oh man, Nick about just lost his mind with that statement.

[00:41:53] Nick Carbone:

Oh, I, I, I came from onboarding, max and I both did, and when I heard homegrown CRM that, I'm sorry, I, I didn't, I didn't mean to derail you, Devin, but that, those two words just make me want to.

Not be in tech, I think sometimes, but

[00:42:05] Devyn Bellamy:

yeah, I mean, I'm, I'm not at all speaking from experience. I, I'm not at all saying that this

[00:42:11] Max Cohen:

is something that I've gone

[00:42:12] Nick Carbone:

through. I hope I didn't offend anyone that's listening right now and about to go do more work in there on crm. But, uh, sorry, I, I interrupted.

[00:42:19] Max Cohen:

I'll stop

[00:42:20] Devyn Bellamy:

Yeah, no, it, it, you, you, you absolutely, need it. it's perfect for people who. can't move the needle in other departments as far as the tools they use for people who love disparate systems or who are just tied by pride to whatever it is that they currently have in place. it, it's perfect for those.

it doesn't work for people who, are in denial. If, if you're in denial and refuse to accept the fact that your data sucks. if you refuse to accept the. That there is a better way in that you don't always have to have a margin of error, plus or minus 15 in everything that you're reporting on.

if you can't accept that, if that is normal for you and you're happy where you're at, and we refute, then no, don't get operations up. We don't want to do anything where we might rock the boat too hard. yeah, but the, the, the fact of the matter is, is. people are, are gonna have disparate systems and, um, whether or not you choose to bring all that, like, oh my God, my, I, I hate when we're looking at different metrics and we have to go to different tools because one of them is more accurate as a source of truth than others.

when we're doing reporting on even simple things like web analytics and sometimes we're gonna. Google Analytics and then other times we're gonna use this tool and, oh wait, no, we just got hot jars. So now we're gonna look at this thing. And if that's happy for you, then you, you don't need operations up

[00:43:49] George B. Thomas:

I hope it's not happy for them. But anyway, I can't judge. Usually we end this podcast with like, what's the one action item that you'd want people to take away? However, because I can, I'm gonna spin us in a different direction cuz I think there's a lot of one things that people could pull out of this entire, conversation that we've had.

I wanna give the last question to. The second Batman into multiverse, if the Hub heroes community will let it happen. because Nick, I want people to know why they should be excited about Ops Hub in 2023. Like, what can you talk about as far as the roadmap and not get in trouble and let us know, like, hey, pay attention to this.

[00:44:30] Nick Carbone:

I can talk in, in very, in very broad strokes. so we're gonna invest. In three broad areas. I'll kind of break it up that way. So we'll see a lot more power, with data sets here in the future. And I will. Spill the beans a little bit on something with data sets that's coming out, very shortly we're gonna have the ability to map a calculation from data sets back to a property.

So we wanna make data sets more connected to the rest of the platform. That's very, very, very, very exciting. More coming on that, soon. So we're gonna invest in there. We're also gonna think about data quality and automation, in pro. So data quality. You kind of saw our first swing at it in inbound of 2022.

Holy crap, it's 2023 now. almost said 21, but we're gonna keep digging there. Like we know, we like have only scratched the surface with what we can do. With data quality and with then with automation, we want more flexibility, with our workflows. So specifically how we trigger workflows. And then we're gonna probably add a little bit more power, to those custom code actions over time, this year.

So look for us really to iterate on what we have in there and kind of go a level deeper on what's already in. operations hub right now. Ho

[00:45:26] Devyn Bellamy:

hold on. Did you say more power to custom code to actions?

[00:45:29] Nick Carbone:

Yeah. So TBD on what that means. I hope I just didn't write a check that our product team now has to cash, but I'm, I'm was looking through our roadmap earlier and there are going to be enhancements the way it was worded, enhancements to custom Awesome.

Look out. Yeah. If I can, can I say one more thing that I'm excited about that would boost operations subs? So with workflows, data accessibility has been very, So we want to make it easier to retrieve data, bring different, how should I word this? Bring data from different objects into a workflow and then potentially use that.

In something like a custom code action. So data fetching, data accessibility, things like that, that's a challenge you want to tackle in automation. And that would have massive implications for Operations Hub, as well

[00:46:10] Max Cohen:

this year. So like fetching from within your own account and making that much easier versus.

Is like an outside system, which you might do with like a get request and a web hooker.

[00:46:18] Nick Carbone:

Yeah. Correct. So basically grabbing data from different objects or things like that. We more details to come. I don't wanna say too much, but we wanna make it easier to grab data from inside your CRM and bring that into a workflow when you need

[00:46:28] Devyn Bellamy:


You, you know what? We should just bleep all of that in post because it seems like just entirely too

[00:46:34] Max Cohen:

big of a revelation.

[00:46:35] George B. Thomas:

That's so funny. . Yeah. Def Dev .

[00:46:39] Nick Carbone:

I'll double check. No, we'll be fine. Uh, it's on, it's on, it's on our public facing roadmap, so I didn't say anything that's not on There you go.

Slash new shameless plug. It's another a hundred bucks for me. Can you gimme a yes

[00:46:49] Max Cohen:

and no? Is there I like, is, is, is I'm ju I'm just like so stoked on the future of data sync, I don't know if you could just say, yeah, you should be stoked for it, or no, you shouldn't be stoked for. Should I be stoked for it?

[00:47:03] Nick Carbone:

I mean, are you, I'm not gonna say no. You should always be excited for it, but I mean, but the big thing, I think the big dominoes have fallen, right? We've added new object syncs. So we launched with what contacts and companies to almost two years ago. owner sync was a huge one for us two days ago.

Invoice sync, new objects, like deals have come out over the past few months. We're gonna continue kind of working on new field types, things like that. So really finishing the swing on what we know folks need to, to get kinda the last bit of power out of data.