Utilizing your CRM’s capabilities can make the difference between meeting quotas and achieving exponential growth. Yet, many sales teams find themselves using only a fraction of their CRM’s potential. If you’re a sales leader or sales operations specialist using HubSpot, you might overlook powerful features that could revolutionize your sales efficiency. The HubSpot mobile app is a crucial tool for managing marketing campaigns and sales activities on-the-go, allowing you to view, manage, and act on campaign priorities directly from your mobile device.

In this comprehensive guide, we’ll uncover 10 powerful HubSpot features that are often underutilized or applied in basic ways. By mastering these tools, you can outperform your competition and drive significant improvements to your sales process.

The hidden potential in your HubSpot instance

Before we dive into the specific features, let’s understand why powerful CRM capabilities often are underutilized:

1. Rapid feature releases: HubSpot consistently rolls out new features and updates, making it challenging for busy sales teams to keep up.

2. Complexity: Some advanced features require a deeper understanding of the platform, which can be intimidating for casual users. If you need expert help to leverage HubSpot’s capabilities fully, you can hire a Hubspot developer from Toptal. Their skilled professionals can ensure you maximize your HubSpot investment by tailoring the platform to your specific needs.

3. Lack of awareness: Teams might simply not know these powerful features exist or how they can be applied to their specific sales processes.

Dashboards can track the effectiveness of various marketing channels throughout the entire customer journey, consolidating performance data from multiple touchpoints like lead generation and social media interactions.

By fully leveraging these often-overlooked features, you can:

• Streamline your

• Improve lead quality and conversion rates

• Enhance team productivity and performance

• Make more accurate, data-driven decisions

Now, let’s explore these powerful features and how they can transform your sales operations.

1. Advanced workflow automation beyond email sequences

HubSpot plan: Professional and Enterprise plans

While many HubSpot users know basic email sequences, the platform’s advanced workflow automation capabilities extend far beyond simple drip campaigns. This feature allows you to create complex, multi-channel workflows that adapt based on contact behavior, properties, or engagement across various touchpoints.

Why it’s underutilized: Many users stick to basic linear email sequences, missing out on more sophisticated, responsive automation.

How it boosts efficiency: By creating hyper-personalized journeys for your leads, you can automate advanced nurturing processes that previously required manual intervention. This allows your sales team to focus on high-value activities while ensuring consistent follow-up and engagement.

Advanced applications:

• Use branching logic within workflows to create different paths for various scenarios. For example, you can automatically route high-value leads to your top performers, schedule sales calls for warm leads, or trigger internal notifications for urgent follow-ups based on specific actions or criteria.

• Create dynamic workflows that adjust based on prospect engagement levels, industry, or deal stage

• Incorporate internal task creation and assignment into your workflows to ensure timely follow-ups

• Use workflows to update deal properties automatically, keeping your pipeline accurate and up-to-date

• Generate leads through customizable forms and targeted ad campaigns, converting website visitors into potential customers

Pro tip: Integrate your workflow with other HubSpot tools like lead scoring, meetings, and deals to create a holistic automation strategy. This could include automatically creating tasks, updating deal stages, or even adjusting lead scores based on workflow interactions.

2. Custom sales analytics dashboards for sales insights

HubSpot plan: Professional and Enterprise plans

HubSpot’s reporting capabilities are well-known, but many users don’t take full advantage of custom sales analytics dashboards. These allow you to create tailored views of your sales data, combining various metrics and visualizations to gain sales insights.

Why it’s underutilized: Creating truly insightful custom dashboards requires a deep understanding of both your sales process and HubSpot’s reporting capabilities.

How it boosts efficiency: By centralizing key performance indicators and trend data, sales leaders can quickly identify bottlenecks, forecast more accurately, and make data-driven decisions to optimize the sales process.

Advanced applications:

• Create role-specific dashboards for different team members. For instance, sales reps might need a dashboard focusing on their pipeline and activity metrics, while sales managers might benefit from a dashboard that provides team performance overviews and forecasting data.

• Build dashboards that forecast pipeline health based on historical data and current trends

• Create visualizations that highlight the correlation between specific sales activities and outcomes

• Develop custom reports that track the impact of marketing efforts on sales performance, fostering better alignment between teams

• Integrate customer data to track performance metrics and gain insights from customer interactions, linking those interactions back to customers for enhanced understanding of what drives sales and conversions

Pro tip: Utilize HubSpot’s calculated properties to create custom metrics specific to your business. These can then be incorporated into your dashboards to provide unique insights that go beyond standard CRM sales reporting.

Forecastio enhancement: While HubSpot’s custom dashboards are powerful, creating effective ones requires significant expertise in both sales analytics and HubSpot’s platform. This is where Forecastio comes in, offering a game-changing solution for sales leaders who want immediate access to crucial insights without a learning curve.

Forecastio provides ready-to-use sales performance dashboards that integrate seamlessly with HubSpot data.

3. AI-powered predictive lead scoring

HubSpot plan: Enterprise plan

While basic lead scoring is common, HubSpot’s AI-powered predictive lead scoring takes this to the next level. It uses machine learning algorithms to analyze your historical data and automatically identify the characteristics of leads most likely to convert.

Why it’s underutilized: Many users rely on manual lead scoring methods or basic automation, unaware of AI’s power in this context.

How it boosts efficiency: Sales teams can focus their efforts on the most promising leads, significantly increasing conversion rates and reducing time wasted on poor-quality prospects. This feature continually learns and adapts based on your evolving data, ensuring your lead-scoring model stays accurate over time.

Advanced applications:

• Use predictive lead scoring insights to inform your ideal customer profile (ICP) and refine your target market. AI might uncover valuable lead characteristics not previously considered in your sales strategy.

• Leverage machine learning algorithms to analyze your historical data and identify the characteristics of leads most likely to convert

• Automatically prioritize your sales team’s activities based on continuously updated lead scores

• Use predictive scoring insights to inform your ideal customer profile and refine your target market

• Enhance personalized marketing campaigns through advanced segmentation, combining CRM data and behavioral insights to improve engagement and effectiveness in reaching the right audience

Pro tip: Integrate predictive lead scoring with workflow automation to create dynamic processes that adapt based on a lead’s likelihood to convert. For example, high-scoring leads could be fast-tracked to sales, while lower-scoring leads receive more nurturing content.

4. Dynamic sales playbook integration

HubSpot plan: Enterprise

HubSpot’s dynamic sales playbooks go beyond static scripts, offering interactive guidance that adapts to each unique sales situation.

Why it’s underutilized: Many teams stick to traditional, static playbooks or rely solely on CRM guidance.

Advanced applications:

• Create adaptive playbooks that suggest next steps based on deal stage, prospect characteristics, or recent interactions

• Embed relevant content, competitor information, and objection-handling guides directly within the playbook interface

• Use playbooks to standardize your sales process while allowing flexibility in complex B2B sales scenarios

• Marketing and sales teams can utilize these dynamic sales playbooks for better collaboration and efficiency, enhancing their ability to track performance metrics and optimize strategies

Pro tip: Integrate your playbooks with the Conversations API to provide real-time suggestions during live chat or email conversations, enhancing your team’s ability to address customer needs on the spot.

5. Meeting scheduler optimization for complex sales cycles

HubSpot Plan: Professional and Enterprise

While many use HubSpot’s basic meeting scheduling tool, its advanced features for managing complex, multi-stakeholder sales cycles are often overlooked.

Why it’s underutilized: B2B sales cycles with multiple decision-makers can make scheduling seem too intricate for automation.

Advanced applications:

• Set up round-robin scheduling for team selling scenarios

• Create custom scheduling links for different stages of the sales process, each with appropriate duration and participant settings

• Use the Meetings API to integrate scheduling with your other tools, creating a seamless experience for both your team and prospects

• Streamline scheduling and communication for the customer service team, enhancing efficiency and collaboration

Pro tip: Leverage reporting capabilities to analyze which meeting types and times lead to the best outcomes, then use this data to optimize your scheduling strategy.

6. Hyper-personalized email sequences at scale

HubSpot plans: Professional and Enterprise

HubSpot’s email sequencing capabilities extend far beyond basic automation, allowing hyper-personalized communication at scale.

Why it’s underutilized: Many users set up basic sequences but don’t take advantage of advanced personalization and branching options.

Advanced applications:

• Use personalization tokens beyond just names and company information, incorporating deal stage, recent interactions, or custom object data

• Develop branching sequences that adapt based on recipient engagement

• Integrate sequences with your CRM data to pause or modify outreach based on deal progress or other trigger events

• The marketing team can utilize hyper-personalized email sequences to optimize their campaigns, ensuring more effective targeting and higher conversion rates

Pro tip: Use HubSpot’s A/B testing features within sequences to continuously refine your messaging and improve engagement rates.

7. Multi-pipeline management for diverse product lines

HubSpot plan: Professional and Enterprise

For companies with multiple product lines or diverse sales processes, HubSpot’s multi-pipeline management capabilities offer powerful customization options.

Why it’s underutilized: Many organizations stick to a single pipeline, missing out on tailored processes for different segments of their business.

Advanced applications:

• Create separate pipelines for different product lines, market segments, or sales methodologies

• Customize deal stages, properties, and automation for each pipeline to reflect unique sales processes

• Use cross-pipeline reporting to gain holistic insights into your overall sales performance

• Integrate the Sales Hub with other tools like the Marketing Hub and Service Hub to enhance efficiency and streamline communication

Pro Tip: Implement pipeline-specific dashboards to allow teams to focus on relevant metrics while still maintaining a bird’s-eye view of the entire sales operation.

8. Advanced document tracking with engagement analytics

HubSpot plans: Professional and Enterprise

HubSpot’s document tracking goes beyond simple open rates, offering detailed engagement analytics that informs your sales strategy.

Why it’s underutilized: Many users focus on email tracking, overlooking document engagement insights.

Advanced applications:

• Track not just opens, but also time spent on each page of your sales documents

• Use heat maps to understand which sections of your proposals or presentations are getting the most attention

• Set up automated follow-up sequences based on specific document interactions

• Track user engagement on website pages to gain valuable insights into how different page layouts perform and customize content accordingly

Pro tip: Integrate document tracking data with your lead scoring model to identify highly engaged prospects and prioritize follow-ups.

9. Conversation intelligence for coaching

HubSpot plan: Enterprise

HubSpot’s conversation intelligence tools use AI to analyze sales calls, providing invaluable coaching insights and performance data.

Why it’s underutilized: The complexity of setting up and integrating call analysis into existing processes can be daunting for many teams.

Advanced applications:

• Automatically transcribe and analyze sales calls for key topics, sentiment, and talk-to-listen ratios

• Use AI-generated insights to identify best practices from top performers

• Create a continuous improvement loop by integrating conversation intelligence data into your sales training and onboarding processes

• Enhance customer service interactions by utilizing the Service Hub, which integrates various tools like ticketing systems to improve communication and efficiency across different organizational departments

Pro tip: Set up custom trackers for specific keywords or phrases relevant to your sales process, allowing you to quickly identify calls where critical topics were discussed.

10. Cross-object reporting for holistic sales performance analysis

HubSpot plan: Enterprise

HubSpot’s cross-object reporting capabilities allow sophisticated analysis across contacts, companies, deals, and custom objects.

Why it’s underutilized: Creating effective cross-object reports requires a deep understanding of data relationships and report building in HubSpot.

Advanced applications:

• Build reports that show the full customer journey from marketing engagement through to closed deals and beyond

• Create dashboards that display the impact of customer service interactions on upsell opportunities

• Use cross-object data to identify patterns in successful deals and replicate those conditions for future opportunities

• Track website visitors' interactions to create comprehensive reports that enhance marketing tactics and lead conversion rates

Pro tip: Leverage HubSpot’s Report Builder API to create custom applications that pull in data from multiple objects, providing unique insights tailored to your business needs.

Implement these features in your sales process

Now that we've explored these powerful features, you might be wondering how to effectively implement them in your sales process. Here's a step-by-step guide to get you started:

1. Assess your current process: Audit your existing sales process. Identify pain points and inefficiencies that could be addressed by these advanced features.

2. Prioritize implementation: Based on your assessment, prioritize which features will have the most immediate impact on your sales efficiency.

3. Start small: Begin with a pilot program, implementing one or two features with a small team. By doing this, you can work out any issues before rolling it out to all teams.

4. Train your team: Provide comprehensive training on the new features. Remember, the power of these tools lies in how well your team leverages them.

5. Monitor and adjust: Use HubSpot's reporting tools or Forecastio's sales performance management platform to track the impact of these new features. Be prepared to make adjustments based on the data and feedback from your team.

6. Scale gradually: As you see success with your pilot program, gradually roll out the features to the rest of your sales organization.

   
   

   Best practices for adoption:

• Appoint "HubSpot Champions" within your team to drive adoption and answer questions

• Create internal documentation and process guides tailored to your specific use cases

• Schedule regular check-ins to discuss challenges and share success stories

How Forecastio enhances HubSpot's capabilities

While HubSpot offers robust sales management features, Forecastio takes sales performance management to the next level. Here's how Forecastio enhances and complements HubSpot's capabilities:

1. Ready-to-use sales performance dashboards: Unlike HubSpot's custom dashboards that require setup and configuration, Forecastio provides pre-built, immediately accessible dashboards. This means sales leaders can gain critical insights from day one, without technical setup.

2. Real-time, validated data: Forecastio doesn't just pull raw data from HubSpot. It applies advanced data validation algorithms to ensure accurate and up-to-date information. This eliminates the risk of making decisions based on incorrect or outdated data.

3. AI forecasting: While HubSpot offers basic sales forecasting tools, Forecastio leverages advanced AI and machine learning algorithms to provide more accurate and dynamic sales forecasts. This helps sales leaders make more informed decisions about resource allocation and strategy.

4. Intuitive interface for non-technical users: Forecastio's user-friendly interface is designed specifically for sales leaders, making it easy to access and understand complex sales data without deep technical knowledge of HubSpot or data analysis.

5. Advanced team performance analytics: Forecastio provides deeper insights into individual and team performance, helping sales leaders identify top performers, areas for improvement, and coaching opportunities more effectively than HubSpot's native analytics.

By leveraging Forecastio alongside HubSpot, sales leaders can get the best of both worlds: the robust data collection and CRM capabilities of HubSpot, combined with the advanced analytics, forecasting, and user-friendly interface of Forecastio.

This powerful combination ensures that you're always making decisions based on the most accurate, up-to-date, and insightful data available, without needing to become a HubSpot power user yourself.

Conclusion

As we've explored in this comprehensive guide, HubSpot offers a wealth of powerful features that many sales teams underutilize. From advanced workflow automation to AI-powered predictive lead scoring, these tools have the potential to dramatically increase your sales efficiency and drive better results.

Key takeaways:

1. Advanced features like dynamic playbooks, multi-pipeline management, and conversation intelligence can transform your sales process.

2. Implementing these features requires a strategic approach, including assessment, prioritization, and gradual scaling.

3. Continuous monitoring and adjustment are crucial for maximizing these advanced HubSpot capabilities.

4. Forecastio complements HubSpot by providing ready-to-use dashboards, real-time validated data, and AI-powered forecasting, making advanced analytics accessible to all sales leaders.

By leveraging these underutilized HubSpot features and complementing them with Forecastio's advanced analytics, you can create a sales ecosystem that streamlines your processes. In addition, it provides deep, actionable insights to drive your sales strategy forward.

Remember, the key to success is not just in having these tools at your disposal, but in how effectively you implement and utilize them. Start small, experiment, and refine your approach. With time and dedication, you can unlock the full potential of your HubSpot instance and take your sales performance to new heights.

Book a demo to unlock the full potential of your HubSpot instance and elevate your sales performance to new heights.