How to Improve Sales Visibility with Custom HubSpot Reports

Software Development 11-50 Employees

Sales Hub | Marketing Hub

Background

The Client is a B2B Custom App Development company based in the United States.

Following On The Fuze's 3-Phase Approach to Maximize HubSpot, they entered our partnership at Phase 2: Optimize, with the goal to reach Phase 3: Maximize and turn their HubSpot into a money-making machine!

Challenges

Their Team faced several critical challenges that were interfering with their sales effectiveness:

Their primary obstacle was the lack of visibility into their unique, two-phase sales process. They had an "ignition pipeline" with distinct phases but couldn't track how many prospects moved from the first phase to the second phase that begins at the "promise hot" stage.
The sales team lacked visibility into their sales process, unable to create HubSpot funnel reports or identify where prospects were getting stuck in their pipeline. This made it impossible to optimize their sales process or forecast revenue accurately using HubSpot revenue reports.
Management couldn't see sales performance reports. They needed to understand metrics by quarter and by contact owner, but HubSpot's standard reports couldn't show these specific insights due to their custom pipeline structure.

The consequences were significant... inefficient sales processes, missed opportunities to optimize conversion rates, and an inability to make data-driven decisions about resource allocation and sales strategy without proper HubSpot attribution reports.

Solutions

OTF developed a three-part reporting solution designed to give the Client complete visibility into their ignition pipeline performance, with the flexibility to analyze data from multiple angles.

Part 1: Total Pipeline Movement Report

Built a custom report tracking unique deals transitioning from phase 1 to phase 2.
Highlighted specific movement into the "promise hot" stage where qualified opportunities begin.
Created visual dashboards showing conversion percentages and deal flow.

Part 2: Time-Based Performance Analysis

Developed quarterly reporting capabilities to track seasonal trends.
Added monthly and weekly breakdowns for shorter-term optimization.
Built historical comparison tools to measure improvement over time.

Part 3: Sales Rep Performance Tracking

Created individual contact owner reports showing conversion rates by sales representative.
Built leaderboards and performance benchmarks.
Added deal velocity measurements to identify top performers.

Optimization Results

Complete Pipeline Visibility: Gained real-time tracking of deal progression through their two-phase ignition pipeline.
Conversion Rate Analysis: Can now measure and optimize the percentage of deals moving from phase 1 to the "promise hot" stage (first stage of the phase 2 sales funnel).
Performance by Quarter: Historical and current quarterly performance analysis for strategic planning.
Individual Sales Rep Tracking: Contact owner performance metrics enabling targeted coaching and optimization.
Data-Driven Decision Making: Replaced guesswork with concrete data for sales strategy and resource allocation.

What's Next?

The Client is now positioned to move into Phase 3: Maximize of OTF's 3 Phase Process, where we'll implement advanced HubSpot automation and AI-powered reporting features.

The next phase will focus on predictive analytics, automated reporting workflows, and integration of additional data sources to create an even more powerful business intelligence system.