The All-New Reporting Features of Hubspot’s Operations Hub Enterprise

CRM systems are not merely an avenue for companies to collect user data; they are the single source of truth to collect information and make better marketing and product decisions for your company or business. Knowing this, Hubspot launched Operations Hub Enterprise on November 1, 2021. 

At a granular level, Operations Hub Enterprise is a product that helps sales and marketing leaders achieve the levels of granular reporting that, historically, only operations teams have needed. To achieve this, HubSpot has created a reporting engine that resembles the data blending qualities found in Tableau, Data Studio, and other reporting platforms that organizations leverage. Operations Hub Enterprise introduces datasets to the HubSpot reporting suite, which enables data blending and enhanced reporting. As most reporting problems are actually data problems, datasets give users access to data in HubSpot in ways that they have never had access to before. It gives HubSpot users control and enables faster, more comprehensive reporting within HubSpot without the need for an additional reporting tool. 

With the new Operations Hub Enterprise, you have VI-style functionality right inside of HubSpot. This means that you can query your data, run calculations and save curated data tables to reuse them inside your HubSpot account. This functionality enables you to level up your reporting efforts and gain actionable insights from your data. Think of this upgrade as the ability to get complete stories from your data rather than just bullet points. Below, we outline some of the features of the new Operations Hub Enterprise.

Features of Operations Hub Enterprise

The New Operations Hub Enterprise has the following features:

Build Cross-Object Reporting More Effectively

One of the issues operations teams faced while using HubSpot was that they could not build cross-object reporting effectively. Building cross-object reporting used to mean that you could only get all the companies that contain one or more contacts with said property. However, with Operations Hub, you can now filter it to show companies with three or more contacts with that property.

Rename Properties

While renaming properties is probably the least cool of the things to do with Operations Hub Enterprise, it is still an excellent feature for operations teams to explore. This feature ensures that companies can customize the tool according to their company's individual use cases. This also helps you to label data in the dataset you’re creating correctly. With this, you could also create data sets for different people who might need them and label them appropriately for further referencing. 

Make Calculations on the Fly

Previously on HubSpot, it was harder to make calculations and apply such to your data. Sometimes, you would need to pull out your calculator or use the calculator property. You might have even had to create a new property that would go against your property limits. With the new Operations Hub Enterprise, you can create virtual columns of calculated data that only live in the dataset, not inside the properties of HubSpot. With this feature, operations can make calculations on the fly without other users seeing such calculations every time they access a CRM record. 

Run Excel and SQL Formulas

The new HubSpot Operations Hub allows you to run all the different formulas that you can run on Excel. This ensures that all your company’s data can finally be in one place. With HubSpot, you can gather, analyze, calculate, and deduce data via Dataset on Ops Hub Enterprise.

Join Your Data inside of HubSpot

If you are familiar with the HubSpot custom port builder, you know you had to join your data every time you created a report. However, with the new Operations Hub Enterprise, you can join your data once inside of HubSpot and reuse that data over again with different reports. Therefore, you no longer have to do this every single time you create a new report. This way, the report builder is easier to use and less time-consuming for every user.

Visualize Data Easily

Representing data in a visually appealing and sensible format is very important for operations teams. Sometimes, other users such as sales managers, services managers, or marketing managers are not very good at understanding the workings of the data on HubSpot. 

This is why Datasets on Operations Hub provide them with a properly curated dataset and a report visual visualization of such data sets. These can even be exported and presented to other teams if the need arises.

Reuse Datasets 

The ability to reuse datasets is one of the top solutions that Operations Hub brings to the current CRM system. Other users can utilize previously created datasets instead of creating their own and figuring out how to get started. For example, if a user uses the custom builder to create a report from scratch, they could access a prebuilt dataset to create their report.

In Conclusion

HubSpot reporting has never been this easy! With all the data you need in one place, calculations being made within your dataset, and reusable datasets, your projects are about to become even more fun to work on. With Operations Hub Enterprise, reporting and data management are now more meaningful for operations teams, marketing managers, and companies. Want to try this out? We’re happy to help!