For leadership

HubSpot contains thousands of features, but managers don't need to master all of them. You need to monitor team activities, track performance against goals, identify problems early, and coach team members using data.

This chapter walks through the essential management capabilities in HubSpot: monitoring your team's daily activities without micromanaging, tracking overall team performance metrics, creating reports for leadership and board meetings, and using data insights to coach individual team members toward better performance.

Think of this as your orientation to HubSpot's management layer. After this chapter, you'll know where to find the information you need and what to ignore.

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As a manager, you need visibility into what your team is doing without hovering over their shoulders.

Team activity dashboard

Navigate to Reports > Dashboards > Create dashboard.

Name: "Team activity overview."

Report 1: Calls logged by team member

Shows who's making calls and how many.

Create report > Activities > Calls.

Metrics: Count of call activities

Segmented by: Activity owner (shows each team member)

Filters: Activity date is this month

Visualisation: Bar chart showing call volume per person.

This reveals who's actively prospecting (high call volume) and who's coasting (low call volume).

Don't use this punitively - use it to identify who might need support. If someone's call volume dropped suddenly, ask why. Are they stuck on a complex deal? Burned out? Unclear on priorities?

Report 2: Meetings held by team member

Shows customer-facing activity.

Create report > Activities > Meetings.

Metrics: Count of meetings (outcome: Completed)

Segmented by: Activity owner

Filters: Activity date is this month

More meetings generally means more pipeline being generated and worked.

Report 3: Deals created by team member

Shows pipeline generation.

Create report > Deals.

Metrics: Count of deals

Segmented by: Deal owner

Filters: Deal created date is this month

This shows who's generating new opportunities. If someone isn't creating deals, they're either working existing pipeline exclusively (acceptable) or not prospecting (problem).

Report 4: Deals closed by team member

Shows who's closing business.

Create report > Deals.

Metrics:

• Count of Closed Won deals
• Sum of Closed Won deal amount

Segmented by: Deal owner

Filters: Close date is this month

This is the metric that matters most - actual revenue closed. Activity metrics (calls, meetings) predict future revenue, but closed deals are real results.

Activity trends over time

Add time-series dimension to activity reports.

For each activity report, change visualisation to line chart with X-axis as "Date" (daily or weekly).

This shows trends: Is team activity increasing, stable, or declining? Declining activity predicts declining pipeline in 4-8 weeks.

If you see activity trending down, intervene early before it becomes a pipeline problem.

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Beyond activities, track outcomes and performance metrics.

Team performance dashboard

Create dashboard: "Team performance."

Report 1: Revenue vs quota (team-wide)

Shows whether the team is on track to hit collective target.

Create report > Deals.

Metrics:

• Sum of Closed Won deal amount (actual revenue)
• Team quota (enter manually or pull from goals)

Filters: Close date is this quarter, Deal owner is any of [your team members]

Visualisation: Progress bar showing revenue as percentage of quota.

Example: £240k closed of £500k quarterly team quota = 48% to goal with 4 weeks remaining.

If you're behind pace (should be at 66% with 4 weeks left, but only at 48%), you need to accelerate deal closing or accept you'll miss quota.

Report 2: Individual quota attainment

Shows which team members are hitting targets and which are struggling.

Create report > Deals.

Metrics:

• Closed Won revenue per team member
• Individual quotas
• Attainment percentage

Segmented by: Deal owner

Filters: Close date is this quarter

Visualisation: Table showing each rep's quota, closed revenue, and attainment %.

This identifies who needs coaching (behind pace) and who to learn from (ahead of pace).

Report 3: Pipeline coverage

Shows whether team has enough pipeline to hit targets.

Create report > Deals.

Calculation: (Total open pipeline value) / (Remaining team quota)

Filters: Deal stage is not Closed Won or Closed Lost, Deal owner is any of [your team]

Target: 3-4× coverage. If team has £200k remaining quota, open pipeline should be £600-800k.

If coverage is below 3×, team isn't generating enough pipeline. Focus on prospecting and lead generation immediately.

Report 4: Average sales cycle length

Shows how long deals take to close.

Create report > Deals.

Metrics: Average time from deal created to Closed Won

Filters: Close date is this quarter

Segmented by: Deal owner (shows each rep's average cycle)

Long sales cycles indicate qualification problems (pursuing unqualified leads) or slow follow-up. Short cycles indicate good qualification and urgency creation.

Compare team members: If one rep closes in 45 days average and another takes 90 days, study what the faster rep does differently.

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Leadership wants concise, visual reports showing performance against goals and forecasts.

Executive summary dashboard

Create dashboard: "Executive summary."

Share this dashboard with CEO, CFO, board members.

Report 1: Revenue this quarter

Single value showing total revenue closed this quarter.

Filters: Close date is this quarter, Deal stage is Closed Won

Add comparison: This quarter vs last quarter, This quarter vs same quarter last year

Shows growth trajectory.

Report 2: Pipeline value by stage

Funnel chart showing total pipeline value at each stage.

This visualises deal progression and where value is concentrated.

If most value is in early stages, pipeline is healthy but revenue is future. If most value is in late stages, revenue should close soon.

Report 3: Win rate trend

Line chart showing win rate over time (monthly).

Calculation: Closed Won deals / (Closed Won + Closed Lost)

Shows whether sales effectiveness is improving (win rate increasing) or declining (win rate dropping).

Target: Maintain or increase win rate quarter-over-quarter.

Report 4: Revenue by product/service

Shows which offerings drive the most revenue.

Create report > Deals > Line items.

Metrics: Sum of line item amount

Segmented by: Product name

Filters: Associated deal stage is Closed Won, Close date is this quarter

This reveals which products are selling. If Product A drives 70% of revenue but Product B only 10%, consider whether Product B should exist or needs better positioning.

Report 5: Marketing-sourced revenue

Shows how much revenue originated from marketing activities.

Create report > Deals.

Metrics: Sum of Closed Won deal amount

Filters: Close date is this quarter, Original source is any of [marketing sources: Organic Search, Paid Search, Social Media, Content Download, Webinar, etc.]

Marketing attribution is often contentious. This report proves marketing's impact on closed revenue, not just lead generation.

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Use HubSpot data to coach team members more effectively.

One-on-one coaching reports

Before each one-on-one meeting with a team member, pull their personal performance report:

Create report: "[Team member name] - Performance review."

Include:

• Closed revenue this quarter vs quota
• Deals currently in pipeline (count and value)
• Average time in each stage
• Win rate
• Activity levels (calls, meetings, emails)

Review this report before your coaching session. Identify:

What's working: If win rate is high, find out what they're doing differently. Share those practices with team.

What's struggling: If deals are stalling in Proposal stage (long time in stage), coach on proposal quality and follow-up cadence.

Activity gaps: If call volume dropped, ask why and help remove blockers.

Data-driven coaching is more effective than gut-feeling coaching because it's specific and objective.

Performance patterns across team

Look for patterns in team-wide data that reveal systemic issues:

Pattern: All reps struggle with same deal stage

If every rep shows long time in Proposal stage, the problem isn't individual performance - it's your proposal process. Either:

• Proposals are confusing
• Pricing is consistently too high
• You're not involving decision-makers early enough

Fix the systemic issue rather than coaching individuals.

Pattern: One rep significantly outperforms others

If one rep has 60% win rate while others average 25%, study what they do differently:

• Review their call recordings
• Read their email templates
• Shadow their discovery calls
• Document their process
• Train rest of team on their approach

High performers should mentor peers.

Pattern: Activity levels vary widely

If some reps make 50 calls/week and others make 10, set minimum activity standards. Not as punishment, but as guardrails - "Based on our historical conversion rates, you need 30 calls/week minimum to generate enough pipeline to hit quota."

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You now understand HubSpot's management capabilities. You can monitor team activities to identify who's working hard and who's coasting, track performance metrics that show whether the team is on track to hit goals, create executive reports that communicate performance to leadership clearly, and use data insights to coach individual team members toward better results.

Management visibility doesn't mean micromanagement. You're not tracking every minute of your team's day - you're identifying patterns, trends, and outliers that need attention. Data tells you where to focus coaching energy for maximum impact.

Next, we'll set up marketing goals and performance tracking so you can measure marketing's contribution to revenue.