HubSpot deal properties are the fields that hold critical information about your sales opportunities. They are the building blocks that turn your pipeline from a simple list into a powerful system for predicting revenue and managing your sales process.
When you optimize your deal properties, you get pipeline clarity, accurate sales forecasts, and time-saving automation. Getting them right is the difference between a sales process that sputters with bad data and a revenue machine that runs smoothly.
“Deal properties are the DNA of your sales process. They are the individual data points that, when combined, give you a complete picture of every opportunity in your pipeline.”
At LeadCRM, we’ve seen how a smart property setup can transform a sales team’s performance. This guide provides a complete framework, from basic setup to advanced strategies, to give you a competitive edge.
In this guide, you will learn:
- How to use both default and custom properties to track what matters.
- A list of 20 essential custom properties to build a smarter pipeline.
- A simple plan to roll out your new properties without overwhelming your team.
- How to fix common pipeline mistakes and enforce data quality.
- The secret to solving manual data entry with automation.
What Are HubSpot Deal Properties and Why Do They Matter?
While Contact Properties store info about people and Company Properties track details about businesses, Deal Properties focus only on the sales opportunity itself—the potential transaction.
They capture essential deal information, including:
- Revenue: How much the deal is worth (Deal Amount, MRR, TCV).
- Timeline: When it might close (Close Date).
- Progress: Where it is in your sales process (Deal Stage).
- Ownership: Which sales rep is responsible (Deal Owner).
- Forecasting: How likely it is to close (Deal Probability).
Correctly used deal properties are the foundation of good sales management. They let you organize, track, filter, and report on every opportunity with precision.
Default vs. Custom Properties: The Building Blocks of Your Pipeline
HubSpot gives you two types of properties. Default properties cover the basics, but custom properties are where you can tailor the system to your exact needs.
Essential Default Properties
HubSpot’s default properties are the starting point for any sales team. The most important ones are:
- Deal Name: The title of the opportunity (e.g., “Acme Corp – Q4 Enterprise License”).
- Deal Amount: The total monetary value of the deal.
- Close Date: The date you expect the deal to be won or lost. This is crucial for forecasting.
- Deal Owner: The sales rep responsible for the deal.
- Deal Stage: The deal’s current step in your sales pipeline.
Advanced Default Properties for Deeper Insight
HubSpot also includes advanced properties that are very powerful, especially for businesses with recurring revenue:
- Monthly Recurring Revenue (MRR): Tracks subscription revenue for SaaS and service businesses.
- Total Contract Value (TCV): Shows the complete value of a contract, including one-time fees and recurring charges.
- Weighted Amount: This is the Deal Amount multiplied by the Deal Probability. It gives you a more realistic revenue forecast.
Why Custom Properties Are Your Secret Weapon
Custom properties allow you to capture the data that is unique to your sales process, your industry, and your reporting needs. This is how you transform HubSpot from a generic CRM into a system built specifically for your business.
How to Create a Custom Deal Property (Step-by-Step)
Creating a property is easy, but it’s important to be thoughtful.
- Navigate to Settings:
In HubSpot, click the settings icon (⚙️), then go to Data Management > Properties.
- Select Deal Properties: Make sure you are on the “Deal properties” tab.
- Create New Property: Click the “Create property” button.
- Configure the Details:
- Group: Organize your property into a category (e.g., “Qualification Data,” “Revenue Info”).
- Label: Give it a clear, simple name your team will understand.
- Description: Explain what the property is for and how to use it. This is vital for team adoption!
- Choose the Field Type: Select the right format for your data, such as Dropdown select, Number, Date picker, or Single checkbox.
Set Permissions: Decide if the field should be required and who can edit it.
20 Essential Custom Properties for a High-Performing Sales Team
Here is a tested list of custom properties you can create today to get immediate intelligence from your pipeline.
Qualification & Process Properties
| Property Name | Field Type | Strategic Value |
|---|---|---|
| Budget Confirmed | Single checkbox | Enforces qualification; stops unqualified deals from inflating your pipeline. |
| Decision Maker Identified | Single checkbox | Ensures reps are engaged with those who have purchasing authority. |
| Timeline to Purchase | Dropdown | Helps prioritize deals and focus your team's effort. |
| Pain Point Identified | Dropdown | Aligns your solution with the customer's primary need for better positioning. |
| Authority Level | Dropdown | Maps the key players in complex sales (e.g., Champion, Influencer, Decision Maker). |
Revenue & Financial Properties
| Property Name | Field Type | Strategic Value |
|---|---|---|
| Annual Contract Value (ACV) | Number | Normalizes deal values for accurate year-over-year revenue comparison. |
| Contract Term (Months) | Number | Provides context for MRR/ARR and helps with renewal planning. |
| Billing Frequency | Dropdown | Critical for cash flow forecasting and financial planning. |
| Discount Percentage | Number | Tracks pricing concessions to analyze profitability and rep behavior. |
| Implementation Fees | Number | Captures one-time revenue separately from recurring amounts. |
Competitive & Market Intelligence Properties
| Property Name | Field Type | Strategic Value |
|---|---|---|
| Primary Competitor | Dropdown | Identifies market trends and helps you analyze win/loss patterns. |
| Reason Lost | Dropdown | Provides essential feedback for product, marketing, and sales strategy. |
| Win Reason | Dropdown | Highlights what's working so you can replicate success. |
| Competitive Advantage | Multi-line text | Documents the specific reason the customer chose you over others. |
Operational & Activity Properties
| Property Name | Field Type | Strategic Value |
|---|---|---|
| Lead Source Detail | Single-line text | Provides granular attribution for marketing campaigns (e.g., "LinkedIn Ad - Q4 eBook"). |
| Demo Completed Date | Date picker | Tracks conversion through a key sales milestone. |
| Proposal Sent Date | Date picker | Measures the time from demonstration to proposal. |
| Last Meaningful Contact | Date picker | Helps identify deals at risk of going cold. |
| Next Step Description | Multi-line text | Forces reps to think strategically and creates clear accountability. |
| Next Step Due Date | Date picker | Creates urgency and prevents deals from stalling. |
A Simple Plan to Roll Out Your New Properties
You don’t need to implement all 20 properties at once. A phased approach works best.
- Phase 1: Start with Qualification. First, add Budget Confirmed, Decision Maker Identified, and Timeline to Purchase. This will immediately improve the quality of your pipeline.
- Phase 2: Add Financial Details. Next, implement ACV, Contract Term, and Billing Frequency. This will make your revenue forecasting much more accurate.
- Phase 3: Layer in Market Intelligence. Finally, add Primary Competitor, Reason Lost, and Win Reason. This will give you the data to make smarter strategic decisions.
Advanced Pipeline Setup: Avoiding Common Mistakes
Great properties need a well-designed pipeline to work. Here’s how to structure yours for success and enforce data quality.
Mistake #1: Using Too Many Pipelines
The Problem: Teams create separate pipelines for “New Business,” “Renewals,” and “Expansions,” even when the sales stages are nearly identical. This fragments reporting and complicates everything.
The Solution: Use a single, unified pipeline. Create a custom property called “Deal Type” (with options like “New Business,” “Renewal”). This keeps reporting clean and processes simple, while still allowing you to filter and view each deal type separately.
Mistake #2: Bypassing Qualification
The Problem: New inquiries enter directly into the sales pipeline as “Deals.” This inflates the pipeline with unqualified opportunities and wastes your sales team’s time.
The Solution: Use the HubSpot Leads object for pre-qualification. New inquiries start as “Leads” and are worked by a junior rep (SDR). Only after meeting a defined qualification threshold are they converted into a “Deal” in the main sales pipeline.
Enforcing Quality with Pipeline Rules
Don’t just hope for good data—enforce it. Use HubSpot’s pipeline rules to make properties mandatory for a deal to move to the next stage. For example, you can require that Budget Confirmed is checked before a deal can be moved to the “Proposal” stage.
The Biggest Challenge: Solving Manual Data Entry
Even the best property setup will fail if your team doesn’t use it. The #1 reason for failure is the friction of manual data entry.
The Manual Data Entry Problem:
- It’s Time-Consuming: Reps spend hours on administrative tasks instead of selling.
- It’s Inconsistent: Data is entered in different formats, making reports unreliable.
- It’s Incomplete: Reps often skip “optional” fields that hold valuable intelligence.
The Automated Solution: LeadCRM
LeadCRM solves this problem by creating a seamless bridge between LinkedIn prospecting and your HubSpot CRM, eliminating manual data entry.
How it Works:
- Prospect on LinkedIn: Your reps find qualified prospects using LinkedIn or Sales Navigator.
- One-Click Capture: With a single click, the LeadCRM extension captures the prospect’s profile and company data.
- Automatic Enrichment & Sync: LeadCRM enriches the data and automatically creates perfectly mapped Contact, Company, and Deal records in HubSpot. This process can automatically populate the custom properties we’ve outlined, such as ‘Lead Source Detail,’ ‘Pain Point Identified,’ and more.
- Activate Pipeline: The deal enters your pipeline with all required properties populated, triggering your sales automation instantly.
This automated approach ensures your deal properties are populated with accurate, complete data from the very start.
The Payoff: Reporting That Drives Decisions
With clean, structured data, you can finally build reports that give you actionable insights. Your HubSpot dashboards will transform from a source of frustration into a command center for your sales operation.
Essential Reports You Can Now Build:
- Pipeline Velocity: Track the average time deals spend in each stage to find bottlenecks.
- Win/Loss Analysis: Discover why you win and lose against specific competitors.
- Accurate Revenue Forecasting: Use a combination of MRR, ACV, and Contract Term for a complete financial picture.
- Marketing ROI Reports: See which marketing campaigns deliver the most valuable deals.
Key Metrics to Track (KPIs):
- Property Completion Rate: What percentage of deals have all required fields filled out?
- Forecast Accuracy: How close was your forecast to your actual sales results?
- Deal Velocity: Is the average time to close a deal getting shorter?
Conclusion: Your Pipeline is Set. What's Next?
Congratulations. By following this guide, you have built the foundation for a world-class sales pipeline in HubSpot. Your stages are defined, your properties are strategic, and your data is structured for success.
But there is still one major disconnect in the modern sales workflow.
All this valuable data—deal stages, next steps, contact history, and custom properties—is trapped inside HubSpot. Meanwhile, your sales team spends most of its day prospecting, researching, and engaging with customers on LinkedIn.
This forces your reps to work with one foot in each world. They are constantly switching tabs, cross-referencing information, and trying to remember if the person they’re looking at on LinkedIn is already a contact, part of an open deal, or a brand new opportunity. It’s inefficient and leads to missed opportunities.
What if you could bridge that gap? What if you could see your HubSpot data directly on LinkedIn?
This is the next evolution of sales efficiency, and it’s precisely what LeadCRM was built to do.
LeadCRM doesn’t just solve the problem of getting data into HubSpot. It brings your critical deal data out to where your team works every single day.
- See Deal Data on LinkedIn: LeadCRM overlays your HubSpot deal information directly onto LinkedIn profiles. Your reps can instantly see if a prospect is in an open deal, its stage, its value, and the next step, without ever leaving LinkedIn.
- Create Deals from LinkedIn: When a new opportunity is identified, your team can create a new deal in HubSpot—with all the correct properties—in a single click, right from the prospect’s LinkedIn page.
By connecting your perfectly structured pipeline to the platform where your reps live, you eliminate context switching, empower smarter prospecting, and ensure the data in your CRM is always being used.
You’ve done the hard work to build a powerful sales engine in HubSpot. Now it’s time to put that engine to work everywhere your team is selling.
Ready to connect your optimized pipeline to where your team works? Try LeadCRM for free and see how viewing and managing HubSpot deals directly within LinkedIn can transform your sales workflow.
