Spot where you're losing upgrade deals in HubSpot

Summary

Teams managing the post-sales side of the business often struggle to understand where they’re losing upgrade opportunities. The data exists in the CRM, but it’s split between deal and company properties, making it hard to spot patterns or explain why certain upgrades end up closed-lost.

In this example, Emil explains how you can create a merged dataset to analyze deals alongside company properties like customer lifecycle stage, channel, and others. 

With this context, post-sales teams can quickly see which types of customers are most associated with lost upgrade opportunities, and can prioritize follow-ups and focus effort where it’s most likely to improve expansion.

Emil’s tips and best practices

“Always analyze upgrades in the context of the account, not just the deal.” 

Upgrade outcomes are rarely explained by deal data alone. Company attributes like lifecycle stage or acquisition channel often reveal why certain opportunities are more likely to stall or be closed lost.

“Use filters to quickly understand performance across segments.”

Instead of building separate views for each segment, filters let you explore performance across customer stages, channels, and account types as questions come up. This makes it easier to see which segments matter most and where your team should focus next.

“Row-level data provides the context behind a closed-lost deal.”

High-level trends show volume, but decisions come from detail. Drilling into row-level data makes it possible to inspect the specific deals behind a number, including deal size, stage, company attributes, and other factors tied to lost upgrade opportunities.