How To Build Better Quarterly Business Review (QBR) Reports with Hubspot and Databox

Quarterly Business Reviews (QBRs) are one of the most important touchpoints between RevOps teams and executive stakeholders – or between agencies and your clients. But most teams struggle to deliver a single, unified view of performance that spans the entire customer journey. This guide walks through how Cameron Collins, Revenue Operations Strategist at RevPartners, solves this using Databox.

Combine cross-object metrics to track the entire customer journey

Cameron Collins of RevPartners walks through how their team uses Databox and HubSpot to build a unified executive dashboard that anchors quarterly business reviews. He shows how to visualize metrics from multiple HubSpot objects – sessions, leads, MQLs, deals, and revenue – in a single view, making it easier for executives to understand what’s working, what’s not, and where to dig deeper.

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Cross-object reporting in HubSpot can get tricky.

Most revenue leaders want to know: where are we leaking revenue? But HubSpot’s native reporting often falls short (or requires complex workarounds or costly upgrades). Without a unified way to visualize the entire customer journey, it’s easy to miss critical patterns.
Full-funnel analysis is hard to achieve without Databox…
  • HubSpot separates data by object (contacts, deals, etc.), making cross-object reporting difficult
  • Visualizing conversion rates between stages requires multiple reports
  • Native dashboards require workarounds like Google Sheets for full-funnel views
  • It’s tough to show trends over time (Q/Q or Y/Y) in one place
Databox makes it easy to…
  • Combine data from multiple HubSpot objects in one report
  • Visualize conversion rates and deal size trends automatically
  • Switch between views (table, funnel, etc.) for better insights
  • Spot performance changes over time and quickly ask “why?”

See the full dashboard in action.

Explore the full dashboard RevPartners uses to power quarterly business reviews.

This dashboard includes cross-object HubSpot metrics like sessions, leads, MQLs, deals, revenue, and conversion rates – everything in one place.

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Explore more resources

Browse related templates, tutorials, and expert articles to help you improve forecast accuracy and team performance with HubSpot and Databox.

 

Explore more how tos

How to track lead-to-revenue conversion with HubSpot and Databox w/ Alex Lee

How to track lead-to-revenue conversion with HubSpot and Databox w/ Alex Lee

How To Calculate Win Probability by Pipeline Stage Using HubSpot and Databox w/ Tory Ferrall

How To Calculate Win Probability by Pipeline Stage Using HubSpot and Databox w/ Tory Ferrall

How To Track Webinar Analytics Across Zoom & HubSpot with Databox w/Ali Schwanke

How To Track Webinar Analytics Across Zoom & HubSpot with Databox w/Ali Schwanke

How to  a cross-object funnel report for QBRs  in Databox

 

“Cross-object reports are really hard to not only create, but also to display,” Cameron explains. “Even with the capabilities that you do have in your native CRM, you’re going to have to create four or five or six reports in order to get the number of sessions, the number of leads, MQLs, closed-won deals. All of these reports that tell the same story now have to be interpreted separately.”

Native HubSpot reporting is powerful, but when it comes to pulling together Contacts, Deals, and Revenue in one view, it gets messy fast. That’s where Databox shines.

 

 

Cameron builds a single Databoard that visualizes Sessions, Leads, MQLs, Deals Created, Closed-Won Deals, Recurring Revenue.

Between those core metrics, he layers calculated conversion rates (e.g., Leads to MQLs, MQLs to Deals, Deals to Closed-Won), and Average Deal Size. Instead of six disconnected charts, executives get one narrative.

“This setup gives you answers, but more importantly, it helps you ask better questions,” Cameron says. For example:

  • Why did average deal size drop in Q2?
  • Why are we converting fewer leads to MQLs this quarter?
  • Are we seeing fewer sessions, or are we leaking leads downstream?

You can also view the same data as a funnel chart to identify the biggest drop-offs at a glance. “That’s where Databox becomes really helpful,” Cameron explains. “One report, cross-object, actionable.”

How It’s Built

Cameron’s QBR report is powered by HubSpot CRM data, merged and enriched via Databox Datasets and Calculated Metrics. Here’s a simplified breakdown:

  • Datasets: Combine data from Contacts, Deals, and Revenue objects.
  • Calculated Metrics: Define conversion rates between stages using count-based formulas.
  • Visualizations: Use tables for executive overviews and funnel charts for drop-off analysis.

Bonus: You can filter by date range (e.g., This Quarter, Last Quarter, Year-over-Year) or by source (e.g., Web, Webinar, Partner) to tailor the story.

 

Need more help with your go-to-market execution in HubSpot?

This dashboard was created by RevPartners, a full-service RevOps agency helping B2B companies align their go-to-market teams and systems to drive scalable growth.

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FAQ

Can Databox replace HubSpot reporting for executive dashboards?

Yes – with caveats. Databox is ideal when you need to combine data from multiple sources or want better visualization options. However, for simpler reports that live entirely in HubSpot, native reporting tools may suffice.

What are the limitations of HubSpot’s reporting when it comes to cross-object or multi-stage funnels?

Users frequently report difficulties combining properties across objects (e.g. contacts + deals), inflated counts due to associations, and limited capabilities for custom calculations or visualizations.

What should I check when using Databox to ensure the metrics I need are available and reliable?

Always review the Metric Library for each data source. Pay attention to sync limitations, filtering options, and visualization compatibility – especially for advanced calculated metrics or segmenting.

How can I track drop-off between funnel stages like sessions → leads → closed won?

Use calculated metrics to track stage-to-stage conversion rates, and visualize them in both funnel and table formats. Include time comparisons (QoQ, YoY) and segment filters to pinpoint performance issues.

Can I segment metrics by campaign, region, or lead source?

Yes. Databox allows filtering at the dataset, dashboard, or individual chart level. Use UTM parameters and property-based filters to break down performance by source.

What are common workarounds when HubSpot reporting doesn’t support the views I need?

Export data to a BI tool (like Databox), use custom properties/workflows to bridge gaps, or rely on APIs to prep data externally before visualizing. These approaches help create the cross-object views HubSpot can’t support native.