Deal Card Improvement: Surface the Information Sellers Actually Need
Currently, HubSpot allows users to customize which properties appear on deal cards. The challenge is that the most important information a seller needs when scanning their pipeline does not always live neatly within standard deal properties.
When looking at a deal card, a seller is ultimately trying to answer three questions:
1. Context: What do I need to know about this deal?
The card should provide a concise summary of the most important context about the account and opportunity.
This is not necessarily a traditional property. It is the information a rep needs to quickly remember who the prospect is, what matters to them, and where the conversation stands without opening the deal record and reviewing notes.
2. Last Activity: What happened most recently?
This should really represent two separate data points:
Last meaningful connection:
The date and time of the most recent actual interaction with the prospect, along with a short summary of what happened.
Last outreach attempt:
The date and time of the most recent call, email, or other outreach attempt, regardless of whether the prospect responded.
There is an important difference between “I spoke with them three days ago” and “I emailed them three days ago and haven’t heard back.” A seller needs to understand that distinction immediately.
3. Next Activity: What needs to happen next?
HubSpot can currently display the date of the next scheduled activity or task, but that only answers part of the question.
What the seller really needs to know is:
Next Action: What should I do next?
Deliverables: Is there anything I owe the prospect before the next interaction?
Task Status: Is the appropriate next task already scheduled, or does the rep still need to create one?
For example, instead of simply showing:
“Next Activity: September 8”
The deal card could communicate:
“Send revised proposal before following up September 8. Task scheduled.”
Or:
“Follow up on proposal. No task scheduled.”
The Opportunity
Deal cards should function less like a collection of CRM properties and more like a seller’s pipeline command center.
At a glance, every deal card should answer:
What do I need to know?
What happened last?
What happens next, and is it scheduled?
Giving sellers those three pieces of information directly on the deal card would significantly reduce unnecessary clicks into individual records while making pipeline management and follow up much more actionable.