What is the best Record to house these properties and how to report on them?

[AReyes22]

Below is what they want. How do I set up a dashboard with these reports?

Total Deal Count

• Display the total number of companies evaluated across all stages.
• It should be clear at a glance how many deals we’ve seen through the pipeline, ideally broken out by quarter and year.
• Companies in Leads should be included, as they are part of the sourcing stage.

2. Stage Breakdown

• Show both count and percentage by stage under the  following categories: Sourcing, Screening, Diligence,  Investment.

3. Pass Categories
Implement four top-level “reason for pass”:

1. Not a fit for mandate (size, industry, economics, founder profile, geography)
2. Declined by founder / timing (founder not ready, does not want credit structure, fundraising deferment, found better terms somewhere else)
3. Commercial terms misalignment (pricing, structure, collateral, dilution vs non-dilutive mismatch, terms)
4. Diligence breakdown (financials, traction, margins, governance)

4. Founder Demographics

• Add gender and race/ethnicity at the Company level.
• Gender options: Female, Male, Other, Not Provided / Data Not Available
• For race/ethnicity, we will track BIPOC,  Non-BIPOC ,  Not Provided/Data not available
• Collecting this data, is important for internal analysis and uncovering trends. In some cases, we may need to make safe assumptions.

5. Geography

• Group states into broader regions for reporting: Northeast, Southeast, Midwest, West, Pacific.

6. Industry

• HubSpot’s native industry list can remain for backend reference.
• For reporting, use the following high-level buckets:
• Professional Services (consulting, legal, accounting, staffing)
• Technology & Software
• Healthcare & Wellness
• Education & Training
• Facilities & Maintenance Services
• Logistics & Transportation
• Consumer & Retail Services
• Other / Not Classified

[RubenBurdin]

Hi @AReyes22 

This is a common setup for investment style pipelines, and the good news is that HubSpot’s reporting can handle it once the properties live in the right place.

Most teams keep the demographic, geography, industry and pass-reason fields on the company record, while stage logic and counts stay on the deal. That structure gives you clean joins in the custom report builder without forcing everything into a single object. HubSpot walks through how to combine companies and deals inside a single report here (https://knowledge.hubspot.com/reports/create-reports-with-the-custom-report-builder )

For the dashboard you described, the first question is whether every company always has exactly one active deal in this pipeline. If the answer is yes, you can report reliably by pulling both data sources into the same builder, grouping by close quarter or create quarter for the total count, then breaking out the stages as dimensions.

The pass categories become simple picklists on the company or deal record, which you can then use for percentage views inside the same report. For demographics and geography, storing them on the company level is cleaner because it avoids duplication when the same founder appears across several cycles.

The only challenge is when data is coming from several systems or updated by different teams.

In those cases I have seen stage counts and pass-reason reports drift because fields fall out of sync. If your source of truth lives outside HubSpot, Stacksync keeps those company and deal fields aligned in real time so your dashboards stay trustworthy. Hope this helps.

[karstenkoehler · Accepted solution]

Hi @AReyes22,

These reports can be built with the custom report builder. If the properties you're mentioning are company and deal properties, simply select those data sources, then move the desired fields from the left sidebar into the visualisation. You can find instructions here: https://knowledge.hubspot.com/reports/create-reports-with-the-custom-report-builder

Best regards