It would be great to be able to create custom formula fields (properties) in Hubspot like you can in Salesforce. I know of the existing calculated property option, but it's quite limited (only used on number fields).
The new formula field would allow a user to create a custom field based on expressions like Date/Time (e.g. WEEKDAYDIFF(date1, date2)), Average (e.g. AVERAGE(number1, number2[, ...])), Text (e.g. CONCAT(string1, string2[, ...])), and other (e.g. IF(condition, trueExpression, falseExpression)).
You need to recognize that the current formula builder is too limiting to users in too many instances. Directing users to instead use a workflow for an arbitrary calculation that should be handled on the property level is just bad experience.
Like - Sure you have nested IF and you can use AND or OR in between arguments, but you have such basic level function available, and you can't condition for when the property is inherently blank, so your function like is_known() cant' be used.
Hubspot could up the ante by looking at how Salesforce does it, they have MUCH better toolkit for the custom formulas, e.g. CASE, like shown here,
Their available functions and operators just simply outshine what Hubspot has - simple as that.
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