Turn HubSpot into an Events Intelligence Platform
HubSpot is a powerful CRM, but it wasn't built for events. We've created a comprehensive data layer that transforms your HubSpot data into events-native analytics - with lead scoring, revenue forecasting, and attribution that understands your sales cycle.
HubSpot Wasn't Built for Events
HubSpot is excellent for general sales and marketing. But event venues have unique challenges - long sales cycles, complex attribution, and metrics that don't exist in a generalist CRM.
Generic Metrics
No win rate, SpaceRev, or value per head out of the box
Pipeline Chaos
Multiple pipelines for weddings, corporate, private - no unified view
Attribution Breaks
6-month sales cycles lose attribution to original marketing source
Basic Reporting
HubSpot reports show deals, not events business intelligence
No Forecasting
Pipeline value without ML-powered conversion probability
Before and After Qtell
Traditional SaaS platforms only provide access, you still need to do all the work. We extract your data, model it, build the reports, and maintain it. Qtell is a managed data service that delivers ready-to-use insights.
HubSpot Native
- Generic deal reports, not events intelligence
- No SpaceRev, value per head, or guest density
- Attribution limited to HubSpot touchpoints
- Pipeline value without conversion probability
- No revenue forecasting
- Multiple pipelines = fragmented reporting
- No venue-level benchmarking
With Qtell
- 30+ events-specific modelled metrics
- SpaceRev, value per head, guest density included
- Full GCLID attribution to actual bookings
- ML-powered lead scoring with conversion probability
- ML-powered revenue forecasting
- Unified reporting across all pipelines
- Cross-venue performance with percentile rankings
30+ Modelled Metrics Built for Events
We've built a comprehensive data layer that transforms HubSpot deals into events-native analytics - the same metrics and dimensions you'd expect from a purpose-built events CRM.
Bringing this together requires the full suite of Qtell products
38 Models
Automated synced
14 Dashboards
Ready from day one
100+ Metrics
Industry-specific
186 Parameters
Fully configurable
Key metrics we calculate and track
One Source of Truth
Every metric is defined once and used consistently across dashboards, Q insights, and Ask Q queries.
Business Measures
Revenue, counts, averages - the building blocks
Derived Metrics
Calculated KPIs like win rate and ROAS
Dimensions
Slice by venue, type, salesperson, and more
Semantic Models
Deals, salespeople, and venues unified
Dashboards That Understand Events
Pre-built dashboards designed specifically for event venues using HubSpot.
Overview
YoY comparisons by venue, source, type, and salesperson
Source Breakdown
WoW enquiry tracking by lead source
Event Type Analysis
YoY comparison by category (wedding, corporate, etc.)
Conversion Rate (CR%)
Conversion tracking by multiple dimensions
Qualification Rate (QR%)
Pipeline stage progression analysis
Lost Reason Analysis
Funnel drop-off identification and patterns
Lead Scoring
ML-powered prioritisation, conversion probability
Marketing Attribution
Channel ROAS, campaign effectiveness
Date Tracking
Demand prediction via long-tail analysis
Lead Scoring + Revenue Forecasting
Our 8-factor lead scoring model predicts which deals will convert. Plus ML-powered revenue forecasting that goes beyond simple pipeline math.
- 8-factor weighted scoring model (0-100)
- Conversion probability (5%-95%)
- ML-powered weighted pipeline value
- Lead tiers: Hot, Warm, Cool, Cold
- ML-powered revenue forecasting
- Internal venue performance monitoring
Calibrated on real conversion data from events businesses.
Know Where Your Best Leads Come From
Track marketing spend from ad click to closed booking with full GCLID attribution via our Ad Reporting package.
- Google Ads integration via source connector
- GCLID-based deal attribution
- Campaign ROAS based on actual bookings
- Keyword-level cost per lead
- Channel comparison and attribution coverage
True ROAS calculated from actual revenue, not estimated pipeline.
Push Intelligence Back to HubSpot
Enriched data pushed back into HubSpot so your sales team has intelligence at their fingertips - automatically via our Q Acts syncs.
- Lead scores synced to deal properties
- Conversion probability on every deal
- Lead tier classification (Hot/Warm/Cool/Cold)
- Calculated metrics as custom properties
- Workflow triggers based on score changes
Sales sees intelligence in HubSpot. No extra tool to learn.
Build Audiences, Push to Marketing Platforms
Turn your CRM segments into marketing audiences - automatically synced to your ad platforms and email tools.
Google Ads
Customer Match audiences for remarketing and lookalikes.
Meta Ads
Custom Audiences for Facebook and Instagram campaigns.
Mailchimp
Segmented lists for email campaigns and automation.
See All Your Ad Performance in One Place
We model data from multiple ad platforms into unified reports so you can compare apples to apples.
Google Ads
Campaigns, keywords, GCLID attribution
Meta Ads
Facebook and Instagram campaigns
LinkedIn Ads
B2B campaign performance
Any Platform
Via our ad connectors
One View Across All Your Venues
HubSpot doesn't natively support multi-venue reporting. We normalise your data for group-level intelligence.
Property-Based Mapping
Venues identified via custom property (property_venue) with seed-based configuration.
Cross-Venue Performance
See which venues are leading and lagging with percentile rankings.
Group-Level Reporting
Rolled-up totals alongside venue-level breakdown. YoY at both levels.
Your HubSpot Data, Everywhere It Needs to Be
We connect HubSpot to your entire marketing and analytics stack.
Your CRM
HubSpot data synced automatically with full history
Ad Platforms
Google Ads, Meta, LinkedIn — for audiences and attribution
Your Systems
Real-time data sent to any system via webhooks
Email Tools
Mailchimp and other marketing platforms
Intelligence That Comes to You
Don't hunt for insights - let them find you. Same AI capabilities across all your HubSpot data.
Anomaly Detection
Automatic alerts when metrics deviate from normal patterns.
Ask Q
Ask questions about your HubSpot data in plain English.
Data Storytelling
Dynamic narratives that explain what's happening and why.
How It Works
From HubSpot connection to intelligence in your hands.
1. Connect
We connect to your HubSpot instance
2. Transform
Our models convert deals to events schema
3. Enrich
Lead scoring, attribution, and forecasting applied
4. Deliver
Dashboards, Q insights, and Ask Q ready
5. Activate
Intelligence pushed back to HubSpot and marketing
This Isn't a One-Time Build
We run this as a managed service because that's the only way it works reliably. APIs change. Edge cases emerge. Business logic evolves.
API Evolution
HubSpot API changes without notice. We monitor and adapt.
Edge Cases
Null values, malformed data - we've seen them all.
Schema Changes
New fields, renamed properties. Our layer handles it.
Data Quality
Continuous improvement, not a one-time fix.
We Handle the Hard Parts
Beyond the platform, our team helps with setup and ongoing customisation.
HubSpot Configuration
Custom properties, pipelines, and deal stages setup
Venue Mapping
Multi-venue configuration and seed file setup
Custom Dashboards
Bespoke reports beyond the standard templates
Lead Scoring Tuning
Customise weights based on your conversion data
Ad Integration
Google Ads and other platform connections
Ongoing Support
Monthly reviews, dashboard updates, new features
Frequently Asked Questions
Our platform orchestrates enterprise-grade infrastructure so businesses get powerful analytics without building a data team.
What HubSpot data do you need access to?
We connect to HubSpot via our secure API connector which reads deals, contacts, companies, owners, and pipeline stages.
Do I need a specific HubSpot plan?
Any HubSpot plan with CRM access works. Professional or Enterprise plans offer more custom properties.
Can you track cost and margin?
HubSpot doesn't natively capture cost data. We focus on the metrics HubSpot does track: revenue, conversion, attribution.
How does multi-venue work in HubSpot?
We use a custom property to identify venues, then normalise via seed configuration.
How accurate is the lead scoring?
Our 8-factor model is calibrated on real events data.
What about revenue forecasting?
We offer ML-powered forecasting that goes beyond simple pipeline math.
Can I use my existing BI tool?
Yes. The data layer works with Looker Studio, Power BI, Tableau, or any tool that connects to BigQuery.
How long does implementation take?
Typically 2-3 weeks from connection to first dashboards. Custom configuration may add additional time.