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HubSpot's New Data Quality Command Center

If you’re in RevOps and HubSpot is your CRM, then you’re always watching for product updates. It’s likely you heard about HubSpot’s new Data Quality tools.

What is the HubSpot Data Quality Command Center?

In September 2022, HubSpot launched a set of new data quality tools that they’re packaging up as Data Quality Studio. These include a data model overview, custom object builder, import error handling, property validation rules, a Data Quality Command Center, and more. 

The goal is to help HubSpot admins ensure data is kept accurate and up-to-date. 

Recently launched validation rules help users keep their data organized and accurate for optimal use. These rules also make any data that goes into your database easier to find and much more accessible. 

Here we’ll go over the launch, what the new validation rules entail, and how they could help your business streamline its operations — especially when integrated with Syncari. 

[Related: Data Deduplication Software Guide]

Examples of Common Data Quality Issues within HubSpot

HubSpot is an excellent choice for marketing and sales operations pros who want ease of use over flexibility. Many ops pros are quick to point out the problems that come from Salesforce’s architecture.

However, simplicity is not without its faults. HubSpot data frequently runs into hiccups due to its out-of-the-box setup and limitations on custom workflows and fields. Here are some examples.

Duplicate records in HubSpot

Once you have an active Salesforce sync, merging duplicate records into HubSpot is disabled. This often sparks a stream of problem tickets.

What’s more, HubSpot’s deduplication process is based on email addresses. 

So if one of your contacts has a variant email (such as a personal email rather than the work email in which it was created, or an email with a country subdomain such as .company.uk) an error alert will appear or an unassociated contact will be pushed. 

In this case, you can do one of the following:

No multi-CRM sync

A native sync containing multiple HubSpot instances to one Salesorce instance isn’t possible without substantial manual, custom work. You also need a data integration solution. 
To solve this problem, your options are limited. You can do one of the following:

  • Use a data pipeline provider, data warehouse, or significant custom development.
  • Use Syncari to identify and unify records from different sources based on your business logic requirements. 

Immutable lifecycle stages

HubSpot doesn’t allow you to customize your lifecycle stages to match your business. However, Salesforce does. Because of this, you have to create custom fields and workflows wherever default stages don’t match.

There a couple actions you can take:

  • Create custom fields to hold your desired stage name. Then, manually map, track, and update your HubSpot and Salesforce lifecycle stages for any dependent workflow.
  • Automate the mapping between HubSpot and Salesforce lifecycle stages. Then, use a reference dataset that can instantly create and automate changes across required workflows. 

[Related: 10 fixes to make your HubSpot to Salesforce integration work]

What does HubSpot’s new launch entail?

HubSpot recently launched new validation rules in its flagship CRM. These validation rules focus on certain data properties to help keep your database organized, up to date, and accurate. 

If you’ve ever dealt with corrupt or inaccurate account and contact data, you understand how frustrating and time consuming it is to fix it.

HubSpot designed these new rules specifically to prevent any invalid data from entering your database. So instead of dealing with data problems, you can prevent them from occurring in the first place. 

Look forward to saving time and avoiding obstacles when you can monitor your data properties from the get-go. 

Features of the new validation rules 

Here are some property features you can expect in the new validation rules.

Set rules for custom text

HubSpot’s new capabilities are still in their beta version. But soon enough, you can set rules for both custom text and number properties in your CRM.

Before you can save a value for specific properties, you must meet those set validation rules. If you don’t, your set rules won’t save or load and sync the value to your database. 

This is specifically helpful for companies that rely on their objects in HubSpot. 

Why? Because incorrect or inaccurate values won’t inhabit those objects. This helps RevOps teams avoid problems with customer experience, automated processes, and much more. 

For example, you can create a payment number property that allows decimal places in a certain value (allowing this form of number is part of the rule you create). Or you could create an order number property where a value allows numbers (again, a rule you create). 

You can take a look at more HubSpot examples here

Depending on your type of business, certain rules may be more relevant than others. You need to analyze what rules work best for your operations. Simply examine the various types of properties in your HubSpot objects, and then create rules that’ll improve your data flow.

How to use HubSpot’s new validation rules

Before you can activate and use HubSpot’s new validation rules, you need super admin permissions.

Follow these three steps to start using HubSpot’s new validation rules.

1. Put your HubSpot account into property validations beta

Once you do this, you activate functionality. You then need to edit your property setting permissions before you can start creating property validation rules.

2. Set data rules in property settings

Click “Settings” in HubSpot’s navigation bar. Go to “Properties,” and then click “Select an Object” from the dropdown menu.

3. Select your specific object

From here, select the object you want to edit. You can then click that object’s properties option to begin creating or editing it. This is where you set validation rules for a specific object.

If you’re creating a new property, enter basic information about the property (e.g., property group, label, name). You can then begin creating property validation rules. 

When entering the “Field Type,” there are three options:

  • Single-line text
  • Multi-line text
  • Number

Once you do this, a “Select Validation Rules” window opens. It displays several boxes to check for your property values’ validation rules. The options you have depend on the property’s field type.

Single-line text or multi-line text field types allow you to set maximum and minimum character limits. Additionally, you can restrict your values to allow only numerals, or you might restrict values from containing special characters.

For the “Number” field type, you can set the value to require decimal places (which is useful for dealing with currencies) or even set a number range.

Distribute high quality HubSpot data across your entire stack with Syncari

Although the capabilities are still in their beta version, HubSpot’s new data quality tools are still a powerful way to streamline your data management and RevOps.

It manages objects in your HubSpot CRM, marketing automation and other go-to-market systems to ensure the data is unified everywhere. Keep contacts, companies and opportunities in sync. 

And this isn’t only helpful for your RevOps teams — it also means your own customers’ experience is faster and more relevant.

All your HubSpot data validation rules will produce cleaner data sets. And in turn, they’ll sync seamlessly with Syncari. Our Merge and Sync Studios will recognize your rules and honor them during synchronization, on top of our own data-enrichment capabilities. 

Enjoy clean, manageable, and accurate data when you use the HubSpot Synapse for Syncari You can distribute high-quality HubSpot data across your entire stack.

To get started, start a free 30-day trial or request a custom demo today.

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