We measure improvement by comparing each customer's performance at month 12 to month 7 after purchasing Sales Hub. Rather than averaging individual results, we add up values across all customers in a segment and calculate the difference. This gives more weight to larger, more active customers and produces a more stable result.

For metrics that are ratios—like deal close rate—we calculate the rate from the raw numbers rather than averaging rates directly. This avoids distortion from customers with very few deals.

The basis for each Sales Hub metric:

Deals closed — total deals marked as closed-won in HubSpot CRM
Deal close rate — total closed-won deals divided by total deals created
Deal cycle length — median number of days from deal creation to closed-won
Deal size amount — median value of closed-won deals
Revenue — total revenue from closed-won deals, using median deal value as a proxy

To be included in a metric's benchmark, a customer portal must meet minimum activity thresholds where applicable: at least one closed-won deal in month 12 for win rate calculations, and an average deal size of $300 or more for deal size metrics. To ensure the accuracy of these benchmarks, we also apply the following controls before analyzing the data:

Outlier capping — we cap unusually high values at the 95th percentile for each portal, so a small number of extreme results don't skew the benchmarks
Change limits — to avoid distortion from customers who dramatically changed their HubSpot usage, we limit how much a volume metric can change in either direction: values cannot more than triple from the baseline (3× growth limit) and cannot fall below one-third of the baseline (3× decline limit). Rate metrics are limited to no more than a 50% decline.
Medians for skewed data — deal size and deal cycle length use median values, which are more reliable than averages when data is unevenly distributed