Scaling startups don’t need more tools—they need better structure.
One of the biggest mistakes growing teams make in HubSpot?
Relying only on default properties.
As your business scales, generic fields like “Lead Status” or “Industry” won’t suffice. You need custom properties that match your process, product, and priorities.
Let’s walk through the must-have custom properties we recommend for scaling SaaS and service teams—and how they make your CRM smarter (and your team faster).
Track how deeply a customer is using your platform. Some examples:
Why it helps:
Let's show your team who's actually using your product—and who might be at risk of churn soon.
Use case:
Trigger workflows to re-engage inactive users or upsell power users.
Instead of digging through emails or notes, use a property like:
Why it helps:
Keeps customer success aligned and helps automate post-onboarding workflows.
Capture what kind of account a contact or company has:
Why it helps:
Makes segmentation and campaign personalisation easy. Also useful for sales and customer service handoffs.
Go beyond “lead status” and capture:
Why it helps:
Let marketing and SDRs qualify faster. Great for scoring and routing leads based on Ideal Customer Profile (ICP) fit.
What is the lead or client trying to achieve?
Why it helps:
Personalises sales calls, email content, and demo experience.
Track interactions like:
Why it helps:
Helps reps prioritise follow-ups and provides RevOps with real-time pipeline visibility.
Every property you add should feed into:
Don’t just collect data—use it.
The default fields are fine to get started. But custom properties are how you scale.
They bring structure to chaos, make automation work harder, and help your team spend less time guessing—and more time closing.