hubspot-property-catalog-revops-reference.md

HubSpot Property Catalog - RevOps Reference

Complete property inventory for B2B SaaS revenue operations (€15M-150M ARR).

Contact Properties

Lifecycle & Qualification

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`lifecycleStage`	Enumeration	Subscriber, Lead, MQL, SQL, Opportunity, Customer, Evangelist, Other	Lead creation	All pipeline reports
`lead_status`	Enumeration	Open, Working, Unqualified, Contacted, Attempted Contact, Bad Timing	MQL → SQL	Sales engagement reports
`hs_lead_status_reason`	Enumeration	Not a fit, Wrong person, Company policies restrict, Not enough budget, Bad timing, Budget already allocated, Competitor, Stalled deal	Unqualified	Deal loss analysis
`num_contacted_lead_notes`	Number	—	—	Sales engagement tracking
`num_contacted_notes`	Number	—	—	Engagement metrics

Scoring & Engagement

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`hs_lead_score`	Number	0-100	Lead creation	Lead scoring dashboard
`engagement_score`	Number	0-120	MQL qualification	Marketing automation reports
`fit_score`	Number	0-80	MQL qualification	Lead scoring dashboard
`hs_analytics_num_page_views`	Number	—	—	Engagement metrics
`hs_analytics_num_visits`	Number	—	—	Engagement metrics
`email_open_rate`	Number	0-100%	—	Email performance reports
`last_activity_date`	Date	—	—	Activity aging reports
`days_inactive`	Number	—	—	Re-engagement triggers

Source & Attribution

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`hs_analytics_first_touch_converting_campaign`	Text	—	Lead creation	Attribution reports
`hs_analytics_last_touch_converting_campaign`	Text	—	MQL creation	Attribution reports
`hs_analytics_first_url`	Text	—	Lead creation	Channel performance
`utm_source`	Text	linkedin_paid, google_paid, email, content, event, etc.	Lead creation	Channel breakdown
`utm_medium`	Text	paid_social, email, content, webinar, event, etc.	Lead creation	Attribution model
`utm_campaign`	Text	—	Lead creation	Campaign performance
`utm_content`	Text	—	Lead creation	A/B testing insights
`original_source`	Enumeration	Direct, Organic Search, Paid Search, Paid Social, Organic Social, Email, Event, Partner, Other	Lead creation	Channel reporting
`original_source_timestamp`	Date	—	Lead creation	Source aging analysis

Firmographic & Qualification

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`jobtitle`	Text	—	Contact creation	Buyer persona tracking
`hs_lead_grade`	Enumeration	A, B, C, D, F	MQL creation	Lead ranking
`industry`	Enumeration	SaaS, FinTech, MarTech, HR Tech, Sales Tech, etc.	Contact creation	Industry segment reports
`intent_signals`	Enumeration (multi)	Pricing page visits, Demo requests, Competitor mention, Alternative searches, Proposal viewed	—	Intent scoring
`buying_cycle_stage`	Enumeration	Awareness, Consideration, Decision, Negotiation	—	Pipeline progression
`decision_maker_flag`	Checkbox	true/false	Contact creation	Decision-maker routing
`title_seniority_level`	Enumeration	C-Suite, VP, Director, Manager, Individual Contributor, Other	Contact creation	Routing & priority

Engagement Tracking

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`num_emails_received`	Number	—	—	Email engagement
`num_emails_opened`	Number	—	—	Email engagement
`num_emails_clicked`	Number	—	—	Email engagement
`hs_email_open`	Date	—	—	Last engagement tracking
`hs_email_click`	Date	—	—	Last engagement tracking
`webinar_attendance`	Enumeration (multi)	Q1 2026 Forecasting Webinar, Q2 2026 RevOps Trends, etc.	—	Event participation
`content_downloads`	Enumeration (multi)	2026 State of RevOps, Sales Playbook, etc.	—	Content engagement
`demo_watched`	Checkbox	true/false	—	Product engagement
`product_tour_completed`	Checkbox	true/false	—	Product engagement
`time_since_last_touch`	Number	Days	—	Activity aging

Contact Preferences & Compliance

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`hs_lead_status_date`	Date	—	—	Lifecycle timing
`hs_email_bounce`	Enumeration	Not bounced, Bounced, Deferred, Complaint	—	Data quality
`hs_email_unsubscribed`	Checkbox	true/false	—	Compliance tracking
`do_not_call`	Checkbox	true/false	—	Compliance tracking
`hs_language`	Enumeration	English, Dutch, German, French	—	Campaign preferences
`hs_sales_email_click`	Checkbox	true/false	—	Sales engagement metrics

Company Properties

Firmographics (ICP Matching)

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`name`	Text	—	Company creation	All reports
`industry`	Enumeration	SaaS, FinTech, MarTech, HR Tech, Sales Tech, etc.	Company creation	Industry segment reports
`numberofemployees`	Number	—	Company creation	Company size bucketing
`annualrevenue`	Number	EUR (0-500M)	Company creation	ARR segmentation
`arr_eur`	Number	0-500M	Company creation	Deal sizing, ICP fit
`funding_stage`	Enumeration	Pre-seed, Seed, Series A, B, C, D+, Growth, Public	—	Investor profile reports
`country`	Enumeration	Netherlands, Belgium, Germany, France, UK, etc.	Company creation	Geo segment reports
`technology_stack`	Enumeration (multi)	AWS, Azure, GCP, Salesforce, HubSpot, etc.	—	Technology intelligence
`primary_product`	Text	—	Company creation	Product/solution fit

Company Segmentation & Scoring

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`company_segment`	Enumeration	Enterprise, Mid-Market, SMB, Startup	Company creation	Segment reporting
`hs_company_id`	Text	Auto-populated	Company creation	System tracking
`target_fit_score`	Number	0-100	Company creation	ICP scoring
`icp_match_status`	Enumeration	Perfect Fit, Good Fit, Partial Fit, Not a Fit	Company creation	ICP reporting
`hs_ideal_customer_profile`	Checkbox	true/false	Company creation	ICP filtering
`competitor_flag`	Checkbox	true/false	Company creation	Competitive exclusion
`partner_flag`	Checkbox	true/false	Company creation	Partner identification

Company Health & Engagement

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`company_engagement_score`	Number	0-100	—	Engagement dashboards
`health_score`	Number	0-100	Customer stage	Customer health reports
`days_since_last_activity_company_level`	Number	—	—	Activity aging
`num_associated_contacts`	Number	Auto-calculated	—	Contact coverage reports
`num_associated_deals`	Number	Auto-calculated	—	Pipeline density
`num_open_deals`	Number	Auto-calculated	—	Opportunity tracking
`num_won_deals`	Number	Auto-calculated	—	Customer status
`total_revenue_eur_closed_won`	Number	EUR	Customer stage	Lifetime value
`upcoming_renewal_date`	Date	—	Customer stage	Renewal forecasting
`account_owner_assigned_date`	Date	—	Customer stage	Account assignment timing

Company Commercial Profile

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`deal_size_avg_eur`	Number	EUR	—	Pipeline forecasting
`deal_size_max_eur`	Number	EUR	—	Upsell potential
`deal_size_min_eur`	Number	EUR	—	Land strategy
`sales_cycle_days_avg`	Number	Days	—	Forecasting accuracy
`contract_renewal_month`	Enumeration	January, February, March, etc.	Customer stage	Renewal planning
`expansion_potential_eur`	Number	EUR	Customer stage	Expansion planning
`churn_risk_flag`	Checkbox	true/false	Customer stage	Risk management
`churn_reason`	Enumeration	Product mismatch, Better alternative, Cost, No longer needed	Churned	Loss analysis

Deal Properties

Deal Basics & Pipeline

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`dealname`	Text	—	Deal creation	All reports
`dealstage`	Enumeration	Negotiation, Prospect, Qualification, Proposal, Contract, Closed Won, Closed Lost	Deal creation	Pipeline stage reports
`pipeline`	Enumeration	Outbound, Inbound, Channel, Expansion	Deal creation	Pipeline source tracking
`dealtype`	Enumeration	New Business, Expansion, Renewal	Deal creation	Revenue type reporting
`amount`	Number	EUR	Deal creation	Revenue forecasting
`amount_eur`	Number	EUR	Deal creation	Reporting consistency
`closedate`	Date	—	Deal creation	Forecast accuracy
`closed_date_actual`	Date	—	Deal close	Close date tracking

Deal Methodology & Qualification

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`deal_qualification_method`	Enumeration	MEDDIC, BANT, SPIN, Intro call pending, Not yet qualified	Prospect stage	Deal quality tracking
`pain_identified`	Checkbox	true/false	Qualification stage	Sales methodology
`budget_confirmed`	Checkbox	true/false	Proposal stage	Risk assessment
`timeline_confirmed`	Checkbox	true/false	Proposal stage	Forecast accuracy
`decision_process_understood`	Checkbox	true/false	Qualification stage	Sales readiness
`stakeholders_identified`	Number	Count of stakeholders	Qualification stage	Buying committee size
`champion_identified`	Checkbox	true/false	Qualification stage	Success indicator
`competition_identified`	Enumeration (multi)	Competitor A, Competitor B, Do Nothing, etc.	Qualification stage	Competitive analysis

Forecasting & Commercial Terms

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`probability_percentage`	Number	0-100%	Deal creation	Pipeline forecast
`win_probability_predicted`	Number	0-100%	—	AI-powered forecast
`deal_visibility`	Enumeration	Committed, Best Case, Pipeline	Deal stage	Forecast accuracy
`forecast_category`	Enumeration	Pipeline, Best Case, Committed	—	Forecast reporting
`contract_term_months`	Number	1-60	Proposal stage	ARR calculation
`contract_value_annual_eur`	Number	EUR	Proposal stage	Annual contract value
`list_price_eur`	Number	EUR	Proposal stage	Discount tracking
`discount_percentage`	Number	0-100%	Proposal stage	Pricing analytics
`discount_eur`	Number	EUR	Proposal stage	Discount reporting
`recurring_vs_onetime`	Enumeration	Recurring, One-time, Hybrid	Proposal stage	Revenue type

Deal Dynamics & Engagement

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`days_in_stage`	Number	Auto-calculated	—	Sales cycle tracking
`days_to_close`	Number	Auto-calculated	—	Forecast accuracy
`num_associated_contacts`	Number	Auto-calculated	—	Buying committee tracking
`last_activity_date`	Date	Auto-calculated	—	Deal momentum
`days_inactive`	Number	Auto-calculated	—	Stalled deal detection
`sales_activity_count_last_30_days`	Number	Auto-calculated	—	Engagement tracking
`num_meetings_last_30_days`	Number	Auto-calculated	—	Sales activity
`next_step`	Text	—	All active stages	Deal progression
`next_step_date`	Date	—	All active stages	Activity planning
`owner_assigned_date`	Date	—	Deal creation	Ownership tracking

Reason for Loss (Closed Lost Only)

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`reason_for_loss`	Enumeration	Competitor, Price, Product gaps, Timing, Budget, Wrong fit, No decision, Other	Closed Lost	Loss analysis
`loss_analysis_notes`	Text	—	Closed Lost	Sales coaching
`customer_acquired_by_competitor`	Checkbox	true/false	Closed Lost	Competitive intelligence
`lost_to_do_nothing`	Checkbox	true/false	Closed Lost	Market analysis

Attribution & Source

Property Name (snake_case)	Type	Options/Values	Required at Stage	Reports
`first_touch_campaign`	Text	—	Deal creation	Attribution reporting
`last_touch_campaign`	Text	—	Deal close	Attribution reporting
`campaign_associated`	Enumeration (multi)	Campaign IDs	—	Multi-touch attribution
`marketing_attributed_revenue_eur`	Number	EUR	Deal close	Marketing ROI
`deal_source`	Enumeration	Inbound, Outbound, Partner, Customer Referral, Event	Deal creation	Sales productivity

Custom Object Considerations

When to Create Custom Objects

Scenario	Custom Object Name	Rationale
Multiple decision-makers per deal	`decision_committee`	Track each stakeholder influence
Formal proposal process	`proposal`	Link multiple versions to deal
Event attendance tracking	`event_attendance`	Track multi-person company participation
Contract line items	`contract_item`	Detailed pricing by product/module
Customer success metrics	`cs_health_check`	Track health outside of contact/company

Property Naming Standards

Convention	Example	Usage
snake_case	`arr_eur`, `contract_value_annual_eur`	All custom properties
Currency suffix	`_eur`, `_amount_eur`	Always specify currency in name
Boolean format	`{noun}_flag`, `{action}_status`	Checkbox properties
Enumeration	`{noun}`, `{action}_status`	Single/multi-select properties
Count/metric	`num_{noun}`, `total_{noun}`	Number properties for aggregation

Property Audit Checklist

All properties have descriptions in HubSpot
Currency fields include "EUR" in property name or label
Required fields marked as required at appropriate deal stage
No more than 50 custom properties per object (performance)
Duplicate properties consolidated (e.g., amount vs. amount_eur)
List properties kept to <100 options for performance
Multi-select properties used only when truly needed
Regular audit quarterly to remove unused properties
Sales team trained on all properties they use
Documentation kept in team wiki or Confluence

Sample Property Set by Revenue Stage

Minimum Required (Early-Stage RevOps)

Contacts: lifecycleStage, email, phone, jobtitle, company, engagement_score

Companies: name, industry, annualrevenue, country, company_segment

Deals: dealname, dealstage, amount, closedate, dealtype

Recommended (Scaling Stage - €15M-50M ARR)

Add: hs_lead_score, lead_status, hs_analytics_first_touch_converting_campaign, hs_analytics_last_touch_converting_campaign, health_score, days_in_stage, probability_percentage, reason_for_loss

Advanced (Mature RevOps - €50M-150M+ ARR)

Add all above plus: fit_score, hs_lead_grade, intent_signals, buying_cycle_stage, contract_term_months, discount_percentage, win_probability_predicted, churn_risk_flag, expansion_potential_eur, and custom objects.

HubSpot property catalog — RevOps reference