It’s the week before your quarterly review. Finance is cleaning up invoice aging in NetSuite. Support is triaging escalations in Zendesk. Marketing is finalizing webinar follow-ups in ON24. Sales ops is reconciling pipeline notes in HubSpot. When someone asks, “What’s the renewal risk on our top five accounts and what’s driving it?”, the team loses an afternoon to exports and screenshots.
Data exists. Access does not. Enterprise teams know this gap well: tools are strong on their own, but context gets lost between them. It shows up in forecasting misses and awkward client calls.
Two indicators from 2025 make this plain. Only 35% of sales professionals completely trust their company’s data, a signal that visibility and accuracy still lag workflow needs. And in recurring revenue models, B2B SaaS churn clusters around 3 - 3.5%, which is manageable if risk signals are visible early and acted on inside the tools teams already use.
HubSpot CRM cards fix part of this by bringing non-HubSpot data into HubSpot. Live fields from finance, billing, support, product, and delivery show up directly on the record your team is working in. No tab switching. No ad hoc requests. The right external data, right where work happens.
Plain-English definition
CRM cards pull live fields from other systems into HubSpot records so teams can act without leaving HubSpot.
What they are
Configurable panels that fetch and display real-time data via APIs or native integrations.
Where they live
On contact, company, deal, or ticket records in HubSpot.
What they show
Only the external fields that change decisions. Think invoice status, renewal date, SLA breach, usage threshold, hours burned.
How they update
Serverless functions or app backends securely call your source systems and render results in the card. No data duplication required.
What they are not
They are not a customer-facing dashboard. They are not a rip-and-replace of your ERP, billing, or support stack.
Examples your teams care about
Cards are lightweight to pilot. They reduce swivel-chair work, raise trust in what reps see on the record, and improve the inputs that drive forecasts. Only one in four companies hits forecast within 5%, and nearly half miss by more than 10%. Better inputs, better outcomes.
Use CRM cards to see order history, payment status, and inventory availability in HubSpot without opening NetSuite, SAP, or Microsoft Dynamics. Flag overdue invoices on the company record, show the most recent fulfilled order on the deal, and expose a backorder that would derail a promise. Reps price with real constraints in mind. Leadership gets fewer late surprises. Tightening this visibility narrows forecast error.
Use CRM cards to see last purchase, loyalty tier, and return frequency in HubSpot without opening Shopify, BigCommerce, or Magento. Sales and marketing can prioritize VIP buyers, spot serial returners, and tailor offers that protect margin. Support sees the same context on tickets in HubSpot, which keeps service consistent during peaks.
Use CRM cards to see MRR or ARR, next renewal date, payment retries, dunning status, and product usage in HubSpot without opening Stripe, Chargebee, or Zuora. Put these fields on the company record or renewal deal so CS can act before risk hardens. Earlier outreach and targeted saves move the quarter.
Use CRM cards to see open tickets, SLA status, and CSAT in HubSpot without opening Zendesk, Freshdesk, or ServiceNow. If three tickets are open, the plan changes. Put true support context on the record so sales and CS align before expansion calls.
Use CRM cards to see hours burned vs. budget, current phase, and upcoming milestones in HubSpot without opening Jira, Asana, or Teamwork. If a retainer is already over by 12%, the renewal plan needs a scope reset, not a discount. Account managers can steer with delivery and finance in view on the same screen.
Use CRM cards to see event attendance, webinar participation, and key content engagement in HubSpot without opening ON24, Zoom, or Eventbrite. Sales can prioritize leads who actually attended. Marketing can suppress no-shows and trigger a different nurture.
Use CRM cards to see device uptime, warranty status, and usage logs in HubSpot without opening your product or IoT platform. CS can spot performance issues early, coordinate a fix with product, and set the right expectation with the customer.
Real-World Scenarios (Mix and Match Across Tools) |
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Manufacturer |
ERP fulfillment status plus Zendesk tickets appear on the HubSpot company record. Sales enters the call knowing the last shipment slipped and two issues are open, so they address service and delivery first, then talk renewal. |
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SaaS company |
Stripe renewal dates and Jira escalations display side by side on the account record. CS leaders can stage save plays and bring product into renewals with clear context. |
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E-commerce brand |
Shopify loyalty tier and Klaviyo engagement scores live on the contact. VIP buyers get white-glove outreach. Low-intent segments get a lighter touch that protects CAC and margin. |
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Professional services firm |
Asana project budgets and QuickBooks invoice status sit on the HubSpot deal. Account managers walk into QBRs with delivery and finance in view, which speeds decisions and reduces follow-up cycles. |
Yes. Nonprofits juggle pledges, memberships, ticketing, grants, and programs across multiple tools, which makes reporting and stewardship harder than it should be. CRM cards bring key fields from those systems into HubSpot so staff can act with context. For a museum-specific walkthrough, our sister brand Nonprofit Tech Shop, focused on nonprofits, museums, and advocacy orgs, covers real use cases in The Power of HubSpot CRM Cards for Museums.
The scenarios above point to the same pattern: when the right signals from finance, delivery, and support live on the HubSpot record, conversations change and outcomes improve. Put simply, CRM cards surface those fields from systems your teams already trust, so work happens in one place while the source systems stay intact.
Step 1, pick one bottleneck.
Choose the system that creates the most rework or risk in weekly ops. Common starters are billing (overdue balances, dunning), support (open P1s, SLA status), or ERP (fulfillment delays). Name an owner, set a 2 - 3 week pilot window, and define one decision this card should inform.
Step 2, choose the field that changes decisions.
Prioritize the single data point that most often stalls a call or triggers back-and-forth. Examples: “Overdue balance,” “Next renewal date,” “Payment retries,” “Open P1 tickets,” “Hours burned vs. budget,” “Backorder status.” Confirm the source of truth, the API path, and the display rule so the value is unambiguous on the record.
Step 3, pilot with one team.
Deploy the card to a small, high-usage group such as one AM pod or the renewals desk. Add a short usage note in the record sidebar so reps know how to read it. Hold a 15-minute standup mid-pilot to collect feedback on placement, labels, and what is missing. Adjust once, then let it run.
Step 4, measure and expand.
Track time saved on meeting prep, fewer internal requests for data, changes to renewal outcomes, or fewer pricing reversals. If the signal is strong, standardize the layout, add one adjacent field, and roll it to a second team. Repeat the same measure-adjust cycle before adding the next system.
Keep the momentum. Bring the right people to the table, RevOps, CS, finance, and IT, and align on two things: the single decision you want to improve, and the data point that will change it. From there, we’ll map the top 2 - 3 integrations, design the first CRM card, and set clear success metrics so expansion is a choice, not a guess.
👉 Curious how CRM cards could simplify your stack? Let’s map your top two or three integrations and show what a HubSpot-first view looks like in practice.