Unified Revenue View
What's the commercial reality?
The second unified view answers the commercial question: What's the full revenue reality?
Beyond the Pipeline
Most sales dashboards show you a pipeline: deals in stages, expected close dates, forecasted amounts. That's useful, but it's only part of the picture.
The Unified Revenue View shows the complete commercial relationship:
It's not just "what might we close?" — it's "what's the full commercial reality of this relationship?"
What Questions Does This View Answer?
The Unified Revenue View should immediately answer:
"What's this customer worth to us over time?"
"What have they bought before?"
"When is their renewal coming up?"
"Are there expansion opportunities?"
"Is this account healthy or at risk?"
"What's the revenue trajectory?"
If you need to pull data from multiple systems to answer these questions, you don't have a unified revenue view.
The Full Commercial Lifecycle
Revenue isn't a moment — it's a lifecycle. The Unified Revenue View tracks the entire journey:
Opportunity Stage
Active deals being worked. Traditional pipeline view — but connected to everything else.
Closed-Won Reality
What actually closed? For how much? What products or services? Understanding what customers buy (and why) informs everything downstream.
Subscription/Contract Status
For recurring revenue businesses: What are they paying monthly? When did it start? What tier or package? This is the baseline of the relationship.
Renewal Windows
When does renewal conversation need to happen? Who's responsible? What's the historical renewal rate? Proactive visibility beats reactive scrambling.
Expansion Potential
What additional products or services could this customer benefit from? What signals indicate expansion readiness? Growth often comes from existing customers.
Risk Indicators
What signals suggest a customer might churn? Support ticket patterns? Usage decline? Payment issues? The revenue view should surface these early.
Building the Unified Revenue View in HubSpot
The Deal object is central, but the complete picture requires more:
Deal Structure
- • Pipeline design: Stages that reflect your actual sales process
- • Deal properties: Amount, close date, products, type
- • Contact association: Who's involved?
- • Company association: Account-level visibility
Line Items & Products
Track exactly what was sold. This enables:
- • Product mix analysis
- • Upsell/cross-sell identification
- • Revenue by product line
- • Pricing pattern insights
Subscription Management
For recurring revenue, subscription objects (available in some HubSpot tiers) or custom objects track ongoing commercial relationships beyond the initial deal.
Connecting Revenue to Relationships
Here's what makes this a unified view: revenue data isn't isolated. It connects to everything else:
Revenue outcomes are the result of relationship health. Seeing them together tells the real story.
For Different Teams
The Unified Revenue View serves different purposes across the organization:
Sales
Full account context before any conversation
Customer Success
Renewal timelines and expansion readiness
Finance
Accurate forecasting and revenue recognition
Leadership
Portfolio health and growth trajectory
Same data, different lenses. That's the power of a unified view.
Quick Check
Test your understanding of the Revenue View:
Scenario: The CFO's Question
Your CFO asks: 'What is the total revenue potential of our top 50 accounts?' Which view answers this quickly?
Why does it matter?
Why does separating expansion revenue from new business matter?
Your Turn
Look at your current customer. Can you quickly see:
- • Total value (all deals + renewals)?
- • When does their contract renew?
- • What expansion opportunities exist?
- • What's the trend (growing or shrinking)?
Why It Matters
If you can't answer the CFO's question in 60 seconds, your revenue data is fragmented. The Unified Revenue View connects all commercial activity to the actual relationships driving it.
Revenue Objects Deep Dive
Learn about Deals, Quotes, Products, and Subscriptions
Commercial Flow Use Case
See revenue architecture in practice