The Essence
A Call is a phone conversation—logged, recorded, and analyzed. Calls capture the voice of your relationships: what was said, how it was said, what was agreed, and what happens next.
Unlike text-based activities (emails, notes), Calls carry tone, nuance, and real-time interaction. They're where relationships deepen, objections surface, and commitments form.
HubSpot's Conversation Intelligence transforms these moments from ephemeral conversations into searchable, analyzable, coachable assets.
"Every meaningful phone conversation deserves to be captured. Not for surveillance—for continuity. So the next person who engages this relationship knows what was discussed, what was promised, and what matters."
Unified View Contribution
Customer View
Primary contributor. Calls capture the voice of relationships in real-time. Conversation Intelligence transforms phone conversations into searchable, analyzable relationship assets.
Team Enablement
Primary contributor. Call recordings and transcripts enable coaching with evidence. Managers review specific moments, identify patterns, and provide feedback based on real examples.
Revenue View
Supporting contributor. Calls reveal stakeholder dynamics, buying signals, and objection patterns that predict deal outcomes. Call history on Deal timelines provides complete context.
Business Context
Supporting contributor. Aggregated Call data reveals which messages resonate, which objections surface repeatedly, and what conversation patterns lead to progression.
Sarah's Story
Sarah Chen's relationship with Value-First Team was built through conversations. Each Call added layers of understanding that text alone couldn't capture.
The Discovery Call: The Discovery Call marked her transition from Researcher to Hand Raiser. Sarah requested a conversation after watching several Value Path framework videos. The 32-minute call was recorded and transcribed.
Chris captured detailed notes: Sarah's current state (NetSuite for operations, HubSpot for marketing, Excel bridging gaps), her pain point ("We have customer data everywhere but can't see the full picture"), and her decision process (CFO buy-in needed, 2-3 month evaluation typical).
The AI-generated summary distilled the conversation: "Sarah is VP of Operations at Precision Components, evaluating unified customer platforms. Key pain point is fragmented data across NetSuite, HubSpot, and spreadsheets."
The Technical Validation Call: This 58-minute conversation brought Mike Chen (IT Director) to assess feasibility. Tracked terms detected the technical focus: "NetSuite" mentioned 12 times, "API" 8 times, "integration" 15 times. This data helped Value-First understand the technical concerns driving the decision.
Relationship Continuity: Throughout the engagement — weekly check-in calls, troubleshooting calls, quarterly reviews — all built the relationship history. Any team member could review transcripts to understand where things stood without asking Sarah to repeat herself.
What It Holds
Call Basics
Direction & Status
Phone Numbers
Recording & Transcription
Outcomes
Common Patterns
Scheduled Call via Meeting Scheduler
Quick Outbound Call
Call-Based Coaching
Call Intelligence to CRM Data
Value-First vs. Industrial-Age
| ✗ Traditional Thinking | ✓ Value-First Thinking |
|---|---|
| Log calls for activity metrics | Capture calls for relationship continuity |
| Make 50 dials per day target | Understand what matters to this person |
| Track talk time for performance | Build on previous conversations |
| Calls are performance data points | Calls are relationship assets |
| Quantity over quality emphasis | Quality creates relationships |
Why This Shift Matters
The phone creates something unique: real-time, voice-to-voice human connection. When you capture Calls properly, you preserve these moments. When someone reviews the transcript or recording, they experience the relationship—not just the data about it.
The difference between industrial-age and value-first approaches determines whether calls become surveillance data or relationship memory.
In Practice
Implementation details
Key Properties
Key Properties
Native HubSpot Properties
| Property | Type | Purpose |
|---|---|---|
hs_call_title Native | Text | Name of the call for easy reference |
hs_call_body Native | Rich text | Notes about what was discussed |
hs_timestamp Native | DateTime | When the call occurred |
hs_call_duration Native | Number | Length in milliseconds |
hubspot_owner_id Native | User | Who made or logged the call |
hs_call_direction Native | Enumeration | INBOUND or OUTBOUND |
hs_call_status Native | Enumeration | Call completion status |
hs_call_disposition Native | Enumeration | Custom call outcome |
hs_call_recording_url Native | Text | Link to recording |
hs_call_has_transcript Native | Boolean | Whether transcript is available |
Conversation Intelligence (Professional+)
Automatic transcription, AI call summaries, coaching insights, and smart properties from transcripts. Enterprise adds tracked terms for competitor mentions, pricing discussions, and objection patterns.