HubSpot's New Sequences Reporting Will Transform Your Sales Game

But the days of data ambiguity are coming to an end. HubSpot's new Sequences Reporting Advancements have arrived in private beta, and they're about to change everything about how you measure, understand, and optimise your outreach efforts.

The Blind Spot That's Been Holding Your Sales Team Back

Let's be honest: traditional sequence reporting has been the equivalent of trying to assemble furniture with half the instructions missing. You could see some results, but never quite enough to understand what was truly working or why.

This information gap creates real problems. Your team spends hours crafting personalised emails, making calls, and setting up tasks—but without clear visibility into performance, you're essentially throwing darts in a dimly lit room. Sometimes you hit the target, but you're never quite sure how or why.

That uncertainty isn't just frustrating—it's expensive. Every misaligned sequence step, every poorly timed call, and every generic email template that fails to connect represents lost opportunities and wasted resources.

The Performance Tab: Your New Command Center

The new Performance tab is like upgrading from a flip phone to a smartphone. Suddenly, everything you need is organised, accessible, and actually makes sense.

Instead of hunting through different reports and cobbling together insights, you get a comprehensive view of your sequence effectiveness in one place. This isn't just convenient—it's transformative for how sales teams operate.

The Performance tab breaks down your sequence step by step, showing exactly how each component contributes to your overall results. You'll see:

• Which steps generate engagement
• Where prospects typically drop off
• How different sequence types compare
• Which team members are excelling (and who might need coaching)

This level of transparency means you can finally answer the question that's been haunting sales managers everywhere: "What's actually working in our outreach?"

Three Metrics That Will Change How You Sell

The new reporting introduces several game-changing metrics, but three stand out as particularly revolutionary:

1. Call Step Metrics: The Truth About Your Conversations

Phone calls have always been something of a black box in sequence reporting. You knew they happened, but the details remained fuzzy. The new call metrics change that by showing:

• How many scheduled calls actually happened
• Which calls led to meaningful conversations
• How call performance varies across team members

This visibility helps you determine whether calls are worth the time investment and how to position them within your sequences for maximum impact.

2. Task on Time Completion: Accountability Made Simple

We've all been there—tasks get pushed back, follow-ups fall through the cracks, and opportunities slip away. The new Task on Time metric brings much-needed accountability to sequence execution.

This isn't about micromanaging; it's about understanding patterns. If certain tasks consistently get delayed, that's valuable information. Maybe they're too time-consuming, poorly timed, or simply not valuable enough to prioritise. Whatever the reason, now you'll know.

3. Email Personalisation Rate: Beyond the Template

Templates save time, but personalisation drives results. The new Email Personalization Rate metric shows exactly how much customisation is happening in your outreach—and how it affects performance.

This metric helps answer critical questions like:

• Are personalised emails significantly outperforming templates?
• Which team members excel at customisation?
• Do certain sequence types benefit more from personalisation than others?

Armed with this data, you can establish clear guidelines for when and how to personalise, ensuring your team's time is invested where it matters most.

The Analyse Tab: Where Data Becomes Strategy

If the Performance tab is your daily command centre, the Analyse tab is your strategic war room. This is where patterns emerge, insights crystallise, and your approach evolves.

Company Insights: Account-Based Intelligence

For teams focused on account-based selling, the Company Insights section is nothing short of revolutionary. It shows how your sequences perform across different companies, revealing:

• Which accounts are most engaged
• How engagement varies by company size or industry
• Where your account-based approach needs refinement

This view helps you allocate resources more effectively, focusing on accounts that show genuine interest while reconsidering your approach to those that remain disengaged.

Template Performance: No More Guesswork

Email templates are the workhorses of most sequences, but until now, truly understanding their performance has been challenging. The enhanced Template Performance section changes that by providing:

• Clear comparisons between templates
• Engagement metrics beyond open rates
• Insights into which templates drive meetings and opportunities

This means you can finally retire underperforming templates with confidence and double down on what's working.

Meetings by Touch Point: The Path to Conversion

Perhaps most valuable of all is the new breakdown of meetings booked by step type and number of touches. This data reveals:

• Which channels (email, call, LinkedIn, etc.) are most effective at securing meetings
• How many touches typically lead to a meeting
• The optimal sequence length for your specific audience

With these insights, you can design sequences that align with actual buyer behavior rather than assumptions or industry "best practices."

Real-World Impact: Beyond the Metrics

The value of these reporting advancements extends far beyond prettier dashboards. Here's how they translate to real business outcomes:

1. Faster Optimisation Cycles

When you can clearly see what's working and what isn't, you can make adjustments in days rather than months. This means:

• Underperforming sequences get fixed before they waste too many opportunities
• Successful approaches can be quickly replicated across the team
• New hires ramp up faster with clear examples of what works

2. More Efficient Resource Allocation

Time is your sales team's most precious resource. Better reporting helps ensure it's invested wisely:

• Reps focus on high-value activities that data shows lead to meetings
• Low-value tasks can be automated or eliminated
• Coaching efforts target specific areas where improvement will have the biggest impact

3. Improved Buyer Experience

Perhaps most importantly, better sequence execution creates a better experience for your prospects:

• They receive more relevant, personalized outreach
• They're contacted through their preferred channels
• They experience a consistent, professional approach that respects their time

Getting Started: Accessing the New Reports

The good news is that implementing these new reports is refreshingly simple. As long as your HubSpot admin has enabled the private beta in your portal, you can access them by:

1. Navigating to Automation > Sequences > Analyse
2. Clicking on Performance within any individual Sequence

No complex setup, no additional cost—just valuable insights waiting to be discovered.

The Bottom Line: Data-Driven Sequences Are the Future

As sales becomes increasingly competitive and buyers grow more selective about who gets their attention, the teams that thrive will be those with the clearest understanding of what works.

HubSpot's new Sequences Reporting Advancements provide exactly that clarity. They transform sequence management from an art based on intuition to a science driven by data—without sacrificing the creativity and personal touch that make great sales outreach effective.

So while your competitors continue to guess at what's working in their sequences, you'll know. And in sales, knowing is more than half the battle.

Ready to Transform Your Sequence Strategy?

If you're interested in getting early access to these new reporting features or need guidance on making the most of them, we're here to help.

Reach out to book a call today :)