Hubsessed Office Hours: Unified Revenue View

The customer record is never a human

Chris Carolan · Thursday, October 8, 2026

HubSpot is built around the contact record. Salesforce is built around opportunities and accounts. In an ERP there's a customer record, and guess what that customer record never is: a human. It is a company, and often different kinds of companies. Then you have orders, and you're trying to shove all of your contact information onto non-people objects, because you need to communicate with those people. So the real communication happens outside, and you put line item notes and properties everywhere in the ERP, which you can't report on. When I started working on this in depth in 2023, B2B wasn't asking for an Amazon-like buying experience, not because they don't love it, but because they're not used to it. They don't know what's possible. Everybody wants a unified revenue view, every single leadership team, and they've never been able to get it like this before. I also read through the checklist of what to document before configuring new capabilities: seven checkboxes that touch different hats of the org. They might all have some documentation somewhere, but none of it speaks to each other, so it's very hard to bring it together into one view. Hubsessed Office Hours: Unified Revenue View, October 8. Clip page: https://www.hubsessed.io/clips/urv-2026-10-08-the-customer-record-is-never-a-human