We’ve come a long way from when ChatSpot released in early 2023. But, despite AI being built into nearly every part of HubSpot’s platform, sales orgs are still struggling with manual data entry, meeting prep, and pipeline management. Those activities take up approximately 65% of reps time on average, leaving just 35% for actual selling.
The reason those traditional struggles persist is because of adoption. Most teams simply aren’t using AI features to their fullest extent. But now is the time to make the shift. AI assistants can transform your sales process from manual and tedious to automated and smart. As Dharmesh Shah, HubSpot's co-founder and CTO, puts it: "AI isn't here to replace us, it's here to replace the parts of our work that don't bring us joy—to handle the repetitive so we can focus on the remarkable".
What is Breeze Assistant?
Breeze Assistant is HubSpot’s native AI chat designed specifically to streamline your day-to-day work. Unlike generic AI tools, Breeze is trained directly on your CRM data and context from your connected apps. This means it provides highly relevant, personalized answers based on your actual business operations. Furthermore, your business information remains completely secure and protected within the HubSpot platform, which is compliant with various privacy and security standards.
Not sure where to start? Try one of these use cases:
Using Breeze for pre-call research
Every rep has been there. You've got a call in 15 minutes, you're scrambling through the contact record, clicking into the company, scanning notes from three months ago, trying to piece together what happened last time someone on your team talked to this person. It takes longer than it should and you still miss something.
With Breeze, you ask one question and get a complete brief: who the contact is, what their company looks like, every meaningful interaction your team has had with them, where the deal stands, and anything that might trip you up on the call. It pulls from contact properties, deal records, logged emails, call notes, meeting summaries — all the data your team has been logging into HubSpot — and synthesizes it into something you can scan in five minutes. The difference between walking into a call prepared and walking in blind is often the difference between advancing a deal and losing momentum.
You are a sales prep assistant. I have a call coming up with [Contact Name] at [Company Name]. Pull everything we have in HubSpot and give me a concise pre-call brief using this format:
**CONTACT SNAPSHOT**
- Name, title, and role
- How they entered our system (lead source/original source)
- Last activity date and what it was
- Any notable properties (persona, lifecycle stage, lead score if available)
**COMPANY SNAPSHOT**
- Industry, company size, annual revenue (if known)
- Other contacts we're engaged with at this company
- Any open or closed deals associated with this company
**RELATIONSHIP HISTORY**
- Timeline of key touchpoints (emails, meetings, calls, form submissions) — summarize, don't list every single activity
- Who on our team has been involved
- Any previous deals (won, lost, or stale) and why
**DEAL CONTEXT** (if an active deal exists)
- Deal name, stage, amount, and close date
- How long it's been in the current stage
- Last activity on the deal
- Any noted next steps or deal notes
**POTENTIAL LANDMINES**
- Flag anything that looks like a risk: long gaps in communication, stuck deal stages, support tickets, negative sentiment in notes, or previous lost deals
- If there's nothing concerning, say so
**SUGGESTED TALKING POINTS**
- Based on everything above, suggest 2-3 specific things I should bring up or ask about on this call
Keep the entire brief under 500 words. Be direct — no filler, no generic advice. If data is missing for any section, say "No data in HubSpot" rather than guessing.Using Breeze to draft post-call follow ups
The follow-up email after a call is one of those tasks that feels like it should take two minutes but somehow takes fifteen. You know what you want to say, but you're trying to reference the right details, strike the right tone, and make it feel personal rather than templated.
Breeze handles this by combining what you tell it about the conversation with what it already knows from HubSpot, like the contact's history, the deal context, and what's been sent before. You point it to the right record and it drafts an email that references the call transcript details, confirms the right actions, and doesn't open with "Thanks for taking the time." The rep stays in control of what the email says, but the actual writing and CRM context-pulling happens in seconds instead of minutes. Multiply that across every call in a day and you're getting back a meaningful chunk of selling time.
I just got off a call with [Contact Name] at [Company Name]. Draft a follow-up email based on what we know in HubSpot. Here's what I need:
CONTEXT FROM ME:
- Key things we discussed: [1-2 sentences from the rep]
- Next steps we agreed on: [what was promised]
- Tone: [professional / casual / warm but direct]
WHAT YOU SHOULD PULL FROM HUBSPOT:
- The contact's first name and title (so the greeting and sign-off feel natural)
- Any deal currently associated with this contact (reference the deal stage and what's been proposed if relevant)
- The call transcript so you know what happened during the meeting
- The last few touchpoints to make sure the email doesn't repeat something already sent or contradict a prior conversation
EMAIL REQUIREMENTS:
- Subject line: Specific to the conversation, not generic ("Great chat!" is banned)
- Opening: Reference something specific from the call — do NOT open with "Thanks for taking the time" or "It was great connecting"
- Body: Recap what was discussed and confirm next steps with dates/deadlines if I provided them above
- Close: End with a single clear action item or question — not a vague "let me know your thoughts"
- Length: Under 150 words. Reps send too many long emails. Keep it tight.
- Do NOT include placeholder text like [insert X here] — if you don't have the information, leave it out and write around it
Format the email ready to copy and paste. No preamble, no explanation of what you wrote — just the email.Using Breeze for pipeline snapshots
Most reps don't look at their pipeline until someone asks them about it (usually their manager, usually in a forecast call, usually when it's too late to fix anything).
Breeze lets you pull a real-time snapshot of your pipeline on demand: total open deals, value by stage, weighted forecast, and most importantly, what needs attention right now. It flags deals that have gone quiet, close dates that have slipped into the past, and opportunities sitting in the same stage too long. Think of it as a self-serve pipeline review you can run Monday morning before anyone asks you a question you can't answer. Instead of reacting to problems when your manager spots them, you're catching them early and fixing them on your own terms.
Give me a snapshot of my current sales pipeline. I need this to be scannable in under 2 minutes.
DEALS AT RISK:
- Any deal in my pipeline that hasn't had activity (email, call, meeting, note) in 7+ days
- Any deal where the close date has already passed or is within the next 7 days and the deal stage isn't in a late/closing stage
- Any deal that's been sitting in the same stage for longer than 14 days
PIPELINE SUMMARY:
- Total number of open deals and total pipeline value
- Break it down by deal stage: how many deals and total dollar value per stage
- What's my weighted pipeline value based on deal stage probabilities?
THIS WEEK'S PRIORITIES:
- Which deals have meetings or tasks scheduled in the next 7 days?
- Which deals are expected to close this month and what's the total value?
- Which deals have gone completely cold (no activity in 14+ days)?
Format the entire response like this:
- Use short bullet points, not paragraphs
- Lead with the number or dollar amount, then the context (e.g., "$45,000 — Acme Corp, been in Negotiation for 18 days, no activity since March 10")
- Sort everything by dollar value, highest first
- If a section has nothing to flag, say "None" — don't skip the section
Do not include closed-won or closed-lost deals. Only open pipeline. If I have more than 15 open deals, focus on the top 15 by deal amount and note how many others were excluded.What are Custom Assistants?
In addition to the general Breeze Assistant, you can create custom assistants to serve specific purposes. Each custom assistant can be configured with additional instructions and permissions so that they can perform unique and repeatable tasks. Think of them like Gemini’s “Gems” or ChatGPT’s “Custom GPTs.”
Here’s the important distinction between when you should use Breeze assistant vs. a custom assistant:
Breeze assistant: One-off requests that don’t require extensive external context
Custom assistant: Repeated use cases that need custom instructions and additional context to standardize each response.
Here’s an example of a custom assistant you might want to build for your sales team, along with a welcome message, custom instructions, and conversation starters to add to the set up:
Custom Assistant: Deal Qualification Coach
Instead of waiting for a manager to poke holes in your deal during a pipeline review, the Deal Qualification Coach does it proactively. Give it a deal name and it evaluates the record against your qualification framework (in this case: pain, champion, authority, timeline, budget, and next steps), scoring each as strong, weak, or missing based solely on what's documented in HubSpot.
If there's no evidence of a pricing conversation, budget isn't strong just because someone typed a number in the deal amount field. If the only contact on the deal is an individual contributor with no decision-making authority, it flags that. The output is a quick verdict with specific actions to close the gaps. The key design principle is that missing CRM data is treated as a qualification gap, not a data entry problem, which reinforces the right behavior across the team.
Welcome Message:
Hey! I'm your Deal Qualification Coach. Tell me a deal name and I'll evaluate how well-qualified it is, flag what's missing, and tell you exactly what to do next.
Custom Instructions:
You are a Deal Qualification Coach for a B2B sales team using HubSpot CRM. Your job is to evaluate deals against our qualification framework and give reps honest, actionable feedback.
QUALIFICATION FRAMEWORK:
Evaluate every deal against these criteria. Each one is scored as Strong, Weak, or Missing:
1. PAIN — Is there a clearly documented business problem? Look for notes, emails, or call summaries that describe what the prospect is trying to solve. Generic pain like "wants to improve efficiency" is Weak.
2. CHAMPION — Is there an identified internal advocate? Look for a contact associated with the deal who has had multiple touchpoints and is engaged. A single form fill with no follow-up interaction is not a champion.
3. AUTHORITY — Do we know who the decision maker is? Is that person a contact associated with the deal? If the only contact is someone with no buying power, flag it.
4. TIMELINE — Is there a documented reason this needs to happen by a specific date? A close date on the deal record alone doesn't count — look for notes or emails referencing a deadline, event, budget cycle, or business trigger.
5. BUDGET — Is there any indication of budget range, approval process, or willingness to invest? Look for deal amount, notes about pricing conversations, or proposal activity.
6. NEXT STEPS — Is there a scheduled meeting, task, or clearly defined next action? If the last activity was more than 7 days ago with no future task, this is Weak.
HOW TO RESPOND:
- Start with a one-line overall verdict: Well-Qualified, Needs Work, or At Risk
- Then score each of the 6 criteria as Strong, Weak, or Missing with a one-sentence explanation for each
- End with a "What To Do Next" section: 2-3 specific actions the rep should take to strengthen the weak or missing areas — be prescriptive, not vague (e.g., "Send [Champion name] a mutual action plan and ask them to confirm the evaluation timeline" not "Try to establish timeline")
- Keep the total response under 400 words
- Be direct and blunt. Reps need honesty, not encouragement. If a deal is poorly qualified, say so clearly.
- Never invent or assume information that isn't in HubSpot. If a field is blank or there's no evidence, score it as Missing.
WHAT NOT TO DO:
- Don't give generic sales advice. Every recommendation should reference specific data (or the absence of it) from the deal record.
- Don't rate anything as Strong just because a field is filled in. A close date with no supporting context is not a strong timeline. A deal amount with no evidence of a pricing conversation is not strong budget confirmation.
- Don't ask the rep clarifying questions. Work only with what's in HubSpot. If the data is missing, that IS the feedback.Conversation Starters:
- Evaluate the deal [Deal Name] and tell me where the gaps are
- I'm preparing for a pipeline review — score my three largest open deals
- What's the weakest deal in my pipeline right now and should I cut it loose?How to get the best results from your assistants
To get the smartest output, you have to give your AI assistants the right input and context. Breeze can access your CRM data, but it also requires additional context about your business in order to produce useful and accurate responses.
That context is stored inside the HubSpot settings for Data Sources and Knowledge Vaults.
Data Sources tell HubSpot about your business
Data Sources are the foundational context that Breeze uses to understand your business. These are structured profiles you fill out directly in HubSpot that tell Breeze who you are, what you sell, who you sell to, and how your team operates.
You'll see options for:
Brand Kits (your voice, logo, colors)
Ideal Customer Profiles (job titles, industries, company traits you target)
Products and Services (what you offer and your value propositions)
Buyer Profiles (your buyer personas and how they make decisions),
Selling Profiles (your sales personas, tools, and methodology)
Think of Data Sources as the permanent background knowledge that every Breeze-powered tool draws from. The more completely you fill these out, the less generic every AI output across HubSpot becomes. Most teams skip these or half-fill them during onboarding and never come back, which is why their Breeze outputs feel generic. Spending an hour getting these right pays dividends across everything Breeze touches.
Knowledge Vaults are the key to true customization
Vaults are where you upload the actual files and documents that give your Custom Assistants specialized knowledge beyond what's in the CRM. While Data Sources tell Breeze about your business in general, Vaults let you load specific resources that assistants can reference when answering questions.
Here are three vaults I suggest you set up for a sales team:
Competitor Intelligence for battle cards and comparison guides
Case Studies for customer proof points and success stories
Objection Handling for approved responses to common pushback
You can create as many vaults as you need and provide access to different assistants, so each one only has access to the knowledge that's relevant to its job. The key to making Vaults work is treating them like living resources. If the docs inside go stale, the assistant's answers go stale with them. Build a quarterly review cadence so your assistants are always working from current intel.
A few strategic notes worth mentioning:
Keep vaults modular. It's tempting to dump everything into one vault, but smaller focused vaults let you assign specific knowledge to specific assistants. Your Competitive Intel assistant doesn't need your onboarding docs, and mixing them just increases the chance of irrelevant responses.
Date your documents. Especially competitive intel and pricing. If you upload a battle card from 18 months ago, the assistant has no way to know it's stale unless the document itself says so. A simple "Last updated: March 2026" at the top of every doc goes a long way.
Assign vault owners. Each vault should have one person responsible for keeping it current. Without that, they all go stale within a quarter and the assistants start giving outdated answers, which is worse than no answer at all because reps trust it.
The Competitive Edge Is Adoption
The tools your competitors use are the same tools you have access to. The difference is in whether your team actually uses them. Breeze Assistant and Custom Assistants aren't experimental features buried in a beta menu. They're production-ready tools sitting inside the CRM your reps already live in, with access to the data your team is already logging.
Every minute a rep spends manually scanning contact records, writing follow-up emails from scratch, or getting blindsided by a competitor they weren't prepped for is a minute their competitor's rep is spending actually selling because they let their AI handle the rest.
The gap between teams that adopt these tools and teams that don't isn't going to show up overnight. It shows up gradually, in faster response times, better-prepared calls, cleaner pipelines, and reps who spend their energy on conversations instead of admin work.
The playbook here is simple: fill out your Data Sources, build your Vaults, set up a few Custom Assistants that match how your team actually sells, and make it easier for reps to use Breeze than to not use it. Happy selling!
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