The human side of HubSpot – CRM

Let's see how HubSpot would introduce itself if it were human like you and me. It's a fun read, but the point is to help us envision its full potential and impact when onboarded into our team


When onboarding a tool, our goal is to fulfill a specific function aligned with our mission for that technology.

By avoiding complex language and vendor marketing messages, we can focus directly on the mission itself, making it easier to understand what the organization truly needs.

When develop an AI strategy, focusing on the neutral viewpoint of a function it allows us to adopt the technology to benefit the organization rather than just following AI trends.


Let’s review the essential functions of a CRM tool:

CRM stands for Customer Relationship Management, and it serves several crucial functions within an organization. While these functions can vary from one vendor to another, they all share fundamental capabilities.


Core CRM functions:

Centralized Customer Data Management what we call CRM system acts as a centralized repository for customer information, storing details such as contact information, interactions, purchase history, preferences, and more.

This organized data allows businesses to have a comprehensive view of each customer, enhancing customer relationships by providing detailed customer profiles.

Businesses can then personalize interactions and tailor their approach based on individual preferences, leading to stronger and more meaningful relationships with customers.

To maintain focus beyond the technology and understand the function it needs to fulfill, we need to use a guiding question:


If we were to hire a human to fulfill this function, what would the job title and description look like?

This perspective helps us concentrate on the function and content of the work, preventing us from getting lost in technology features and best practices, and ensuring alignment with the organization’s true needs.

When considering a CRM, I envision it as a “Customer Records Keeper” – someone who excels at organizing and maintaining information, striving to know everything about customers and providing that information as needed.



Here is how Spoty (CRM by HubSpot) will introduce it self and describe its function:

Hello everyone! I’m Spoty, a Customer Records Keeper, and I’m proudly powered by HubSpot.


My mission:

I’m here to handle all the intricate details related to customers – from basic contact information like addresses and phone numbers, to their purchase history, pricing details, and more.

You name it, and I’ve probably got the answer.

I’m quite passionate about records.

I enjoy delving into various aspects of customers’ interactions, from their website activities to the emails they open.

If you ever need information about any of our customers, just ask!

I’m here to ensure that our customer records are in top-notch shape.


When I’m first brought on board, the best way to integrate me into the team is by following the powerhouse advice from my vendor:

Integration with Other Tools: Let’s integrate HubSpot with other tools in our tech stack – ERP systems, email platforms, analytics tools, websites, and any other sources that can generate customer data. This will ensure seamless data flow and a comprehensive understanding of customer interactions.

Customize Settings and Initial Setup: Let’s tailor HubSpot settings to align with our specific needs. We can customize contact properties, lead scoring, and other settings to reflect our unique requirements. This will help us organize and analyze data more efficiently and provide the necessary training for HubSpot to meet our business needs.

User Training: I’ll provide comprehensive training for all team members who will be using HubSpot. I’ll ensure they understand its features, functionalities, and how to extract valuable insights from the platform. This will maximize its potential within our team.


From Spoty’s perspective:

In our dynamic business environment, I understand that there’s a whirlwind of activities, interactions with various tools, and collaboration with non-human colleagues.

However, sometimes there may be gaps in my knowledge, especially when it comes to updates from other tools or integrations that haven’t been established.

I acknowledge the challenges we face, whether it’s the cost associated with integrations or initial oversights that can make my job of keeping track of everything more challenging.

But what’s most crucial is your human touch – your emotions, experiences, and unique insights.

There are nuances in customer interactions, such as the level of frustration over a technical issue or the strategic details you possess from sales experiences, which I, as an AI, may not fully comprehend.

This is where I need your collaboration. I suggest having a dedicated field or comment section where you can share these invaluable details with me. While I excel at storing information, there are aspects I can’t capture without your input.

I don’t foresee a time when I won’t need your cooperation. Understanding the intricacies of our organizational operations and the human connection in customer relationships is vital for our success in delivering the best customer experience. Your insights are the key that unlocks a deeper understanding.


My Thoughts:

Looking at AI through this lens opens doors to new opportunities as we grasp its true purpose within our organization. Amidst the complexities of technology, it’s easy to lose sight of simplicity—focusing solely on features, functions, and case studies.

Instead, we should emphasize our unique path to success, avoiding comparisons with others and visualizing achievements tailored to our specific context.

When “hiring” non-human team members like AI, it’s essential to evaluate their features and functions akin to how we assess experience and capabilities in human recruitment.

Onboarding AI involves strategizing collaboration, similar to integrating a new human employee into our team dynamics.

I understand this perspective may seem unconventional, but I believe it’s the cornerstone of genuine success in the era of non-human employees.

If you need guidance on optimizing information, communication, process support, and training for a harmonious partnership between your human and non-human workforce, don’t hesitate to reach out.

Recognizing and embracing the human-like qualities of AI technology enables us to integrate it seamlessly into our business environment. By treating AI as we would any human resource, we gain a deeper understanding and transcend mere technology.


Written by

Sarit Lahav

I’m Sarit Lahav, a Strategy and Transformation consultant with a focus on developing impactful AI strategies that merge business insight and technological expertise. Leveraging my extensive experience as a co-founder and former CEO of a global high-tech firm, where I served over 5000 clients and spearheaded innovative technology solutions, I advocate for treating AI as a true team member. My goal is to harness AI to deliver tangible business results, emphasizing its role in augmenting rather than substituting the human touch. Let’s connect to redefine the synergy between AI and human collaboration for your business.

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