HubSpot’s New Project Object: A Gift for GTM Ops

For years, HubSpot has been built around one core assumption: sales data lives in Deals. But what about the work that happens outside of revenue stages? Onboarding, renewals, campaign launches, customer health checks?

Until now, GTM Ops teams had to jam those processes into Deal stages, bolt on Tickets, or duct-tape a third-party tool like Trello or Asana. None of it was ideal.

That’s why HubSpot’s new Project Object is such a big deal. It gives operators a native way to manage internal workflows and repeatable processes. All without hijacking your Deal pipeline or relying on external tools.

What Is the Project Object?

The Project Object is a new CRM record type that sits alongside Contacts, Companies, Deals, and Tickets. Think of it as a customizable container for any multi-step process that isn’t revenue-tracking.

Key features:

• Dedicated pipelines – Separate from Deals or Tickets. You can create project pipelines like Onboarding, Renewals, or Campaigns.

• Native CRM integration – Full associations with Contacts, Companies, and Deals.

• Automation-friendly – Workflows can automatically create and update Projects based on triggers (e.g., when a Deal moves to Closed-Won).

• Task management – Tasks can now be associated directly with Projects, making it easy to standardize recurring processes.

• Reporting – Track project completion times, bottlenecks, and workload across teams.

In short: Deals track revenue, Projects track execution.

Why It Matters for GTM Ops

Here’s where the Project Object changes the game:

1. Cleaner Deal Pipelines – Stop stuffing post-sale stages (onboarding, renewals) into your sales pipeline just to track work. Your revenue metrics stay accurate

2. Standardized Processes – Build repeatable pipelines for onboarding, QBRs, renewals, or customer success playbooks

3. Cross-Team Visibility – Sales, Marketing, and Success can all see where a project stands, without hopping into another tool

4. Workflow Automation – Tie everything together: when a deal closes, HubSpot can spin up a pre-templated onboarding project with tasks, owners, and timelines

5. Fewer Tools, Fewer Breaks – Reduce reliance on Trello/Asana for CRM-adjacent tasks. Everything lives where the data already is

Real-World Use Case: From Trello to HubSpot Projects

One of our clients has a common challenge:

• Their deals live in HubSpot

• Their onboarding and customer check-ins live in Trello

• Every Closed-Won deal requires a new set of Trello cards for onboarding, 3-month check-ins, health checks, and renewal prep

We automated some of the load: automated tasks were created in HubSpot when deals hit certain stages or dates. But the Customer Success team still had to jump into Trello, create boards, and manually mirror the work.

It worked… but it was fragile. Manual steps = missed tasks, human error, and zero visibility for leadership.

With the Project Object, this process transforms:

• A Closed-Won deal triggers the creation of an Onboarding Project in HubSpot

• That project comes preloaded with tasks for Kickoff, Training, and Go-Live. Assigned automatically to the right reps

• At set intervals (90 days, 180 days), additional Customer Success Projects can be triggered. Health checks, renewal creation, or expansion plays

• All of it is visible in HubSpot, tied directly to the customer record, with reporting on project completion rates and timelines

Instead of living in two systems, everything stays inside HubSpot. Making Sales, Success, and Ops more aligned, and eliminating the gaps that cost revenue.

How GTM Ops Teams Should Use It

• Onboarding Pipelines – Standardize customer onboarding projects so every account gets the same high-quality experience.

• Renewal Pipelines – Create renewal projects 90 days before contract end dates, with tasks for health checks, quotes, and follow-ups.

• Marketing Campaign Pipelines – Run internal marketing launches as projects, with clear ownership and timelines.

• Cross-Functional Initiatives – Manage internal GTM ops projects (data migrations, system clean-ups, playbook rollouts) directly in HubSpot.

The Final Wave

HubSpot’s Project Object moves the platform beyond “sales CRM” into a true operational system. For GTM Ops teams, it means fewer tools, cleaner data, and more trustworthy processes.

And for our client who was living in both HubSpot and Trello? It means one dashboard, one source of truth, and no more duct-taped project management.

Because every Closed-Won deal isn’t the end of the story. It’s the start of a new project.

Excellent overview video from Kim Hacker, COO at Arrows.