What is it?

HubSpot’s Deal Score model now includes new, high-signal inputs from rep activity and buyer engagement. These added signals allow the model to better reflect real deal momentum—like whether a rep is actively working the deal and whether a buyer is engaging with outreach.

This enhancement improves the accuracy and usefulness of deal scores by factoring in meaningful behaviors that indicate whether a deal is likely to close.

Why does it matter?

In fast-paced sales environments, time is limited—and not all deals are created equal. The updated model helps Account Executives prioritize which deals to work on based on new buyer engagement and activity signals.

By incorporating real behavioral signals into the score, reps can:

• Focus on deals that are showing momentum
• Spot deals that are stalling before it's too late
• Trust the deal score as a reflection of what’s actually happening

Sales managers also benefit, gaining a clearer view into pipeline health based on buyer and rep behavior—not just what’s been entered manually.

This change is grounded in both user feedback and model performance metrics, which showed the previous model missed key behavioral context. Now, deal scores better align with what’s really happening.

How does it work?

Deal scores are AI-generated probability scores (0–100%) that predict how likely each open deal is to close. The model now includes added signals from:

👤 Rep Activity

• Overdue tasks
• Scheduled meetings
• Outbound calls
• Owner assignment date
• Notes added
• Number of associated contacts

💬 Buyer Engagement

• Email opens, clicks, and replies
• Inbound calls
• Time since last engagement
• Next activity date

🔁 Score Refresh Behavior

• New deals: Score appears within ~48 hours
• Existing deals: Score updates only if the change is >±3%
• Fast triggers (e.g., task status, meeting activity): update within ~6 hours
• Slow triggers (e.g., note changes, engagement data): update in ~48 hours

Please note: Scores do not update for closed or reopened deals. To get a score for a previously closed deal, create a new deal record.

Who gets it?

• Sales Hub Professional
• Sales Hub Enterprise

For setup steps and access requirements, see:

Predict likelihood to close with deal scores