Conversation-powered Deal Risks and Buyer Goals

What is it?

Deal insights now pull from your conversations. HubSpot’s Deal Risks and Buyer Goals now include call transcripts as a data source—on top of emails and notes. This means AI-generated risks and buyer goals can reflect the full scope of buyer-seller conversations, including what’s said live during phone and video calls.

Every conversation holds valuable signals about deal health. Until now, Deal Risks and Buyer Goals didn’t include phone or video call content—despite that data being among the richest sources of buyer signals.

With transcript analysis now live:

• Identify risks earlier and with greater confidence
• Coach more effectively and forecast more accurately
• See fewer false alarms and more actionable signals

Why does it matter?

Every conversation holds valuable signals about deal health. But until now, Deal Risks and Buyer Goals didn’t include phone or video call content—despite that data being among the richest sources of context.

With transcript analysis now live:

• Sales reps can identify risks earlier and with greater confidence
• Sales managers can coach more effectively and forecast more accurately
• Customers see fewer irrelevant risks and more actionable ones

How does it work?

Deal Risks and Buyer Goals now analyze transcripts alongside emails and notes:

• Call Transcripts: Automatically generated from recorded phone and video meetings
• Email Content: Captures buyer replies, objections, or delays
• Note Fields: Includes manual inputs from reps during or after interactions

Example: Previously, a risk like "Budget concerns" might surface based only on email hints. Now, when a buyer says "We're cutting 30% from next quarter's budget" on a call, you'll know exactly what you're dealing with.

What changes in the UI?

Nothing changes in your workflow—Deal Risks and Buyer Goals appear in the same place, just with better data powering them.

Find Deal Risks and Buyer Goals in the Sales Workspace, under the Deals tab:

1. Click on a deal to open the right-hand panel
2. Scroll to the Deal Insights section

Who gets it?

This enhancement is available to all customers with Deal Insights enabled and call transcription turned on, and is included in the following subscriptions:

• Sales Hub Professional
• Sales Hub Enterprise

Note: To view and act on Deal Insights:

• You must have an assigned Sales Hub seat
• A Super Admin must grant you access to the Deals tab in the Sales Workspace

Built for:

• Sales Reps: Track and address deal blockers with richer insights
• Sales Managers: Monitor deal health and coach with full context

For setup steps and access requirements, see:

Create and manage deals in the Sales Workspace