FunnelStory syncs authorized HubSpot companies, contacts, deals, tickets, contact lists, owners, users, one-to-one email activity, behavioral events, and custom objects. During setup, teams select HubSpot as a data source, query the HubSpot objects they need, and map the returned fields into FunnelStory account, user, and activity models.

Once configured, HubSpot data becomes part of the FunnelStory Customer Intelligence Graph. Customer Success teams can use that context to review account health, identify renewal risk and expansion opportunities, understand the activity behind a change, and prioritize the next action.

FunnelStory can also send authorized updates back to HubSpot. Depending on the workflow configured by a workspace administrator, FunnelStory can update CRM records and properties, create or update contact lists, associate records, and enroll eligible contacts in HubSpot sequences.