Introduction
If your business delivers services; marketing, HR, recruiting, accounting - you’ve likely outgrown basic ticket tracking or deal follow-ups. You need a CRM that helps manage ongoing service delivery. That’s where HubSpot’s Service Object comes in.
In this tutorial, CJ Maurer from The Gist walks through exactly how to use the Service Object to bring structure, automation, and visibility to your client services.
Most HubSpot users know the core CRM objects: contacts, companies, deals, and tickets. But newer objects—like Services—are purpose-built for B2B service delivery.
Services are perfect for tracking engagements like:
Project-based consulting
Monthly retainers
Recruiting campaigns
Long-term client deliverables
They help you separate sales from service delivery, and that’s a game changer.
To enable Services:
Go to Settings > Objects > Services
Activate the Service Object
Configure properties, pipelines, and associations
Once enabled, you can:
Create custom service pipelines
Add custom properties based on service type
Build conditional logic for forms
Set up workflows for automation
CJ shows an example from a fictional HR firm:
Project Pipeline: One-off services like employee handbook development
Retainer Pipeline: Ongoing services with custom renewal stages
You can trigger workflows from closed deals to automatically create new services and assign tasks.
You’ll want to define:
Global properties (billing, start date, client type)
Service-specific fields (e.g., recruiting position, accounting service)
Conditional fields based on the selected service type
Pro Tip: Use conditional logic to simplify the experience for users, so they only see relevant fields when creating new services.
Track all related contacts using custom association labels:
Primary contact
Billing contact
Executive sponsor
External consultant
This helps your team know who’s involved, and in what capacity, without digging.
This isn’t just about data entry. When your CRM knows:
Who is doing what
When things start or renew
What services are provided
...it can remind, report, and automate in ways that save hours and drive revenue.
If you're delivering B2B services, the Service Object in HubSpot is a no-brainer. It allows you to:
Automate onboarding
Standardize delivery
Report on performance
Keep your team aligned
Make your CRM do more than store data, make it run your service business.
Need help building custom service pipelines in HubSpot? That’s what we do. Let’s talk about how to bring strategic visibility to your team.