HubSpot Work: Is HubSpot Becoming Your Project Management Platform?

For years, we've used three core software platforms at The Gist: Google for email and calendar, HubSpot for our CRM, and ClickUp for project management.

We've been happy with that setup.

So when HubSpot started rolling out Work Management, we paid attention.

Because for the first time, HubSpot isn't just asking whether it can manage your customer relationships. It's starting to ask whether it can manage the work that happens around those customer relationships, too.

And now that HubSpot Work is in public beta, that's becoming a much more interesting question.

What Is HubSpot Work?

HubSpot Work is an AI-first work management product built directly into HubSpot.

It gives teams workspaces to create and manage projects, tables, documents, forms, and AI agents.

The important distinction is that this isn't simply another project management tool operating independently from your CRM.

HubSpot Work connects to the information already inside HubSpot, including contacts, companies, deals, and other CRM context.

That's where things start getting interesting.

We've Always Used ClickUp for This

At The Gist, project management has historically lived in ClickUp.

That's intentional.

HubSpot's previous Projects tool was extremely basic, and eventually it was sunset. For more sophisticated operational work - things like client onboarding and internal delivery processes - we've typically recommended using a dedicated project management platform and integrating it with HubSpot when necessary.

But HubSpot has changed considerably over the last couple of years.

The platform has accelerated its development across AI, agents, data, automation, and revenue operations.

Work Management feels like another step in that broader evolution.

We're Actually Considering Moving Some Work Into HubSpot

This is what caught our attention.

We're not looking to abandon ClickUp just because HubSpot launched a new feature.

But we're genuinely considering whether some of our project management processes could eventually live natively inside HubSpot.

And that's because Work isn't just a list of tasks.

You can create workspaces and projects, organize processes into tables, build forms, create documentation, and use AI to help build and manage those structures.

That opens up some pretty interesting possibilities.

Here's a Real Example: Our HubSpot Audits

Take our HubSpot audit process.

There's a lot that goes into a typical audit:

• Client onboarding
• Intake forms
• CRM access
• Google Drive setup
• Audit workbooks and checklists
• Fact-finding sessions
• Internal portal review
• Technical audit
• Strategic summary
• CRM roadmap
• Action plan
• Final presentation

That's a project management problem.

But it's also a process problem.

And it's also an automation problem.

HubSpot Work can bring all three together.

Then Add AI Agents

This is where HubSpot Work gets really interesting.

HubSpot allows you to build AI agents within your projects that can perform work based on the processes and information you've provided.

For example, we're experimenting with a CRM Audit Operations Agent.

In theory, an agent could help with things like:

• Reviewing information gathered during an audit
• Validating objectives and stakeholder information
• Creating an initial audit summary
• Drafting follow-up emails
• Gathering additional information through forms
• Helping move the process from one stage to the next

That's a fundamentally different proposition from simply using AI to write an email.

You're embedding AI into the process itself.

HubSpot's current Work documentation confirms that its AI assistant can generate and modify tables, documents, forms, projects, and AI agents using natural-language prompts.

The Bigger Picture

This is why we're paying attention to HubSpot Work.

The interesting question isn't:

"Can HubSpot replace ClickUp?"

That's probably too simplistic.

The better question is:

"How much of the work surrounding your CRM should actually live inside your CRM?"

For some companies, the answer may still be: very little.

For others, especially teams already deeply invested in HubSpot, the answer could be changing.

HubSpot itself now describes Work as a way to bring operational processes such as client onboarding, content pipelines, webinars, and deal desk requests into the same platform as customer data.

And when AI agents can operate inside those processes, the potential grows considerably.

This Is Just the Beginning

We're still experimenting with this ourselves.

And that's important.

We're not saying everyone should throw away their project management software tomorrow.

We're saying pay attention.

HubSpot Work is now in public beta, and HubSpot is still developing the product.

We'll test it, figure out where it actually makes sense, and share what we learn.

Because if HubSpot continues down this path, what belongs inside your CRM may look very different a year from now.