If you’re using HubSpot, you already know it’s a fantastic CRM — the central hub for managing your customer journey, deals, and sales activities. And one of its powerful AI features for sales teams is the HubSpot Deal Score.
Deal scores give every opportunity in your pipeline a probability of closing, helping reps and managers quickly see where to focus. It’s smart, AI-powered, and available out-of-the-box for Sales Hub Professional and Enterprise users. You can learn more in HubSpot’s official documentation.
But here’s the reality: as great as HubSpot’s scoring is, many teams want to go deeper. That’s where Dear Lucy comes in. As a HubSpot Certified Partner, we’ve built an advanced layer of Predictive Deal Scoring that works seamlessly inside your HubSpot CRM.
How HubSpot Deal Scores Work
HubSpot calculates a deal score by looking at factors like:
The deal amount and whether it changes
The close date and how often it shifts
How long the deal has been open and in its current stage
Logged sales activities such as calls, emails, and meetings
Deal probability and owner updates
The result is a score from 0–100% - updated every 6 hours or after 2 weeks - that predicts the likelihood of winning a deal. It’s a great way to give your sales reps more direction and to surface risk in the pipeline.
Why Teams Look for More
While HubSpot deal scoring is powerful, the model is generic by design. It’s based on global AI rules rather than the specific patterns that define success in your company. Scores are useful for prioritization, but they’re not always enough for accurate forecasting or strategic pipeline management.
That’s why many growing revenue teams look for more flexibility, more precision, and more actionable insights — without leaving the HubSpot environment.
Dear Lucy’s Predictive Deal Scoring for HubSpot
With Dear Lucy, you don’t just get a probability number. You get a deal scoring engine that learns from your own business performance and adapts in real time. Instead of applying a one-size-fits-all AI model, Dear Lucy is designed to reflect how your company actually wins deals.
Here’s how it’s different:
Reverse-engineered on your success
Dear Lucy continuously analyzes the past 12 months of your HubSpot data and updates the scoring model in real time. Instead of benchmarking against generic AI rules, it benchmarks today’s open pipeline against what winning really looks like in your business.
Multiple scoring models
Winning doesn’t look the same everywhere. A new business deal behaves very differently from an upsell or cross-sell. The same goes for different regions, business units, or product lines. With Dear Lucy, you can design several models — each tuned to the reality of that part of your sales organization.
Fully customizable
Go beyond fixed AI. For each scoring model you design — whether it’s for new business, upsell/cross-sell, or different regions — you can choose the factors that matter most (activity volume, time in stage, deal size, close date changes, probability shifts, and more) and adjust their weight to match the dynamics of that part of your business.
Frequent updates
Sales doesn’t wait around, and neither should your scoring. Dear Lucy updates deal scores at least once per hour as soon as new activities, probabilities, or stage changes are logged in HubSpot. You always work with the freshest possible view of your pipeline.
Clear prioritization and next steps
Every deal is scored by probability and supported with intuitive star ratings. Reps and managers immediately see which deals are hot, which are at risk, and what to do next. For managers, this becomes a powerful coaching tool — bringing objectivity into 1:1s, pipeline reviews, and team meetings.
Forecasting built-in
Dear Lucy’s deal scoring flows straight into forecasting dashboards. This helps CROs and RevOps leaders run accurate forecasts, pipeline reviews, and board updates — all inside HubSpot. The difference? It’s not just topline numbers; Dear Lucy inspects the underlying deals so your forecast is based on solid ground, without fluff.
The difference: Every score is backed by visible factor ratings, so you know exactly why a deal is strong or weak. No black-box AI — just clear signals your team can trust.
Real-World Use Cases
Forecasting Dashboard
Deal scoring flows directly into your forecasts. Instead of relying only on probabilities or gut feeling, Dear Lucy inspects the underlying deals and highlights which ones are solid and which ones carry risk. CROs and RevOps leaders get forecasts they can actually trust — no fluff, just clarity.
Pipeline Review
Sales managers and reps can quickly see which deals are hot and which are at risk. With probability scores, star ratings, and guidance on next steps surfaced directly in HubSpot, teams know exactly where to focus to move deals forward and avoid end-of-quarter surprises.
Why Deal Scoring Matters
At the end of the day, deal scoring isn’t just about another number in your CRM. It’s about business impact:
More accurate forecasts you can trust when presenting to the board.
Faster pipeline reviews and 1:1s that save hours every week.
Early risk alerts that stop deals from slipping at the last minute.
Better team alignment, from reps to managers to the CRO.
HubSpot’s built-in scoring provides the first step in this journey. Dear Lucy takes it further, ensuring those outcomes are tied directly to the way your company wins deals.
Final Thoughts
If you’re a HubSpot Sales Hub user, deal scores are a great way to get started with pipeline prioritization. They bring an extra layer of visibility and help your team stay focused.
But when the stakes are higher — when forecasts are presented to the board, when revenue teams need alignment, and when accuracy matters — you’ll want more. More precision, more flexibility, and more actionability.
That’s exactly what Dear Lucy’s Predictive Deal Scoring brings to HubSpot: a system that benchmarks your pipeline against what winning really looks like in your business, updates continuously, and surfaces the next steps your team needs to take.
About Dear Lucy. Dear Lucy is a HubSpot Certified Partner providing embedded sales analytics, forecasting, and predictive deal scoring for HubSpot, Salesforce, Pipedrive, and Microsoft Dynamics.
Read more on HubSpot reporting and analytics
If you found this useful, you might also like our other HubSpot guides. Learn how to build better reports in The Complete Guide to HubSpot Reporting, move beyond spreadsheets with How to Build an Actionable HubSpot Dashboard (the Right Way), and improve accuracy in HubSpot Forecasting: From Gut Feel to Predictive, AI-Driven Sales Forecasts.
FAQ
What is HubSpot deal scoring?
HubSpot deal scoring is an AI-powered feature that assigns each deal in your pipeline a probability of closing (0–100%), based on factors like deal amount, close date, activities, and stage.
Can you customize native HubSpot deal scores?
No — HubSpot’s native deal scores use a fixed AI model. You can view key factors but not adjust weights or scoring logic.
How is Dear Lucy different from HubSpot’s deal scoring?
Dear Lucy’s Predictive Deal Scoring is fully customizable, supports multiple models, updates hourly, and benchmarks your pipeline against what winning looks like in your company — not generic AI rules.
Why is deal scoring important?
Deal scoring improves forecast accuracy, saves hours in pipeline reviews, flags risks early, and aligns sales teams around the right priorities.
TL;DR
HubSpot Deal Scores give a probability of closing deals using AI factors like amount, close date, stage, and activities.
They’re helpful for prioritization but limited: generic model, no customization, and not enough for forecasting.
Dear Lucy’s Predictive Deal Scoring builds on HubSpot: reverse-engineers success from your past 12 months, supports multiple scoring models, updates hourly, and flows into forecasting dashboards.
CROs, CSOs, and RevOps use it for more accurate forecasts, faster pipeline reviews, early risk alerts, and better alignment across teams.