TLDR: 🚀 On October 22nd, Periti Digital hosted a live webinar exploring how sales and marketing leaders can leverage AI with HubSpot to unlock strategic insights. Periti’s CEO, Geoff Mobisson, and our Director of Professional Services, Diogo Cabral, shared firsthand knowledge and real-world examples of how AI is transforming CRM analytics for sales and marketing teams, as well as for organizations as a whole.
If you weren't able to join us for the live event, fear not. We've distilled the content down into five important takeaways:
Model Context Protocol (MCP) might sound technical, but it's simpler than you think. As Geoff explained, "MCP is the API that ChatGPT or Claude would use to access your private system." Think of it as the connector that allows AI platforms like Claude or ChatGPT (also known as Large Language Models, or LLMs) to securely access your HubSpot data and answer complex business questions. HubSpot has made this even easier with their Claude connector and ChatGPT deep research connector, eliminating the need for complex technical setup.
A common question arose during the webinar: if AI can do so much, what's left for the CRM? Diogo emphasized that your CRM provides the essential structure and data quality that makes AI analysis possible. "If you don't have information in your CRM, the energy of the LLM is going to be spent trying to infer structure from chaos," he noted. A well-maintained CRM enables Claude to understand your processes and deliver deeper, more actionable insights.
Geoff demonstrated a powerful use case that he employs weekly: using Claude to analyze his sales team's performance before one-on-one meetings. Within minutes, he can generate comprehensive reports showing deal patterns, conversion rates, and specific recommendations for each team member. "I want to be able to help them get better," Geoff explained. "The beauty is I do this analysis the day before and give them actionable insights about their own world."
Geoff’s live demo showcased how AI goes far beyond static reporting. Starting with a simple request to analyze deals from June 2025, Geoff progressively asked deeper questions, comparing top performers, identifying patterns in won and lost deals, and even analyzing partnership effectiveness. The AI provided nuanced insights like identifying that one salesperson who excelled at high-value deals while another was better at generating pipeline volume—analysis that would have taken weeks using traditional methods.
While the possibilities are exciting, Geoff and Diogo highlighted critical factors to consider. First off, data quality does matter. AI will give compelling answers based on whatever data it sees, so clean, consistent CRM practices are important. Next, organizations need to think through security considerations, establish governance around AI usage, and ensure their CRM implementation is comprehensive enough to provide accurate analysis. "You're arming this model with a lot of information," Diogo cautioned. "If it fails, it's going to fail in a very convincing way."
As Geoff boldly predicted during the webinar: "In a year, year and a half, maybe less, you'll be doing this stuff." AI-powered CRM analysis isn't a future possibility—it's available today for any organization using HubSpot. The question isn't whether to adopt these tools, but how quickly you can implement them strategically to stay competitive.
Want to explore how AI can transform your HubSpot implementation? Schedule a free 30-minute discovery session with our team to discuss your specific use case and see a personalized demo.