Time between calculated properties in HubSpot can be quite useful for a variety of use-cases that typically involve tracking how quickly multiple actions take place in a specific order.

Here are the top reasons we see companies using them today:

1. Lead Scoring: used to calculate how long it takes a lead to move from one stage of the sales process to another. This information can be used to score leads based on their level of engagement and readiness to buy.

2. Lead Nurturing: help track the time between interactions with a lead. From here you can nurture the lead with relevant content or touch points at the appropriate intervals to keep them engaged.

3. Sales Cycle Analysis: used to analyze the sales cycle and identify bottlenecks or areas for improvement. By tracking the time it takes for leads to move through the sales cycle, you can identify areas where the process can be efficiently optimized.

4. Customer Retention: help identify customers who are at risk of churning by tracking the time between interactions or transactions (typically tracked as deals in HubSpot). Proactively engaging with these customers and driving repeat purchases is one of the most efficient ways to drive revenue growth.

5. Reporting and Analysis: used to generate reports and analyze data to gain insights into customer behavior and trends. This enables informed business decisions and optimize marketing and sales strategies.

To use these time between properties correctly you’ll want to follow this process:

1. Configure the initial date stamp properties to track when the actions you’re interested in are occurring (these are typically done using a workflow to either set the date of the step or copy a value).

2. Create the Time between property with the appropriate dates.

3. Generate reports to understand the current average for the specific action you’re tracking.

4. Develop ideas for improving the speed and implement - then track the outcome. Take the big swings that could result in cutting the time in half, no small goals.

Need help with implementing this strategy for your business? We’d be more than happy to assist.