What is HubSpot's New Project Object?

If you’ve ever juggled a project across Asana, Zoom, Slack, spreadsheets and a prayer, you’ll know the pain. Half your updates live in email chains, the other half vanish into an abyss called “Didn’t we agree this last week?”.

Enter… the HubSpot Project Object.

It’s a new CRM object that brings project management inside HubSpot, so planning, delivery, and reporting sit right alongside your contacts, companies, deals, and tickets. It’s still in beta, so you won’t see the full treatment yet, but the direction’s clear and the use cases are obvious.

Why does this matter?

Because projects are the bridge between a won deal and a delighted customer. Until now that bridge lived outside your CRM, which meant duplicate effort and patchy reporting.

The HubSpot Project Object moves that work into the same place your customer data already lives, which means cleaner handovers, better visibility, and fewer oh-no moments at go-live.

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TL;DR: The HubSpot Project Object in a Nutshell

Short on time? Here’s the espresso shot version of what you need to know about the HubSpot Project Object:

• It’s a brand-new CRM object inside HubSpot built for project management.
• Let's you create, edit, and manage projects right where your contacts, deals, and tickets already live.
• Early functionality includes project records, deal associations, basic task management, and links with tools like Asana, Teams, and Zoom.
• It’s in beta right now, so think “minimum viable wardrobe.” The basics are there, but you may still want to layer it with your favourite jacket (i.e., your existing tools).
• Coming soon:  tighter integrations (Jira, Microsoft), better reporting, and lifecycle alignment that’ll make project managers weep with joy.

Why should you care? Because this means no more shuffling between six tabs, two spreadsheets, and one passive-aggressive project manager email titled “gentle reminder”. The HubSpot Project Object is HubSpot’s way of saying: projects are part of your customer journey too, and they finally deserve a seat at the CRM table.

Key Features of the HubSpot Project Object

Launched Today

Think of this as the starter kit for the HubSpot Project Object. It’s not a full-blown Asana killer yet, but it does give you the essentials to stop project delivery from living in a parallel universe.

Here’s what’s live in the beta right now:

• Record associations between deals and projects: When a deal moves to “Closed Won,” you can immediately spin up a project linked to that exact deal. Sales and delivery don’t need to play pass-the-parcel with client info anymore.
• Automation baked in: Trigger a project automatically as part of your workflows. No more manual nudges or remembering to set up a new record after a deal closes; it just happens.
• Basic project records and task creation: Each project has its own dedicated record inside HubSpot, where you can track details and break them down into tasks. It’s light right now, but it’s enough to keep everything in one place instead of juggling spreadsheets.
• Early integrations being tested: HubSpot has already flagged links with Asana, Teams, and Zoom as the first batch of integrations. Expect more sophistication as the beta matures, but for now, you’ve at least got the beginnings of cross-platform sync.

This isn’t a fireworks-and-confetti launch, HubSpot itself admitted it’s “really early stage come Inbound” and “going to lack a lot of the full functionality you might desire.”

But that’s the point: it’s the foundation. From here, you can start running projects where they belong, in the same system as your sales, marketing, and customer data, instead of chasing them through twelve tabs and a prayer.

AI-Powered Strategy

If you thought the HubSpot Project Object was just a glorified task list, you’ve underestimated HubSpot’s current obsession: AI everywhere. While today’s beta is about linking projects to deals and kicking off workflows, the bigger picture is how this object will eventually tap into HubSpot’s AI strategy layer.

Here’s where things get interesting:

• Smart recommendations for content, timing, and channels: HubSpot has already shown with Marketing Studio that AI can suggest when to send, what to say, and where to publish.
• Imagine that logic embedded into your project plans. Instead of arguing whether the webinar should be next Tuesday or Thursday, the system tells you which will convert better.
• Foundations for high-converting campaigns: Projects won’t just be a record of tasks; they’ll become the backbone for campaigns that are pre-optimised by HubSpot’s AI. Think less “checklist” and more “strategy assistant that works weekends.”

No more blank-page anxiety: By linking to tools like Breeze Assistant, HubSpot is laying the groundwork for project plans that start pre-populated with best-practice steps, deadlines, and even draft assets. Your team still has the final say, but the heavy lifting is already done.

This part is less about what you can click on today and more about where HubSpot is heading. The Project Object is the container. AI is the fuel. Together, they’re building towards projects that aren’t just managed, they’re intelligently steered.

Coming Soon

Right now, the HubSpot Project Object is more scaffolding than skyscraper. But HubSpot’s roadmap shows it won’t stay bare-bones for long. Here’s what’s already on the horizon:

1. Deeper integrations

Jira, Microsoft’s ecosystem, and more advanced sync with existing tools are in the pipeline. If you’ve ever tried to manage a dev sprint in one platform while client updates live in another, you’ll understand why this matters.

2. Enhanced reporting

Expect dashboards that don’t just show you task completion, but actual project performance, from delivery timelines through to revenue attribution. Less “are the boxes ticked?” and more “did this move the needle?”

3. Workflow alignment

Future updates will lock projects into the broader HubSpot lifecycle. That means sales handovers, marketing campaigns, and service delivery will all have project stages baked in, giving you true end-to-end visibility.

4. Smarter segmentation and filtering

The goal is to treat projects the same way you treat contacts or deals, with the ability to filter, slice, and dice based on attributes that matter to you. Goodbye endless scrolling, hello precision.

HubSpot’s own words were clear: the Project Object at Inbound is “early stage” and “groundwork.” What’s coming next is where the real payoff lies, tying every part of your customer journey to a project spine that lives inside the same system as your CRM.

Real-World Use Cases of the HubSpot Project Object

So far, this sounds like a tidy little bundle of features. But how does it behave when dropped into the chaos of everyday work? Here are three scenarios where it earns its keep.

Sales to Delivery Handovers

You’ve just closed a deal. Normally, this is followed by three Slack pings, a half-baked handover doc, and someone muttering, “Where did we save that template again?” With the Project Object, you can automate the entire handover. A deal moves to “closed-won,” and - bang - a full implementation project with tasks, owners, and deadlines is created. That’s HubSpot project management removing human error before it even gets a chance to show up.

Marketing Campaigns Without the Guesswork

If you’ve ever had a spreadsheet called “Campaign Tracker FINAL v7”, you’ll appreciate this one. Instead of juggling multiple tools, campaigns can be planned and tracked inside HubSpot.

Project tasks, assets, and progress live alongside your CRM data, so you don’t just run campaigns, you run them with context. Think of it as HubSpot campaign planning with fewer tabs open and more accountability baked in.

Cross-Team Collaboration

Ever sat in a meeting that could’ve been an email, only to realise the email was never sent either? The Project Object centralises project status so leadership, ops, and marketing all see the same truth inside HubSpot. No chasing updates, no “who’s on this again?” and no excuses.

How the Project Object Differs from Other Tools

There’s no shortage of project management software out there. Asana, Jira, Trello, all fine tools.

But they share one fatal flaw: they live outside your CRM. Which means endless tab-switching, copy-pasting, and the classic “did anyone update the spreadsheet?” routine.

The HubSpot Project Object takes a different tack. It doesn’t want to be your entire project management suite (at least not yet). Instead, it plugs project planning directly into the CRM you’re already using. That means:

• Deals linked to projects by default. No more duct-taping tasks to a closed deal.
• Context in every task. Because the task isn’t just “Send onboarding email”, it’s “Send onboarding email to Claire at XYZ Ltd, deal closed last week, budget £45k.”
• Unified reporting. Leadership doesn’t have to cross-check campaign data in HubSpot with project updates in Asana. It’s all visible in one place.

So yes, tools like Jira still have their place,  especially for heavyweight dev teams. But for marketing, ops, and sales teams who already live in HubSpot, the Project Object is a smarter way to keep project workflows tied to revenue.

In other words, it’s HubSpot project management without the silos.

The Future Roadmap for the HubSpot Project Object

The HubSpot Project Object is starting small: project records, deal associations, task creation, and early integrations with Asana, Teams, and Zoom.

What’s next? HubSpot’s roadmap includes:

• Jira and Microsoft integrations to pull in wider teams.
• Enhanced reporting for clearer visibility on project performance.
• Workflow alignment with HubSpot lifecycle stages.
• Smarter segmentation to filter and analyse project data with ease.

It’s still in beta, but these upgrades signal HubSpot’s intent to make project management a true part of its unified CRM.

Why HubSpot’s Project Object Matters

You’ve seen the features. You’ve skimmed the roadmap. But let’s cut to the chase: why should anyone care about the HubSpot Project Object? Because the alternative is a mess of half-baked tools and a diary full of meetings that could’ve been emails.

Here’s where the value really kicks in:

No more disconnected task management

Right now, campaign planning often means juggling Asana for tasks, HubSpot for campaigns, and Slack for frantic “what’s the latest update?” messages. With projects living inside HubSpot, your campaigns, tasks, and tracking finally share one home.

Reduced manual handovers

How many deals have you seen fall through the cracks because no one remembered to trigger delivery tasks after the contract was signed? With automation, project creation happens at the right lifecycle moment. You don’t have to rely on someone remembering to click “new project.”

Better reporting

It’s not just task completion you’ll see. Leadership can finally get visibility across marketing, ops, and sales without begging three teams for updates. Reports will show where projects are thriving and where they’re stuck, all in the same system as your deals and contacts.

Improved CRM adoption

One of the biggest hurdles in any CRM rollout is convincing teams outside sales to actually use it. With the Project Object, marketers, delivery teams, and even client success managers all have a reason to log in. That means adoption rises, data gets cleaner, and suddenly your CRM isn’t “just for sales.”

Faster stakeholder alignment

Imagine a world with fewer “catch-up” meetings. When project data, deal data, and customer records all sit together, everyone shows up with the same context. It’s not utopia, but it’s close.

The bottom line? The HubSpot Project Object isn’t about giving you another shiny feature. It’s about bringing order to the chaos of delivery work, with a single source of truth that runs from first contact to final handover.

How We Can Help You

HubSpot’s Project Object is still in its early stages, but you don’t need to sit on the sidelines until it’s perfect. Preparing now means you’ll be ready to take advantage of it the moment it moves beyond beta.

We’ve put together the HubSpot Pricing Guide, a clear breakdown of how HubSpot’s product updates (including the Project Object) fit into the bigger picture. Whether you’re wondering how this will slot into your current setup or whether it’ll change the way you budget for HubSpot, this guide gives you the answers.

Download our HubSpot Pricing Guide today and make sure your business is ready for the next wave of HubSpot innovation.