Retool + HubSpot: Build a Live Lead Dashboard

Why Retool and HubSpot work so well together

HubSpot is great for storing and tracking leads, but it’s not designed for custom internal tools. Retool fills that gap. With just a few clicks, you can connect HubSpot’s API and start pulling in data like contacts, deals, companies, and activities. Then, instead of looking at the default HubSpot UI, you can create a dashboard that’s made for your team’s workflow.

Picture this: a clean panel showing all new leads that came in today, another panel tracking deals by stage, and a live feed of activities like calls or emails. Add filters for sales reps, deal size, or region, and suddenly your data isn’t just visible — it’s actionable.

Step one: Connecting HubSpot to Retool

The first step is setting up HubSpot as a resource inside Retool. No heavy coding is required — you can use Retool’s prebuilt REST API resource type. All you need is your HubSpot API key or a private app token.

Once you plug that in, you can start hitting HubSpot endpoints. For example, the /crm/v3/objects/deals endpoint will fetch deals, and /crm/v3/objects/contacts will fetch contacts. Retool gives you a query editor where you paste the endpoint, preview the data, and transform it into a neat table view.

For a quick test, try pulling in all deals created in the past seven days. You’ll instantly see live CRM data inside Retool without having to export anything.

Step two: Designing your dashboard layout

Here’s where the UX magic happens. You don’t want to overwhelm users with raw CRM data — the goal is to highlight the flow of leads through the pipeline. A good structure for a sales ops dashboard looks like this:

• On the left, a panel showing new leads (with fields like name, source, date created).
• In the middle, a pipeline view showing deals by stage with colored status tags.
• On the right, a panel for activities, showing calls, emails, and notes.

Use Retool’s built-in components like tables, Kanban boards, and charts. For example, you can show deal volume by stage in a horizontal bar chart while keeping the table underneath for detail. This way, sales leaders can get the big picture at a glance, while reps can dig into specific leads.

Step three: Adding filters and controls

A dashboard isn’t useful unless it’s interactive. With Retool, you can drop in filters like dropdown menus or search bars. Connect them to your HubSpot queries so the data refreshes instantly when users make a selection.

For example, add a “Sales Rep” dropdown filter. When someone selects a rep’s name, the dashboard should update to only show their leads and deals. The same goes for regions, deal size, or lead source. This makes the dashboard flexible for both managers and individual team members.

Step four: Highlighting KPIs that matter

Raw tables are good, but KPIs are what really drive decision-making. Retool makes it easy to add KPI widgets showing live metrics. Imagine numbers like:

• New leads this week
• Deals created this month
• Total pipeline value
• Closed-won deals by rep

These metrics give instant context to the tables and charts. Instead of guessing how the pipeline is trending, the dashboard shows it in real time.

Step five: Automating actions from the dashboard

The real power of Retool isn’t just displaying data — it’s letting you act on it. You can add buttons right into your dashboard that push updates back to HubSpot. For example, a “Change Deal Stage” button that moves a deal from “Qualification” to “Proposal.” Or a “Reassign Lead” button that lets a manager quickly assign someone new.

These small touches turn your dashboard from a passive report into a true command center for sales ops.

Real Impact for E-commerce Decision Makers

For operations managers and founders, the benefits aren’t just about efficiency—they’re about growth. Every hour saved on manual work is an hour spent scaling the business. Every error prevented is a cost avoided. Every faster shipment builds customer loyalty.

• Small e-commerce shops can eliminate hours of manual admin and focus on sales.
• Mid-size brands can coordinate suppliers, warehouses, and carriers in one place.
• Enterprises with thousands of SKUs can finally have a clear, unified picture of what’s moving, where, and how fast.

We’ve seen brands reduce shipping costs by choosing smarter carriers, cut intake times in half with real-time receiving dashboards, and increase repeat purchase rates simply by improving delivery reliability.

That’s the hidden ROI of unifying operations: less waste, happier customers, and a smoother path to scale.

What the end result looks like

By the end of this build, you’ll have a live dashboard that pulls from HubSpot CRM, filters data by rep or region, shows KPIs, and even allows direct updates back into HubSpot. The difference is night and day. No more static reports. No more jumping between exports and dashboards. Just a single live source of truth that keeps everyone aligned.

For sales ops teams, this isn’t just a productivity boost — it’s a cultural shift. Teams stop chasing data and start acting on it. Leaders get real visibility into the pipeline. And reps can focus on closing deals instead of navigating clunky tools.

Wrapping It Up

HubSpot is the engine for your sales pipeline. Retool is the cockpit that lets you actually fly it. Together, they create a workflow where data flows instantly and actions happen in one place.

If your team is serious about scaling sales ops, building a live lead management dashboard should be one of the first internal tools you invest in. It’s fast to set up, customizable for your workflow, and powerful enough to change how your team sells.

Receiving and shipping will never be glamorous. But they are the backbone of e-commerce—and the difference between a brand that survives and one that grows. With Retool, these workflows move from slow and messy to fast and reliable.

If you’re ready to take control of your receiving and shipping operations, it’s time to put everything in one place. Retoolers can help you design and launch a dashboard that connects your tools, automates your workflows, and gives you back time to focus on growth.

💡 Ready to see how it fits your team? Book a call