Set Up the Cross-Sell and Upsell Agent in Hubspot

The cross-sell and upsell agent in Hubspot helps you identify relevant add-ons and higher-value offers for existing customers so your sales team can increase revenue without extra prospecting.

This guide walks through how the agent works, how to configure it, and how to use the recommendations in everyday sales conversations.

What the Hubspot Cross-Sell and Upsell Agent Does

The cross-sell and upsell agent uses AI to analyze customer data and suggest products or services that complement what a buyer already uses.

In supported accounts, it can:

• Review contact, company, and deal data.
• Suggest add-ons or upgraded packages.
• Surface tailored talking points during live calls.
• Help sales reps prioritize accounts with expansion potential.

The feature is designed to keep your sales team focused on the right opportunities while maintaining a helpful, customer-first approach.

Prepare Your Hubspot Account for the Agent

Before you enable the cross-sell and upsell agent, confirm that your Hubspot setup and data are ready.

Check Required Permissions in Hubspot

Users need the right permissions to access AI tools and sales features.

Work with your Hubspot super admin to ensure that sales users:

• Have permission to view and edit contacts, companies, and deals.
• Can access AI sales tools and any relevant betas.
• Are assigned to the correct teams and pipelines.

Having clean, centralized access helps the agent provide reliable recommendations.

Verify Data Quality in Hubspot

The cross-sell and upsell agent relies on accurate CRM data. Take time to review:

• Current products or services associated with deals or subscriptions.
• Lifecycle stages, industries, and company size.
• Notes or properties that describe use cases and goals.

Better data in Hubspot will produce more relevant, realistic suggestions from the agent.

Enable the Cross-Sell and Upsell Agent in Hubspot

Once your account is ready, you can turn on the agent in your settings.

Step-by-Step: Activate the Agent

1. Sign in to your Hubspot account as an admin.
2. Navigate to your main settings area.
3. Locate the section for AI tools or agents (naming may vary based on region and feature rollout).
4. Find the cross-sell and upsell agent card or toggle.
5. Enable the feature, then review any prompts about using customer data with AI.

When you activate this agent, Hubspot may ask you to confirm AI data usage terms or provide consent on behalf of your organization.

Assign Users and Teams in Hubspot

After enabling the agent, define who can access it.

1. Select the users or teams that should see cross-sell and upsell suggestions.
2. Limit access to sales reps, managers, and operations users who work directly with opportunities.
3. Save your configuration so the agent becomes available in the relevant sales tools.

Assigning the right people ensures that recommendations appear only where they are useful and appropriate.

Configure the Agent for Your Sales Process in Hubspot

To get the most out of the feature, tailor the agent to how you sell and package your offerings inside Hubspot.

Define Eligible Products and Services

Not every product should be cross-sold or upsold in every scenario. Work with your sales leadership to decide which offers are appropriate.

In the relevant configuration area, you can:

• Specify which product lines are primary versus add-ons.
• Indicate which tiers or bundles count as an upsell.
• Exclude products that should not be recommended automatically.

Clear rules prevent the agent from suggesting items that do not fit your strategy.

Set Target Criteria for Recommendations in Hubspot

You can guide the agent on what a good cross-sell or upsell candidate looks like.

Typical criteria inside Hubspot might include:

• Industry, company size, or region.
• Existing product usage or contract size.
• Lifecycle stage or engagement score.

Align these criteria with your internal playbooks so the AI complements how your team already works.

Use the Cross-Sell and Upsell Agent in Daily Work

Once configured, sales reps will see the agent’s suggestions during their normal workflow in Hubspot.

View Suggestions in Contact and Company Records

When a rep opens a contact or company record, the agent may surface:

• Potential add-ons that match the account’s profile.
• Upgrade options suitable for their current contract.
• Contextual notes explaining why the recommendation fits.

Reps can review these suggestions before emails, calls, or meetings to tailor their approach.

Leverage Recommendations in Deals and Pipelines

On deal records in Hubspot, the agent can help reps understand expansion potential.

Depending on the configuration, the agent can:

• Highlight opportunities to increase deal value.
• Suggest additional line items to add to quotes.
• Provide guidance for renewal or expansion discussions.

Reps should verify that each suggestion aligns with the customer’s goals before presenting it.

Best Practices for Using the Agent in Hubspot

To keep customer trust and drive results, follow these practices.

Balance Relevance and Revenue

Use the Hubspot agent as a starting point, not a script.

• Confirm that any cross-sell solves a real problem.
• Avoid recommending products that increase cost without clear value.
• Adapt talking points to the customer’s current situation.

The most successful teams use AI recommendations alongside human judgment.

Monitor Performance and Adjust Configuration

Sales managers and operations teams should regularly review outcomes in Hubspot.

• Track wins that involved cross-sell and upsell suggestions.
• Gather feedback from reps about suggestion quality.
• Refine product eligibility and targeting criteria based on results.

Iterating on your configuration helps the agent stay aligned with your evolving sales strategy.

Governance, Privacy, and Controls in Hubspot

Because the cross-sell and upsell agent uses AI, governance and privacy are important.

• Review your organization’s data-sharing policies.
• Confirm that all users understand how AI-generated suggestions should be used.
• Update internal documentation so teams know where to find and manage the agent settings.

You can learn more details about the current behavior and requirements of the feature on the official Hubspot knowledge base page for the cross-sell and upsell agent at this link.

Next Steps and Additional Resources

After enabling and configuring the cross-sell and upsell agent in Hubspot, train your sales team with real account examples and update your playbooks to incorporate AI suggestions.

If you want expert help aligning your CRM, sales operations, and AI tools, you can work with a Hubspot-focused consulting partner such as Consultevo to design and optimize your implementation.

By combining accurate CRM data, clear product strategy, and the cross-sell and upsell agent in Hubspot, your team can uncover expansion opportunities and deliver more value to every customer.

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