Why Every HubSpot Client
Needs An Assist
HubSpot does a fantastic job of selling itself as a Revenue Generator in a box. And it CAN do all the sales, marketing, and service things you want it to; it just isn't as easy as you think.
The thing is, there are layers to HubSpot. Taken out of the box it's fairly easy to get most things up and running, like adding forms to your website or launching an email.
The next layer down things get a bit more technical. This is where you need to begin customizing the CRM, integrating your other tools, building automations, ensuring GDPR compliance, and things that don't come with an easy-to-follow manual.
After that is yet another layer where few dare to tread. It's a deeply technical world of customization and coding, where HubSpot can literally do just about anything you want.
For example: automating a free trial experience from initial form submission to account creation to onboarding email sequences, tagging in sales when a PQL is identified, generating the contract and renewals, assigning an account manager and on and on. It can do all that without human intervention, even.
It's a big enchilada. Here's how I approach it:
First, complexity should only come incrementally. If you're just starting a business, you don't need to mess with the third layer for a long time. Even if you're established and have a full-time Ops person, building a deeply technical process may be overly disruptive if your CRM is a mess (for example).
So before you get too fancy, I think you need to get your basics lined out. That includes a properly-segmented CRM, consistent branding across marketing assets, established reporting structures and lifecycles, and operational processes that work together.
Second, I want to teach you to fish. You shouldn't have to be dependent upon agencies. The more responsibility and expertise you can develop in-house, your internal capabilities will expand and you'll save a lot of money long-term.
Having managed HubSpot in an agency setting for many clients, as well as in-house, I know that the best professionals are well-trained AND have access to another brain and set of eyes.
Third, I want to help you collaborate. Marketing and sales are nothing without each other, and each has a duty to customer retention. Revenue is a co-dependent process.
For example, marketing can decide on a definition for an MQL, but if sales isn't aligned with it, those MQLs will never turn into opportunities.
Finally, I build for architecture and not just randomness. Everything should fit within a process architecture that's predictable and well-documented, so there's no mystery in the system or rogue processes that are conflicting with each other.
In short: I want you to settle in with HubSpot for the long-term, which means incremental scaling, team-wide collaboration, internal knowledge, and building an operational architecture.