Event Recap

HubSpot
Ecosystem Kickoff 2024: The Year of Usage

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A Connected Ecosystem

HubSpot launched its first-ever Ecosystem Kickoff (formerly Partner Kickoff) and emphasized the power of collaboration between app and solution partners. This year's event featured keynotes from top executives, highlighting the importance of partnerships and their vision for the ecosystem's future. Read the full recap below for updates on programs, selling, product, enablement, and the app ecosystem opportunity.

Are you an App Partner? Quickly navigate to the dedicated App Partner Resources.

Click here

Solution Partner

Solution Partner Program Updates

Stay informed about the latest program updates that HubSpot has in store for you.

Tiers

HubSpot raises tier thresholds annually in line with overall company growth and performance. We did not raise thresholds in 2023 to adjust to the new points tiering model. This year, the overall total points thresholds will increase starting July 15. We are not raising the sold or managed thresholds minimums.

Live as of February 27, are changes to the way deals are weighted in tiers. Deals sourced by partners have a 2x multiplier on sold points. Now, partners will receive five points (ten points in growth markets) for deals they’ve sourced (partner collaboration deals). The sold points for DIFM deals do not change, nor do managed points. See the table below for details. 

Lastly, we added two additional regions, CEE and MEA, to the growth markets.

Learn more about how tiers work at HubSpot

  Sold Points: Partner Collab 
(Growth Market)		 Sold Points: DIFM  
(Growth Market)		 Managed Points 
(Growth Market)
US $100*
US Dollar

 

 

5 points 
(10 points)


 

 

 

3 points 
(6 points)


 

 

 

1 point
(2 points)


 
AU $105
Australian Dollar
COP $300,300
Colombian Peso
EUR €75
Euro
GBP £62.50
Pound Sterling
SGD $140
Singapore Dollar
JYP ¥12,000
Japanese Yen
ZAR R1,545
South African Rand
CAD $130
Canadian Dollar

*Currency conversion rates are factored into the point values for local currencies. To prevent market volatility from causing volatility in tier performance, point values may not reflect current market conversion rates.

Solutions Partner Program 2024 Tiers & Benefits Guide_rev_Page_01

Download the updated Tiers & Benefits Guide

This guide explains the many resources available to help you connect with your customers and differentiate your business as an experienced and qualified partner. You’ll also learn more about the benefits you’ll receive as you progress through the tiers.

Evolving Our Pricing Model: Seats

On March 5, HubSpot is going live with an updated, seats-based pricing model that goes into effect for new customers. The main change is that HubSpot is introducing three new seat types:
  • Core Seats will give users edit access to purchased hubs, including the Smart CRM.
  • View-Only Seats are free and unlimited* for paid portals giving visibility to those who don’t require paid edit access.
  • Partner Seats are free and unlimited* for partner employees who require edit access to client portals, so they can do the work they were hired to do without having to pay for a seat.

Before the launch, partners will need to prepare for the change, so you can accurately price and quote prospects. Existing customers will not be impacted at this time. To help you learn all the details, we launched a brand new partner Academy training. We encourage you and your team to complete the training before the March 5 launch date.

Partner Seat
With this new pricing model, we’re also introducing the new, free Partner Seat. The Partner Seat gives eligible partner and provider employees access to all features in a client’s account, so you can deliver the work you’ve been hired to do without you or the customer having to pay for your access. With the Partner Seat, you no longer need to request access to features in your client’s account, such as sales or service seat feature access. To learn how to assign a partner seat, visit this knowledge article. 

*technical limits apply - https://legal.hubspot.com/hubspot-product-and-services-catalog 

New Coverage Model: Partner Development Manager Role

Starting February 1, all solution partners have transitioned to working with a dedicated partner development manager (PDM), a single point of contact at HubSpot that helps you connect to other teams. The PDM’s responsibilities include strategic planning, achieving growth plans, developing new business objectives, growing your install base, and ensuring you build a successful HubSpot practice with the right accreditations and certifications.

In addition to your PDM, you will also work with growth specialists (GSs) on HubSpot’s direct sales team, each assigned by geographical sales territory. GSs are your day-to-day sales partners who collaborate with you on communications strategies, roles, responsibilities, and a closing plan for each deal. Additionally, we’re committed to reducing friction in partner sales, so we’ve implemented new internal rules for growth specialists to help achieve this. 

If you missed it, check out the on-demand webinar where HubSpot partner leadership discusses the new coverage model and how this strategic change elevates your business. For more detailed information, visit the Rules of Engagement page and PDM resource page. 

Co-marketing with HubSpot 

In 2024, HubSpot is building the foundation for a co-marketing program for solution partners. We will begin piloting on a small scale, learning and adapting the process along the way. These co-marketing opportunities will be limited in volume and subject to HubSpot’s business needs. 

To be eligible for participation it is planned that qualifying factors will focus on maintaining C$R>85%, having higher partner-sourced MRR, and having subject matter expertise based on multiple criteria, with priority given to accredited and higher-tier partners. Stay tuned for more information and further details on the eligibility criteria.

Co-delivery: Servicing HubSpot Customers

At HubSpot, we’re committed to providing customers with access to a range of world-class services that can help them retain and grow better. Partners play a big role in delivering these services and support so this year, we are launching co-delivery services, in which HubSpot will support partners to co-deliver services to our direct customers in a few different ways. More details will be provided in an upcoming webinar on March 26 at 10 am EST. Sign up here.

App Partner

App Partner Resources

Stay informed and get involved with HubSpot's App Partner Program.

How to stay informed

  • The HubSpot App Partner newsletter delivers monthly product and program announcements, helpful resources, and other relevant content. Sign up here.
  • The HubSpot Developer Changelog keeps you informed of important technical releases, changes, and removals within the HubSpot product. Bookmark this link, and subscribe to regular changelog roundups.
  • Get up to speed on how to work with Hubspot solution partners, so you can drive more customer growth – together. Read the Solution Partners Playbook.
  • Read the State of Platforms 2024 to learn about thriving platform ecosystems, the new way of going to market, and the latest industry trends. Download the report.

Opportunities to collaborate

  • Connect with HubSpot on Reveal to help us identify shared customers for email campaigns that drive awareness and adoption of specific apps. Create a Reveal account today.
  • Recently launched a new app or made a significant update? Let us know, so we can highlight your work. Submit this form to share the latest and greatest about your app.
  • Build and list your app on the App Marketplace, now available in six more languages for localization! Read the HubSpot developer docs to get started. 
  • Got a success story? Share your experience with us for consideration in potential enablement and content development. Fill out the form.

All Partners

Partner Day Returns in 2024

We heard your feedback loud and clear, and we’re excited to say Partner Day at INBOUND will be a full day with tracks this year. You can expect a mix of keynotes and breakout sessions, networking opportunities, and more! Save the date for September 17. Keep an eye on your inbox as more details about the event will be announced soon.

Interested in sponsoring? Fill out this form.

Solution Partner

Community Events

Get involved in HubSpot's partner peer-to-peer networking program.

Partner User Groups (PUGs) are back

PUGs are HubSpot’s peer-to-peer networking groups for partners, curated by partners themselves. In these groups, you’ll meet partners who face similar challenges to you — whether that’s hiring through phases of uncertainty, creating efficient org charts, or selling and servicing HubSpot. 

Applications to be part of these groups are open now for a few more weeks. We are also looking for partners to lead a group as a PUG Champion. For more information and to apply, please visit our webpage. 

New this year—Super PUGs

We're also launching “Super PUGs,” primarily open to partners that are members of the PUGs. HubSpot will host in-person, regional meetups for members to continue to solidify their connections. As a benefit to being active in your group, you'll receive exclusive invites to these events to meet other partners (and HubSpotters) participating in your area. More details to come later in the year.

Enablement Resources

Check out this collection of resources curated to help you succeed in working with HubSpot.

Partner Growth Accelerator 

We’re building a peer-to-peer cohort-based training program that brings app and solution partners together in person for intensive connection, learning, and innovation – all focused on how our ecosystem grows in this new era. Details about the program coming soon. Interested in participating? Fill out the interest form here.

Note: filling out this form does not guarantee a spot in this program.

 

Product Updates, Releases, & Previews

The speed at which HubSpot releases improvements and new products can feel overwhelming for customers, prospects, and partners. For 2024, we’re introducing some new channels to support you and continuing to lean into existing channels. Below is an outline of what’s new and what’s staying:

  • Product Spotlights: New for 2024, we’re introducing semi-annual product showcases by HubSpot. They will feature top announcements and product releases through a digital web experience with a consistent narrative to help tie together and demonstrate the breadth and innovation across our platform. There will be two: the Spring Spotlight and the Fall Spotlight (INBOUND). More details to come.
  • HubSpot.com/new: Continuing from last year, the best place to stay up to speed with the latest releases is our hubspot.com/new page, which is where we’ll feature monthly roundups, quarterly product webinars, and more.
  • In-App Updates: New in 2023 was the release of our in-app product updates section within HubSpot portals, where customers and partners can see a daily log of new features, improvements, and even product betas you’re eligible to join. Make it part of your daily workflow to frequently check this space for more improvements.
  • Product Previews: Continuing from last year, platinum, diamond, and elite partners can expect to get confidential, early-access previews of upcoming product releases, so you can get ready to market with us on day one. Your listed point of contact should receive communications whenever there is a product preview.

 

HubSpot Academy Creator Program

This initiative invites external creators to enhance educational experiences for global learners and aims to address educational gaps in emerging markets by providing valuable content within the Academy app.

As we lay the foundation for this program, the HubSpot Academy Creator Program team is exclusively extending invitations to select participants, including app partners, solution partners, and HubSpot Certified Trainers (HCTs), who have been strategically chosen based on the needs of the program. 

The program will consist of three types of Creators: 

  • Contributors will create on-demand, standalone microlearning and may collaborate with Academy Professors to create on-demand education.
  • HCTs will specialize in live training and on-demand training by creating formal educational content, like lessons and courses.
  • Reviewers will provide additional quality control by reviewing content and providing feedback. 

Partners must become HCTs before joining the program to create formal education such as lessons and courses. The HCT certification is not required to become Contributors or Reviewers. If you’re interested in the Academy Creator Program, please submit your interest here. 

 

Academy Bootcamps

Partners have access to exclusive Academy training and courses, like demo certifications, sales training, and solutions architect training. In addition, Academy runs live, cohort-based trainings called Academy Bootcamps which are a great way to level up your prospecting and selling skills. Learn more about bootcamps here.

Partner Tools 

HubSpot is committed to enhancing the partner experience within our product. We’ve already introduced several initiatives over the past year, and this is just the beginning. 

  • Improved  Client Access Manager (formerly Partner Employee Tagging): This is a feature in Partner Tools that helps Partner Admins manage Partner Employee access to Client accounts. It makes it easy to manage access for all Partner Employees across all Client accounts from a single workspace in the Partner Tools. For more information, check out this Knowledge Base Article.  
  • Launched New Partner Commission App: Solution partners now have full visibility into commission information through the Partner Commission App in the Partner Tools. While this used to be a manual process, partners can now download commission information on demand. This year, HubSpot will continue to explore how to improve this app for partners.
  • Seismic Access from Partner Tools: Partners can now access product previews via Seismic directly from the Partner Tools drop-down. Gone are the days of needing to bookmark or search for information.
  • Automated proof of involvement (POI) process: Partners can now attach their POI directly to shared deals within the Partner Portal. This saves partners time by eliminating the need for relying on HubSpot reps to do it. For more information on how to create and manage POI, check out this Knowledge Base Article. 

 

Seismic Enablement Platform for Platinum, Diamond, and Elite

Seismic is an enablement content platform that HubSpot invested in for our reps as well as our platinum, diamond, and elite solutions partners. By gaining access to this platform, partners can find the same collateral, competitive insights, product resources, and even confidential information such as pre-launch product insights, so you can go to market with us on key launches. If you’re a platinum, diamond, or elite partner, your employees can request access after completing the required steps outlined on this page.

Looking for sales training? More opportunities will be available in Q2 and Q3.

 

Accreditations

HubSpot Academy has exciting updates around the accreditations program to continue to help partners grow better. In addition to the new accreditations coming this year, we’ve launched a new data migration tool for accredited partners. Learn more below, and start preparing for your accreditation application today.
  • Updates to accreditations and new accreditations
    • In addition to launching two new accreditations in the second half of 2024, Academy will offer CRM implementation and onboarding accreditations in Spanish and French in February 2024.
    • We’re also incorporating a few changes to maintain prestige in the program, including rolling out standards to renew or revoke accreditations. Lastly, accredited partners are doing some amazing work, and we want to better acknowledge that, so Academy is exploring ways to drive awareness with HubSpot customers about working with accredited partners as well as launch industry badges to verify your industry expertise.
    • More details to come about the new accreditations. Keep an eye on your inbox and keep in touch with your PDM for more information.
    • The application window opens on February 12.  Visit this page for more details and to start your application.
  • New data migration tool for accredited partners
    • If you hold a CRM Implementation or Data Migration accreditation, we now offer a tool that allows you to easily do CRM migrations from any of these seven CRMs:
      • Microsoft Dynamics 365
      • Pipedrive
      • Mailchimp
      • Zoho CRM
      • Active Campaign
      • Copper
      • Keap

This tool will do the automatic mapping and creation of properties for you, so you can help more customers. For more information and to gain access, reach out to your PDM for instructions.

Not accredited? Learn more about each accreditation here: CRM Implementation Accreditation and Data Migration Accreditation.

 

Certifications & Lessons

Below are all the certifications we recently launched. 

 

Solution Partner Calendar

Stay on track in the partner program and never miss a partner event, accreditation application window, or other program launches by getting a view into what’s coming and what’s happening with the new Solution Partner Program Calendar. See an event you want to register for? Simply check the description for the signup link. Or hit ‘subscribe’ to add the partner calendar to your calendar, so you never miss an event.

Frequently Asked Questions (FAQ)

Communications

  • Request to join the solutions partner-exclusive Slack workspace to collaborate with HubSpotters and fellow partners, ask questions, and get inspired.
  • Request to join the solutions partner-exclusive HubSpot Community to get caught up with everything you need to know about the partner program, all in one place.
  • Request to join the solutions partner-exclusive Facebook Group.
  • Keep an eye on your inbox for the Quarterly Partner Digest containing all of the program updates you need to know for that quarter, and the Monthly Partner Power-Up featuring sales and product enablement resources that’ll set you up for success as a solutions partner.
    • Not sure if you’re subscribed? To manage your HubSpot subscription preferences, find an email you've previously received from HubSpot, click "Manage preferences" in the footer, and make sure you’re subscribed to the “HubSpot Education, Content & Resources” subscription.

Partner Development Manager (PDM) Role

Please visit the PDM resource center for additional resources and Academy lessons on successfully selling through the new model and collaborating with PDMs and GSs.

 You can view your PDM in your partner account. 

As of February 2024, Partners who source over $10,000 MRR annually in a region outside of the primary region where their current PDM is located are eligible to apply for additional PDM support in that region. This program is on an invitation-only basis based on sourced performance. If you believe you qualify, you can request details from your PDM.
For more FAQs about PDMs, visit the Rules of Engagement Page.

Seismic

HubSpot invested in this enablement content platform to improve the discoverability of sales collateral and important information for our reps and partners. By gaining access, you’ll be able to find pitch decks, one-pagers, competitive battle cards, demo guides, and sometimes even confidential information related to upcoming product launches.

Any employees from platinum, diamond, or elite partner businesses who have individually completed the required confidentiality training can request access. If you or your employees plan to request access, remember that HubSpot is paying for these licenses and by requesting access, we expect you to consistently use the platform.

We are not setting a limit to the number of employees from each partner business who can request access, however, we ask that you use good judgment and encourage your employees who have access to use the platform since it’s being paid for on a per-license basis by HubSpot. Each employee requesting access must however complete the mandatory confidentiality training before access is granted.

Currently, the only way to find this information is by emailing seismic-admin@hubspot.com requesting this.

There are a few reasons for the delay. Our team reviews incoming requests and compares them to our Academy data to cross-reference whether the user requesting access has completed the confidentiality training. However, our data might not match correctly if you’ve recently:

  • Changed email addresses from the email that you completed the training with
  • Moved to a new partner company after completing the training at a previous employer
  • There is also a chance our system has an error

If you’ve changed emails, double-check that you’ve transferred your academy credentials over to your new email. If you’ve changed employers, you’ll need to re-take the training under your new employer email. If neither of these occurred, please send a screenshot of your completed training to seismic-admin@hubspot.com 

Co-marketing

We’re in the process of building this program out and beginning to pilot on a small scale, so we can ensure we build this in a way that brings partners value. We know you’re eager to get more involved with this, as it’s been a top request, so we appreciate your patience as we get the foundation built out.

To start, we’re going to be identifying opportunities within HubSpot’s GTM where it makes sense to bring a partner in to co-market with. From there, depending on the topic, target audience, and expertise we’re seeking, we’ll establish a series of criteria to identify subject matter experts, while prioritizing partners who are accredited, higher tier, and have a high customer dollar retention rate.

Seats

We strongly encourage your entire team to complete the new Partner Academy Training that covers the seats pricing change and how you can prepare.

No. We’ve introduced a new Partner Seat. This is a free seat type for partner employees, which you can assign to as many of your employees as needed. Please note granting a Partner seat is at the Customer’s discretion. For more information, please refer to the Partner Academy Training.

Tiers

Visit and bookmark the How Tiers Work page.

The new partner collaboration sold points are live now (as of February 27). That means for deals you source going forward, you can earn five points per 100 USD. The new tier thresholds will go into effect on July 15, 2024. Learn more here.

It will apply to net-new and cross-sold product lines on or after February 27 (subsequent upsells on these lines will also be applied). However, upsells on product lines sold before February 27 will continue to be applied at the 3 points. Let’s take a look at an example below: 

  • Oct 2021: Partner A sold marketing hub pro to a customer for $1000 and receives 3 points for every $100 (30 points).
  • March 2024: Partner A cross-sells sales hub pro for $1000 and receives 5 points for every $100 (50 points)
  • April 2024: Partner A upsells customers from marketing hub pro to enterprise to $2000. Since they originally sold this product line before February 27 the 3 sold points multiplier still applies. The partner will receive 3 points for every $100 (now 60 points total on Marketing Hub)
  • December 2024: Partner A upsells customers from sales hub pro to sales hub enterprise to $2000. Since they originally sold this product line after Feb 27, the 5-point multiplier applies. The partner receives 5 points for every $100 (now 100 points total on Sales Hub).
  • By the end of the year, Partner A will have a total of 160 sold points (60 MH Ent + 100 SH Ent) compared to 120 points they would originally have without this change. Partner A is directly rewarded for sourcing. 

Accreditations

Applications will open on February 12, 2024 for the following: 

  • Onboarding Accreditation (English, Spanish, and French)
  • CRM Implementation Accreditation (English, Spanish, and French)
  • Custom Integration Accreditation (English only)
  • Data Migration Accreditation (English only) 

Each HubSpot Accreditation requires a specific number of HubSpot Academy Certifications to be completed before applying. Provided here is the list of required prerequisite certifications. These certifications validate the baseline knowledge and foundational skills you need to have to be considered qualified candidates for the accreditation process. For more details on the prerequisites, visit the partner credentials page. 

Visit the partner credentials page for available accreditations, resources, FAQs, and more.  

Partner User Groups (PUGs)

All partners and providers, regardless of tier or role in the company, are encouraged to apply. Please note, that we group PUG members on the individual level, not your company. Said another way, you as an individual are expected to attend each meetup — team, and member substitutions are not recommended. 

Applications will be reviewed once a year. PUGs are grouped by their role and region. If there aren’t enough applicants in a certain role (i.e. sales/account rep, owner/CEO, etc) or region, then a group won’t be created. PUG Champion applications are carefully reviewed by the HubSpot team and selected to lead one of these groups.

PUG Champions must plan and host monthly meetings for their group, lasting at least an hour. They’re also encouraged to engage in the PUGs community discussion board, collect feedback on the program, and share with the HubSpot team.

PUG meetings are held monthly over the year for at least one hour each. PUG members are expected to come prepared to each meeting with ideas and talking points based on the predetermined topic. PUG Champions are expected to commit extra time to determine topics, and schedule and host these meetings. There will also be one to two in-person Super PUG meetups for Champions and members to connect.

All PUGs are hosted in English by default. However, if there's enough interest in a different language, we will try to group those individuals.

Be sure to get your application in before they close on March 12.

PUG Champions will be emailed between March 18-22. General PUG members will be emailed once PUG Champions have completed their onboarding.

Champions organize the dates and times of the meetups for their groups based on their group’s availability. Meetups should begin in April and continue until the end of the year. 

Full details for Super PUG events are TBA. We are planning to host at least one in Q2 and another in Q3 in each of the primary regions where PUG groups are located. There will be an official announcement when registration for these events will open.
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