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HubSpot Solutions Partner Impact Awards

Recognizing HubSpot Solutions Partners for exceptional client work.
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About the Impact Awards Program

We want to recognize you for helping your clients grow better. What better way to showcase the results of your efforts and honor your best client success stories than with a prestigious award?

There are three types of awards open to any HubSpot solutions partners: Category, Performance, and our DEI&B Champion Award.

What Does Winning Mean?

All winners will have their client stories featured on our Impact Awards Hall of Fame page.
 We'll share a PR kit for self-promotion, add the award to your solutions directory profile, share your achievement with the greater partner community, and send you a shiny trophy!

Semiannual Category Awards

This category recognizes partners that provide value to clients, starting with a single product and demonstrating their expertise in delivering a single hub solution to their customers.


Requirements: Must demonstrate customer value delivered through a single hub. A case study should define the challenge, solution, results, impact, and AI impact. Submissions that include how AI features within that hub drove measurable customer outcomes or how the project established foundational AI readiness for the customer will receive weighted consideration.

Please reference the updated scoring rubric for criteria guidelines.

This category recognizes partners that deliver a remarkable multi-product solution.

Requirements: Must include at least 2 or more hubs connected as a coherent system, with evidence of shared data context. A case study should define the challenge, solution, results, impact, and AI impact. Submissions that include AI-driven actions or agents that span hubs or demonstrate how the project established foundational AI readiness will receive weighted consideration.

Please reference the updated scoring rubric for criteria guidelines.

This category recognizes a partner that exhibits deep technical knowledge and expertise that enable customers to overcome business challenges and improve processes through a tailored, custom, and complex solution. This does not include standard implementations, but rather showcases a mix of: custom development work, custom integrations, customizing HubSpot, APIs, or bridging multiple systems into HubSpot, etc.

Requirements: Must extend beyond a standard implementation. Must include a mix of: custom development work, custom integrations, customizing HubSpot, APIs, or integrating multiple complex systems into HubSpot. Case study should define the challenge, solution, results, impact and AI impact. Submissions that incorporate foundational AI readiness, agent configuration, custom AI tooling, API-driven automation or agentic workflows, or CRM context architecture for AI will receive weighted consideration.

Please reference the updated scoring rubric for criteria guidelines.

This category recognizes a partner who has demonstrated expertise in migrating a customer from a legacy platform/system to HubSpot. Must involve complete removal of an existing system or platform and replacing it with HubSpot.

Could include any products: CRM, any hub, or the full suite, with the focus specifically around the migration work from initial scoping to end solution/results. More competitive solutions will demonstrate how the migration strategy was optimized for AI readiness (eg: data cleanliness, object structure, lifecycle mapping, enrichment) and/or how the new HubSpot environment enables AI-powered workflows or insights post-migration.

Requirements: Must feature a success story where the customer was on an alternative platform/system and migrated them over to HubSpot. Must focus on the migration work/process/results. Case study should define the challenge, solution, results, impact, and AI impact.


Please reference the updated scoring rubric for criteria guidelines.

Recognizes partners that design and deploy agentic systems built with or including HubSpot’s agentic customer platform, where AI agents execute workflows, interact with data, and collaborate with humans to drive measurable business outcomes.


Submissions should demonstrate partner strategy, agentic architecture and orchestration, HubSpot-centric execution, and autonomy and business impact.


Requirements: Submissions must include either HubSpot’s agentic customer platform and HubSpot-native agents or clearly demonstrate how third-party or custom-built agents are integrated with and operate within HubSpot’s customer platform (e.g., using HubSpot data, triggering workflows, or executing actions within HubSpot).

Please reference the updated scoring rubric for criteria guidelines.

Yearly Performance Awards

Participants

To qualify as a competition participant, a partner must:

  • Joined HubSpot Solutions Partner Program before January 1, 2027
  • Active and in good standing at evaluation time
  • No pending escalations on channel clients
  • Gold tier or higher at time awards are evaluated
  • At least 5 reviews posted in 2026 published on directory at final evaluation

Criteria

There are three special criteria for ranking the Global Partner of the Year award:

  • At least $30k Managed MRR or equivalent Managed Points Average for all of 2026
  • At least 110% Revenue Retention for 2026 overall
  • At least 85% C$R for 2026 overall

Partner meeting all criteria with the highest sum of qualifying sold MRR from eligible deals wins.

Eligible MRR:

  • Subscription Services (per HSPPA definition)
  • Closed in 2026
  • Sold by partner (includes partner collab and touchless sales)
  • Recognized as new, cross-sell, or upgrade sales by HubSpot
  • Assisted MRR is EXCLUDED

Participants

To qualify as a competition participant, a partner must:

  • Have joined HubSpot Solutions Partner Program before January 1, 2027
  • Be active and in good standing at evaluation time
  • Have no pending escalations on channel clients

Criteria

The partner from each region with the highest sum of sold MRR from eligible deals wins.

Eligible Deals

  • Subscription Services (per HSPPA definition)
  • Closed in 2026
  • Sold by partner (includes partner collab and touchless sales)
  • Recognized as new, cross-sell, or upgrade sales by HubSpot

Participants

To qualify as a competition participant, a partner must:

  • Joined HubSpot Solutions Partner Program on or after April 1, 2026 and before January 1, 2027
  • Active and in good standing at evaluation time
  • No pending escalations on channel clients

Criteria

The partner from each region with the highest sum of sold MRR from eligible deals wins.

Eligible Deals

Deals for Subscription Services (as defined in the HSPPA) that closed in 2026, that were sold by the partner (includes partner collaboration), and that are recognized as new, cross-sell, or upgrade sales by HubSpot are eligible. Assisted MRR (formerly DIFM) is EXCLUDED.

Participants

To qualify as a competition participant, a partner must:

  • Have joined the HubSpot Solutions Partner Program before January 1, 2027
  • Still be active and in good standing with the program at the time that final awards are evaluated, and have no pending escalations on channel clients
  • Have a tier of Gold or higher at the time the awards are evaluated
  • Have at least five reviews that were posted in 2026, published on the directory at the time that the final awards are evaluated
  • Have at least 500 Managed Points Average in 2026
  • Have at least 90% Customer Dollar Retention for 2026 overall

Criteria

In order to provide accurate standings, the criteria for reviews will be enforced in stages for the regional leaderboards, as we know partners will accumulate reviews throughout the year.
  • Q1 2026: A partner needs 0 reviews to be included in leaderboards
  • Q2 2026: A partner needs 1 review to be included in leaderboards
  • Q3 & Q4 2026: A partner needs 3 reviews to be included in leaderboards
  • Q1 2027 for awards evaluation: A partner needs 5 reviews to be included in leaderboards

Partners are ranked by Revenue Retention (RR). The partner from each region with the highest 2026 Revenue Retention wins. Ties will be broken with the following criteria, in order:

  1. The partner with the largest number of customers (including both managed and sold)

  2. The partner with the highest 2026 sold MRR (calculated in the same manner as the Partner of the Year award)

Revenue Retention

Revenue Retention is a measure of how cross-sell, upgrades, downgrades, and cancellations compare to your install base of sold and managed clients, specifically, an annualized calculation of monthly net MRR changes for customers. Each month, we look at the client subscriptions at the start of the month, and then compare these to cross-sell, upgrades, downgrades, and cancellations within the month. That gives us a percent change for the month. We then “annualize” this percentage (multiply it by itself 12 times) to calculate Revenue Retention, which says “if this same pattern continued for the next year, how would revenue at the end of the year compare to revenue at the beginning of the year?” The formula for Revenue Retention is (End-of-Month MRR/Beginning-of-Month MRR)^12, where the End-of-Month MRR doesn’t include any new clients from the month.

So, for example, if your install base dollars are 1% higher at the end of the month than the beginning, then your retention for that month is 101%. The annualized Revenue Retention would be (101%)12 = 113%. Likewise, if your install base dollars are 1% lower at the end of the month than the beginning, then your retention for that month is 99%. The annualized Revenue Retention would be (99%)12 = 89%

How can I improve my install base revenue retention?

First and foremost, work with your PDM -- they’re customer satisfaction experts and can help you find specific levers in your install base for improving your Revenue Retention.

Generally, the activities that improve Revenue Retention are:

  • Cross-Sell new product lines
  • Up-sell on existing product lines
  • Minimize downgrades
  • Minimize churn

Does selling new business help my revenue retention?

Not directly. Selling new business makes your Revenue Retention more stable -- that is, less likely to move up and down. This can mean that a cancellation will have less impact on your Revenue Retention number, but it also means that you’ll need to keep up cross-sell and upsell efforts across new clients to keep the Revenue Retention number up.

Customer Dollar Retention

Customer Dollar Retention is specifically a measure of churn, and ignores upgrades/downgrades. Like Revenue Retention, Customer Dollar Retention is annualized. The formula is (Beginning-of-Month MRR less churns/Beginning-of-Month MRR)^12. Any complete cancellation of a product hub, even if the customer keeps other product hubs, counts towards the churns total.

[This criterion is not up to date for 2026. Updated criteria will be shared by mid-June.]

Participants

To qualify as a competition participant, a partner must:

  • Have joined the HubSpot Solutions Partner Program before January 1, 2026.
  • Still be active and in good standing with the program when final awards are evaluated and have no pending escalations on channel clients.
  • Have a tier of gold or higher at the time the awards are evaluated.
  • Manage at least 25 portals throughout 2025.
  • Have a minimum GRR (Gross Revenue Retention) threshold of 85% for 2025 overall.

Criteria

Once qualified, partners' managed customer portals are ranked against one another using AI adoption metrics. The partner from each region with the highest percentage of AI Weekly Active Users (WAU) across all of their managed customer portals wins. Ties will be broken with the following criteria, in order:

  • The partner with the highest GRR.
  • The partner with the largest number of AI WAUs.

AI Weekly Active Users Percentage

AI Weekly Active Users (WAU) percentage measures the proportion of a partner's managed customers who are actively engaging with HubSpot's AI features on a weekly basis. This metric reflects how effectively partners are driving adoption of HubSpot's AI capabilities across their customer base. The percentage is calculated by dividing the number of managed customers with at least one weekly active AI user by the total number of managed customers.

How can I improve my AI adoption metrics?

First and foremost, work with your PDM — they can help you find specific strategies for improving your AI WAU percentage.

Generally, the activities that improve AI adoption are:

  • Providing AI onboarding and training for customers
  • Highlighting AI capabilities in your implementation strategy
  • Creating use cases demonstrating AI value for specific customer needs
  • Building AI-enhanced workflows and templates for your customers
  • Regularly reviewing AI usage metrics with customers

Does simply activating AI features help my metrics?

Not directly. While activating features creates the opportunity for use, the AI WAU percentage specifically measures active engagement. Partners should focus on meaningful implementation strategies that drive consistent usage rather than just enabling features. The most successful partners integrate AI capabilities into their customers' core business processes to ensure sustained adoption.

DI&B Champion Award

This award will acknowledge one partner business yearly, that’s actively advancing diversity, inclusion, and belonging on their teams and in their organizations across the following objectives:
Leadership & Governance
Talent Programs
Employee Experience & Culture
Learning & Development
Data Tracking and Reporting

Some examples would be how your senior leadership regularly evaluates the organization’s DI&B status in meeting its DI&B strategic objectives or having DI&B concepts that are embedded into general organizational learning and development programs so that DI&B is not viewed as a stand-alone concept.

All active solutions partners and providers can nominate themselves. All nomination information must be completed before the deadline, December 31, at 11:59 pm ET, for the nomination to be considered. The winner will be notified at the beginning of the following year.

Rules, Deadlines, Conditions, and Eligibility

Rules

Semiannual Category Awards:

  • You must be an active HubSpot solutions partner during both the time of submission and the time the winners are announced.
  • Submissions must be submitted as a blog post (1,000 words or less) or video clip (five minutes or less), and received by 11:59 PM EST on the day of the deadline.
  • Submissions will be score semiannually and by region, with a minimum score of 70+ required to win.
  • Submissions must be work done for the partner's client. Submission of work done by a partner for their own business will be disqualified.
  • Client permission is required to share the work with HubSpot for consideration. Submissions without a valid permission letter will be disqualified.
  • Client work can only be submitted for consideration one time. That means the same entry can’t be submitted to the same category in different quarters and/or the same entry can’t be submitted to multiple categories.
  • You can use the same client for multiple submissions in different categories. 
  • You can submit as many unique entries each quarter and/or categories as you want! Please see the categories for specific criteria and the scoring rubric.

Deadlines

Semiannual Category Awards:

  • H1: January 1 - June 30 
  • H2: July 1 - December 31 

All partners who have submitted will be notified of the results prior to the greater partner community announcement of the winners. This will be 30-45 days post submission deadline.

DI&B Champion Award:

  • Submissions will be accepted until December 31.
  • Final winner announced in Q1 of the following year. 

Conditions and Eligibility

All Awards:

Only partners in good standing (as determined by HubSpot) are eligible. All applicable federal, state and local laws and regulations apply. Void where prohibited or restricted by law. NO PURCHASE NECESSARY. A PURCHASE WILL NOT IMPROVE YOUR CHANCES OF WINNING. HubSpot reserves the right, at its sole discretion, to cancel, terminate, modify or suspend any contest (or portion thereof). HubSpot also reserves the right in its sole discretion to disqualify any entry. BY ENTERING, YOU WAIVE ALL RIGHTS TO BRING (AND COVENANT NOT TO BRING) ANY CLAIM AGAINST HUBSPOT OR ANY OTHERS ASSOCIATED WITH THIS CONTEST. YOU FURTHER AGREE TO RELEASE AND HOLD HARMLESS HUBSPOT FROM ANY AND ALL LIABILITY ARISING FROM THEIR PARTICIPATION IN THE CONTEST. Any disputes that may arise hereunder shall be governed in all respects by the laws of the Commonwealth of Massachusetts without regard to conflicts of laws principles. Venue with respect to any such disputes shall be the state and federal courts of the Commonwealth of Massachusetts.

Hear From Previous Winners

  • Jon Payne

    We continue to apply for the HubSpot Impact Awards because it is a fair judgment of our work. The awards aren't based on the taste of the judges or whoever is flavour of the month at that moment, it's based on results. We use our Impact Award wins primarily in our sales cycle to prove that everything we do is focused on driving revenue and results for our clients. It also supports our marketing efforts and is useful for prospects when they are in the process of choosing a HubSpot agency to work with. Finally, applying for (and winning) an Impact Award makes our team happy because they get to see that their hard work has been rewarded with a shiny HubSpot trophy! It really helps us celebrate and recognise the brilliant team members who did the client work.

    Jon Payne

    Co-Founder & Technical Director

    Noisy Little Monkey (EMEA)

    Noisy Little Monkey
  • Greg Linnemanstons

    Our goal is to apply several times a year for HubSpot Impact awards, simply because there is no partner recognition that's a better indicator of the quality and results clients want from a trusted partner. When we win, we're proud to promote the win to clients, prospects, teammates, and employment candidates, because it's the best demonstration of achieving the excellent results we promise all of our stakeholders.

    Greg Linnemanstons

    President

    Weidert Group (NAM)

    Weidert Group
  • Laurent Ross

    We really value the HubSpot awards and they have been a crucial part of our success in onboarding bigger and more prestigious clients. What we love most about HubSpot awards is that they use fair judging criteria and are based on real campaign results, unlike many awards which are mostly based on industry connections or simply paid for. HubSpot awards really do shine a light on agencies that go above and beyond for clients who are, or aim to be, digital industry leaders.

    Laurent Ross

    Co-Owner & COO

    Oxygen (APAC)

    Oxygen

Ready to Apply?

Let's Hear Your Story

Remember, these awards are only open to HubSpot solutions partners. To apply, click below, login with your HubSpot portal, and submit your application.

Apply Now

Frequently Asked Questions

No. Each submission must be unique. You can’t submit the same submission to multiple categories.

Yes. As long as each submission is unique and not a duplicate. However, the submissions will all be graded against each other.

No. To ensure a fair playing field for all, once a submission has been graded, it can’t be resubmitted. Thank you for your understanding.

There is no timeline of how old or new a client should be. Just use good judgement.

Yes. Please note, you have to select in the application which language.

Regional assignment is based on where the customer ships from, not where the partner is headquartered. If you manage customers in multiple regions, your install base will be split by customer location, and your RR and C$R will be calculated separately for each region. As a result, a single partner can appear on multiple regional leaderboards if they serve customers in more than one region.

Yes, if your agency manages customers in multiple regions, their customers will be assigned to each region based on their shipping location.