Event Recap:
HubSpot Partner Kickoff 2022
Creating Customer Relationship Magic, Together

  1. Couldn't attend this year’s Partner Kickoff? Read on below for a recap of the event, followed by key takeaways and details on the key changes and updates we shared. 

Watch the recording on-demand

Click here

A Quick Recap

  1. During Partner Kickoff, Brian Garvey (VP, Solutions Partner Program) joined us from HubSpot HQ and spoke with leaders across the organization, who discussed how they’re supporting our strategy to scale with partners and providers. Some highlights from those conversations include:

    • Say hello to a new and improved points-based tier model coming in July 2022. This new model is more flexible, more global-first, and designed to reward partners for all the great work they do. It’s also built from the ground up with partner feedback in mind. 
    • Put your learning caps on. Partners will get access to more training, certifications and accreditations in 2022, including expanding the availability of the Advanced CRM and Partner Scaled Onboarding accreditations to all platinum, diamond, and elite partners.
    • Get in the groove with Sales and CS leaders. Selling and servicing with HubSpot continues to evolve, opening up new opportunities to work more closely together and create customer relationship magic as one team.

    • Follow a proven playbook. We heard from HubSpot partners who are achieving success with Yamini’s three winning plays.

    • Connect with your peers. There are more ways than ever to get involved with the HubSpot partner community. From new DEI&B programs to new HUGs and now PUGs, there’s a forum to connect for everyone.

New Tiers Framework

Partners got an early look at the new and improved tiers framework, coming in July 2022. This new model is based on your feedback, it’s more flexible, more global first, and better equipped to reward you for all the great work you do. Going forward, we’ll improve the tiers system to measure partners across three areas:

  1. Performance (track record of MRR across selling & servicing)
  2. Customer success (measure of servicing quality)
  3. Knowledge (validation of skills and expertise)

These changes will be rolled out in phases, beginning in July 2022:

PTiers Timeline

In phase one, we're making 3 changes:
  • Each tier will have one composite points goal made up of both sold and managed MRR, solving for flexibility in the way partners contribute to HubSpot. 
  • We’re enabling equity across regions by moving from growth market partners to growth market customers. In other words, partners get increased credit for customers located in growth markets, regardless of where their business is located. 
  • We’re updating the backend infrastructure so that partners will be able to see a detailed breakdown of what counts towards their tier and track growth over time.  

Between now and July 2022, we’re working to put the final touches on phase 1 of this new framework. The exact point thresholds and minimums will be reviewed with our 5 Global Partner Advisory Councils (PACs) in February and shared with all partners in March. This gives partners all of Q2 to prepare for the changes coming in Q3. As we set the thresholds, our goal will be to strike a balance between maintaining prestige and allowing room for partners to adjust to the new framework. 

Phase two will include a new approach for measuring customer success and knowledge. We’ll vet these concepts with our PACs in 2022, but they won’t launch until 2023 or later.

These changes are designed to make it easier, more flexible, and more transparent for all partners so they can understand our tiering structure, meet their business goals, and grow a thriving business with HubSpot.

Learn more in the new Tiers & Benefits Guide for 2022

Download

  1. Tier Targets and Recalibration

    While our tier model is changing, our philosophy on tier targets, uptiering, and recalibration stays the same. We’ll continue to:

    • Increase tier targets annually, in line with the growth of the collective partner community. This year, that will happen in July 2022. 
    • Uptier partners monthly based on performance.
    • Re-calibrate bi-annually, in January and July. 

    The changes coming to the tiers model will make it more flexible for partners to achieve success within the HubSpot Solutions Partner Program, and better reward partners for all their contributions to our shared customers’ success.

    Annually increasing tier thresholds is critical to maintaining the prestige of each tier and collectively supports HubSpot’s partner-led growth goals. We strive for elite to represent the top 1% of tiered partners, diamond the top 10%, and platinum the top 40%. With this in mind, a healthy way to think about maintaining an existing tier is that you should be growing your HubSpot business by about 30% year over year; partners who want to reach a higher tier level should aim to grow more than 30%. 

     

How does this change affect tier recalibration?

The short answer? It doesn’t. 

Recalibration will continue to use our existing approach. We look at the highest tier a partner achieved in the previous 6 months (using the previous tiering thresholds), and we credit them for that tier for the upcoming 6 months. 

For example: Let's say a partner has been achieving gold on the previous thresholds, but when we announce new thresholds in July, they don’t meet the minimums for gold. That partner would maintain their gold status from July 2022 through January 2023. In January 2023, we would look at their performance from the past 6 months as part of our bi-annual tier recalibration. If they have not been able to achieve gold on the new thresholds at any point in the previous 6 months, they would be moved to untiered on January 15, 2023. 

 

When will I know what the new tier targets are?

New points-based thresholds will be announced in March 2022, after being reviewed by the global PACs. 

In April, we plan on hosting a roundtable style event so you can learn more, dig into specifics and hear about why we made these changes. Sign up for the April roundtable waiting list here. 

 

How does the point system work?

Every tier level has an overall points goal, which in Phase 1, can be made up of both sold and managed clients. When partners or providers close a client, the value of their account is converted into points based on the sold points multiplier for the client’s currency. And when partners or providers manage a client, the value of their account is converted into points-based on the managed MRR multiplier for their currency. All these points add up to contribute to a partner’s tier. 

 

What is a “point”? What is it not?

In the new framework, partners will have a single, composite ‘points’ requirement, which can be made up through a combination of selling (sold MRR) and servicing (managed MRR). We’re still putting the final details on the exact value of a point, and on what those thresholds will be. Stay tuned for an announcement to the partner community this March, once we’ve collected feedback from our global PACs.

 

What is a growth market, and how is it changing?

In 2020, we introduced "growth market tiers", markets where HubSpot is just getting started and where we rely heavily on partners.  Eligibility was based on where partners were headquartered. In July, we'll shift to focus on growth market customers rather than growth market partners. This means partners will get increased credit for selling to customers located in growth markets, regardless of where the partner is located. 

The growth market customer locations include India, Latin America, North Asia (China, Mongolia, and South Korea), Southeast Asia (Bangladesh, Brunei, Cambodia, Hong Kong, Indonesia, Laos, Malaysia, Maldives, Myanmar [Burma], Nepal, Pakistan, the Philippines, Sri Lanka, Singapore, Taiwan, Thailand, Timor-Leste, and Vietnam).


When will the new tier framework go into effect?

July 16, 2022.

 

Will there be selling minimums in the new point-based tiering system?

Yes. Selling is an important aspect of the program, and we want to incentivize and reward partners who are helping us reach new customers, and expand existing accounts.

Super-charged Partner Enablement: Credentials & More

 

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Partners can expect even more support from our growing enablement team in 2022 with investments we’re making in three core areas:

  • Broadening our enablement program to span all stages in the partner development journey. Specifically, we’re revamping our onboarding program to ensure new partners get up to speed quickly. 
  • Increasing the investment in partner credentialing and education. We’re launching new certifications, accreditations, and processes to better support the long-term success of our shared customers. This includes expanding the availability of our two most sought-after accreditations - Advanced CRM and Partner Scaled Onboarding - to all diamond and elite partners mid-year and to all platinum tier partners by year’s end. We’ll also begin to build two additional accreditations, with an initial release to our diamond and elite partners in the second half of 2022.
  • Expanding our role-based training, particularly to support developers and other individuals who build custom solutions on top of HubSpot. 
 


Scaling Selling & Servicing with Partners

Our shared customers want partners involved in both selling and servicing. We want that, too, and we're making investments to help scale selling and servicing with partners. Leaders across the business joined us at Partner Kickoff to talk about those investments, including Christian Kinnear, SVP of International Sales, Mae Joyce Kettler, VP of Sales, and Kevin Ackhurst, Senior Director of Sales.

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To recap, here are the exciting ways we’ll be supporting partners:

  1. Training CAMs on a new Partner Development Model to help partners grow their HubSpot business even bigger.
  2. Teaching the direct sales team how to better diagnose when a deal would benefit from a partner, and bringing partners in to deals early and often. 
  3. Improving the partner collab process by making YOU the deal owner instead of the direct rep.

We’re also continuing to improve new deal registration and shared selling tools, and finishing the swing on the lowering capacity announcements we made in October, which go into effect in February 2022. These changes have improved how we sell together. It’s easier to engage, it’s friction-free, and allows for better connections between partners and direct reps. Plus, feedback from HubSpot reps and  partners has been incredibly positive, with 83% satisfaction in the in-app feedback tool in November. Click here to learn more about capacity changes going into effect in February. 

In the servicing section, partners heard from HubSpot’s EVP of Customer Success, Jeetu Mahtani.

He shared 3 key servicing investments we’re making to support partners: 

  1. Changing the scope of the channel consultant (CC) role so they can focus completely on the partner’s business.
  2. Expanding the team of services consultants (SCs) - Individuals who assist in the sales process to scope out when a customer needs servicing from a partner.
  3. Overhauling the services section of the HubSpot website to better align with our strategy to scale services with partners.

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Yaminis Sell and Service Playbook

 

 

So, what can partners do to be successful in selling and servicing with HubSpot?

  1. Read up on Yamini's 3 winning plays (if you haven’t already) and start implementing them. 
  2. Stay on top of certifications and accreditations and get as advanced as you can.
  3. Display a track record of success by selling, servicing, and bringing more customers to HubSpot.
 

Sandler Training

Bonus: Two More Sandler Training Sessions Added

To help us sell better together, HubSpot has partnered with Sandler to design two different tracks to help you scale your business based on your role. For sales reps on the front line that want to close more deals, choose the Sales Skills Training. For CEOs and Owners looking to grow their business effectively, choose the Elevate Your Business track. Both programs consist of eight 90-minute virtual learning sessions (one per week), provide ongoing instructor access and support throughout program, and access to Sandler Online learning & resources.

Get Involved with the HubSpot Partner Community

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Black@INBOUND - A global community to amplify Black professionals.

Black@INBOUND is a year-round social experience in the HubSpot Community for partners, providers, and customers. Join the Community for helpful content, exclusive events with must-see guests, INBOUND sneak-peeks, and a whole lot more. 

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Partner User Groups (PUGs) - HubSpot’s answer to your networking request

Partner User Groups, affectionately referred to as PUGs, are role-based networking groups that connect partners  with peers in their corner of the world. Meet partners across various tier levels and backgrounds who face similar challenges and get the opportunity to learn and collaborate. Any partner in good standing can apply, and we review applications twice a year. For more information, check out this page. 

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HubSpot User Groups (HUGs) - A community of HubSpot users

HUGs are free virtual events for all customers and partners to support, educate and grow HubSpot skills. HUGs are often managed by a solutions partner and can vary in topic. For example, we have a group dedicated to the Education Industry, a group for ABM fanatics and those who care about Automation. To attend a HUG, check out our 225+ groups. Want to know more about managing a HUG? Find out more here. 

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DEI&B Sponsorship Program - Invested in all our partners

Diversity, equity, inclusion and belonging (DEI&B) is a top priority for HubSpot and that commitment extends to our partner community. To promote diversity and inclusion, we’ve been piloting a sponsorship program that pairs partners who identify as business owners of color with a HubSpot executive and aims to increase their social capital. The program is open to all partners who identify as a person of color. We will select and match five partners for H1 2022. Learn more and apply here.

2021 Performance Impact Award Winners

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Customer First Award

Exceptional customer experience

Niswey
HubEx AS
Hook Digital
Pearagaon Consulting

 

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Rookie of the Year

Highest sold MRR for a new partner

The Entourage
Converteo Technology
Grows
Cardone Ventures

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Partner of the Year

Highest sold MRR

Hype & Dexter
Avidly
MKT4EDU
SmartBug

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Global HEART Winner

Actively making a difference in their company around DEI&B

Spitfire Inbound

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Global Partner of the Year

Exceeds revenue retention, customer dollar retention, directory reviews, and MRR criteria

Avidly

Partner Panel Recap

At the October event, Yamini discussed three winning play opportunities for HubSpot partners. During Partner Kickoff, we invited some partners to share real-life experiences delivering on those three plays, proven best practices in serving our joint customers, and why they’re excited for the opportunity to partner with HubSpot in the year ahead.

As a reminder, the three winning plays for partners are:

  1. Broaden your selling and servicing capabilities
  2. Focus on multi-hub and suite
  3. Build business and technical expertise

For more details on how you can achieve success with these, download Yamini’s Partner Guide to Winning with HubSpot. 

Click here to watch the January 26th panel with Michelle O'Keeffe, CEO of Engaging.io, Saher Ghattas, CRO of Flawless Inbound, and Adrian Bortignon, Managing Director of Kongo. 

Watch the full recording here that includes a panel with Ben Rubin, Senior Revenue Manager of Remotish, Ron Berry, Founder & CEO of Miller Creek Marketing, Becky Murphy, Managing Director of BabelQuest.

Reminder: New domain capacities go into effect February 1, 2022.

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As a reminder, we announced new domain capacities in October 2021. Those changes go into effect February 1, 2022.

To help partners strategically reduce their registered domains, we’ve created the Reducing Capacity and Lead Auditing Guide. Click here to download the guide and learn more about the future of shared selling as well as get some best practices and strategies to help partners get under their new capacity.

Important Note: Partners who are over the new capacity limits on February 1, 2022 won't be able to register new domains or extend the registration on existing ones until they get under capacity. Partners will need to be at the new capacity limit by April 1, 2022 or their commissions will be withheld.

 

How can I find out more about shared selling tools?
Our new shared selling tools rolled out on September 22, 2021. Learn more about the shared selling tools here.

When do partners need to be at the new capacity limits?
All partners and providers should be within their new capacity by February 1, 2022. If partners are not under capacity limits by April 1, 2022, commissions may be withheld.

What are the new capacity numbers?
Elite 175, Diamond 75, Platinum 25, Gold 15, Untiered 10, Provider 5. 

Do we have to re-register domains?
No changes to domain expiration and re-registration. Your domains will remain registered for 6 months, and partners can still increase this by an additional three months, if needed, which is no change for how the system works today. However, partners can only re-register existing domains if they are under capacity. 

Will over-capacity partners be able to extend registration on registered domains?
No. 

Will over-capacity partners be able to register new domains?
No.

Will my domains be unregistered?
No. On February 1, 2022, no domains will be unregistered. However, partners who are over the new capacity limits on February 1 won't be able to register new domains or extend the registration on existing ones until they get under capacity. 

How do I get below capacity?
You can de-register domains in your HubSpot portal. For best practices, work with your CAM and consider things like de-registering your existing customers, domains for companies based in countries you don’t do business in, and only keeping domains in your target vertical.

 

Key Dates

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If you have any further questions about the information shared at kickoff, please reach out to your CAM or CC. Have a great 2022, and we'll see you at the next event!