Selling with HubSpot

Your go-to place for relevant resources, training and content related to HubSpot’s sales process, rules of engagement, co-selling frameworks, tools and more.

Key Resources

The HubSpot Sales Process:

For partners, it's important to understand the HubSpot sales process, so you can better align your selling motions with HubSpot. Understanding this process will lead to more success in selling and co-selling with HubSpot and moving deals forward, and lead to better outcomes for our shared customers.

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HubSpot’s sales process consists of seven stages: connect, discovery, solutions demo, business considerations, pricing and terms, out for signature, and closed won. Some of these stages will be assisted by your channel account team, while others will be led by the partner, and sometimes these stages will be worked collaboratively together. For more information on the sales process, visit this page.

Solutions Partner Program Sales Rules

To be able to successfully sell with HubSpot, it’s important to not only understand the sales process, but the rules associated with various scenarios you’ll encounter. This becomes critical when trying to understand domain ownership, core sales motions and how to receive credit. To learn more about HubSpot’s Solutions Partner Program sales rules, visit this page.

HubSpot's Three Core Sales Motions

Partner Sold

Deals that are worked as a joint effort between a HubSpot Partner and a Channel Account Manager. They include deals within the partner's capacity (via registration), deals sold from the partner's install base (IB), and deals within the partner's capacity that are competitive between partners, called "best partner wins" (BPW).

Direct Sold

Deals that are worked by a HubSpot direct rep with no interaction from a HubSpot Solutions Partner or a Channel Account Manager (CAM).


Deals that are worked as a joint effort between a HubSpot Partner, a Direct Rep, and a Channel Account Manager. These include both DIFM (Do It For Me) deals and Partner Collaboration deals.

Differences Between Partner Collab & Do-it-For-Me (DIFM)

Partner Collaboration (PC)

Partner Collab (PC): Deals in which the Partner works with their client or potential client to uncover the need for HubSpot. This is different from the "Partner Sold" sales motion because the URL already exists in the capacity of a Direct Rep, thereby triggering the need to collaborate and align in order to close the deal.

Do-it-For-Me (DIFM)

Do-it-for-me (DIFM): Deals in which the need for a partner is uncovered and scoped by the Direct Rep. The Direct Rep is then responsible for facilitating an introduction to the partner for their prospect, aligning objectives, and working closely with the partner to close the deal.

The S.M.A.C Framework for Co-Selling with HubSpot

S.M.A.C stands for Scope, Match, Align and Close. These are the important stages for every single co-sold deal. These help define the steps and responsibilities for both HubSpot reps and partners on shared deals.

  • Scoping in a co-sold sales process refers to a determining the gap between what a prospect needswhat they can do on their own, and what products and services might be needed.

    Note: In the Scope Phase for a DIFM (do it for me) deal, at least some scoping by the Direct Rep will be completed prior to you joining the deal. The Direct Rep will share their notes/findings with you after getting your commitment to collaborate on the deal. For a Partner Collab, you'll be bringing what you've already scoped to HubSpot. Below are general tips and guidance for best practices in this phase overall.

    In this stage of the co-selling process, you should be uncovering the needs of the prospect (or in a "do-it-for-me" deal, this stage will already be completed by a Direct Rep who will share their notes with you). We recommend following your normal Discovery Process during this stage to uncover the pains, requirements and needs of the prospect. Refer back to the Discovery stage in the HubSpot sales process and work with your Channel Account Manager if needed.


  • Matching within a co-sold deal refers to a prospect finding the best fit with a partner and their services that addresses their needs.

    When it comes to finding the right match between a prospect and a partner for a co-sold deal, there are a few ways in which HubSpot and the prospect accomplish this.

    1. HubSpot Solutions Directory Profile

    2. Word-of-Mouth

    To learn some best practices, we encourage you to complete the co-selling course here.

  • Alignment refers to the Direct Rep and Partner working together to set clear expectations for the sales process ahead of a joint conversation.

    Alignment begins with a prep call. The Prep Call is a way to ensure team effort between the Direct Rep and the partner. Its purpose is to set expectations, create timelines, surface roadblocks, and ultimately lay out a path to purchase and services.

    To learn some best practices, we encourage you to complete the co-selling course here.

  • Closing refers to the Partner's ability to successfully close the deal in collaboration with a Direct Rep.

    As a partner, your objectives are as follows:

    1. Maintaining good relationships with HubSpot Direct Reps
    2. Understanding the HubSpot sales process
    3. Remaining in constant alignment with the direct rep throughout the process
    4. Understanding how your CAM can support you

    To learn some best practices, we encourage you to complete the co-selling course here.

Deal Registration

A new tool that helps streamline the way partners and reps sell together.

Shared Selling Tools

Deal registration is used to highlight qualified software opportunities to HubSpot. What makes our tools different, is that registering a deal creates a shared deal that syncs between your portal and HubSpot’s. A shared deal is the deal record that's created in both the partner's and HubSpot's CRM when a deal is registered. You can register a shared deal in one of three ways: through a banner on the partner dashboard, on a contact or company record, or by converting an existing deal in your CRM. Learn more here.