3min
When it comes to adopting HubSpot in your business, the gap between purchase and full utilisation can feel like a chasm. We call this the adoption gap—the space between buying the platform and using it effectively.
At Real Inbound, we’ve seen this challenge across industries and businesses of all sizes. And here’s what we’ve learned: adopting HubSpot isn’t about simply learning the software—it’s about aligning it with your go-to-market strategy. Without this alignment, HubSpot risks becoming another unused tool, rather than the powerhouse it was designed to be.
In this article, I’ll explore how HubSpot integrates with your go-to-market strategy, why alignment is essential, and the steps to close the adoption gap for good.
What Is the HubSpot Adoption Gap?
The adoption gap isn’t just a technical problem—it’s a strategic one. It can show up in several ways:
- Teams not using HubSpot in their daily work
- Unclear functionality that leaves users frustrated
- Reports that feel unreliable or disconnected from business goals
- Workarounds to manage perceived limitations
These symptoms often stem from one root cause: HubSpot is not a strategy.
HubSpot is a tool—an exceptional one—but it only works when integrated with a clearly defined commercial strategy. And that’s where your go-to-market (GTM) approach comes in.
The Role of a Go-to-Market Strategy
Your go-to-market strategy outlines how your business delivers products or services to market. It includes your:
- Target customers
- Value propositions
- Channels
- Processes
HubSpot is designed to support and enhance your GTM strategy, but it can’t define it for you. If you don’t have a clear GTM plan, or if it’s not built into HubSpot, you’ll likely encounter adoption challenges.
How HubSpot Aligns with Your GTM Strategy
When used correctly, HubSpot acts as the glue that holds your go-to-market strategy together. Here’s how it aligns with key elements of your GTM plan:
- Target Customers
HubSpot’s CRM tools help you organise and understand your customer base. With segmentation and personalisation features, you can create buyer personas and deliver tailored experiences.
Adoption Tip:
Set up your HubSpot CRM to reflect your key customer segments. Use custom properties to track attributes specific to your GTM strategy.
- Value Propositions
Your GTM strategy defines the unique value your business offers. HubSpot enables you to communicate this effectively across marketing, sales, and service teams.
Adoption Tip:
Create email templates, landing pages, and automation workflows that consistently highlight your core value propositions.
- Channels
Whether you use email, social media, or direct sales, HubSpot helps you manage and optimise all channels in one place.
Adoption Tip:
Integrate your existing tools (e.g., Gmail, LinkedIn) with HubSpot to create a seamless experience for your team and customers.
- Processes
Your sales and marketing processes should align with your GTM strategy. HubSpot’s pipeline management and automation tools ensure these processes run smoothly.
Adoption Tip:
Map out your key workflows (e.g., lead nurturing or deal stages) and replicate them in HubSpot using automation.
Common Adoption Challenges and How to Solve Them
Even with a strong GTM strategy, businesses can struggle to adopt HubSpot. Here’s how to address some common challenges:
- Lack of Buy-In
If teams don’t see the value in HubSpot, they’re unlikely to use it.
Solution:
Involve key stakeholders early. Show how HubSpot simplifies their tasks and ties into broader business goals.
- Misaligned Goals
If your goals aren’t clearly defined, HubSpot’s tools will feel disconnected.
Solution:
Set specific, measurable objectives for each team (e.g., increase qualified leads by 20% in six months) and track them in HubSpot.
- Inconsistent Data
Poor data quality undermines trust in the system.
Solution:
Clean your data before migrating to HubSpot. Use HubSpot’s data validation features to maintain accuracy over time.
- Overwhelmed Teams
Teams often feel overwhelmed by HubSpot’s capabilities.
Solution:
Start small. Focus on high-impact features first (e.g., CRM, email marketing). Expand usage as your team gains confidence.
Best Practices for Closing the Adoption Gap
- Embed Your GTM Strategy into HubSpot
Build your goals, KPIs, and workflows into the platform. - Train Continuously
Adoption isn’t a one-time event. Provide ongoing training and support. - Measure and Iterate
Use HubSpot’s analytics to track adoption metrics. Adjust your approach based on insights. - Celebrate Successes
Highlight wins (e.g., time saved, deals closed) to keep teams motivated.
The Adoption Gap Is a Management Problem
At its core, the adoption gap isn’t about technology—it’s about leadership. HubSpot can’t fix unclear strategies or siloed teams. But when paired with a strong GTM plan, it becomes a powerful tool for driving alignment and growth.
Uncover Hidden Costs of Adoption
Sign up for our email series and gain access to the CRM Adoption Success Scorecard—your guide to closing the adoption gap and achieving HubSpot success.
