In today’s fast-paced digital world, companies are increasingly investing in CRM systems like HubSpot to streamline operations, improve customer relationships, and drive business growth. However, the potential of these tools is often underutilised due to poor adoption strategies, particularly at the leadership level. Without robust leadership support, CRM initiatives can falter, leading to wasted investment and lost opportunities.
At Real Inbound, we’ve observed that the gap between buying HubSpot and achieving full adoption is a significant challenge for many organisations. We call this the HubSpot Adoption Gap, and it typically stems from leadership’s failure to prioritise and integrate HubSpot into the core of the business strategy. In this article, we will explore how leadership can either drive or hinder HubSpot adoption and outline the critical role of leadership in preventing CRM failure.
Why Leadership is Crucial to HubSpot Adoption
Adopting a CRM like HubSpot is not merely about integrating new software—it’s about fundamentally changing how your company operates. The biggest barrier to adoption? A lack of leadership involvement. Leaders set the priorities, inspire the team, and build the accountability systems necessary for successful adoption. When leadership does not support this change, HubSpot risks becoming another underutilised tool, rather than a driver of business growth.
At Real Inbound, we've seen how a hands-off approach from leadership can derail even the most promising CRM initiatives. Here’s why leadership involvement is essential for successful HubSpot adoption:
The adoption of a CRM system like HubSpot requires clear prioritisation. Leaders must actively prioritise the implementation of HubSpot, framing it as a critical component of the organisation’s long-term strategy, not just another item on the to-do list.
One of the biggest obstacles to adoption we’ve observed is when leadership fails to make HubSpot a priority. Teams are overwhelmed with day-to-day tasks, and HubSpot often gets placed on the backburner. However, if HubSpot is seen as essential to achieving business goals, it is more likely to be integrated into daily operations.
Leaders Must Clear the Path
Leadership must also clear the path for successful adoption by reducing the number of conflicting priorities. A common scenario we’ve seen is when teams claim they are “too busy” to focus on HubSpot onboarding or training. But this is merely a reflection of how leadership has failed to make HubSpot a priority.
By streamlining priorities and giving HubSpot adoption the attention it deserves, leadership sends a clear message: this is important, and it requires everyone’s commitment.
Accountability is key to closing the HubSpot Adoption Gap. One major mistake we’ve seen is leaders handing off the responsibility for HubSpot adoption to IT teams or department heads, assuming they will take ownership. But without leadership accountability, HubSpot adoption often falters.
Implement a Management Control System (MCS)
To create real accountability, leaders should implement a Management Control System (MCS) that tracks progress and usage across the organisation. An MCS provides data-driven insights into how effectively HubSpot is being adopted, which can then be used to adjust strategies and interventions in real time.
For example, if the MCS shows that sales teams are not updating lead information in the CRM, leadership can intervene by offering additional training or incentives to improve engagement. Leaders must ensure that HubSpot adoption is regularly monitored, with clear goals and KPIs that align with broader business objectives.
HubSpot adoption is not a one-time event; it’s an ongoing process that requires consistent support from leadership. Leaders must be prepared to provide the necessary resources—whether it’s budget, time, or personnel—to ensure successful adoption.
Invest in Ongoing Training and Development
While onboarding is crucial, training shouldn’t stop after the first few weeks. Leaders must invest in ongoing role-specific training to ensure that teams are fully leveraging the power of HubSpot. For example, marketing teams might need specialised training on automation workflows, while customer service teams may benefit from advanced training on managing tickets and customer interactions through HubSpot.
Incentivise CRM Adoption
Leadership can also incentivise CRM adoption by tying individual and team performance metrics to HubSpot usage. For example, rewarding teams that consistently update CRM data and use HubSpot’s reporting features can encourage adoption across departments. Additionally, recognising and celebrating CRM “champions” within the organisation can motivate others to follow suit.
Successfully closing the HubSpot Adoption Gap requires more than just technical implementation—it requires a cultural shift. Leaders must foster a company culture that embraces change and continuous improvement. Teams need to understand that adopting HubSpot is not just about learning new software; it’s about modernising processes, improving customer experience, and driving long-term business success.
Championing HubSpot Across Departments
Leaders should be vocal champions of HubSpot, demonstrating its value in meetings, communications, and day-to-day interactions. When leaders are seen using and promoting the CRM, it sends a powerful message to the rest of the organisation: HubSpot is not just a tool—it’s integral to our success.
Leaders are responsible for ensuring that HubSpot aligns with the company’s broader strategy. However, a common issue we see is that leadership doesn’t connect the dots between HubSpot, and the company’s overarching goals, leading to a disconnect between strategy and execution.
Align HubSpot with Business Objectives
For HubSpot to be successfully adopted, it must be seen as a tool that will help the company achieve its business objectives. Leaders must communicate how using HubSpot will directly contribute to improving key metrics, such as customer retention rates, sales pipeline velocity, or marketing ROI.
By aligning HubSpot with measurable business outcomes, leaders can motivate teams to embrace the platform as a means to achieve success.
The Risks of Leadership Apathy in HubSpot Adoption
Failing to prioritise and support HubSpot adoption can have significant negative consequences, including:
Conclusion: Leadership is Key to Closing the HubSpot Adoption Gap
At Real Inbound, we’ve helped countless companies overcome the challenges of CRM adoption, and the common thread in every success story is strong leadership. HubSpot is a powerful tool, but it won’t deliver results unless it’s championed from the top.
Leadership must make HubSpot adoption a priority, set clear goals, provide ongoing support, and hold teams accountable. Only then can they close the HubSpot Adoption Gap and unlock the platform’s full potential to drive business growth and success.