At Real Inbound, we’ve seen firsthand how leadership buy-in—or the lack thereof—can make or break HubSpot adoption. The platform itself is powerful, intuitive, and designed for business growth, but without strong support from leadership at every level, it’s just another tool gathering dust.
Adopting HubSpot isn’t just about installing software; it’s about transforming how your business operates. This requires cultural change, strategic alignment, and a clear vision—all of which start at the top and cascade down through every layer of the organisation.
In this article, we’ll explore why leadership buy-in is critical, how its absence derails adoption efforts, and what you can do to ensure leaders at all levels champion HubSpot in your organisation.
Why Leadership Buy-In Is Essential
When leaders actively promote and participate in HubSpot adoption, they send a clear message: this isn’t optional. Leadership buy-in signals to employees that the CRM is a priority, not just another passing initiative.
HubSpot adoption isn’t just a technical challenge—it’s a resource-intensive process. Leadership support ensures that teams have the time, budget, and training they need to succeed.
Without leadership oversight, teams may view HubSpot as “someone else’s problem.” Leaders ensure accountability by embedding CRM adoption into KPIs and holding teams responsible for their role in the process.
Leadership buy-in helps close the HubSpot Adoption Gap—the space between purchasing the platform and fully utilising it to drive growth. By aligning HubSpot’s implementation with strategic goals, leaders create a clear path for adoption.
The Risks of Neglecting Leadership Buy-In
Without clear direction from leaders, teams often resist adopting new tools. They may cling to old processes or dismiss HubSpot as unnecessary, widening the adoption gap.
If leadership doesn’t define clear objectives for HubSpot, departments may use it inconsistently or fail to use it at all. This creates silos and undermines the platform’s effectiveness.
HubSpot adoption isn’t a one-time event—it’s an ongoing process. Without leadership pushing the initiative forward, enthusiasm wanes, and adoption stalls.
A lack of leadership buy-in can lead to underutilisation, effectively turning your HubSpot subscription into a sunk cost.
Securing Leadership Buy-In: A Step-by-Step Guide
Step 1: Align HubSpot with Strategic Goals
Leaders need to see how HubSpot supports the organisation’s broader objectives. Whether it’s improving lead conversion, streamlining customer service, or increasing revenue, tie HubSpot adoption directly to measurable outcomes.
Step 2: Engage Leaders Early
Involve leadership from the outset, not just during implementation. Host workshops to demonstrate HubSpot’s potential and gather input on their priorities.
Step 3: Build a Leadership Action Plan
Define clear roles for leaders in the adoption process. This might include:
Step 4: Provide Training for Leaders
Leaders don’t need to be HubSpot experts, but they should understand its capabilities and potential. Offer tailored training sessions to give them confidence in promoting the platform.
Step 5: Create Feedback Loops
Establish regular check-ins to gather feedback from leaders and address their concerns. This keeps them engaged and ensures the adoption process stays aligned with organisational goals.
Leadership at Every Level
HubSpot adoption requires buy-in not just from senior executives but also from middle managers and team leads. Here’s why their support is just as crucial:
Middle Managers: The Gatekeepers
Middle managers play a pivotal role in day-to-day operations. If they don’t champion HubSpot, their teams won’t either. Equip them with the tools and training they need to see HubSpot as a solution, not a burden.
Team Leads: The Frontline Influencers
Team leads directly impact how HubSpot is used on the ground. Their enthusiasm (or lack thereof) can significantly influence their team’s adoption. Regularly engage with team leads to ensure they’re on board and motivated.
Common Leadership Challenges (and How to Overcome Them)
Adopting HubSpot successfully requires leadership buy-in at every level, but it’s not always easy to get there. Leaders face numerous pressures, scepticisms, and misconceptions that can hinder their support for CRM adoption. Below, we explore three common challenges and provide actionable solutions to overcome them.
Challenge 1: “We’re Too Busy”
Leaders often feel they don’t have the bandwidth to focus on adopting a new system, let alone championing it across their organisation. This sentiment is especially prevalent in fast-paced environments where priorities constantly shift.
The Risk
Without leadership driving adoption, teams may lose focus, leading to poor implementation, low usage, and ultimately a wasted investment in HubSpot.
The Solution
Show leaders how HubSpot can save them time, not add to their workload:
Challenge 2: “What’s the ROI?”
Leadership teams often hesitate to invest in CRM adoption without clear evidence of its financial return. With so many competing priorities, HubSpot can feel like just another expense rather than a strategic investment.
The Risk
A lack of clarity around ROI can stall adoption efforts, leaving your organisation stuck with an underutilised system and limited results.
The Solution
Provide data-driven examples and a clear business case for HubSpot’s ROI:
Challenge 3: “This Won’t Work for Us”
Scepticism is a common hurdle, especially in organisations where past technology initiatives have failed or where leadership doubts HubSpot’s relevance to their unique business needs.
The Risk
Without addressing this scepticism, leaders may resist HubSpot implementation altogether or fail to fully support the adoption process, leading to inconsistent usage across the organisation.
The Solution
Demonstrate HubSpot’s flexibility and relevance to the organisation’s goals:
Key Takeaways
Are you ready to close the HubSpot Adoption Gap? Start with our email series, “Uncover Hidden Costs of Adoption,” and get access to our CRM Adoption Success Scorecard to assess your leadership readiness and take actionable steps toward success.