5min
If you’ve implemented HubSpot (or any CRM) expecting it to transform your sales, marketing, and service processes only to feel underwhelmed, you’re not alone. It’s a common scenario we’ve seen at Real Inbound, where businesses invest in HubSpot with great hopes but then fall short of realising its true potential. This is because HubSpot doesn’t deliver results just by being installed—it needs full adoption across your organisation to work as intended.
In this article, we’ll unpack why HubSpot sometimes feels like it “doesn’t work,” what we mean by the HubSpot Adoption Gap, and the business benefits of using HubSpot as the core driver for growth. Let’s dive into the real purpose of a CRM like HubSpot and how full adoption unlocks its power to bring measurable success.
What Is CRM Actually For?
A CRM (Customer Relationship Management system) is often seen as just another piece of technology, but it’s so much more than that. The fundamental purpose of a CRM is to drive business growth by helping you better manage and understand your customer relationships, streamline operations, and ultimately increase revenue.
Let’s break down what a CRM like HubSpot is designed to provide.
The Power of CRM: What HubSpot Provides
A well-implemented CRM like HubSpot provides your team with tools, insights, and processes that drive efficiency and support your growth goals. Here are some of the main benefits that HubSpot can offer:
- Data for Cross-Selling and Upselling: HubSpot gathers all customer data in one place, making it easier to identify opportunities to cross-sell and upsell effectively.
- Sales Enablement and Training: With tools for mentoring, coaching, and tracking sales activities, HubSpot improves team performance and consistency.
- Greater Efficiency: By connecting your systems, HubSpot reduces silos, aligns teams, and increases operational efficiency.
- Performance Tracking: HubSpot’s analytics help you monitor individual and team performance in real-time, which drives accountability.
- Integrated Marketing Tools: HubSpot isn’t just a CRM; it’s also a complete suite of marketing tools designed to help you create and execute campaigns seamlessly.
When we talk about the HubSpot Adoption Gap, we’re referring to the gap between these potential benefits and the reality of what many businesses experience. If HubSpot isn’t fully adopted, you won’t get the full value of its capabilities, and the CRM can feel like a “waste” rather than a powerful growth driver.
Tools and Activities HubSpot Can Optimise
When used correctly, HubSpot can drive improvements across a range of business activities. Here’s a breakdown of some of the most impactful areas where HubSpot supports growth.
- Sales and Marketing Activities
HubSpot centralises your sales and marketing activities, streamlining processes and helping your team work smarter. Some of the key activities that HubSpot manages include:
- Sales Prospecting and Outreach: Automate prospecting and follow-up tasks to ensure consistent outreach.
- Sales Process Management: Track deals through each stage of the sales process, from lead qualification to closing.
- Pricing and Proposal Control: Standardise pricing and proposals to maintain consistency and reduce errors.
- Content Performance: Measure the success of content like landing pages, calls-to-action (CTAs), forms, and campaigns.
With HubSpot, each of these activities becomes data-driven and repeatable, which is critical for sustainable growth. When businesses fall short in adopting these tools, they lose out on the opportunity for consistent, scalable growth.
- Campaign Performance Monitoring
HubSpot’s marketing tools offer detailed insights into campaign performance, including email engagement, ad success, social media interactions, and more. Here are some key campaign metrics that HubSpot can track:
- Social Media Engagement: Track likes, shares, and comments across platforms.
- Email Campaign Success: Monitor open rates, click-through rates, and conversions to refine your messaging.
- Ad Performance: Understand which ads resonate with your audience to improve ROI on ad spend.
- Customer Satisfaction Scores: Use tools like the Net Promoter Score (NPS) to gauge customer satisfaction.
If you’re not fully using these features, it’s easy to fall into the HubSpot Adoption Gap, where the platform doesn’t deliver its promised value. By engaging with these tools and refining them over time, you’ll start to see a major impact on your revenue and customer relationships.
- Enhanced Customer Experience
The ultimate goal of any CRM is to create a better customer experience that builds trust and loyalty. HubSpot provides tools to streamline customer service, track satisfaction, and ensure a smooth experience from the first touchpoint to renewal.
Some of the tools HubSpot provides for customer experience include:
- Service Ticket Management: Ensure fast response times and efficient issue resolution.
- Customer Feedback Collection: Use surveys and other tools to gauge satisfaction.
- Personalised Interactions: With data from the CRM, your team can personalise communications, which improves engagement and loyalty.
HubSpot’s integrated approach ensures that each customer interaction feels seamless, but it requires buy-in from all teams. Without full adoption, this unified experience becomes fragmented, and the customer journey suffers.
Outcomes of Fully Adopting HubSpot
The benefits of closing the HubSpot Adoption Gap extend far beyond simple productivity gains. When HubSpot is fully adopted and embedded into your business, it has the potential to deliver significant results across multiple areas, including:
- Increased Revenue: With better lead qualification, improved sales efficiency, and enhanced customer insights, revenue growth becomes more achievable.
- Lead Generation and Awareness: HubSpot enables targeted, effective lead generation that drives awareness and attracts high-quality prospects.
- Cross-Selling and Upselling: With a complete view of customer needs, your team can identify cross-sell and upsell opportunities more effectively.
- Reduced Sales Friction: Automation and data accessibility help remove obstacles in the sales process, resulting in faster deal cycles.
- Improved Customer Retention and Renewals: By delivering an exceptional customer experience, HubSpot helps increase retention and renewal rates.
These outcomes are only possible when HubSpot is used to its fullest potential. And achieving full adoption requires going beyond the initial setup to ensure that each team member is not only trained but also actively using the platform as part of their daily work.
Common Pitfalls and How to Overcome Them
We’ve identified several key pitfalls that businesses face in HubSpot adoption. Here’s how to tackle each one and drive meaningful results.
- Lack of Clear Goals and KPIs
One common mistake is implementing HubSpot without clear, measurable goals. If your team doesn’t know what they’re working towards, it’s difficult to maintain momentum, and HubSpot usage can drop off over time.
Solution: Define specific goals and KPIs (e.g., lead response time, number of qualified leads per month) and track them closely. Regularly review these metrics to see if HubSpot is helping you achieve your objectives.
- Poor Data Hygiene and Management
Dirty data leads to inaccurate reporting, poor customer segmentation, and inefficient workflows. Without clean data, your CRM becomes more of a burden than a benefit.
Solution: Schedule regular data clean-ups to remove duplicates, update outdated records, and standardise data entry. This keeps your CRM accurate, actionable, and valuable.
- Limited User Adoption
A CRM is only as valuable as the people using it. If team members are avoiding HubSpot or only using a fraction of its tools, you’re not getting full value from your investment.
Solution: Provide regular training and make sure each department has a clear understanding of how HubSpot can make their work easier. Encourage a culture where HubSpot is seen as a daily essential.
- Failure to Keep Up with New Features
HubSpot is constantly updating, and staying informed of new features can add significant value. Ignoring these updates can lead to missed opportunities.
Solution: Regularly review HubSpot’s release notes and attend training sessions on new features. Schedule quarterly reviews to ensure you’re up to date with the latest tools and integrations.
The Real Cost of the HubSpot Adoption Gap
The HubSpot Adoption Gap isn’t just an operational issue; it’s a missed opportunity that can cost your business significantly. When HubSpot is underutilised, businesses often experience:
- Wasted Marketing Spend: Without accurate targeting and tracking, marketing spend can go to waste.
- Lost Sales Opportunities: Without a clear view of customer data, your team misses cross-sell, upsell, and referral opportunities.
- Inefficiencies Across Teams: When teams don’t communicate within HubSpot, work is duplicated, and productivity suffers.
- Customer Churn: Disjointed customer service and poor data management lead to dissatisfied customers and increased churn.
These costs highlight the importance of investing in HubSpot as a tool that supports ongoing improvement. With a focused effort on bridging the adoption gap, you can turn HubSpot into a growth engine that continues to deliver value over time.
Conclusion: Avoid the HubSpot Adoption Gap with Full Commitment
HubSpot has the power to drive growth, but only when it’s fully adopted and consistently optimised. This means going beyond initial implementation to engage your team, keep data clean, and regularly reassess your processes. By making a full commitment to HubSpot and bridging the adoption gap, your CRM can become the backbone of your business, driving efficiency, insights, and long-term growth.
At Real Inbound, we’ve seen firsthand how companies transform when they prioritise HubSpot adoption as an ongoing process. If you’re ready to get more from HubSpot, consider an improvement plan that adapts as your business grows and ensures the platform remains a valuable asset.
Ready to Close the HubSpot Adoption Gap?
If you’re looking to take your HubSpot implementation to the next level, our HubSpot Adoption Gap Framework can guide you through the process. This email series provides practical strategies and expert insights to help you achieve long-term success with HubSpot.
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