5min
In the fast-paced world of business, it’s easy to overlook the importance of feedback loops when implementing new systems. But if you’re using HubSpot and struggling with adoption across your organisation, the absence of feedback could be the key factor holding you back. Feedback loops aren’t just nice-to-have—they’re essential for closing the HubSpot Adoption Gap and ensuring long-term success.
In this article, we’ll dive into what feedback loops are, why they’re critical to HubSpot adoption, and how you can leverage them to accelerate adoption, streamline processes, and get the most out of your HubSpot investment.
What Are Feedback Loops?
At its simplest, a feedback loop is a system where the output of a process is used as input for future decision-making. In the context of HubSpot adoption, this means collecting information from users—your team members, managers, and even customers—and using that feedback to optimise the way HubSpot is implemented and utilised across your business.
A feedback loop can reveal critical insights about how HubSpot is (or isn’t) being used, where there are roadblocks, and what features or workflows need improvement. Without regularly collecting and acting on feedback, you risk investing in a tool that no one is using to its full potential.
Why Feedback Loops Are Critical to HubSpot Adoption
Implementing HubSpot across your organisation is not a one-time event. It’s an ongoing process that requires constant iteration and improvement. Without feedback loops, you may have no idea where adoption is breaking down or why your team is struggling to fully integrate HubSpot into their daily workflows.
Here are three critical reasons why feedback loops should be at the core of your HubSpot strategy:
1 Identify and Address Adoption Barriers Early
It’s common for companies to encounter resistance when implementing a new system like HubSpot. Often, users may feel overwhelmed, undertrained, or simply not see the value in transitioning from their current methods. These barriers can severely impact adoption rates and undermine the success of your investment.
By establishing feedback loops, you can uncover these issues early. For example, if the sales team isn’t updating deals in HubSpot, the feedback might reveal that they find the interface cumbersome or don’t see the relevance of certain data fields. This gives you an opportunity to address the problem—whether that’s through additional training, adjusting workflows, or simplifying data entry fields to match their specific needs.
2 Improve User Experience
Your team is on the front lines, using HubSpot day in and day out. They’re the ones who know where the tool is excelling—and where it’s falling short. If the platform is too complicated, clunky, or doesn’t align with their work processes, they won’t use it, and your company won’t benefit from HubSpot’s full potential.
Regularly collecting feedback will give you a window into the user experience. It will help you understand how your teams feel about using HubSpot and whether the tool is helping or hindering their workflow. Once you’ve gathered that information, you can make data-driven decisions to adjust configurations, enhance training, and even automate repetitive tasks.
3 Maintain Ongoing Improvement
The business environment changes rapidly, and your team’s needs will evolve. What worked when you first implemented HubSpot may not work six months or a year down the line. Feedback loops keep you in a constant state of improvement by identifying new challenges and opportunities as they arise.
By encouraging an ongoing dialogue with your team, you’ll be able to stay ahead of any issues, ensure continuous optimisation, and make sure HubSpot evolves with your business. Without feedback, you run the risk of HubSpot becoming underutilised or misaligned with your overall goals, leading to wasted potential and investment.
How to Create Effective Feedback Loops for HubSpot Adoption
Now that you understand the importance of feedback loops, let’s explore how you can implement them effectively within your organisation.
1 Create Multiple Feedback Channels
Not everyone communicates in the same way, so it’s essential to offer different methods for your team to provide feedback. Some employees may prefer structured surveys, while others may be more comfortable with informal one-on-one check-ins.
Here are some effective ways to gather feedback:
- Surveys: Regular surveys to all HubSpot users, asking questions about ease of use, workflow alignment, and where improvements could be made.
- User Groups: Create dedicated user groups for each department to share challenges and successes related to HubSpot.
- One-on-One Check-ins: Have managers check in regularly with their team members to get direct feedback about how they’re finding HubSpot.
- Anonymous Feedback Forms: Encourage honest, constructive feedback with anonymous submission options to reduce fear of reprisal or criticism.
2 Act on Feedback Quickly
There’s nothing worse than giving feedback and feeling like it’s being ignored. Make sure that your team knows their input is valuable by acting on it as quickly as possible. Set up a clear process for reviewing feedback, prioritising suggestions, and making necessary changes to HubSpot configurations or processes.
If some changes can’t be made immediately, communicate why and provide a timeline or alternative solution. This transparency will go a long way in maintaining team morale and ensuring they stay engaged with the adoption process.
3 Incorporate Feedback into Regular Training
HubSpot is a robust tool, and many companies don’t take full advantage of its capabilities simply because they don’t know how. Feedback loops can help identify knowledge gaps within your team, which can be addressed with targeted training sessions.
For example, if feedback reveals that your marketing team isn’t using the Campaigns tool effectively, set up a dedicated training session to walk them through best practices. This proactive approach will empower your team to feel more confident using HubSpot’s features and ensure higher adoption rates.
4 Close the Loop
A feedback loop isn’t complete without closing the loop—meaning, once you’ve gathered feedback and made changes, you need to circle back to your team and let them know what’s been done. Show them that their feedback had a direct impact on improving HubSpot’s usability.
Not only does this foster a culture of continuous improvement, but it also encourages employees to keep providing feedback in the future, knowing their voices are heard and valued.
How to Measure the Success of Your Feedback Loops
Feedback loops are only effective if they lead to measurable improvement. Here’s how to measure the success of your feedback loop implementation:
- Adoption Rates: Track how frequently different teams or departments are using HubSpot and whether adoption rates improve after acting on feedback.
- User Satisfaction: Conduct follow-up surveys to measure whether user satisfaction has improved after implementing changes based on their feedback.
- Efficiency Metrics: Look at key performance indicators (KPIs) related to efficiency—such as the time it takes to complete specific tasks in HubSpot, the accuracy of data input, or the number of deals closed—and assess whether these improve after changes are made.
- Error Reduction: Measure the number of errors or roadblocks that users encounter and whether those diminish after you’ve optimised workflows and provided additional training based on feedback.
Conclusion: Feedback Loops are Key to Long-Term HubSpot Success
If you’re not using feedback loops in your HubSpot adoption process, you’re likely leaving valuable insights and opportunities for improvement on the table. By integrating feedback loops into your strategy, you can uncover barriers to adoption, enhance the user experience, and ensure that HubSpot remains an essential tool for your business’s growth.
Remember, successful HubSpot adoption isn’t a one-time event—it’s a continual process of improvement, and feedback loops are your key to unlocking HubSpot’s full potential for your team.
If you're currently facing challenges with HubSpot adoption, take a step back and assess how effectively you’re gathering and acting on feedback. The insights you gain might just be the missing link in turning HubSpot from a tool that your team tolerates into one that drives real business value.
Start Closing the HubSpot Adoption Gap Today
Want to learn more about how feedback loops can improve HubSpot adoption for your clients? Join our HubSpot Adoption Gap Framework email series for actionable strategies that will make you a HubSpot Adoption Specialist.
