Over the past few months, in my role as interim CIO, I’ve supported several companies in their implementation of Hubspot. This recurrence, perhaps due to chance, has enabled me to observe some interesting patterns.

Hubspot: the new challenger that can’t be ignored

Long considered a mere challenger to Salesforce, Hubspot has established itself as a credible alternative in many market segments. While its functional coverage remains less extensive than that of Salesforce (where development possibilities thanks to the specific APEX language are virtually unlimited), Hubspot more than makes up for it with :

• More affordable licensing costs
• A less costly ecosystem of players
• More intuitive handling
• Generally faster implementation

The trap of apparent simplicity

It’s precisely this ease of use that can become a trap. Hubspot’s intuitive handling often gives the illusion that the tool can be deployed without any real prior framing. This impression is all the more misleading as marketing teams, often the first to be interested in the tool, can start using it without necessarily involving the IT department.

The result? In the absence of an initial framework, the situation can quickly become chaotic. As with any IT project, but with a twist: Hubspot’s ease of use can accelerate the spread of disorder.

Key framing points

1. Data structure

First and foremost, scoping must focus on data modelling:

• Contact and company objects (native structure)
• Custom objects needed for the business
• The relationships between these different objects
• Mandatory and optional fields
• Data qualification rules

2. Automation

It is crucial to define in advance :

• Setting up automated workflows
• Trigger conditions
• The resulting actions
• Those responsible for their maintenance

3. Rights management

The definition of user profiles must be carefully thought out:

• Who can create/modify objects?
• Who can launch automations?
• Who can export data?
• What are the team/function restrictions?

The importance of a dedicated contact

One of the most critical points I’ve observed is the need to appoint a Hubspot “product owner”. Without such a person, there is a high risk of :

• A high initial investment
• A phase of enthusiasm and involvement
• Then gradual abandonment of the tool

This referent must be the guarantor of :

• Data consistency
• Process evolution
• Training new users
• Automation maintenance

A pragmatic solution for SMEs

For SMEs that can’t afford a full-time consultant, I often recommend a hybrid approach:

1. A part-time in-house consultant, not necessarily ultra-specialized, but a central point of reference for all Hubspot-related issues.
2. Structured, more specialized outsourced support

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This formula allows you to :

• Maintain continuity in tool management
• Benefit from external expertise when needed
• Control costs
• Guaranteeing the long-term future of your investment

Conclusion

Hubspot is an excellent tool, but its apparent simplicity should not obscure the importance of rigorous initial scoping and long-term organization. Investment in initial structuring and regular support will always be less costly than correcting a deteriorated situation later on.