Building Partner Acumen

Question 1

Marketing Companies

Answer 1

Typical Services:
- Full service digital
- SEO
- Social Media
- Creative & branding
- Public Relations
- Traditional Marketing
- Marketing Emails

HubSpot Product Alignment:
- Marketing Hub
- CMS Hub

Question 2

Web Services

Answer 2

Typical Services:
- Website Design
- Website development
- SEO
- User Experience (UX)
- User Interface (UI)
- Website Hosting
- Link Building & PPC

HubSpot product alignment:
- Marketing Hub
- CMS Hub

Question 3

IT/Tech Integrator

Answer 3

Typical Services:
- CRM Implementations
- Managed IT Provider
- Cloud Services
- HelpDesk
- System Integrations
- Middleware Development

HubSpot Product Alignment:
- Sales Hub
- Marketing Hub

Question 4

Sales Services

Answer 4

Typical Services:
- Marketing to Sales handoff
- Consulting
- Training
- Coaching
- Enablement
- Copywriting

HubSpot Product Alignment:
- Sales Hub
- Marketing Hub

Question 5

Strategy & Consulting

Answer 5

Typical Services:
- Strategic Growth
- Growth Consulting
- Business Advisory
- Customer & Market
- Growth Tracking

HubSpot Product Alignment:
- All Hubs!

Question 6

Partner Prep Call Snippet

Answer 6

partnerprepcall

Question 7

PDM

Answer 7

Partner Development Manager

Question 8

PDM’s: Alignment

Answer 8

• PDM’s often take the lead in making sure the partner and GS are aligned on the shared selling opportunity and understand their roles and responsibilities.
• This includes coordinating introductions, sharing information/notes, and understanding what each party needs from the other to move the deal forward.

Question 9

PDM’s: Internal Process

Answer 9

They have insight into the partner’s internal processes and can provide insight into how they approach clients.
- For example, many partners have a set of questions they ask to scope a HubSpot project. PDM’s can help set expectations on what that looks like and the reasoning behind it.
- PDM’s also know the bandwidth and expertise of partners. Having the appropriate partner introduced on a deal leads to better results for all parties.

Question 10

PDM’s: Demand Generation

Answer 10

• PDM’s are strategic advisors to their partners and routinely work with partners on creating campaigns that generate new opportunities - which in turn, will benefit the GS.
• It is worth synching with PDM’s on where shared target accounts may lie and explore options on how to address these jointly with the partner.

Question 11

PDM’s: Partner Capabilities

Answer 11

The PDM can confirm the partner has the capability the prospect needs.
- For example, some partners have expertise in construction, others in finance. Some are better at Marketing Hub and others Sales Hub. Some can do it all!
- They key is transparency for all so that the customer has the best experience and the best results.

Question 12

How PDM’s Help Partners:

Answer 12

• Alignment
• Internal Processes
• Demand Generation
• Partner Capabilities

Question 13

How PDM’s help Growth Specialists

Answer 13

1. Partner Alignment
2. Strategize
3. Interpersonal Relationships

Question 14

PDM’s: Partner Alignment

Answer 14

• The PDM helps the Growth Specialist by ensuring the partner is aligned with HubSpot in regards to where the deal stands and how to move it forward.

Question 15

PDM’s: Strategize

Answer 15

• They can help the Growth Specialist strategize with the partner on closing and understanding the implementation/project timeline.

Question 16

PDM’s: Interpersonal Relationships

Answer 16

• The PDM can leverage the relationship with the partner to garner quick responses and encourage the partner to take action.

Question 17

Responsibilities & Communication

Answer 17

GS are responsible for:
- Updating the partner on any progress made
- Sharing any details uncovered that may benefit the partner in helping move deals forward (challenges, objections, etc.)
- Keeping shared properties updated.
- Using shared messages to track progress
- Updating, managing, and forecasting the deal in 53.

PDM Responsibilities:
- Ensuring the partner & Growth Specialist are aligned and at the same stage in the sales process with each other.
- PDM’s should be guiding partners to meet shared timelines as well as updating notes on a regular basis during partner 1:1’s.

Partner Responsibilities:
- Updating the Growth Specialist on any progress made.
- Sharing any details uncovered that may benefit the GS in helping move deals forward (challenges, objections, etc.)
- Meeting any shared deadlines.