Understanding the Customer Platform

Question 1

Why this matters?

Answer 1

1. HubSpot announced its new customer platform positioning in Aug 23’. This introduces a fresh framework for understanding our product.
2. As we go to market, having a firm grasp on the positioning framework will set all teams up for success.
3. This deck aims to answer 2 key questions.
   - How do the product layers of the positioning framework differs from the customer platform?
   - How do we define the different elements of the customer platform? More to the point, what is the difference between hubs, suites, ecosystem, and the customer platform?

Question 2

How do these product layers relate to a platform?

Answer 2

• A software program combined products with an ecosystem of integrations and services that work together and can be built upon. A CRM alone does not meet this definition, nor would HubSpot’s individual product layers, if they were to operate in isolation. But that’s now how our solutions are designed.
• So what kind of platform is HubSpot?
• Our platform has been purpose-built for connection from the ground up. Our platform is different, and better from traditional platforms, in that our system of record, system of engagement, and connected ecosystems are unified by design. Which is critically important to communicate to our prospects.
• When customers combine HubSpot’s product layers they know and love with an ecosystem of integrations, templates, and services. You have a customer platform that helps businesses grow better by solving for the customer.

Question 3

What is a Hub?

Answer 3

Hub:
- A single product offering that solves a direct customer problem - powered by our Smart CRM
- Who builds it? HubSpot.
- Product layer involved? Engagement Hub, Smart CRM
- Example: Marketing Hub

Question 4

What is a Suite?

Answer 4

Suite:
- A collection of products that work well together for the purpose of solving customer needs - powered and connected by our Smart CRM
- Who builds it? HubSpot.
- Product layer involved? Engagement Hubs, Smart CRM
- Example: Marketing Hub + Sales Hub

Question 5

What is a connected ecosystem?

Answer 5

Connected Ecosystem:
- A collection of apps, templates, services, community, and education that supercharge your products connected to our Smart CRM
- Who builds it? Partners, providers, and developers
- Product Layer Involved? Engagement Hubs and Smart CRM combined with 3rd party services, apps, and templates
- Example: Integrations

Question 6

What is a Customer Platform?

Answer 6

Customer Platform:
- The foundation of our Smart CRM combined with our connected ecosystem and products, all working in concert to solve for your customer.
- Who builds it? HubSpot and our ecosystem.
- Product layers involved? Engagement Hubs, Smart CRM, Connected Ecosystem.
- Example: HubSpot!

Question 7

What has HubSpot done to its rebranding to avoid confusion?

Answer 7

• “The CRM” has been rebranded as the “Smart CRM” with the entire platform now called the “Customer Platform” to intentionally distinguish between the parts and the whole.
• Customer Platform = Engagement Hubs + Smart CRM + Connected Ecosystem