The document discusses HubSpot's partner program and provides suggestions for improving the partner experience. It outlines the current lead registration process and proposes changes to better incentivize partners to drive free signups and activations. Some key recommendations include giving partners dedicated tools and workflows for setting up client accounts, gamifying desired partner behaviors, and creating product bundles tailored for partner needs. The goal is to help partners more easily sell HubSpot and earn commission through a simplified system.

1. Partnering With HubSpot:
An Overview
Sam Belt, Partner Program
Manager

2. Our Mission: Why Did We Build The Program?
We want to help YOU grow as a business

3. How Do We Help Partners?
1. Sales Support and Best Practices
2. Revenue Share
3. Better Tools
4. A Community

4. What Do We Expect From Partners?
1. That you dedicate a part of your business to re-selling or referring HubSpot
2. Maintain and use a HubSpot subscription (drink your own champagne)
3. Solve for the customer

5. How Do I Sell or Refer HubSpot?
1. Register the lead
2. For Starter products, you can help your client check out online
3. For Pro products, or more complex sales, contact your Sales Partner
Manager for help closing the deal

6. What Should I Do Next?
1. Watch the lead registration video on this page, and register the leads you
want to introduce to HubSpot
2. Review the FAQ and resources to answer your questions
3. Set up HubSpot for your business if you have not already
4. Ready to start introducing clients to HubSpot? Set up some time with your
Partner Manager

7. Lead Registration 101
Conor Krouch,
HubSpot Partner Program

8. What is lead registration?
Lead registration is the process of claiming a company that
you might want to refer or resell HubSpot to at some point.

9. Why should you register leads?
1. Commission
You must register a lead to earn commission for the sale.
1. To own the sales process
Lead registration protects your existing or potential clients from being
targeted by the our sales team without your involvement.

10. When should you register a lead?
As soon as you think there is a possibility that they might
ever use HubSpot (either free or paid).

11. Always register leads before:
1. Mentioning HubSpot to them, even in passing
2. Helping them set up a free account or paid account
3. Having them contact HubSpot in any way

12. What people think lead registration is:
Your lead

13. What lead registration actually is:
Your
lead

14. Impact: Channel Registered Product Driven MRR Lags
Direct

15. The Requirements For The New Solution:
1. If you can buy the product touchlessly online, the partner should be able to sell it and
earn commission on it without the help of a human
2. A partner should be able to understand our rules and what is expected of them to
earn commission and sell with us within ~5 minutes
3. Any system that creates more process and overhead -- either for partners or internal
employees here -- should be avoided
4. Partners should feel incentivized to partake in behavior we do like (helping clients
start free accounts, activating them etc) not behavior we don't like (squatting on
domains)

16. The Lead Registration Process Today:
Partner Fills Out Form On
Contact To Register Lead
If Unowned In 53, We
Automatically Register It For
Them
If Lead Buys, We Pay Partner,
Regardless Of Whether Or
Not Partner Helps
If Owned, We Tell Partner It Is
“Unavailable”
If Lead Buys, We Pay Partner
Only When They Meet
‘Double Comp’ Criteria
Partner Identifies Good Fit
Lead

17. The Proposed New Solution: Net New Accounts
Partner Signs Them Up For
Free Account. Partner is
Associated With That
SPECIFIC HubID
If Client Buys ON THAT
SPECIFIC Activated HubID, We
Pay Partner
If Client Buys On Different
HubID, We Pay The Partner
That Created It (or no partner, if
it was a direct deal)
Partner Identifies Good Fit Lead

18. In Order To Claim Leads, Partners Need To Add
Value First
1. First step for partner “registering” a lead would be to create a free account,
and invite their client, not just fill out a form that claims the lead in our
database
2. If lead buys on the HubID the partner created, they get credit. Simple,
black and white, and incentivizes the partner to drive acquisition +
activation early

19. The Proposed Solution: Registering Client
Becomes:
When they click it will
prompt sign up flow

20. The Proposed Solution: Sign Up Flow
Sign up flow then can be
designed to capture
partner’s client details,
goals etc

21. The Proposed Solution: Turn Partners Into USCs
Onboarding then will be
catered to training Partner
User to act like an USC
If successful, we could add
thousands of “Partner USCs”
who acquire AND activate
leads for us

22. What If The Domain Is Already Being
Worked?

23. If Owned By Direct Rep, We Enable Collab:
Partner Deal Registration
DEAL STATUS
ALREADY IN PROGRESS. This deal is currently being
worked by the following HubSpot Rep:
Rep Name: Sam Belt
Email: sbelt@hubspot.com
Phone: 855-829-0000
Office: Cambridge, MA USA
You may continue to create a portal, and when complete we
will connect you with them. Your Partner Manager will also
be notified. In order to win commission on this deal, the
customer must indicate that they are working with you at the
time of sale.
CONTINUE TO CREATE
PORTAL

24. If Owned By Another Partner:
Partner Deal Registration
DEAL STATUS
ALREADY IN PROGRESS. This deal is currently also
registered by another HubSpot partner. You are free to
also pursue this deal by clicking, “Create Portal Now”
below. Your Partner Manager will automatically be
notified. Remember, to get credit for this sale, the
customer must indicate you as the partner or record upon
purchase.
CREATE PORTAL NOW

25. For Install Base Accounts:
Partner Deal Registration
DEAL STATUS
EXISTING CUSTOMER. This company already has an
active subscription with HubSpot. If you are hoping to
sell them an additional product, you can work with your
Partner Manager to do so. Remember, to get credit for
this sale, the customer must use your partner code at
time of check out.
SCHEDULE WITH PARTNER
MANAGER

26. From The Client’s Perspective: Verifying
Partner Involvement

27. Partner “Deal Registration” 2.0
Partner Information
Add one question to the
customer checkout
process, regarding
partners

28. Partner “Registration” 2.0: Step 1
Partner Information
Customer indicates
whether or not they are
working with a Partner
AND whether or not they
have engaged the
Partner for ongoing
services
Partner Information
Are you working with a HubSpot Partner on your account?
Choose one.
No, we’re not working with a HubSpot Partner
Yes, but they just referred us. We’re NOT working with them
going forward.
Yes, and we have engaged them for their professional
services on an ongoing basis.

29. Partner “Registration” 2.0: Step 2
Partner Information
Customer then enters
unique Partner Code
given to them by partner
they are working with.
This can be entered
within 2 weeks of
purchase.
Partner Information
Are you working with a HubSpot Partner on your account?
Choose one.
No, we’re not working with a HubSpot Partner
Yes, but they just referred us. We’re NOT working with them
going forward.
Yes, and we have engaged them for their professional
services on an ongoing basis.
✅
Great! Please enter the Partner Code for the partner you
are working with
Enter HubSpot Partner’s Unique Code Here

30. The Impact

31. The Model For The Upside:
If we introduced this change, the assumption would be that:
1. Partners could no longer squat on domains they are not working, freeing up a significant portion
of the database for our direct sales team, giving us a lift in activation / monetization for these
portals
1. We would see a significant uplift in terms of channel driven free sign ups + activations. If partners
drove sign ups for 25% of the total leads they registered in the month of July, it would drive
15,000+ new sign ups alone
2. We save partners, partner employees (CAMs, CCs, SPM etc) and Ops countless hours going
back and forth with partners about disputes, clarifying the rules, etc

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43. What Makes Partner Users Different?
● Often a user on multiple HubSpot accounts, including one for their own
business as well as clients
● Have potential to earn $$$ directly from HubSpot if they follow right process
with clients who sign up for our software
● Sometimes buy HubSpot on behalf of another company

44. Chillis + Suggestions:
● Give these partners an option to raise their hand in sign up and core app to
explore becoming a level one partner (its free) in exchange for credit ($$$)
+ help from HubSpot -- this should be a no brainer for them
● Do not immediately assign their client accounts to direct sales rep, which
blocks partner from earning commission + results in hard pitch from wrong
person
● Give partners dedicated process/flow for setting up their clients with
accounts that they solves for their needs and incentivizes them to promote
our products online

45. Suggestions:
● Show partner users detailed usage and suggestions for next steps for all
paid AND free accounts they are users on
● Dedicated Partner SKU that includes all Hubs with Sandbox functionality
● Gamify behavior we want to encourage, let partner users set goals and hold
themselves accountable
● Create “value based” upgrades into additional partner levels based on
partner benefits (i.e. upgrade to Pro and unlock $100 in ongoing
commission)

46. Suggestions:
● When leads are unavailable, arm partner with next steps to help move deal
forward
○ In future, develop simple system that is not reliant on “reach out to your CAM” every time
this happens :)
● When leads are registered successfully, guide partner with next steps they
can take (“Create free account for client” w/ guide on how to activate them
or “request contract”)
● Long term, arm partners with apollo so they can quote and help clients get
started

47. Suggestions:
● Build one, product and service agnostic SKU for the partner user that starts
with a freemium “Level One” that grows with you as you see success
● Let Partners self select their service types during sign up and give them
tailored onboarding experience (i.e. Website Only partner gets training on
CMS, Customer Success Consult works on tickets etc)
● Create “PQL” points based on partner user activity to help move them up
through Partner Levels based on fit / need