Podcast Summary: Owning the Outcome – Episode: Partner GTM with a Recommended Tech Stack and App List

Podcast Information

• Title: Owning the Outcome
• Host/Author: HubSpot
• Description: Owning the Outcome delves into the bold strategies, tough lessons, and pivotal moments that define success within the HubSpot ecosystem. Hosted by Sarah McDevitt, HubSpot’s Sr. Director of Partner Strategy, each episode features in-depth conversations with leaders who are reshaping the landscape in an AI-driven world, while capitalizing on a $30B opportunity.
• Episode Title: Partner GTM with a Recommended Tech Stack and App List
• Release Date: November 1, 2023

Introduction

In this episode of Agency Unfiltered, hosted by Kevin Dunn, the discussion centers around strategic go-to-market (GTM) approaches for HubSpot partners, emphasizing the importance of a well-curated tech stack and integration app list. Kevin interviews Matt Smith, CEO and founder of 1406 Consulting, to explore their journey within the HubSpot partner ecosystem and their methodologies for advising clients on tech stack design and integration.

1406 Consulting's Entry into the HubSpot Partner Ecosystem

Timestamp [00:00 - 08:37]

Matt Smith narrates the genesis of 1406 Consulting, detailing how his initial foray into the HubSpot ecosystem began in 2017. While working in business development for a small automotive company, Matt identified a critical gap in sales operations—specifically, the absence of a CRM system. Over a dedicated weekend, he self-educated on HubSpot's early sales tools through Academy videos, setting up a trial team. This proactive approach resulted in a 50% revenue increase within four months by implementing robust sales operations and leveraging HubSpot's CRM capabilities.

Matt Smith [03:55]: "Over four months, we had grown top line revenue by about 50%. A lot of that came from just running a strong sales ops process and having visibility into key deals through HubSpot."

Encouraged by this success, Matt applied to the HubSpot Sales Partner Program, becoming one of the first sales partners. This move was strategic, recognizing that HubSpot was expanding beyond marketing to include comprehensive sales solutions. The transition saw Matt evolving from an independent consultant into a full-fledged marketing agency, with the support of his sister, who brought a decade of agency experience to the table.

Evolution of 1406 Consulting's Services and Accreditation

Timestamp [08:37 - 22:16]

Today, 1406 Consulting offers a broad range of services, including HubSpot implementations, custom integrations, branding, and website design. A significant milestone was achieving Custom Integration Accreditation in early 2023, which required demonstrating live, production-ready integrations for clients. This accreditation differentiates 1406 in a competitive landscape, where only about 60 partners hold this status out of approximately 6,000 in the directory.

Matt Smith [09:50]: "We had to submit multiple examples of live in production custom integrations... It was a pretty cool process and we're excited to see more opportunities coming for that."

Matt emphasizes the importance of focusing on a specialty area to stand out among thousands of partners. By excelling in custom integrations, 1406 Consulting not only differentiates itself but also aligns with the evolving needs of clients who require tailored solutions beyond standard HubSpot functionalities.

Designing and Recommending a Tech Stack

Timestamp [22:16 - 30:17]

A core topic of discussion is the strategic approach 1406 Consulting takes in advising clients on their tech stacks. Matt explains that while they maintain a list of preferred apps and integrations, the recommendation process is advisory rather than prescriptive. During the discovery phase, they assess the client's existing systems, needs, and problems to suggest the most appropriate tools from their vetted list.

Matt Smith [13:04]: "We don’t lead with, 'If you want to work with us, you have to implement all of these tools.'... The goal is to help HubSpot fit as smoothly into their business operations as possible and to solve problems for them."

Key areas they focus on include:

• Phone Systems: Evaluating whether clients use personal cell phones or corporate VoIP systems, and recommending solutions like HubSpot’s native calling features or third-party integrations.
• Meeting Tools: Integrations with platforms like Gong for call recording and transcription.
• SMS/Text Messaging: Recommendations based on the need for text communication.
• Quoting and CPQ: Tools for generating quotes and managing contracts.
• Paid Advertising: Solutions for ABM, B2B, and consumer advertising.
• Web Analytics: Tools like Hotjar or Lucky Orange for heat mapping.
• Lead Prospecting: Integrations with services like ZoomInfo.
• Dashboards and Reporting: Utilizing Databox for comprehensive data visualization.
• Project Management: Tools such as ClickUp for task management.

Matt underscores the necessity of aligning tech stack recommendations with the specific use case and business needs of each client rather than adopting a one-size-fits-all approach.

Handling Cost Aversion and Budget Constraints

Timestamp [30:17 - 35:05]

Cost considerations are paramount when introducing additional software subscriptions to clients. Matt advises addressing budget implications early in the discovery process to avoid surprises later in the project lifecycle. By presenting multiple options—ranging from cost-effective to enterprise-level solutions—clients can make informed decisions based on their priorities.

Matt Smith [24:52]: "Cost is always a consideration… it's better to address it upfront than trying to deal with a surprise later because that’s not going to leave a good impression."

This proactive approach ensures transparency and builds trust, allowing clients to prioritize essential tools without feeling overwhelmed by unforeseen expenses.

Internal Tech Stack and Development Practices at 1406

Timestamp [26:27 - 38:23]

Matt shares insights into 1406 Consulting's internal tech stack, emphasizing the importance of using recommended tools within their operations to maintain familiarity and efficiency. Their internal use includes:

• HubSpot Calling: Utilizing native features for some team members.
• QuickBooks Integration: Syncing invoices with HubSpot Deals.
• Custom Development Tools: Leveraging React for building custom integrations and extending HubSpot’s UI.

For custom integrations, Matt highlights the necessity of having a robust internal development process, including:

• Code Management: Version control and code repositories.
• Testing and Deployment: Ensuring integrations are stable and error-free.
• Monitoring: Tools to track the performance and reliability of integrations post-deployment.

He emphasizes that maintaining an internal tech stack aligned with their service offerings ensures that they can deliver reliable and scalable solutions to clients.

Building a Skilled Development Team

Timestamp [38:23 - 43:17]

Finding and retaining talented developers capable of building custom integrations is a significant challenge. Matt recommends:

• Networking: Leveraging trusted connections and prior relationships to find reliable talent.
• Interview Process: Assessing candidates’ familiarity with HubSpot APIs and their ability to engage with the platform through practical exercises.
• Passion for Technology: Seeking individuals who are personally excited about learning and expanding their technical expertise.

Matt Smith [31:47]: "You want somebody who's personally excited to learn and to grow and build some things with these tools that you're hiring them to be an expert on."

This focus on passion and proactive learning ensures that the development team remains adept at handling the complexities of custom integrations.

The Value of Specialized Integrations

Timestamp [35:05 - 40:58]

Specializing in custom integrations provides significant benefits both to clients and 1406 Consulting. Matt explains that custom integrations are often the key to unlocking the full potential of HubSpot for clients, addressing specific challenges that out-of-the-box solutions cannot.

Matt Smith [35:37]: "For us, it was just a natural way to differentiate ourselves. It's something that we actually enjoy doing."

One notable case involves integrating antiquated point-of-sale (POS) systems from brick-and-mortar retailers with HubSpot, enabling seamless data flow between in-store sales and online CRM systems. This type of integration supports comprehensive lead source attribution and streamlined sales reporting.

Matt Smith [42:13]: "We need to tie it back to the lead and HubSpot... make sure we can do like lead source attribution reporting and all those things that the marketing person wants."

Collaborative Partnerships and Ecosystem Synergy

Timestamp [40:23 - 43:17]

Collaboration with other partners enhances the value proposition for clients. Matt cites a partnership with Dax Miller from Happily, which involved creating a pre-integrated CMS theme for real estate listings. This collaboration exemplifies how combining expertise and resources can deliver superior, integrated solutions to the market.

Matt Smith [40:23]: "We would provide the CMS theme, the template, do the design work and implementation. They provide the ongoing data feed, MLS data... unlocks a great solution set."

Such partnerships expand 1406 Consulting's capabilities and open new market opportunities, reinforcing the importance of ecosystem synergy within the HubSpot landscape.

Closing Thoughts: The Strangest Part of Agency Life

Timestamp [43:10 - End]

As the conversation winds down, Matt reflects on the most unusual aspect of agency life—the diversity of businesses and industries they engage with. This variety not only presents unique challenges but also keeps the work engaging and intellectually stimulating.

Matt Smith [42:41]: "The variety of businesses and industries that you get exposure to as a partner. It's the strangest thing. And to me, it's also the coolest thing. That's what keeps it interesting."

Conclusion

This episode of Owning the Outcome provides a comprehensive look into the strategic importance of recommended tech stacks and custom integrations within the HubSpot partner ecosystem. Through Matt Smith’s experiences with 1406 Consulting, listeners gain valuable insights into:

• The journey of becoming a specialized HubSpot partner.
• The methodologies for advising clients on tech stack design tailored to their unique needs.
• The significance of custom integrations in enhancing HubSpot’s functionality.
• Best practices for building and maintaining a skilled development team.
• The benefits of collaborative partnerships within the HubSpot ecosystem.

By emphasizing an advisory approach, proactive cost management, and leveraging specialized expertise, 1406 Consulting exemplifies how HubSpot partners can drive substantial value for their clients while distinguishing themselves in a crowded marketplace.

Notable Quotes:

• Matt Smith [03:55]: "Over four months, we had grown top line revenue by about 50%. A lot of that came from just running a strong sales ops process and having visibility into key deals through HubSpot."
• Matt Smith [09:50]: "We had to submit multiple examples of live in production custom integrations... It was a pretty cool process and we're excited to see more opportunities coming for that."
• Matt Smith [13:04]: "We don’t lead with, 'If you want to work with us, you have to implement all of these tools.'... The goal is to help HubSpot fit as smoothly into their business operations as possible and to solve problems for them."
• Matt Smith [24:52]: "Cost is always a consideration… it's better to address it upfront than trying to deal with a surprise later because that’s not going to leave a good impression."
• Matt Smith [31:47]: "You want somebody who's personally excited to learn and to grow and build some things with these tools that you're hiring them to be an expert on."
• Matt Smith [35:37]: "For us, it was just a natural way to differentiate ourselves. It's something that we actually enjoy doing."
• Matt Smith [42:41]: "The variety of businesses and industries that you get exposure to as a partner. It's the strangest thing. And to me, it's also the coolest thing. That's what keeps it interesting."

This detailed summary encapsulates the key discussions, insights, and conclusions from the episode, providing a valuable resource for those interested in HubSpot partnerships, tech stack strategies, and custom integration solutions.