Podcast Summary: Selling and Servicing Frameworks from a Growing Partner

Podcast Information:

• Title: Owning the Outcome
• Host/Author: HubSpot
• Episode: Selling and Servicing Frameworks from a Growing Partner
• Release Date: September 13, 2023

Introduction

In the Owning the Outcome podcast series by HubSpot, Sarah McDevitt, Sr. Director of Partner Strategy, engages with industry leaders who are redefining success within the HubSpot ecosystem. In the episode titled "Selling and Servicing Frameworks from a Growing Partner," host Kevin Dunn welcomes Tom Richard, CEO and Co-founder of Unlimited Tech Solutions. As Unlimited Tech Solutions approaches elite tiered solutions partner status, Tom delves into the effective selling and servicing frameworks that have fueled their growth.

Company Growth and New Hires

Tom begins by sharing insights into the recent growth phase at Unlimited Tech Solutions. The company has welcomed three new hires, indicating a significant expansion:

• VP of Client Services: A crucial role that took Tom three to four months to fill, ensuring the right fit to manage client relationships effectively.
• Technical Specialist: Focused on handling complex technical tasks within HubSpot.
• HubSpot Implementer: A newly created position akin to a paralegal in the legal field, designed to manage repetitive tasks and allow the technical team to concentrate on problem-solving.

“We got another technical specialist, so someone that gets into the more of the technical stuff. And then we actually found a really good candidate and created a position that we're just calling HubSpot Implementer...” [03:05]

Framing in the HubSpot Ecosystem

Tom elaborates on how Unlimited Tech Solutions positions itself within the HubSpot ecosystem. The company's origin story highlights their approach to problem-solving:

• Founding Philosophy: Unlimited Tech Solutions was born out of collaboration between Tom and his co-founder, Corne van Driel, where Tom handles business development and Corne focuses on architecture and solution design.
• Brand Identity: The name "Unlimited Tech Solutions" reflects their commitment to providing vast and versatile solutions, catering to a wide array of client problems.

“The world's got unlimited problems, so how about we show up with some unlimited solutions? Because every problem has solutions.” [06:32]

Tom emphasizes their reputation for tackling complex and unconventional challenges that other partners deem unsolvable. This unique positioning attracts clients seeking innovative solutions within HubSpot.

“We love being like, you're a good person to bring in to try and solve if it can be solved.” [07:15]

Servicing Framework and Common Issues

When discussing their servicing approach, Tom highlights Unlimited Tech Solutions' emphasis on transparency and collaboration:

• Unique Onboarding Process: Unlike HubSpot's more instructional onboarding, Unlimited Tech Solutions adopts a hands-on, collaborative approach. Tom compares it to moving houses with friends, where the team builds the solution alongside the client.

  “Ours is like six friends coming over and helping you move. We show up, our sleeves are rolled up... we're building stuff collaboratively.” [09:20]

• Common Missteps in Existing Implementations: Tom identifies frequent issues that necessitate intervention, primarily stemming from:

  • Overuse of Custom Properties: Clients often create excessive custom fields without understanding the relational structure of HubSpot objects.
  • Data Management Practices: Inefficient data handling, such as misplaced billing information, can lead to operational bottlenecks.

  “The most common thing we have to fix is the overuse of custom properties because they don't understand how objects relate to each other.” [14:38]

• Balancing Fixes and Client Relationships: Addressing existing issues requires delicate handling to maintain client trust and satisfaction. Tom emphasizes the importance of educating clients on best practices while being respectful of their established workflows.

  “You can't ignore it. If something's not the way it needs to be, it’s gotta be addressed one way or another.” [16:18]

Sales Strategy and Methodology

Tom offers a fresh perspective on sales within the HubSpot partner framework, advocating for a service-oriented approach rather than traditional sales tactics:

• Redefining Selling: For Unlimited Tech Solutions, selling is about creating win-win scenarios that address client pain points while aligning with HubSpot’s objectives. This mindset shifts the focus from pushing services to genuinely solving problems.

  “Selling is really just helping find a win-win for all parties involved.” [17:30]

• Building Trust and Transparency: The company prioritizes open communication and honesty, fostering strong relationships with both clients and HubSpot representatives. This approach not only enhances client satisfaction but also strengthens partnerships within the HubSpot ecosystem.

  “Say what you're going to do and do what you say.” [29:36]

• Flexible Engagement Models: Unlimited Tech Solutions primarily operates on a time and materials basis, allowing flexibility in project scoping and execution. For larger, more complex projects, they implement a phased approach to manage scope and client commitment effectively.

  “If it's a $50,000 massive customization, I might say, let's go with the first 20% and do a full solution design.” [33:06]

Transitioning to Revenue Operations (RevOps)

Towards the end of the discussion, Tom provides valuable advice for partners looking to transition from traditional inbound marketing services to Revenue Operations (RevOps) consultancy:

• Find Your Niche: Identify the aspects of RevOps that you are passionate about and excel in. Building expertise in specific areas allows you to deliver exceptional value to clients.

  “Find something within Rev Ops or just the operations side that you love, that you're going to be good at or great at.” [37:21]

• Prove Your Capabilities: Secure clients who are willing to let you demonstrate your RevOps skills. Successful case studies and stories are essential for marketing and positioning your services effectively.

  “Adjust your position to what you're great at. Because if you're not great at it or you're not passionate about it, it’s going to fall flat.” [38:35]

• Align Marketing with Expertise: Once you have proven your capabilities, align your marketing strategies to reflect your strengths and the unique value you bring to the table.

Conclusion and Final Thoughts

As the conversation wraps up, Tom shares his perspective on the unpredictable nature of agency life, illustrating it with anecdotes of encountering unconventional client setups. He reiterates the importance of adaptability, passion for problem-solving, and maintaining strong client relationships as key drivers of success.

“You gotta be kidding me with this stuff. I've been doing this a long time... it's just wild.” [39:58]

Tom's insights into Unlimited Tech Solutions' selling and servicing frameworks offer a roadmap for other partners aiming to scale within the HubSpot ecosystem. By prioritizing transparency, client collaboration, and a passion for solving complex problems, Unlimited Tech Solutions exemplifies how to effectively "own the outcome."

Notable Quotes:

• “Every problem has solutions.” – Tom Richard [06:32]
• “Selling is really just helping find a win-win for all parties involved.” – Tom Richard [17:30]
• “Say what you're going to do and do what you say.” – Tom Richard [29:36]
• “Adjust your position to what you're great at. Because if you're not great at it or you're not passionate about it, it’s going to fall flat.” – Tom Richard [38:35]

Key Takeaways:

1. Transparent Communication: Maintaining open lines with clients and HubSpot representatives builds trust and facilitates successful project outcomes.
2. Flexible Engagement Models: Adopting time and materials or phased approaches allows for better scope management and client alignment.
3. Passion-Driven Expertise: Focusing on areas of genuine interest and expertise leads to higher quality work and client satisfaction.
4. Proactive Problem-Solving: Addressing existing issues within client setups ensures long-term success and retention.
5. Strategic Hiring: Bringing in specialized roles enhances the company’s ability to handle diverse and complex client needs.

For partners seeking to grow within the HubSpot ecosystem, Unlimited Tech Solutions' approach underscores the value of aligning sales and service methodologies with transparency, flexibility, and a relentless focus on solving client challenges.