Changes in the last 5 years for successful partners

How Successful HubSpot Partners Have Changed Over the Last Five Years

TL;DR

The most successful HubSpot Solutions Partners in 2026 don’t look like they did five years ago. They’ve moved away from headcount-led growth, generic delivery models, and reactive services. Instead, they operate with clearer positioning, flexible delivery models, stronger governance, deeper data capability, and a deliberate mix of internal teams and fractional expertise. Growth now comes from structure, not size.

Why the Partner Model Had to Change

Five years ago, HubSpot delivery was simpler. Projects were shorter, expectations were lower, and CRM implementations made up the bulk of the work. Partners grew by hiring quickly, taking on more projects, and stretching teams when demand spiked.

That model no longer works.

Today’s HubSpot projects span RevOps strategy, complex data models, multi-system integrations, AI workflows, CMS builds, and continuous optimisation. At the same time, clients expect faster delivery, clearer outcomes, and fewer mistakes. Partners that failed to evolve struggled with margin erosion, delivery bottlenecks, and team burnout.

The Partners who succeeded didn’t work harder — they worked differently.

How Top Partners Have Evolved Their Operating Model

1. They shifted from headcount growth to capacity design

Five years ago, growth meant hiring. In 2026, growth means designing capacity. Successful Partners balance permanent teams with contractors, fractional specialists, and flexible delivery layers so expertise is available when needed — without inflating fixed costs.

2. They moved from “CRM implementers” to RevOps specialists

Winning Partners no longer sell HubSpot setups. They sell outcomes. This shift required deeper capability in RevOps, data architecture, lifecycle design, and cross-hub alignment. CRM configuration became table stakes — strategy became the differentiator.

3. They professionalised discovery and scoping

Discovery used to be lightweight. Today, it’s one of the most valuable parts of the engagement. High-performing Partners invested in structured discovery, clearer scoping, and upfront risk identification — reducing rework, scope creep, and delivery surprises.

4. They standardized delivery to enable speed

Successful Partners stopped reinventing delivery on every project. They introduced repeatable frameworks, templates, QA checklists, governance models, and internal standards. This consistency enabled faster delivery, better estimation, and easier onboarding of new resources.

5. They invested heavily in data and architecture

As HubSpot became more powerful, poor data foundations became more costly. Leading Partners built strong capability around data modelling, governance, and long-term architecture — fixing issues early instead of patching problems later.

6. They adopted flexible, fractional expertise

Five years ago, specialists were full-time or not at all. In 2026, Partners routinely use fractional experts for advanced skills, delivery spikes, and complex work. This reduced dependency on rare hires and allowed Partners to say “yes” to more opportunities without overcommitting.

7. They built stronger internal governance

High-performing Partners introduced clearer ownership, decision-making, escalation paths, and project controls. This reduced internal chaos, improved client communication, and prevented delivery drifting off course.

8. They focused on margin, not just revenue

Revenue growth without margin discipline proved unsustainable. Successful Partners became more selective, improved pricing models, controlled scope more effectively, and measured delivery performance in detail — protecting profitability while still scaling.

What This Means for HubSpot Partners

The last five years proved that size alone doesn’t equal success. The Partners thriving in 2026 are those who built adaptable delivery systems, invested in data and governance, and embraced flexible models of expertise. They operate with clarity, predictability, and confidence — even as HubSpot continues to evolve.

The Partner model didn’t break.
It matured.

FAQ

Have smaller Partners benefited from these changes?
Yes. Flexibility and focus often favour smaller, well-structured Partners over large, rigid teams.

Is headcount growth no longer important?
Permanent teams still matter — but they’re no longer the sole growth lever.

Do these changes apply across all HubSpot hubs?
Yes. CRM, RevOps, CMS, integrations, and AI-driven work all require modern delivery models.

Is this shift driven by HubSpot or clients?
Both. Platform complexity increased while client expectations rose.

Can Partners still succeed without changing?
Short-term, perhaps. Long-term, adaptation is essential.

About Profoundly

Profoundly helps HubSpot Partners adapt to modern delivery realities by connecting them with vetted HubSpot specialists. We support flexible growth, reduce delivery bottlenecks, and help Partners scale profitably in an evolving ecosystem.

About the Author

Rikki Lear is the Chief Growth Officer at Profoundly and former co-founder of Digital 22 and Avidly UK. He spent over 12 years scaling one of the world’s leading HubSpot Solutions Partners, winning multiple Partner of the Year awards. Today, he helps Partners build modern, sustainable delivery models fit for the next phase of growth.