Let's Build Profoundly with Matthew Ruxton

In this episode of Let's Build Profoundly, we explored the critical intersection of business operations and HubSpot implementation with Matthew Ruxton, whose experience in post-sale SaaS and HubSpot consulting offers valuable insights into why some organizations struggle to realize value from their HubSpot investment.

The Journey to HubSpot Expertise

Matthew's path to HubSpot expertise began during the COVID era, emerging from a background in post-sale SaaS operations, customer support, and implementation management. Like many in the ecosystem, he became an "accidental admin" before discovering his true calling in helping organizations optimize their HubSpot operations.

Beyond Basic Implementation

At the heart of Matthew's approach is a focus that extends beyond basic HubSpot implementation. While many partners excel at onboarding, Matthew identified a crucial gap: helping organizations operationalize HubSpot for day-to-day success. His expertise lies in transforming HubSpot from a tool companies merely use into an integral part of their operational framework.

The Process-First Approach

Matthew's methodology emphasizes a fundamental principle: successful HubSpot implementation starts with understanding and optimizing business processes. As he explains, "If you go in and you don't have good internal process for your own business, you cannot succeed effectively in HubSpot." This insight leads to his practice of immersing himself in client operations—sitting in on customer calls, observing sales teams, and understanding customer success workflows—before configuring HubSpot to support these processes.

Documentation as a Foundation for Success

A key outcome of Matthew's approach is comprehensive process documentation. Rather than treating documentation as an afterthought, he sees it emerging naturally from well-designed implementations. This documentation becomes a valuable asset for current operations and future training, ensuring that new employees can quickly understand both business processes and their HubSpot implementations.

The Importance of Continuous Improvement

Matthew emphasizes that HubSpot implementation isn't a one-time project but an iterative process. With HubSpot's rapid pace of product development, what works today might need adjustment tomorrow. He advocates for regular audits of workflows, reports, and processes to ensure they remain effective and take advantage of new platform capabilities.

Looking Forward: The Role of HubSpot Admins

The conversation highlighted the evolving role of HubSpot admins, who must be both technical experts and effective communicators. As Matthew puts it, "We are humans helping humans with technology." This perspective emphasizes the importance of building relationships and understanding user needs, rather than simply fixing technical issues.

Key Takeaways

• Success in HubSpot requires solid business processes first
• Documentation is crucial for long-term adoption and scalability
• Regular audits help maintain optimal HubSpot operations
• Effective HubSpot administration requires both technical and people skills
• Process optimization should drive HubSpot configuration, not vice versa

Matthew's session reminds us that while HubSpot provides powerful tools, their value is realized only when they align with and enhance existing business processes. As organizations continue to seek ways to maximize their HubSpot investment, his insights into process-first implementation and continuous optimization become increasingly valuable.

Join us for more insights into HubSpot transformation at the Profoundly Kickoff Event on March 6th, where experts across multiple tracks will share their knowledge and experience in driving HubSpot success.

Watch the Full Episode