Let's Build Profoundly with Stuart Balcombe

Building Bridges: Stuart Balcombe on Transforming HubSpot App Partners

In our second episode of Let's Build Profoundly, Stuart Balcombe brought a unique perspective that sits at the intersection of product strategy and ecosystem enablement. Following our launch announcement, Stuart's episode highlighted how individual expertise creates compound value in the HubSpot ecosystem - especially when it comes to helping app partners unlock the platform's full potential.

Stuart's journey reflects the evolving nature of HubSpot itself. What began as a marketing tool in his stack nearly a decade ago transformed into a central force in his professional evolution. Through his experience leading growth at Arrows, Stuart discovered a powerful truth about the HubSpot ecosystem: the platform's true value emerges not just from what it can do, but from how it enables people to solve real business problems.

The Journey to Strategic Value

Stuart's path to HubSpot expertise wasn't traditional. His foundation in product management and growth, particularly in early-stage companies, gave him a distinctive lens on the ecosystem. "You find this sweet spot at early-stage companies where product and growth are very intertwined," Stuart explained. "There's a lot of gray - you're always trying to figure out what are we selling, who are we selling it to, and what does it have to actually do?"

This perspective proved transformative when Arrows pivoted to become HubSpot-focused in 2022. Suddenly, Stuart wasn't just using HubSpot as a tool - he was deeply invested in understanding how to help customers solve real business problems through the platform. This shift from tool-thinking to solution-thinking became central to his approach.

Strategic Insights for App Partners

The Integration Evolution

Stuart highlighted a critical insight for app partners: the bar for HubSpot integrations is rising. "There's a difference between the best integrations and the check-the-box type integrations," he noted. The future belongs to partners who don't just push data around, but enable users to do something new or better inside HubSpot.

Finding Sustainable Niches

In an ecosystem where HubSpot moves quickly, Stuart emphasized the importance of solving deep, complicated problems rather than building horizontal solutions. Using Qualify's success in deduplication as an example, he illustrated how focusing on specific pain points and solving them exceptionally well creates sustainable value.

The Customer Success Imperative

Perhaps most importantly, Stuart highlighted how success in the HubSpot ecosystem isn't just about technical integration - it's about enabling customer success. Through his work with Connected GTM, he helps partners understand that their ultimate measure of success is how well they help customers leverage HubSpot's capabilities.

Looking Forward

Stuart's vision for the ecosystem emphasizes the growing opportunity for sustainable, focused solutions. While venture-scale opportunities exist, he sees increasing potential for builders who want to create valuable, sustainable businesses by solving specific problems exceptionally well.

Practical Takeaways

1. Start with the customer outcome in mind - focus on what new capabilities you're enabling in HubSpot
2. Look for deep, complicated problems rather than surface-level feature gaps
3. Build for sustainable growth rather than just technical integration
4. Focus on helping customers leverage HubSpot's functionality better
5. Think about how your solution can drive activation of HubSpot features

Join the Movement

As we build toward our March 6th Kickoff Event, Stuart's insights highlight the transformative potential of individual expertise in the HubSpot ecosystem. Watch his full episode to dive deeper into these insights.

Watch the Full Episode