How to Build the Support Network That Makes or Breaks HubSpot Adoption
The decision to integrate HubSpot and Salesforce represents a significant investment in your financial services firm's technology infrastructure. While both platforms offer native integration capabilities, the complexity of financial services operations—combined with stringent regulatory requirements—makes partnering with a specialized integration expert not just beneficial, but essential.
HubSpot adoption doesn't fail in the executive suite or the IT department—it fails in the daily moments when a frustrated user can't find help. Champions fill that gap.
Here's the reality: one trained champion per Hub per 10-15 users creates the support density needed for adoption to thrive. Without this network, your HubSpot investment becomes expensive shelf-ware collecting digital dust.
Why Hub-Specific Champions Matter
Not all Hubs are created equal, and neither are the support needs of their users. A Sales Hub champion who also "covers" Service Hub is a champion for neither. Hub specialization isn't optional—it's essential.
Here's how to think about champion ratios across different Hubs:
Marketing Hub needs one champion for every 15 users. The lower complexity and more autonomous nature of marketing work means users can operate with slightly less hands-on support.
Sales Hub requires tighter support at a 1:10 ratio. Sales teams have higher support needs and real-time questions that can't wait until tomorrow's training session.
Service Hub also needs 1:10 coverage. Complex workflows and urgent customer situations demand immediate access to expertise.
CMS Hub requires the most intensive support at 1:8. Technical skills are required, though typically for a smaller user base.
Operations Hub demands the highest touch at 1:5. This is highly technical work requiring specialized knowledge that can't be easily transferred.
Finding Your Champions: Selection Criteria That Actually Work
The ideal champion profile combines five critical attributes, each serving a specific purpose in the adoption journey.
Peer respect creates influence without authority. Don't guess at this—get manager nominations to identify who people actually listen to.
HubSpot enthusiasm ensures genuine advocacy rather than compliance. Review usage data to see who's already leaning in.
Teaching ability matters because knowledge transfer is the core function. Run mock training sessions to assess this skill.
Availability means protected time for champion duties. Secure manager commitment before naming someone to the role.
Growth mindset indicates willingness to learn continuously. A simple interview can reveal whether someone approaches challenges with curiosity or resistance.
Red Flags to Avoid
Watch out for reluctant volunteers who were "volun-told" to take the role. Steer clear of managers without time capacity—they'll have great intentions but zero follow-through. Skip users who prefer the old system, no matter how skilled they are. And be cautious with technical experts who lack communication skills—they'll know everything and transfer nothing.
Certification: Baseline Competence, Not Bureaucracy
Certification isn't bureaucracy—it's baseline competence. A champion without certification is a liability pretending to be an asset.
For Marketing Hub champions, require Inbound Marketing and Marketing Software certifications at minimum. Email Marketing and Content Marketing make strong add-ons.
Sales Hub champions need Inbound Sales and Sales Software, with Sales Enablement and Frictionless Sales as recommended additions.
Service Hub champions must complete Service Software certification, with the Inbound Service Framework as a valuable complement.
CMS Hub champions need CMS for Developers or Marketers, depending on their role, plus Growth-Driven Design for broader context.
Operations Hub champions require Data Management and RevOps certifications, with Platform Consulting as a recommended add-on.
Structuring Your Champion Network
Your champion network needs clear organizational structure. At the top sits an Executive Sponsor who provides air cover and resources. Below them, a HubSpot Program Manager (budget one full-time equivalent per 50+ users) coordinates the entire effort.
From there, individual Hub Champions specialize in Marketing, Sales, Service, CMS, and Operations, each supporting their specific user base. This structure prevents the chaos of everyone turning to random colleagues for help.
Champions should expect to spend about 30% of their time answering daily user questions, 20% documenting processes weekly, 20% leading bi-weekly training sessions, 15% attending weekly champion meetings, and 15% testing new features monthly.
Building a Champion Career Path
Champions who see no future in the role become former champions. Build a visible career ladder, or watch your network disintegrate.
Start champions at Level 1 with single Hub support and peer training responsibilities. Recognize them with certificates and profile badges.
Level 2 Senior Champions develop multi-Hub expertise and tackle process design. Reward them with bonus compensation and conference attendance.
Level 3 Champion Leads coordinate the entire network and contribute to strategy. Give them actual title changes and a clear promotion track.
Level 4 HubSpot Program Managers own the full program. This becomes a dedicated role with budget authority.
Keep champions engaged through quarterly appreciation events, early access to new HubSpot features, direct lines to your HubSpot account team, conference and certification budgets, and LinkedIn endorsements from leadership.
Common Questions Answered
How many champions do I actually need? Plan for one champion per Hub per 10-15 users. A 100-person organization using three Hubs needs approximately 6-10 champions.
Should champions be managers or individual contributors? Individual contributors are usually better. They have more time, peer credibility, and frontline insight into daily challenges.
How much time will this take? Budget 5-8 hours per week for champion activities. This must be protected time, not "in addition to" regular duties.
What if a champion leaves? Maintain a shadow champion for each Hub who can assume full duties within one week. Succession planning is non-negotiable.
Your Next Steps
The champion model works because it meets users where they are—in the moment of need, speaking their language, understanding their context. Executive sponsors and program managers matter, but champions are the ones who make adoption real.
Start by calculating how many champions you need based on your user count and Hub usage. Then identify candidates using the selection criteria outlined above. Get manager commitments for protected time before you announce anything. Finally, create your certification plan and career progression framework.
Done right, your champion network becomes self-sustaining. Done wrong, it becomes another initiative that faded away.
Continue the Series
- Day 1: Why HubSpot Adoption Fails
- Day 2: Building Your HubSpot Adoption Roadmap
- Day 3: Change Champions for HubSpot ← You are here
- Day 4: HubSpot Training That Sticks
- Day 5: Measuring HubSpot Adoption
- Day 6: Overcoming HubSpot Resistance
- Day 7: Sustaining HubSpot Adoption
This is Day 3 of the HubSpot Adoption Mastery Series, a 7-day deep dive into making your HubSpot investment actually work.
About the Author
David Cockrum is the founder of Vantage Point and a former COO in the financial services industry. Having navigated complex CRM transformations from both operational and technology perspectives, David brings unique insights into the decision-making, stakeholder management, and execution challenges that financial services firms face during migration.
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- Email: david@vantagepoint.io
- Phone: (469) 499-3400
- Website: vantagepoint.io
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