HubSpot for Private Equity: The Value Creation Playbook for PE Portfolios

HubSpot for Private Equity

Private equity demands rapid scaling and precise oversight to maximize profits across investments. HubSpot offers a swift deployment and immediate functional capabilities. Its scalable platform ensures speed in operations and straightforward management as investments grow, directly boosting returns.

What Is HubSpot?

Once known as a marketing automation tool, HubSpot has transformed into an all-in-one customer platform, providing expansive CRM and automation capabilities across sales, service, and operations. This platform also provides sophisticated analytics and flexible pipeline management tools, so private equity firms maintain visibility into portfolio company performance. Leveraging HubSpot, firms can improve the operational efficiency of their portcos and exact oversight, facilitating scalable growth and investment returns.

Why Businesses Are Migrating to HubSpot

HubSpot is becoming the go-to CRM platform, with adoption rates reflecting its growing market dominance. Over the past year, HubSpot has achieved a 23% increase in net new customer acquisition, driven by its ability to unify marketing, sales, and customer service functions into one solution.

Companies transitioning to HubSpot report a 35% boost in sales revenue within the first year, alongside a 22% improvement in customer satisfaction scores. These gains in revenue and satisfaction are complimented by savings in tech spend by companies who are simplifying their stack by consolidating disparate tools into a single platform. Uber Freight saved over $180k in annual tech spend by switching to HubSpot from a Salesforce and Marketo-based stack, and Marq (formerly Lucidpress) saved $77k by doing the same.

These results position HubSpot as a leading choice for businesses focused on scalable, data-driven growth.

Why HubSpot Is Essential for Your Portfolio

Recent data shows that private equity firms are now holding onto their portfolio companies for longer than ever before with the median holding period extending to approximately 5.7 years as of 2024, the longest since records began in 2000. This trend underscores the value that can be gained by PE firms consolidating tools and standardizing the CRM of choice across their portfolio. As investment cycles expand, having HubSpot across portfolio companies ensures apples-to-apples reporting and simplified operational oversight. This unified approach not only makes it easier to manage diverse investments but also enables firms to implement a standardized playbook of tools.

Employing HubSpot across portfolio entities enables firms to equip their investments with robust, adaptable tools that expedite value creation, reduce operational costs, and improve performance through consistent reporting and strategic operational frameworks.

Accelerated Value Creation

HubSpot's all-in-one platform is designed for quick deployment and ease of adoption, which significantly reduces the ramp-up time compared to more complex CRM systems. By implementing HubSpot across your portfolio, each company can start generating returns on investment swiftly, ensuring a quicker path to value creation.

Scalability and Flexibility

As your portfolio companies grow, HubSpot’s scalable solutions can adapt seamlessly. From expanding sales pipelines and automating marketing efforts to enhancing customer service, HubSpot's flexibility ensures that it can meet the evolving needs of your companies without the need for constant reinvestment in new technologies.

Cost Efficiency

Transitioning your portfolio companies to HubSpot can significantly reduce operational costs. The platform's intuitive design reduces the training required and decreases reliance on external IT support, allowing more funds to be allocated toward strategic growth activities rather than maintenance and basic operational support.

Portfolio-Wide Reporting

Implementing HubSpot across the portfolio enables standardized data collection and management, which can be centralized through a data warehouse that the PE firm owns. Advanced BI tools like Tableau or Power BI can then be used to analyze this data, providing portfolio-wide insights that facilitate more informed strategic decisions, rather than piecemeal analytics from disparate systems.

Standardized Operational Playbooks

HubSpot supports the creation and implementation of standardized go-to-market strategies and operational playbooks that are effective across various industries. This standardization allows PE firms to deploy successful tactics consistently across their portfolio, reducing variability in performance and accelerating market engagement processes.

Vendor Consolidation

By adopting HubSpot as a central platform, PE firms can streamline their vendor relationships, working with a smaller pool of preferred vendors that are well-versed in HubSpot’s capabilities. This not only simplifies the management of vendor relationships but also ensures that all portfolio companies receive high-quality, consistent service that aligns with the firm's overall strategic objectives.

Comparing Top CRM Solutions for PE Companies

Private equity firms need their portcos to have a robust CRM platform in order to track and manage customer interactions, track sales, and report on performance. Among the top contenders often considered are Salesforce, HubSpot, and Microsoft Dynamics 365. Each platform offers unique advantages, but for a PE firm looking for an optimal blend of deployment speed, functionality, customization, and integration capabilities, HubSpot stands out. Notably, HubSpot is the #1 recommended CRM by G2, surpassing Salesforce.

Feature	Salesforce	HubSpot	Microsoft Dynamics 365
Time to Implement	6-18 months	3-6 months	6-12 months
Cost	High, with added costs for customization.	Most cost-effective with significant discounts for bundling.	Moderate to high with initial costs higher than HubSpot.
Industry Focus	Broad industry applicability, highly adaptable to specific business needs.	Broad industry applicability, highly adaptable to specific business needs.	Provides pre-built industry solutions with specialized modules.
Integration Capabilities	Excellent, thousands of integrations in the marketplace.	Excellent, thousands of integrations in the marketplace.	Excellent, offering a vast array of integrations in the marketplace.
Customization	Extensive customization, requires high level of expertise.	Extensive and easy-to-implement customization.	Extensive customization but requires development for complex needs.
Ease of Use	Complex, requires significant setup and maintenance.	User-friendly, minimal learning curve, high skill ceiling.	Steeper learning curve.
Best for	10,000+ person companies with need for extensive customization and/or complex validation rules.	Mid-market or enterprise companies seeking a flexible, integrated CRM solution.	Best for companies seeking industry-specific solutions out-of-the-box without extensive custom development.

Strategic Alignment

A knowledgeable partner ensures that HubSpot is not only deployed but also aligned with the strategic objectives of your portfolio companies. They translate complex business requirements into functional configurations that drive efficiency and growth.

Custom Solutions

Every private equity firm has unique needs based on its investment strategy and portfolio. A skilled partner offers custom solutions that are tailored to these specific needs, from custom configurations of out-of-the-box features to developing new functionality on top of the platform.

Ongoing Support & Optimization

Post-implementation support is as crucial as the initial setup. A reliable partner remains engaged to execute phase two initiatives and provide ongoing optimization to meet evolving business needs. They ensure the firm gets sustained value from their HubSpot investment.

Expert Integration

Given the variety of tools and systems across different portfolio companies, integrations are vital. An experienced partner will adeptly integrate HubSpot with existing, critical software, ensuring a unified operation that allows data to flow between systems and eliminates silos.

Accelerated Adoption & ROI

An implementation partner can expedite the adoption process, significantly reducing the learning curve for all users. Their proactive support ensures that the business remains fully functional at go-live, helping the business stay on track with revenue goals and performance metrics.

Risk Mitigation

Proper implementation significantly reduces risks related to data migration, system integration, and user adoption. An experienced partner applies industry best practices to mitigate these risks effectively, ensuring a smooth transition and stable operation.

Finding the Right Partner for Your Portfolio Companies

Selecting the right implementation partner is a critical step in ensuring your portfolio companies achieve success with HubSpot. A well-aligned partner will not only help configure the platform to meet immediate business needs but will also lay the foundation for scalable growth. Here’s a step-by-step guide to evaluating and selecting the ideal implementation partner for your organization.

1. Define Your Needs and Goals:

Business Objectives: Outline the specific goals for implementing HubSpot, whether it’s lead generation, refined operations, advanced reporting, or improved alignment between sales, marketing, and service teams.

Scope of Implementation: Determine if you require a basic setup (e.g., CRM configuration) or a more complex deployment involving integrations, custom reporting, or automation.

HubSpot Accreditations

Does the partner hold current accreditations and certifications from HubSpot and do they have advanced knowledge of the platform?

Specialization

Does the partner have experience in areas relevant to your portfolio companies, such as industry experience or expertise with integrated tech tools?

Case Studies

Does the partner have recent case studies or references showcasing successful implementations similar to what would be needed for your portcos?

Discovery & Planning

A good partner will conduct thorough discovery sessions to understand business needs and draft a clear implementation roadmap.

Agile Approach

Ask about their project management methodology—whether they use an iterative, transparent process that allows for adjustments based on feedback.

Training & Enablement

Ensure the partner provides hands-on training and documentation to empower teams post-implementation.

Technology/SaaS

Addresses complex sales cycles, subscription management, and customer retention with integrated CPQ tools, billing solutions, and advanced analytics for customer behavior and trial management.

Core Business Stack

HubSpot:

Marketing Hub: Lead nurturing, free trial campaigns, and product launch announcements.
Sales Hub: Pipeline management, CPQ for SaaS pricing.
Service Hub: Customer success tracking, ticketing system for support.
Content Hub: Hosting knowledge bases or onboarding content.

Subscription Management: Chargebee, Recurly, or Stripe for billing, subscription, and renewal automation.

Reverse ETL Tool: Hightouch or Census to sync product usage data into HubSpot.

Manufacturing & Industrial

Manages long sales cycles and channel partnerships by customizing pipelines and integrating ERP systems for a comprehensive view of production and inventory, bolstered by targeted account-based marketing strategies.

Core Business Stack

HubSpot:

Marketing Hub: Account-based marketing campaigns targeting procurement teams.
Sales Hub: Custom pipelines for long sales cycles and channel management.
Service Hub: Post-sale ticketing for warranty or maintenance requests.
Content Hub: Technical documentation, case studies, and product catalogs.

ERP System: NetSuite, SAP, or Microsoft Dynamics

CPQ Solution: quote.hapily or Salesforce CPQ

Partner Relationship Management (PRM): Zift or Salesforce PRM

Design Collaboration Tools: SolidWorks PDM or Autodesk Vault

Real Estate

Caters to complex, high-value transactions with dynamic content tools for personalized property listings, custom pipelines for different client journeys, and geo-targeted marketing campaigns.

Core Business Stack

HubSpot:

Marketing Hub: Campaigns for property promotions and client nurturing.
Sales Hub: Custom pipelines for buyer and seller journeys.
Service Hub: Client ticketing for post-sale support (e.g., property maintenance).
Content Hub: Property listings, blogs, and regional market insights.

Property Management Software: AppFolio or Buildium for lease tracking and tenant management.

Virtual Tour Tools: Matterport or Zillow 3D for creating immersive property tours.

Geo-Targeted Advertising: Google Ads and Facebook Ads, integrated with HubSpot for ROI tracking.

Document Management: DocuSign for eSignatures and document sharing during transactions.

MLS: Flexmls to track the most up-to-date listings for agents.

Healthcare & Life Sciences

Ensures compliance with stringent regulations like HIPAA, integrates with practice management systems, and provides educational content to support patient and provider journeys.

Core Business Stack

HubSpot:

Marketing Hub: Patient education campaigns and referral programs.
Sales Hub: Pipeline management for B2B partnerships with clinics or providers.
Service Hub: Patient ticketing system for follow-ups and inquiries.
Content Hub (optional): Hosting patient resources and healthcare blogs.

Practice Management System (PMS): Athenahealth, Epic, or Kareo for appointment scheduling and patient records.

Compliance Tools: Tools like Vanta or LogicGate for ensuring HIPAA and GDPR compliance.

Telemedicine Integration: Zoom for Healthcare or Doxy.me for virtual consultations.

Analytics and Reporting: Tableau or Power BI for advanced reporting on patient trends and care outcomes.

Data Enrichment: Definitive Healthcare for robust data enrichment for anyone in the Healthcare universe.

Ed Tech

Empowers educators with tools to enhance learning experiences, integrates with learning management systems, and offers analytics to track educational outcomes.

Core Business Stack

HubSpot:

Marketing Hub: Engagement campaigns to attract prospective students and community outreach programs.
Sales Hub: Streamlining admissions processes and managing relationships with educational partners.
Service Hub: Support ticketing for student and faculty inquiries.
Content Hub: Hosting educational content, course materials, and institutional blogs.

Learning Management System (LMS): Canvas, Blackboard, or Moodle

Compliance Tools: Tools like OneTrust or TrustArc

E-Learning Integration: Tools like Google Classroom or Microsoft Teams

Analytics and Reporting: Google Analytics or Looker

Data Enrichment: Clearbit

Hospitality & Travel

Enhances guest experiences through personalized communication, integrates seamlessly with reservation systems, and utilizes data-driven insights for service improvement.

Core Business Stack

HubSpot:

Marketing Hub: Targeted campaigns to boost bookings and enhance guest loyalty.
Sales Hub: Advanced CRM tools for managing group bookings and corporate contracts.
Service Hub: Real-time guest support and automated feedback collection.
Content Hub: Content management for promoting destination guides and travel blogs.

Reservation Systems: SynXis, Amadeus, or TravelClick

Customer Loyalty Tools: Revinate or Zingle

Analytics and Reporting: Adobe Analytics or Tableau

Data Enrichment: Oracle Hospitality or Sabre

Professional Services

Supports project-based revenue models and client retention through sophisticated project tracking, proposal management, and client feedback mechanisms within HubSpot’s ecosystem.

Core Business Stack

HubSpot:

Marketing Hub: Lead generation through content marketing and event promotion.
Sales Hub: Tracking pipelines for new client acquisition.
Service Hub: Client satisfaction surveys and issue tracking.
Content Hub: Blog hosting, thought leadership content, and case studies.

Project Management: Asana, Monday.com, Clickup, or Smartsheets for managing project timelines and tasks.

Proposal and Contract Management: PandaDoc or DocuSign for creating, sending, and signing agreements.

Time Tracking and Billing: Harvest or Toggl for tracking billable hours and invoicing.

File Sharing: Dropbox or Google Drive for sharing and collaborating on client deliverables.

Logistics & Transportation

Optimizes operational efficiency, manages fleet deployments, and enhances customer communication through seamless integrations with key logistics platforms, personalized communication workflows, and robust analytics for fleet management and customer service.

Core Business Stack

HubSpot:

Marketing Hub: Targeted campaigns for service promotions, customer retention workflows.
Sales Hub: Management of corporate accounts and partner relationships.
Service Hub: Customer service portals, ticketing systems, and knowledge bases to support customer inquiries and service management.

Transportation Management System (TMS): Oracle Transportation Management or JDA Transportation Manager
Warehouse Management System (WMS): HighJump or Manhattan Associates
Customer Tracking: Bringg or Onfleet
Payment Processing: Braintree or Authorize.net
Fleet Management: Fleetio or Samsara

Financial Services

Manages strict regulatory compliance and complex customer journeys with secure client portals, customized CRM for financial relationships, and personalized content strategies.

Core Business Stack

HubSpot:

Marketing Hub: Client acquisition campaigns, personalized financial advice content, and regulatory updates.
Sales Hub: Relationship management for high-value accounts, deal tracking for financial products.
Service Hub: Secure client support portal for queries and transaction support.

Compliance Tools: Regulatory Compliance Management, Transaction Monitoring, Risk Management Software, Audit Management, KYC/AML Solutions, Compliance Training, Reporting and Data Analysis for detailed oversight and adherence to financial regulations.

Analytics and Reporting: Power BI or Tableau for detailed financial analytics and reporting on client portfolios and market trends.

Data Enrichment: ZoomInfo, LinkedIn Sales Navigator

Consumer Goods & Retail

Optimizes inventory management, enhances customer loyalty programs, and leverages data analytics for market insights.

Core Business Stack

HubSpot:

Marketing Hub: Campaigns to drive product awareness and boost seasonal promotions.
Sales Hub: CRM tools for managing customer relationships and tracking sales performance.
Service Hub: Customer service platforms for handling inquiries and enhancing customer satisfaction.
Content Hub: E-commerce integrations and content management for product listings and blogs.

Inventory Management Systems: NetSuite, SAP, or Oracle for real-time inventory tracking and logistics optimization.

Loyalty Program Tools: LoyaltyLion or Smile.io for creating and managing customer loyalty programs.

E-Commerce Platforms: Shopify or Magento for building and managing online stores.

Analytics and Reporting: Google Analytics or Adobe Analytics for consumer behavior analysis and sales tracking.

Data Enrichment: Experian or Acxiom for enhancing customer data and personalizing marketing efforts.

Data Sync & Integration

Ensures data consistency and reduces manual entry by syncing data between HubSpot and over 100 other software systems, including custom and historical data integrations.

Workflow Extensions

Enhances operational efficiency by extending workflows with custom-coded actions, third-party automation, and complex logic, allowing teams to scale without increasing manual workload.

Data Quality Automation

Improves data accuracy and reduces time spent on manual cleanup by automatically standardizing, deduplicating, and correcting data across the CRM.

Admin & Governance Tools

Strengthens data security and governance with robust admin tools, including user permissions, data partitioning, and audit logs to ensure compliance and data integrity.

Web & Landing Page Management

Manage and update your website with drag-and-drop tools and mobile optimization, enhancing user experience with minimal technical input and ensuring content looks great on any device.

SEO & Content Strategy Tools

Drives organic traffic and improves content discoverability with data-driven SEO strategies, content planning around topic clusters, and dynamic content optimization through A/B testing.

Content Repurposing

HubSpot’s software efficiently reworks existing content for various channels, including social media, blogs, and emails. This approach maximizes reach, enhances engagement, and drives customer acquisition by delivering consistent messaging across platforms.

Elevating your portfolio company's operational efficiency and growth is a big undertaking; we're here to help! HubSpot provides the tools you need to refine your operations, enhance customer interactions, and drive measurable ROI across your investments. Don't navigate this transformation alone. Our team at Aptitude 8 is here to guide you through every phase of implementation, ensuring a tailored fit for each of your portfolio companies.

Let's build a success story together. Grab some time with our Chief Revenue Officer, Bryan Byler.

HubSpot for Private Equity Portfolio Companies

Go-to-market technology strategies to drive portco value creation.

Jump to a section: