Big things are coming in 2022 when it comes to HubSpot product updates and expansions as we learned at INBOUND 2021. We’re talking about a holistic, game-changing, enterprise level CRM that is “connected, customizable and customer-centric,” and we could not be more here for it.
So what does that mean for your business, your growth, and most importantly, your team? Let’s start by reviewing what’s to be expected from the HubSpot Ecosystem, then take a look at what roles you need to focus on to build your 2022 revenue or marketing and sales teams in order to run this powerful software to its full capability and fuel your revenue generation machine.
HubSpot is Rethinking and Reformulating What a CRM Should Be
HubSpot is becoming a CRM that will work for us. The updates that are being spotlighted in the coming year are going to create even more synergy around the customer, and will break down silos between marketing, sales and customer service. This tool is becoming more nimble, customizable, and user friendly, all while focusing around a centralizing system, and powerful engine that can work for and with you, and deliver intelligible data. With the Hubs of Marketing, Sales, Operations, Service, and CMS plus integrations, we’re now tooled to hyper focus our tech-stack needs, ditching the disparate tools as we grow and scale.
2021-2022 HubSpot Product Spotlight
Let’s break down what has been rolled out and what you can expect to see in the coming months:
Operations Enterprise ExpansionOperations Hub is a critical component of the HubSpot Ecosystem, and something we geeked out about ourselves when it rolled out. This tool is created so that users in the HubSpot tool can sync systems and data, scrub data, create custom reporting, generate workflows to keep data consistent and accurate, streamline processes, and more. What’s the purpose of a CRM if you can’t trust the data and the reporting? Or if it’s not built with proper, customized automation to maintain itself to your business’s needs? HubSpot is now introducing more customizable automation, reporting and expanding the Hub to offer the anticipated Enterprise tier.
Hub SandboxesChances are your HubSpot wizards are occasionally nervous to turn on a complex workflow with rules that will re-write data, or sync data with another system, etc. No matter their skill level, tech can sometimes do some unpredictable things or there may be a criteria setting that is convoluted. Given, we are SO excited about Hub Sandboxes provided for developers, technologists, specialists, etc. to be able to not just test, but experiment more in a sandbox environment before pushing a change live, giving your team utmost confidence in creating clever solutions to your big data, UI/UX, and process challenges. We can’t wait to see what these gurus can do when they have a safe place to push the envelope!
Behavior EventsSimilar to Campaigns, HubSpot introduces Customer Behavior Events in which you can track and report on customer behaviors that you wish to follow such as have they interacted with this link, this CTA, etc. This is an amazing opportunity to provide more meaningful analytics around your customer’s journey at a more granular level.
Custom Report BuilderIt just keeps getting better! The Custom Report Builder continues to evolve and roll out with more flexibility, automation and you can now sync your data with Snowflake for even more data visualization.
Customer Portal for TicketingThe Service Hub will now provide a customer portal login instance in order for your customers to see ticketing history so they can track their interactions with your organization, improving their customer service experience.
eCommerce Goes B2BHubSpot understands that end users and customers alike desire the removal of time and friction from the buying experience, regardless if they’re interacting with B2B or B2C. HubSpot is taking eCommerce seriously, and is offering the ability to purchase online, sync with accounting systems, and allow customization of a service or product catalog in which you can deliver direct, custom links for, and even map to the correct sales person. Break the mold with HubSpot, and differentiate your sales experience.
So you can see that now more than ever, HubSpot is the central-most powerful tool in your revenue toolkit. Now the question is, do you have the right team at the helm to customize your experience and synergize your tech stack to propel your business forward?
In-demand HubSpot Roles for 2022
As you begin planning the job listings you want to cast out for 2022, let’s suggest analyzing your current tech and your current team’s skill set as a decision-making strategy. If you reconcile what Hubs you’re running in HubSpot, and what Hubs you need to expand into first一or if you’re an agency, what Hubs your clients concentrate in, and what key Hubs are missing that you’ll recommend in order to really see the ROI of your team’s help come through the sales pipeline一this can give you a simple framework to then take a lens to your team. Do you have the skill sets needed to run those Hubs at their full potential? Do you have roles that map to the full revenue generation continuum (marketing, sales, customer success)? For HubSpot Solutions Partners, do you have the roles to support the delivery of what you’re selling in 2022?
Let’s take a look at the roles that will be in-demand in 2022 based on the product enhancements of the HubSpot engine:
Up Your Marketing Hub Game with a:
Marketing StrategistThe more complex marketing strategies become in a fragmented digital world, the tried and true Marketing Strategist is always a role to have at the helm. This role is responsible for taking large revenue goals, analyzing the massive array of content and promotion strategies, and sifting out the unaligned efforts into a high-impact campaign strategy in order to meet or exceed goals without exceeding spend. This is your backbone role that understands how to create an effective strategy made up of deliverables that are possible to execute, and one we don’t see falling off the priority list anytime soon. If you’re an agency or HubSpot Solutions Partner, this is your client facing strategist, running point on their accounts. One skill set to look for to differentiate your MS from the pack is someone with an integrated marketing or MarComm background, with a strength in digital. With the anticipated marketing trends we’re seeing for 2022, it’s more important than even to understand the community, and the audience with the amount of noise in the marketplace, and the level of connectivity and engagement desired by the end-user, especially in B2C climates.
Marketing TechnologistMost often we’re usually looking at a Marketing Specialist for core teams, but in 2022 with the expansion of complex MarTech, and too much falling on the Specialist, we’re seeing a focus on the Marketing Technologist role. Think of the Technologist as the producer within the Marketing Hub to ensure the technology is being used to its full potential, and that the work within the tool is aligned with the strategy, and being produced in order to achieve maximum results. For agencies, this role is most aligned to the legacy role of Inbound Specialist.
Elevate the Power of Your Sales Hub with a:
Head of GrowthNow we’ve mapped this role to the Sales Hub, but this is really a big picture role understanding how all the Hubs work together to create a well oiled revenue engine utilizing the core Hubs for key automation, marketing execution, sales processes, and more. That said, before you go looking for your next Director of Marketing or Director of Sales, think about the Head of Growth role. This is a role that should not be focused solely on the lens of marketing and lead generation, or solely on the lens of sales and deal stages, but more on the holistic picture of marketing and sales strategies to achieve growth goals, revenue generation, and accelerating the sales pipeline. However, the Sales Hub is one core tech that this role needs to understand outside of the foundational Marketing Hub, as the sales enablement tools it offers such as pipelines, playbooks, process automation, and more are crucial tools to implement strategically in order to propel revenue generation, and generate reporting you can trust. Now for agencies, the Head of Growth can be focused on growing your organization, or they can sit over your Client Success team as Head of Growth Strategy to lead your Marketing Strategists and core client teams to elevate their strategic thinking to be focused on revenue as a whole.
Revenue Operations Specialist or Revenue Enablement SpecialistThis role should focus on the implementation and proper use of the Sales Hub features and be accountable for the revenue generation and sales processes being followed as they were set by the team. They’re a cross-functional resource that should be the authority on the sales process, ensure proper use of the Sales Hub, boost sales enablement through Sales Hub feature activation, and work with Marketing Operations to maintain alignment and data hygiene. The Revenue Enablement Specialist can also serve as the trainer and consultant on best practices and customized processes for new hires on larger revenue teams, or to help serve as a consultant for clients within an agency setting. And don’t forget, this role can work with the Marketing Technologist to understand the B2B eCommerce feature, educate them on the sales process, map out the end-user buying experience, and build a cutting edge sales experience that will set your B2B or your clients’ organizations apart from the masses.
Expand Your Service Hub Usage with a:
Product MarketerIf you’re considering implementing Service Hub for your Customer Service ticketing system, especially now with a Customer Portal experience that can be leveraged, you may want to consider hiring a Product Marketer. This role can support customer facing team members by providing detailed product knowledge, especially if you have a complex B2B product and service library. Just as importantly, Product Marketers with a strong content development background would be an ideal contributor by building a knowledge base, one of the most valuable features of Service Hub. A body of knowledge一think a proprietary Wiki off of your domain一not only serves as a wonderful customer education tool, but an incredibly valuable SEO tool. Not to mention, it can be a very beneficial resource for onboarding clients and new hires. In an agency setting, this resource can also be billable to help consult and/or build out clients’ Service Hubs, and could eventually lead copy writers.
Power Up Your Operations Hub with a:
Marketing Operations SpecialistThis is a role that we’re definitely anticipating becoming a staple title as the Operations Hub grows in popularity. This role will be a cross-functional resource that helps to connect data, build reporting, sync systems, and build the platform as needed. This role can also responsibility-share for or in place of the Revenue Operations Specialist, and as you grow to need more enterprise solutions, can become two roles that would work very closely together to ensure workflows built and processes implemented are aligned, and working together. Experience in development
HubSpot Administrator or HubSpot Implementation SpecialistMuch like a Salesforce Admin, you may want to consider a HubSpot Administrator especially as you implement more hubs, more complexities, more customization, etc. so there’s an overarching owner to control the integrity of the system. If you’re a HubSpot Solutions Partner, a HubSpot Implementation Specialist may be an even more lucrative position as you may utilize this resource for your instance’s admin, as well as have them lead new HubSpot clients’ implementation or existing HubSpot clients’ portal audits. Another perk to having this role is their ability to serve as a HubSpot tech lead, helping to understand a full scope of work and resource allocate different project components to other Hub specialists based on skill and criteria needed to deliver.
Step Up Your Development in CMS Hub with a:
Software Integrations DeveloperAs the integration marketplace expands, and tech stacks continue to evolve, it’s important as a large-to-enterprise organization running HubSpot or an agency to invest in a Software Integrations Developer. Syncing systems isn’t always as easy as configuring an integration in the marketplace, there are rules to set, custom integrations to develop, and there should be a sole accountable party to work with other folks setting up integrations so there are checks and balances to prevent a system that is works against itself. This level of developer would be more of a back-end, full stack developer. They’ll also be able to get more out of HubSpot by programming custom workflows within Operations Hub to allow the systems to properly work together, and automate back-end solutions.
Filling the Skill Gaps on Your Team in 2022
Now that we’ve analyzed roles and responsibilities to focus on next year, what does this mean for you? We understand that some roles may be filled by the same resource, or you may have resources on staff that already fill a similar role who could afford to expand their responsibilities. The key here is to analyze their current capacity to ensure adding to their responsibilities per these new features is feasible. It’s also important to train them, and allow for the time to learn these new features, and understand that they may not be able to ramp as quickly if they do not have apples to apples experience in similar platforms. After analyzing which team members can wear multiple hats or expand their responsibilities, the final step would be to identify if you need to add more expertise to the team.
It’s important for us to also point out that we understand titles and responsibilities can shift based on business needs, models, team structure changes, current team knowledge, and more. These are suggested roles to consider based on what opportunities the new features of HubSpot will provide. With that in mind, we simply hope this helps provide an additional perspective when you’re analyzing your current team and resource needs so you will not be left behind without the proper talent, and rather get ahead of your hiring plan and your competition.
You Have the Software, Let’s Help You find the HubSpot Talent
Now we know there are many contingencies when it comes to being able to staff up with all the “want to have” roles, and many costs to accrue to expand your HubSpot instance. We also know what a challenge it can be to prioritize hires based on company goals and/or client goals. At HubSearch, we pride ourselves on being a consultative partner, and work closely with you to talk through your next role(s), and if it’s the right fit for your team, skill gaps, and will advise on the most suitable roles based on your objectives. So if you’re looking at this list, and wondering where to start, what’s redundant, and who to hire next, we’re here to help.
Also, if you’re looking for help with how much to allocate salary wise for your 2022 budget, click here to access our HubSpot Ecosystem Salary Guide.