When you’re new to HubSpot, one of the first and most critical decisions to make is where to start: CRM or Marketing Hub? It’s a decision that affects your entire go-to-market strategy, internal alignment, and speed to value. In the latest episode of SmartBug on Tap, Tonia Speir, senior sales executive, sits down with John Suarez, director of HubSpot strategy at SmartBug, to help founders and growth-stage businesses make the smartest choice.
They break down what readiness looks like for each hub, the benefits of starting small, and how to scale intentionally with HubSpot from day one. Whether you're launching a new company, rebuilding systems, or simply trying to figure out where to begin, this conversation is a must-watch.
Understanding Business Readiness: CRM, Marketing Hub, or Both?
John’s summarized insight: Where do you start? It depends. Most businesses benefit from implementing both at the same time, but it hinges on your team structure, existing systems, and short-term goals.
Here’s the key distinction: HubSpot’s free CRM is the foundation—your central database for contacts, companies, deals, and more. Every hub (Marketing, Sales, Service, and so on) runs on top of this CRM. But if you’re thinking about sales processes specifically, you’ll want to explore HubSpot Sales Hub, which layers in tools for managing pipelines, automating follow-ups, and improving rep productivity.
So, if you're actively selling and need structure, Sales Hub is likely your first paid step. But if you’re focused on generating demand and building brand awareness, Marketing Hub may take priority. And in many cases, starting with both allows you to build a streamlined, scalable go-to-market system from day one.
Sales Hub: What You Need to Succeed
Tonia’s summarized insight: If someone is already selling—or planning to soon—Sales Hub is a must. It builds on the free CRM and offers the tools reps need to track and close deals efficiently.
John’s top recommendations for success with Sales Hub:
- Start with Sales Hub Starter for a low-risk entry point.
- Connect your website early to capture and route leads into the CRM.
- Build a basic sales process—even a version 1.0—so you can measure and optimize.
- Use automation and reporting to track rep activity, deal velocity, and pipeline health.
This tiered approach gives startups room to grow without overwhelming their team or budget.
Marketing Hub: When Lead Generation Comes First
John’s summarized insight: If your priority is generating demand and you haven’t fully nailed your sales process yet, start with Marketing Hub.
Marketing Hub is perfect for:
- Product-led businesses
- Organizations with limited or no sales headcount
- Startups building awareness for a new MVP
- Teams using external systems to manage sales (for now)
But be careful not to create a lead gen silo. Marketing and sales need to talk to each other—even if that just means clear handoffs, integration with a different CRM, or shared reporting visibility.
Doing Both: The Power of a Full-Funnel Start
When possible, Tonia and John both recommend implementing Marketing Hub and Sales Hub together—especially for startups or growing companies aiming for scale.
Tonia’s summarized insight: Starting with both creates a more cohesive, streamlined buyer journey and makes you more attractive to investors thanks to better data, visibility, and reporting.
John’s note on investment: Starter tiers are affordable, and the marginal time investment to set up both hubs together is minimal compared to the value gained.
With both systems in place, teams can:
- Align marketing and sales processes from the start.
- Eliminate silos and duplicate work.
- Report on full-funnel metrics.
- Scale more effectively.
Final Advice: Start Smart, Scale Fast
Whether you choose to begin with Marketing Hub, Sales Hub, or both, John and Tonia stress the importance of building with scalability in mind.
John’s summarized insight: Even if you're not ready for a full sales team, defining your process in HubSpot now makes it easier to train and scale later. The system is built for alignment—and companies that invest early are more likely to succeed long term.
Ready to Launch Your HubSpot Journey?
If you’re unsure where to start—or want help mapping out the right approach—SmartBug’s HubSpot experts are here to guide you. We’ll help you build a strategy—from a starter package to an enterprise rollout—that meets your goals and grows with you.
👉 Contact us to get started.
Let’s make sure your HubSpot investment delivers the impact you need—today and as you grow.
