How HubSpot wins 2x more deals with trumpet

Overview

HubSpot built its business on a simple idea: how you sell is why you win. To make that true in every deal, in every region, its revenue leadership turned to trumpet as the buyer-facing execution layer and shared Digital Sales Room where reps, buyers and customers meet. Today, deals with a trumpet deal room (Pod) win at twice the rate of those without, and that has held for over 24 months.

For David Katz, Vice President, Sales at HubSpot, trumpet brings the same care HubSpot shows its customers to the people still deciding whether to buy. "A core HubSpot value is 'solve for the customer'," he says. "Trumpet now helps us also solve for the prospect too."

About HubSpot

HubSpot is one of the world's leading customer platforms, helping millions of businesses grow better. Its own commercial organisation is just as ambitious as its customers: Corporate, Mid-Market and Small Business sales teams, a Customer Success function looking after strategic accounts, and a Partnerships team driving referrals and co-selling, all operating across EMEA, North America and APAC.

The background

Every B2B deal now runs the same gauntlet: more stakeholders to align, longer evaluations, and a trail of context scattered across email threads, decks and calls. Buyers expect the experience of buying to be as smooth as the product they're buying. When it isn't, deals stall, not because the fit is wrong, but because the process gets in the way.

HubSpot's best reps were already planning deals jointly with their buyers, but every rep had their own way of doing it. "Before trumpet, our sales team was using self-created docs and Excel files to plan joint evaluation plans with little consistency and repeatability," says David. "The time-consuming nature of the process led to lower than needed adoption of the process, which led to less than ideal buyer experiences, scattered win rates and too much deal slippage."

The challenge

At the same time, HubSpot's buyers were changing. "We started to see increasing interest in HubSpot by larger, more sophisticated buyers," David explains, "which meant large buying committees who were looking to validate different things throughout the evaluation. We didn't feel like our process was providing a differentiated buyer experience that increases confidence."

HubSpot didn't need another internal sales enablement tool. It needed a way to make its strongest sellers' habits repeatable at scale: one shared space per deal, on-brand and easy for a buyer to open, that plugged into the systems reps already used rather than adding another tab to check.

It also had to work beyond new-logo hunting. Account Executives needed it to move buyers through an evaluation, and Customer Success needed the same clarity to guide customers after the sale. Whatever HubSpot rolled out had to serve the whole revenue organisation, in every time zone, without a heavy lift for the team on the ground.

The solution

Instead of a proposal in one place and next steps in another, each deal across HubSpot's Enterprise, Mid-Market and SMB teams now lives in a single trumpet Pod: proposals, recordings, timelines, collateral and agreed next steps in one link the buyer actually wants to engage with.

Inside each Pod, reps build a Joint Execution Plan with the buyer (HubSpot's name for a Mutual Action Plan), so both sides can see what happens next and keep the deal moving without chasing. Trumpet's Insights and Signals show which stakeholders are engaged and where objections are forming before they become blockers, while multi-threading keeps exec, legal and IT in sync around the same plan.

"The Pods feel intuitive and on-brand, and they become a single source of truth instead of long email threads. Mapping out milestones, resources and decision criteria makes it easier to align execs, legal and IT around the same plan. And spinning up a Pod directly from a deal record in our CRM is genuinely helpful."

Corporate Account Executive, HubSpot

Why it stuck: buyers asked for it

Plenty of sales tools get rolled out and then quietly dropped. At HubSpot, what kept trumpet in daily use wasn't a mandate from leadership. It was the people on the other side of the deal: "Trumpet stuck because of the buyer feedback," David says. "Buyers would literally ask us if their trumpet Pod was a HubSpot product they could buy. Reps and sales teams seeing the response gave them immediate confidence it was a tool they could and should rely on."

It's a reaction HubSpot still hears constantly. "I love when buyers comment specifically on our trumpet Pods," David adds. "It happens all the time."

It helps that trumpet runs through HubSpot's stack rather than sitting beside it. With SSO, HubSpot CRM, Gong, Slack, Google Drive and Glean all connected, a rep can spin up a Pod straight from a deal record, search a Gong call from inside trumpet, and let Pod analytics flow back to the CRM. Custom domains, custom email domains and white-labelling mean the whole experience still looks and feels like HubSpot to the buyer.

And the more teams used it, the easier it got. "Over time, trumpet has made Pod creation and iteration easier and easier for our teams to build," David says, "which has only led to more adoption and even better results."

A partner, not a vendor

For HubSpot, choosing trumpet was about more than features. "We believed in trumpet's leadership team and the vision they had for the role digital sales rooms could and should play in the buyer journey," David says. "Trumpet is a partner, not a vendor, and that's really important to us as we aspire to be viewed by our customers in the same light."

An AI-first workflow with trumpet Copilot

HubSpot was the first team in the world to use trumpet's Copilot. Reps use it to turn a Gong call recording and CRM data into a deal room in minutes, summarise buyer activity, draft Joint Execution Plans and generate deal-relevant content, collapsing what used to be a few hours of daily admin per rep into a few minutes.

"Anything we can do to reduce non-selling time for our sales team is huge for us," David says. "But being able to reduce admin time while also making the experience fun and easy leads to further adoption in the field. It's a virtuous flywheel for more productivity and better outcomes."

Reps felt it straight away.

"As a Lead AE, the time between a discovery call and follow-up is critical. Trumpet Copilot completely removes the admin bottleneck by instantly turning call recordings into hyper-personalised Pods, allowing me to strike while the iron is hot and keep deal momentum moving fast."

Jens Stöckel, Lead Account Executive, HubSpot

A global rollout in weeks, not quarters

Standing a new tool up in front of thousands of reps across three regions is usually a multi-quarter programme. At HubSpot it took weeks. One month after kick-off, reps and managers were launched, and thousands of reps were onboarded globally in under four weeks, backed by multilingual Templates and Widgets, Sales Manager and Sales Rep handbooks, a dedicated trumpet × HubSpot Academy, training across every time zone, named CSMs in each region and a Champions Programme to spread adoption rep to rep.

The results

Deals where reps use a trumpet Pod win at roughly twice the rate of deals that don't, month after month for around 24 months. For David, the commercial impact is hard to overstate: "In an environment where buyers are hesitant to make changes, being able to improve our conversion so substantially has been instrumental (pun intended) to our continued movement further upmarket."

The Joint Execution Plan inside the Pod is a big part of why. In HubSpot's Corporate segment, deals saw a +78% increase in win rate with a trumpet Joint Execution Plan vs without. Because only around a quarter of deals carried a Joint Execution Plan, that gap points to a large pool of revenue still on the table.

The pattern shows up rep by rep, too. One power user found that when a buyer spends more than 20 minutes inside a Pod, win rate climbs by 50% or more. After two years and two unsuccessful attempts at one account, he won them for the first time with trumpet, and the deal came in at 3x the original planned ACV.

"As an AE for HubSpot, I use trumpet as much as I can to show my customers we're organised and different from our competitors. The feedback has been extremely positive ('I've never seen anything like this before!'), and I can track usage to gauge how likely they are to buy."

Enterprise Account Executive, HubSpot

For reps, the day-to-day change is visibility. Instead of guessing whether a deal is alive, they can see it.

"What I like most is that you can see when your prospect is engaging with the content, and what they're viewing. It helps guide my responses and shows how the deal is really progressing."

Enterprise Account Executive, HubSpot

Beyond the sale

The impact didn't stop at signature. "Our CS team pretty immediately demanded access to trumpet based on their early observation of the impact it made on our newest customers," David says.

For Daphne Costa Lopes, Global Director, Customer Success, the biggest change was continuity. "Trumpet bridges the gap between Sales and Customer Success," she says. "Our teams can pick up exactly where the sales conversation left off, giving customers a seamless experience from day one." As David puts it, "Context is everything, and our success team knows exactly what our customers want to accomplish with HubSpot."

Strategic Customer Success teams now use Pods to run success planning and manage ongoing relationships, giving high-value accounts the same shared workspace they first met during the deal. That reaches well beyond a single contact. "Trumpet gives our CSMs a powerful way to engage more stakeholders across an account, build awareness of the value we're delivering and open up more meaningful conversations around adoption and expansion," Daphne says.

And it shows up in how much customers actually use HubSpot after onboarding. "Trumpet has transformed how we engage customers around their success plans," Daphne says. "We've seen nearly 4x greater growth in product usage among customers that have a linked trumpet Pod vs those that don't." The more customers engaged, the more they got out of it: those who opened their success plan six or more times saw the biggest jump in usage.

Customers loved it too. They described their Pods as "high value", "collaborative" and "flexible": somewhere to shape their success plan together with HubSpot, rather than simply be handed one.

What comes next

Trumpet is now part of how HubSpot sells, and the footprint is still growing as Small Business, Partnerships and Customer Success deepen how they use it. For David, the next chapter is about AI. "Agentic AI makes it more possible than ever to create a highly differentiated buyer experience, so buyers feel heard and seen," he says. "The trumpet leadership have been true partners and want to build with us towards that goal, which has been transformative."

For a company whose whole philosophy is that how you sell is why you win, trumpet turned a belief into something its teams run on every day, and can measure.

More from HubSpot reps on G2

Beyond the voices above, HubSpot sellers have left a wall of G2 reviews. A few of the best:

"Using trumpet in my sales process is a game changer. It drives my deals forward with agreed-upon timelines, and I love that I get notified when my trumpet is being viewed. It's the #1 signal I have that my deals are progressing. I can't live without it now!"

Jill Fratianne, Corporate Sales, HubSpot

"Great way to keep the sales process organised and get the account team on the same page for next steps. No more searching through emails for links."

Maggie Burke, Account Executive, HubSpot

"The insights section tells me when a client is or isn't engaged, so I spend my time in the right opportunities."

Account Executive, HubSpot

How you sell is why you win. For HubSpot, that's no longer a mantra. It's a workspace, a workflow and a number they can point to.

Frequently asked questions

How much did trumpet improve HubSpot's win rate?

HubSpot deals with a trumpet Pod win at roughly twice the rate of deals without one, and that gap has held month on month for around 24 months. In the Corporate segment, deals with a Joint Execution Plan saw a 78% increase in win rate.

What is a Joint Execution Plan?

It's HubSpot's name for a Mutual Action Plan: a shared plan inside the trumpet Pod that maps milestones, owners, resources and decision criteria, so the rep and the buyer both know what happens next.

How long did HubSpot's rollout take?

Under four weeks. Thousands of reps across EMEA, North America and APAC were onboarded, supported by multilingual Templates, handbooks, a trumpet × HubSpot Academy, regional CSMs and a Champions Programme.

How does HubSpot's Customer Success team use trumpet?

Strategic Customer Success teams use Pods for success planning and ongoing account management, picking up where the sales conversation left off. Customers with a linked Pod saw nearly 4x greater growth in product usage.

Which tools does trumpet connect to at HubSpot?

SSO, HubSpot CRM, Gong, Slack, Google Drive and Glean. Reps create Pods from a deal record, search Gong calls inside trumpet, and Pod analytics flow back to the CRM.