Knowledge Is Power.

Frequently Asked Questions

General Inquiries

What is a Strategic Growth Partner?

We refer to ourselves as a Growth Partner—rather than an agency.

An agency typically has expertise in a specific field or "lane." Agencies typically charge based on output rather than outcome. Agencies help businesses perform and scale the functions and tasks that the business already has in place—whether those are working or not.

As a Strategic Growth Partner—Squad4 is focused on outcomes and helping our partners achieve their growth goals.

Ensuring success is a combination of #strategy and #execution—and the nature of the work we perform is more in line with consulting. When we work with partners, there is an initial discovery period where we absorb/learn as much as we can about the business so that we deeply understand it's history, purpose, challenges, and 'current state.'

Together, we define the ideal 'future state' and then take our knowledge to work semi-autonomously—but as an extension of our partner organization.

This enables us to take full ownership—and have the budget and authority—to ensure the successful union of strategy and execution that equates to results.

For more info on what's keeping most B2B orgs from hitting their growth goals—see #TheProblem.

What is a Certified HubSpot Partner?

A Certified HubSpot Partner is a business—like Squad4—that has been certified (and maintains certification) and proven their expertise using the HubSpot platform.

HubSpot has some strict criteria and an entire tiering system for their partner program.

Squad4 is FAR from being the largest or most successful Certified HubSpot Partner. That's not even our goal.

Our goal is remain a "small" "boutique" partner that builds close, strong relationships with our clients and does awesome, bespoke work to ensure growth and success. We're about quality over quantity.

We have ZERO interest in "turning out" HubSpot implementations to climb the ladder—like some HubSpot partners.

To that point—did you know that nearly 50% of HubSpot Implementations fail? Yep. Wonder why that is? Check out #TheProblem.

What does Squad4 mean?

Haha. Glad you asked!

From the customer operations standpoint—businesses have three primary teams/functions:

  • Marketing
  • Sales
  • Customer Success (Service)

These teams have drastically different job functions and goals. This can cause problems and friction within an organization.

As most businesses grow—'silos' often appear between these departments. 

We aim to change this dynamic by adding a fourth team/function. Squad4 focuses on the alignment of all three CX (customer experience or operations) functions. By ensuring that we have a foundation layer for technology, data sharing, and process alignment—organizations communicate more effectively, reduce friction between teams (and customers), and grow better. Faster.

That's the short of it :P

For more information—check out About Us.


Why HubSpot over Salesforce/Others?

Listen—HubSpot isn't for every organization. There are some organizations that it just doesn't make sense for. 

For organizations wanting to store ALL contact information in one place but needing to be HIPAA complaint—HubSpot IS NOT for you. (There are workarounds—where we think HubSpot is still the best Sales/Marketing CRM—separated from patient data, but that's a longer conversation)

There is ONE MAJOR reason to go with HubSpot over Salesforce (or any other CRM).

It might not be what you expected.

PLG & Enablement. HubSpot #wins every time, hands-down for organizations looking to centralize data and operations while providing their teams with robust tools and an easy-to-use interface.

That's typically what most B2B Tech companies are looking for (SaaS, Software Development, Cybersecurity, IT/MSPs, etc.)

Hey—if your more interested in ENFORCEMENT of ALL aspects of processes across a large and distributed workforce—Salesforce (with decades of market-leading acquisition power) has the feature set or "sister-company tech platform integration" to serve your needs... It also has the #SalesforcePriceTag.

That said—HubSpot can still accomplish all of that with some workarounds. But at that point—is it the CRM that has shortcomings—or is it your approach to process and change management? Just asking.

As an enterprise-grade CRM, HubSpot has come a LONG way since it's early days in Marketing Automation. We can show you if you're interested.

Here are some other reasons to choose HubSpot:

  • Cost/Investment. 30–40% lower total cost of ownership compared to Salesforce. That's a lot of extra budget to focus on novel projects, customer experience, execution, data enrichment, other technologies that support revenue teams, etc.
  • Speed. Significantly faster to develop, pivot, and maintain with modern visual coding tools and a better system to drive growth for your business. HubSpot also "plays nicely" with other apps and integrations—centralizing your teams AND tools in one platform.
  • Better User Experience. It's modern and that shows in every aspect of the CRM and tools. Your sales, marketing, service, and ops teams will all love it and thank you.
  • Mobile App & Tools. Native HubSpot tools to stay in touch with contacts, nurture deals, and measure success are right at your finger tips on iOS and Android. That's power "on the go."
  • Crafted vs Cobbled. More tools are built right into HubSpot than you probably realize. With Salesforce you have to pay for all those extras.

That's just the tip of the iceberg.

Let us know if we can answer any questions for you or chat about a customized demo based on your needs.

Do you only work with HubSpot?

Great question! The short answer is Yes.

We have years of strategic and technical "hands-on" experience with a variety of CRMs/platforms including: HubSpot, Salesforce, ServiceNow, Zoho, FreshDesk, Zendesk, SugarCRM, home-grown CRMs, Microsoft Excel...

Yep, we added those last two even though they made us cringe.

Back to the question—we love helping companies grow and align their buyer's journey, customer journey, customer operations, RevOps, and CX functions. There is no ONE PLATFORM that is best at everything (but we do think HubSpot is the best for the companies we work with and outshines the others in terms of enablement, ease-of-use, etc.)

Hey! We'll consult and provide guidance that is agnostic for any platform—because the underlying strategy and approach works with any system. 

But we focus on being MASTERS with HubSpot. We also focus on working with growing B2B Tech companies like SaaS, cybersecurity, Software Development, MSPs, etc. where HubSpot is the clear #winner in terms of enablement, value, experience, and end-user happiness (adoption).

For more information—get in touch.

HubSpot Onboarding

What is HubSpot Onboarding?

In short—HubSpot Onboarding is the process of ensuring success any time a customer begins using a new hub within the HubSpot ecosystem.

During onboarding, we ensure the hub is setup, configured, and aligned with your internal teams and functions. It typically includes core setup, training sessions, and ongoing support.

It takes time for team members to adopt and learn how to fully leverage a new tool. Choosing a Certified HubSpot Partner to help with this process maximizes the value of your investment in HubSpot and ensures that the tool gets used.

Plus—we're around for all those questions that will surely come up ;)

Check out HubSpot Onboarding for more info.

When can we get started?

Typically ~1–3 weeks.

We operate under a "first come, first serve" model and limit the number of onboardings that we commit to and manage at any given time based on resource capacity.

We do this to ensure that EVERY client and onboarding receives the time and attention they deserve to achieve success and maximize results.

Check out HubSpot Onboarding for more info.

How long does onboarding take?

Short answer? Typically 60 to 90 days.

Longer answer... Onboarding, training, and adoption is just the beginning of the journey. Building—and adapting—a CRM and RevOps platform like HubSpot is an ongoing process. Depending on the complexity of your business and your goals we can help adapt our onboarding and implementation approach to reach your goals.

How large is your team using HubSpot? Are we migrating datasets? How complex are your data and operational needs? Are we setting up additional Sales Ops processes like CPQ, Agreements, etc? How about sales enablement—successful organizations protect their CRM investment by ensuring their sales teams have the collateral, training, and ongoing coaching needed for success. 

Contact us today for free consult. ZERO-obligation, no-hassle—just insights from our experts.

Why choose Squad4's onboarding?

Are you looking for basic guidance to DIY? Or an implementation partner to manage the project?

With HubSpot's Onboarding—you get 4–5 weekly calls with a HubSpot employee who will help guide you on how to do the work yourself.

With Squad4's Onboarding—you get a dedicated, highly technical, and experienced implementation partner. We help scope, design, and fully manage the technical implementation—as well as provide training to support your rollout and platform adoption. We don't just configure the platform—we design a data model, the automations, and a back-end infrastructure to protect your investment.

Check out HubSpot Onboarding for more information.


What's included? What can you expect?

When you choose any of Squad4's Onboarding packages—you receive a dedicated Growth/Revenue Strategist who will help guide and coach you through the implementation of the HubSpot platform. This includes a detailed implementation plan, checklists, tools, playbooks, and training to help you succeed.

When you choose one of Squad4's Growth or Accelerator packages—you also receive dedicated project management and access to expert HubSpot technicians—as well as a team of full-stack developers to fully manage and implement HubSpot for you.

Check out HubSpot Onboarding for more information.

Why not Do It Yourself (DIY)?

We've been working with HubSpot for years.

Our entire mission is to help companies achieve success with the implementation and adoption of HubSpot—enabling them to stay focused on business operations and revenue generation.

By reducing initial learning and implementation burdens on your team—we help maximize your odds of successful adoption while minimizing your time-to-value with the HubSpot platform.

You COULD do it yourself—but do you...

  • Have the time to learn and implement it?
  • Have the internal knowledge to migrate data and implement it successfully?
  • Want to pay a full-time employee to implement and manage it?

If you still choose to DIY... We have a plan for that. We'll provide you with weekly meetings, guidance, templates, and insights to help save you time.

Check out HubSpot Onboarding for more information.

What happens after onboarding?

We're there to support you—whatever your needs are...

There's no obligation for you to continue working with us—but our mission is to provide you with so much value that you'll want to keep our squad on in some fashion as an extension of your own team.

The reality is—business and customer operations evolve. Digital systems and data need to be managed and maintained. With our RevOps and HubSpot managed services—we aim to serve as a "single source" for all of your sales, marketing, and service needs.

(Because, let's face it... Working with a handful of subpar agencies who don't take full responsibility for the value they deliver, sucks.)

Check out HubSpot Onboarding for more information.

RevOps on HubSpot

What is Revenue Operations (RevOps)?

Revenue Operations (RevOps) is a cross-functional approach to managing and optimizing revenue generation in a business. In short—it involves aligning and integrating the processes and functions that contribute to revenue across departments such as sales, marketing, and customer success (i.e. service). The key components of a Revenue Operations team includes data analytics, sales process optimization, marketing automation, and customer experience alignment.

We help our clients #win with RevOps. Click here to learn more.

What is the role of RevOps?

The role of RevOps is to manage and optimize the revenue process in a business. It involves aligning and integrating the processes and functions that contribute to revenue generation across departments such as sales, marketing, and customer success. The goal of RevOps is to ensure that all revenue-generating functions are working together efficiently to drive growth.

We help our clients #win with RevOps. Click here to learn more.

When is it time to invest in RevOps?

There is no "One Size Fits All" answer or approach to Revenue Operations. It'll depend on your unique needs, challenges, and goals.

That said—here are some indicators that it's time to look at Revenue Operations or a Strategic Growth Partner to help drive bottom-line growth:

Your revenue is growing. If you're beginning to grow or scale—it's more than likely worth it to ensure you have a team of experts who are focused on alignment and efficiency for those revenue-generating activities. That way you can scale revenue without needing to scale overhead costs.

Your struggling to align marketing and sales efforts (maybe service too). If you still feel like there is friction between the teams—it's probably time to take a fresh approach and bring in a function that is focused on this alignment and ensuring growth continues—even gets easier.

Your juggling tools, platforms, and software systems to get the job done. Cobbling together software and managing them through integrations can be more cost-effective sometimes. But if they're causing friction between departments—it's likely you're losing more on opportunity cost and lost productivity than that savings is worth. RevOps with a unified platform can help streamline processes, reduce friction, maximize team productivity, and improve your data/insights for better future decision-making.

Your facing inefficiencies or bottlenecks in Sales or Sales Operations. If you run into problems where deals get hung up—a RevOps team can help you put in place the measurement systems and strategies to improve processes and get results.

We help our clients #win with RevOps. Click here to learn more.

What does RevOps help measure?

The function of Revenue Operations (RevOps) helps align customer-operations teams and put in place systems and strategy to measure everything throughout the customer journey.

There are lots of metrics that are important to various teams, but some of the most important metrics and information include:

  • Sales Velocity (Forecasted Revenue/Day)
  • Deal Velocity (Days To Close A Deal)
  • Deal Win/Loss %
  • Avg Deal Value by X (industry, pipeline, service)
  • Customer Lifecycle Conversion Rates
  • Calls/Meetings/Opportunities To Win A Deal
  • Avg Time Between SQL/MQL > Customer
  • Customer Acquisition Cost (CAC)
  • Customer Lifetime Value (LTV)
  • And much more..

More important than any one of these metrics is ensuring their accuracy and visibility so that executive teams can make confident decisions about the future of the business. Are your teams spending hours/days each month "pulling/creating" reports with inaccurate information to support executive decisions?

RevOps teams can also help analyze data and support customer ops teams by:

  • Identifying where sales reps can improve efficiency or overcome challenges in their process
  • Which types of deals, industries, or accounts are most profitable
  • How including CS efforts as a value proposition in marketing or sales efforts increase likelihood of closing deals or value of those deals

For more information—see RevOps As A Service.


How does RevOps differ from SalesOps?

RevOps and Sales Operations are related but with some important differences.

Sales Operations is a function that focuses on optimizing the sales process within a business, while RevOps takes a holistic view of revenue generation and involves more than just the sales function.

Sales Operations is only focused on improving the efficiency and effectiveness of the sales team and processes. This typically involves tasks like sales process optimization, sales enablement, sales forecasting, and data analysis for—yes—sales.

On the other hand, RevOps involves aligning and integrating all revenue-generating functions across sales, marketing, and customer success departments and teams.

We help our clients #win with RevOps. Click here to learn more.

How does RevOps differ from MarkOps?

RevOps and Marketing Operations are related but with some important differences.

Marketing Operations is a function that focuses on optimizing—yes—the Marketing process within a business, while RevOps takes a holistic view of revenue generation and involves more than just the sales function.

Marketing Operations is only focused on improving the efficiency and effectiveness of the marketing team and activities. This typically involves tasks like marketing automation, campaign management, marketing analytics, lead/demand generation, and data analysis for—again—marketing.

On the other hand, RevOps involves aligning and integrating all revenue-generating functions across sales, marketing, and customer success departments and teams.

We help our clients #win with RevOps. Click here to learn more.

How does RevOps differ from CS?

RevOps and Customer Success (CS) are related but with some important differences.

Customer Success focuses on ensuring customers are successful in using the organization's products or services. By doing so they retain customers longer and even drive increased adoption/utilization. Customer Success includes activities such as onboarding, training, support, and account management to drive recurring revenue and minimize churn.

In many Customer Success is often treated like a cost center—rather than a revenue producer. Which is unfortunate—because happy customers and recurring revenue are two of the pillars of stable, growing businesses.

On the other hand, RevOps takes a more holistic look at the customer-operations functions as a whole. RevOps focuses aligning and integrating all revenue-generating functions across sales, marketing, and customer success departments and teams. In part this means ensuring that goals for CS teams are known AND that CS is prioritized early in the buyer's journey to align customer expectations and better customer engagements.

RevOps helps champion for CS—as well as the other CX functions—and helps put in place the systems and strategies to drive alignment and growth as a whole. Because successful organizations lower friction to improve revenue performance while being able to spend more time on high-value activities and building relationships with customers.

For more information on how we help our clients #win with RevOps. Click here to learn more.

Websites on HubSpot

What is Growth-Driven Design (GDD)?

Growth-Driven Design (GDD) is a lean (or agile) and more modern approach to web design that focuses on driving value, reducing friction, and enabling businesses to gather data and test new experiments FASTER.

The value of GDD is that it significantly speeds up web delivery, experimentation, and experience/engagement ("data") collection.

The "old" way of designing websites (even just a few years ago) included a long, drawn-out waterfall approach where a team or agency outlined goals, conducted research, put together low-fidelity wireframes, coordinated with a designer, then coordinated with a UX expert, then built high-fidelity wireframes, then sought approval, built a proof of concept, sought approval again, then built the website, gathered feedback, went back to the designer and/or developers to make changes to the website, etc. and so on.


A GDD approach focuses on producing the highest value pieces of a website first—getting those "into the wild" so that data and "real world" experience data can be collected—and continuously iterating and growing.

Click here for more on GDD "Growth" Websites.

How long does a GDD website build take?

The short answer... We typically spend ~2 to 3 months on the initial build—but that can vary..

It largely depends on the size and complexity of the digital experience we're building—as well as to what degree we're developing personas, copy, assets, conversions, etc.

Are we building a brand new site? Does it have an existing digital brand? Are we just refreshing an existing website? There could be 10 pages or hundreds...

In certain cases—we can have a proof of concept (such as a landing page) up the same day we officially kick off the project. In others—that's less important and we generally insist on taking the appropriate amount of time to "map out" your digital success strategy (our GDD Blueprint).

A WORD OF CAUTION—successful websites aren't just about messaging, branding/design, or ease of use. 

Successful websites (and companies) follow a proven formula for success. They are built to overcome one of the key blockers facing businesses today. Without putting in place an effective strategy for your digital ecosystem—you risk undermining the entire investment by creating a website that "looks shiny" but doesn't actually get traffic, drive leads, or differentiate you from your competitors.

Before we continue—check out #TheProblem getting in the way of most B2B orgs growth goals.

Or you can check out Growth Websites.


How much does a GDD website cost?

Again, that varies. The short answer is... our Growth Website projects start at $5,000.

But that only includes a GDD Blueprint to ensure the success of your digital experience and investment.

Our "full build" Growth Website projects typically start around $20,000 but can range from $20—$100K+. It varies based on what we're trying to achieve. That could be functionality, complexity, strategy, design, content, or a variety of other factors.

Holy smokes! That's a lot.

We get that response sometimes from smaller companies. And our services aren't for every company.

For a little context...

Lots of companies have "brochure websites" that "just sit there." They aren't easy to to update and they don't "move the needle." Those websites aren't all that important to the organization or their revenue generation.

That's not what we build. We build 24/7/365 growth engines that are fully integrated with the HubSpot platform—empowering your various customer-facing teams to build better experiences and relationships for your prospects and customers.

Before diving in—check out #TheProblem to learn more about what keeps most B2B organizations from hitting their growth goals.

What's Limiting Your Growth?

Hungry For Growth?

Still Have Questions?

No problem! Our team is happy to answer any questions you may have! Contact us today and we'll get you answers!