How HubSpot Instilled a Culture of Growth That Expanded Well Beyond Marketing

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Growth was pissing everybody off. 

It was 2016 and Kieran Flanagan was running marketing and growth for HubSpot’s freemium tools. 

But, growth as a discipline, was new to HubSpot at the time. 

So product managers, engineers, salespeople, and marketers were suddenly collaborating on projects where there were competing goals and probably more importantly, overall methods for doing things.   

Kieran says it was chaos. But, that it was great because these teams were all finding new and innovative ways of working together. 

(Not) spoiler: freemium has worked pretty well for HubSpot. 

So well, in fact, that as the freemium model was merged into all of HubSpot’s core product sets.

And you know what else? So too has that growth discipline that Flanagan helped usher in.

Growth, as a discipline, is now embedded into the day-to-day process of not only marketers at HubSpot, but also PMs, engineers, designers…everyone. 

It’s chaos. And it’s working.