Through our work with 100s of customers, we know that a more integrated tech stack – across sales, marketing, and customer support – leads to more success. Recently, our study found that 82% of revenue leaders agree that using a unified sales and marketing platform boosts revenue growth.
And in that regard, HubSpot tops our list.
But, to really understand the impact of an integrated tech stack, it’s important to look at the hard data.
In partnership with Databox, we've created a benchmark group tailored for corporate and enterprise HubSpot users, representing around 200 companies with 250+ employees. This up-to-date study offers these businesses a confidential way to compare their performance with peers using HubSpot.
Being one of HubSpot’s first Elite partners, we've collaborated closely with many of its large-scale users. This collaboration enabled us to form this group with Databox, setting performance benchmarks for the ecosystem. These benchmarks allow HubSpot's users to identify areas of excellence and potential, guiding investment decisions and revealing growth opportunities.
Members of the group can even track their performance vs the benchmark over time, making it easy to see progress or the lack thereof. The best part:
It's 100% anonymous. Rest easy knowing your data remains confidential.
It's 100% free. Gain insights without any financial commitment.
For a sneak peek into our study, check out our benchmark data for July 2023 below.
Here’s How to Read the Benchmark Charts
The charts below are dynamically generated by Databox’s free benchmarking software. They are pretty straightforward if you’re comfortable with a bit of statistics. But, if you’re not used to looking at them, they can be a bit confusing.
The chart above shows an example of what you will see once you join a group. It shows a fictitious company’s performance against a sample of companies.
The blue vertical line represents a company’s performance in the previous month. For this company, it shows 2,400 page views. The chart also shows the following:
The bottom 25% of performers for this metric had below 1,800 page views.
The top 25% of performers had above 3,200 pageviews.
The median value is 2,100 sessions, which means that 50% of companies had more than 2,100 sessions in the previous month and 50% had less.
The height of the green chart shows the frequency at which a company had the value that’s shown on the horizontal or x-axis. For example, in this chart, a relatively large % of the population had pageviews of around 2,000 last month, as that’s where the peak of the chart is.
Now that you know how to read the graphs, we’ll share some of the actual data from our group below.
However, you can join the group for access to the rest, and to see up-to-date data and historical benchmarks too.
Sales Benchmarks for Large HubSpot Customer
For our benchmark group, we looked at key sales metrics within HubSpot. Three metrics that offer a strong indication of an organization’s sales performance and alignment with marketing include:
Deals Closed Won - Number of Deals Closed Won during the specified Date Range.
Contact Conversion Rate - New Contacts divided by the number of Sessions during the specified Date Range
Average Time to Close Deal - Average amount of Time it takes to Close a Deal during the specified Date Range
Of course, many factors besides your tech stack will determine how many deals you close, what your conversion rate is, and the time it takes for you to close your deals.
But, based on our other research, we know that a tech stack can help improve these metrics. Let’s dive in.
According to our benchmark group, the median Deals Closed and Won in a group of 200+ employee companies during the full month of July 2023 was 26.5, while the median value for Contact Conversion Rate was 3.2%, and the median value for Average Time to Close Deal was close to 2 months – 59d 1h 43m 9s, to be exact.
Here’s a chart showing the distribution of Deals Closed Won values for one of the group members:
We removed our member’s name, of course, since these benchmark comparisons are anonymous and private to each company.
The height of the green area shows the percentage of companies that have a Deals Closed Won in that range. As you can see, the height of the chart on the left of the median as the number of Deals Closed Won approaches zero is very high. This means that lots of companies have very few Deals Closed Won. In fact, 25% of the sample had between zero and 4, while 25% of the sample had between 4 and 26.5.
On the right side of the chart, you can see that 25% of the companies had between 26.5 and 95 Deals Closed Won, a much wider range. We can also see that 25% of the sample had somewhere north of 94 Deals Closed Won. This member is doing better than 83% of the companies in the group!
If you’re doing more than 26.5 deals per month, you’re doing better than half the group.
As mentioned above, when you join the group, you’ll see charts like this.
This company is obviously closing a lot of deals.
However, let’s take a look at one other metric from this group for the same member: contact conversion rate. For this metric, they are in the bottom 41% of the companies in their group. This is despite closing more deals than most group members.
This represents an opportunity to take a closer look at marketing efforts and improve CRO for this company.
Of course, your stats will vary depending on the size of your company, the volume of your marketing activities and the effectiveness of your growth strategies. So, don’t stress if there is more red than green. Simply dive into the insights and compare relative values so that you can see where you should focus your sales improvement efforts.
Website Sales Benchmarks for Large HubSpot Customers
Next up, let’s look at some of the marketing data. We’re still looking at data from HubSpot Marketing Hub and HubSpot CRM. These include:
Landing Page Submissions - Number of Landing Page Submissions during the specified Date Range.
Sessions - Number of times the Site was Visited during the specified Date Range.
Bounce Rate - Number of Sessions with exactly One Analytics Event, divided by the number of Sessions during the specified Date Range.
For Landing Page Submissions, the median value for July 2023 was 25.5. In the chart below, you can see that this group member had 5, which put them in the bottom 23% of the group. Now, given that the top 25% have over 112 landing page submissions, there is a long way to go for this company to get where it needs to be. This also may be a reason why their contact conversion rate is low; they just don’t have effective landing pages or offers (or enough of them) to generate leads or to nurture them effectively so that they’re ready to buy.
Next up, let’s look at the two charts showing the distribution for Sessions and Bounce Rate for July 2023.
In both cases, the group member is able to outperform the group significantly. With a great (low) bounce rate and high traffic, they’re clearly doing a great job attracting and engaging site visitors, even if they’re not converting them well.
Based on the data from the benchmark group, it is a lot easier to figure out what the next steps are when it comes to taking their website to the next level. In this case, improving their landing page to increase submissions and further educate their contacts may make a lot of sense. Optimizing a landing page to increase submissions usually ranges from simply adding more content or simplifying the design all the way to trying out a new layout or rethinking the offer so it’s more compelling.
Get your Free Benchmark Report
Ready to see how your sales and marketing performance stacks up against this group of 200+ employee HubSpot customers? Get full, free access just by signing up for our Databox-powered Benchmark Group or contact us if you’d like us to help you.
Jonathan Burg is the SVP of Marketing at New Breed. Prior to New Breed, he's led sales, marketing and customer success teams at profitable and high growth technology companies as a Chief Revenue and Marketing Officer. He is passionate about designing high-performance revenue organizations and category leading brands...