HubSpot Impact Awards

About the Impact Awards Program

We want to recognize you for helping your clients grow better. What better way to showcase the results of your efforts and honor your best client success stories than with a prestigious award?

There are three types of awards open to any HubSpot solutions partners: Category, Performance, and our DEI&B Champion Award.

Semiannual Category Awards

Awarded by region, submission is required throughout the year. You're welcome to submit as many stories as you wish to share.
All details to apply can be found here.
Yearly Performance Awards

All active solutions partners automatically qualify for the yearly performance awards. No submission is required.
Check out the criteria here.
DEI&B Champion Award

This award focuses on diversity, equity, inclusion, and belonging. Partners can nominate themselves or be nominated by a peer.
Additional details can be found here.

What Does Winning Mean?

All winners will have their client stories featured on our Impact Awards Hall of Fame page.
We'll share a PR kit for self-promotion, add the award to your solutions directory profile, share your achievement with the greater partner community, and send you a shiny trophy!

Semiannual Category Awards

This category recognizes partners who are providing value to clients starting with a single product, demonstrating their expertise in delivering a single hub solution to their customer.

Requirements: Must include only 1 hub. Must tell a story on how the one hub solves the customers' challenges. Case study should define the challenge, solution, results, impact, and AI usage (if any).

Please reference NEW scoring rubric for criteria guidelines.

This category recognizes a partner who delivers a remarkable multi-product solution to their customer.

Requirements: Must include at least 2 or more hubs. Must tell a story on how those two hubs (or more) work together to solve the customers' challenges. Case study should define the challenge, solution, results, impact, and AI usage (if any).

Please reference NEW scoring rubric for criteria guidelines.

This category recognizes a partner who's exhibited deep technical knowledge and expertise that enable customers to overcome business challenges and improve processes through a tailored, custom, and complex solution.

This does not include standard implementations, but rather showcases a mix of: custom development work, custom integrations, customizing HubSpot, APIs, or bridging multiple systems into HubSpot, etc.

Requirements: Must extend beyond a standard implementation. Must include a mix of: custom development work, custom integrations, customizing HubSpot, APIs, or integrating multiple complex systems into HubSpot. Case study should define the challenge, solution, results, impact and AI usage (if any).

Please reference the NEW scoring rubric for criteria guidelines.

This category recognizes a partner who has demonstrated expertise in migrating a customer from a legacy platform/system to HubSpot. Must involve complete removal of an existing system or platform and replacing it with HubSpot.

Could include any products: CRM, any hub, or the full suite, with the focus specifically around the migration work from initial scoping to end solution/results.

Requirements: Must feature a success story where the customer was on an alternative platform/system and migrated them over to HubSpot. Must focus on the migration work/process/results. Case study should define the challenge, solution, results, impact, and AI usage (if any).

Please reference NEW scoring rubric for criteria guidelines.

Yearly Performance Awards

Participants

To qualify as a competition participant, a partner must:

Have joined the HubSpot Solutions Partner Program prior to January 1, 2026.
Still be active and in good standings with the program at the time that final awards are evaluated and have no pending escalations on channel clients.
Have a tier of gold or higher at the time the awards are evaluated.
Have at least five reviews that were posted in 2025 published on the directory at the time that the final awards are evaluated.

Criteria

There are three special criteria for ranking the Global Partner of the Year award:

At least $20k Managed MRR for all of 2025.
At least 110% Revenue Retention for 2025 overall.
At least 85% Customer Dollar Retention for 2025 overall.

The partner who meets these criteria, and has the highest sum of sold MRR from eligible deals wins.

Eligible MRR categories

Deals for Subscription Services (as defined in the HSPPA) that closed in 2025, that were sold by the partner (includes partner collaboration), and that are recognized as new, cross-sell, or upgrade sales by HubSpot are eligible.

Participants

To qualify as a competition participant, a partner must:

Have joined the HubSpot Solutions Partner Program prior to January 1, 2026.
Still be active and in good standings with the program at the time that final awards are evaluated and have no pending escalations on channel clients.

Criteria

The partner from each region with the highest sum of sold MRR from eligible deals wins.

Eligible Deals

Participants

To qualify as a competition participant, a partner must:

Have joined the HubSpot Solutions Partner Program on or after April 1, 2024 and before January 1, 2026.
Still be active and in good standings with the program at the time that final awards are evaluated and have no pending escalations on channel clients.

Criteria

The partner from each region with the highest sum of sold MRR from eligible deals wins.

Eligible Deals

Participants

To qualify as a competition participant, a partner must:

Have joined the HubSpot Solutions Partner Program before January 1, 2026.
Still be active and in good standings with the program at the time that final awards are evaluated and have no pending escalations on channel clients.
Have a tier of gold or higher at the time the awards are evaluated.
Have at least five reviews that were posted in 2025 published on the directory at the time that the final awards are evaluated.
Have at least $20k Managed MRR throughout all of 2025.
Have at least 90% Customer Dollar Retention for 2025 overall.

Criteria

Once qualified, partners are ranked against one another using revenue retention metrics evaluated at the partner level. The partner from each region with the highest 2025 revenue retention of all of their sold and managed clients wins. Ties will be broken with the following criteria, in order:

The partner with the largest number of customers (including both managed and sold) wins.
The partner with the highest 2025 sold MRR (calculated in the same manner as the Partner of the Year award) wins.

Revenue Retention

Revenue Retention is a measure of how cross-sell, upgrades, downgrades, and cancellations compare to your install base of sold and managed clients, specifically, an annualized calculation of monthly net MRR changes for customers. Each month, we look at the client subscriptions at the start of the month, and then compare these to cross-sell, upgrades, downgrades, and cancellations within the month. That gives us a percent change for the month. We then “annualize” this percentage (multiply it by itself 12 times) to calculate Revenue Retention, which says “if this same pattern continued for the next year, how would revenue at the end of the year compare to revenue at the beginning of the year?” The formula for Revenue Retention is (End-of-Month MRR/Beginning-of-Month MRR)^12, where the End-of-Month MRR doesn’t include any new clients from the month.

So, for example, if your install base dollars are 1% higher at the end of the month than the beginning, then your retention for that month is 101%. The annualized Revenue Retention would be (101%)12 = 113%. Likewise, if your install base dollars are 1% lower at the end of the month than the beginning, then your retention for that month is 99%. The annualized Revenue Retention would be (99%)12 = 89%

How can I improve my install base revenue retention?

First and foremost, work with your PDM -- they’re customer satisfaction experts and can help you find specific levers in your install base for improving your Revenue Retention.

Generally, the activities that improve Revenue Retention are:

Cross-Sell new product lines
Up-sell on existing product lines
Minimize downgrades
Minimize churn

Does selling new business help my revenue retention?

Not directly. Selling new business makes your Revenue Retention more stable -- that is, less likely to move up and down. This can mean that a cancellation will have less impact on your Revenue Retention number, but it also means that you’ll need to keep up cross-sell and upsell efforts across new clients to keep the Revenue Retention number up.

Customer Dollar Retention

Customer Dollar Retention is specifically a measure of churn, and ignores upgrades/downgrades. Like Revenue Retention, Customer Dollar Retention is annualized. The formula is (Beginning-of-Month MRR less churns/Beginning-of-Month MRR)^12. Any complete cancellation of a product hub, even if the customer keeps other product hubs, counts towards the churns total.

Participants

To qualify as a competition participant, a partner must:

Have joined the HubSpot Solutions Partner Program before January 1, 2026.
Still be active and in good standing with the program when final awards are evaluated and have no pending escalations on channel clients.
Have a tier of gold or higher at the time the awards are evaluated.
Manage at least 25 portals throughout 2025.
Have a minimum GRR (Gross Revenue Retention) threshold of 85% for 2025 overall.

Criteria

Once qualified, partners' managed customer portals are ranked against one another using AI adoption metrics. The partner from each region with the highest percentage of AI Weekly Active Users (WAU) across all of their managed customer portals wins. Ties will be broken with the following criteria, in order:

The partner with the highest GRR.
The partner with the largest number of AI WAUs.

AI Weekly Active Users Percentage

AI Weekly Active Users (WAU) percentage measures the proportion of a partner's managed customers who are actively engaging with HubSpot's AI features on a weekly basis. This metric reflects how effectively partners are driving adoption of HubSpot's AI capabilities across their customer base. The percentage is calculated by dividing the number of managed customers with at least one weekly active AI user by the total number of managed customers.

How can I improve my AI adoption metrics?

First and foremost, work with your PDM — they can help you find specific strategies for improving your AI WAU percentage.

Generally, the activities that improve AI adoption are:

Providing AI onboarding and training for customers
Highlighting AI capabilities in your implementation strategy
Creating use cases demonstrating AI value for specific customer needs
Building AI-enhanced workflows and templates for your customers
Regularly reviewing AI usage metrics with customers

Does simply activating AI features help my metrics?

Not directly. While activating features creates the opportunity for use, the AI WAU percentage specifically measures active engagement. Partners should focus on meaningful implementation strategies that drive consistent usage rather than just enabling features. The most successful partners integrate AI capabilities into their customers' core business processes to ensure sustained adoption.

DI&B Champion Award

This award will acknowledge one partner business yearly, that’s actively advancing diversity, inclusion, and belonging on their teams and in their organizations across the following objectives:
Leadership & Governance
Talent Programs
Employee Experience & Culture
Learning & Development
Data Tracking and Reporting

Some examples would be how your senior leadership regularly evaluates the organization’s DI&B status in meeting its DI&B strategic objectives or having DI&B concepts that are embedded into general organizational learning and development programs so that DI&B is not viewed as a stand-alone concept.

All active solutions partners and providers can nominate themselves or be nominated by a partner peer. Additional requirements (like how the DI&B initiative was implemented, the impact the initiative had, or even some data where possible) are needed to nominate someone. Don’t have all the details about your nominee’s DI&B plan? Don’t worry! Your nomination will trigger an email to them, requesting that information. All nomination information must be completed before the deadline, December 31, 2025, at 11:59 pm ET, for the nomination to be considered. The winner will be notified at the beginning of the following year.

Rules, Deadlines, Conditions, and Eligibility

Rules

Semiannual Category Awards:

You must be an active HubSpot solutions partner during both the time of submission and the time the winners are announced.
Submissions must be submitted as a blog post (1,000 words or less) or video clip (five minutes or less), and received by 11:59 PM EST on the day of the deadline.
Submissions will be score semiannually and by region, with a minimum score of 70+ required to win.
Submissions must be work done for the partner's client. Submission of work done by a partner for their own business will be disqualified.
Client permission is required to share the work with HubSpot for consideration. Submissions without a valid permission letter will be disqualified.
Client work can only be submitted for consideration one time. That means the same entry can’t be submitted to the same category in different quarters and/or the same entry can’t be submitted to multiple categories.
You can use the same client for multiple submissions in different categories.
You can submit as many unique entries each quarter and/or categories as you want! Please see the categories for specific criteria and the scoring rubric.

Deadlines

Semiannual Category Awards:

H1: January 1, 2025 - June 30, 2025
H2: July 1, 2025 - December 31, 2025

All partners who have submitted will be notified of the results prior to the greater partner community announcement of the winners. This will be 30-45 days post submission deadline.

DI&B Champion Award:

Submissions will be accepted until December 31, 2025.
Final winner announced in Q1 of 2026.

Conditions and Eligibility

All Awards:

Only partners in good standing (as determined by HubSpot) are eligible. All applicable federal, state and local laws and regulations apply. Void where prohibited or restricted by law. NO PURCHASE NECESSARY. A PURCHASE WILL NOT IMPROVE YOUR CHANCES OF WINNING. HubSpot reserves the right, at its sole discretion, to cancel, terminate, modify or suspend any contest (or portion thereof). HubSpot also reserves the right in its sole discretion to disqualify any entry. BY ENTERING, YOU WAIVE ALL RIGHTS TO BRING (AND COVENANT NOT TO BRING) ANY CLAIM AGAINST HUBSPOT OR ANY OTHERS ASSOCIATED WITH THIS CONTEST. YOU FURTHER AGREE TO RELEASE AND HOLD HARMLESS HUBSPOT FROM ANY AND ALL LIABILITY ARISING FROM THEIR PARTICIPATION IN THE CONTEST. Any disputes that may arise hereunder shall be governed in all respects by the laws of the Commonwealth of Massachusetts without regard to conflicts of laws principles. Venue with respect to any such disputes shall be the state and federal courts of the Commonwealth of Massachusetts.

Hear From Previous Winners

We continue to apply for the HubSpot Impact Awards because it is a fair judgment of our work. The awards aren't based on the taste of the judges or whoever is flavour of the month at that moment, it's based on results. We use our Impact Award wins primarily in our sales cycle to prove that everything we do is focused on driving revenue and results for our clients. It also supports our marketing efforts and is useful for prospects when they are in the process of choosing a HubSpot agency to work with. Finally, applying for (and winning) an Impact Award makes our team happy because they get to see that their hard work has been rewarded with a shiny HubSpot trophy! It really helps us celebrate and recognise the brilliant team members who did the client work.

Jon Payne

Co-Founder & Technical Director

Noisy Little Monkey (EMEA)
Our goal is to apply several times a year for HubSpot Impact awards, simply because there is no partner recognition that's a better indicator of the quality and results clients want from a trusted partner. When we win, we're proud to promote the win to clients, prospects, teammates, and employment candidates, because it's the best demonstration of achieving the excellent results we promise all of our stakeholders.

Greg Linnemanstons

President

Weidert Group (NAM)
We really value the HubSpot awards and they have been a crucial part of our success in onboarding bigger and more prestigious clients. What we love most about HubSpot awards is that they use fair judging criteria and are based on real campaign results, unlike many awards which are mostly based on industry connections or simply paid for. HubSpot awards really do shine a light on agencies that go above and beyond for clients who are, or aim to be, digital industry leaders.

Laurent Ross

Co-Owner & COO

Oxygen (APAC)
We continue to apply for the HubSpot Impact Awards because it is a fair judgment of our work. The awards aren't based on the taste of the judges or whoever is flavour of the month at that moment, it's based on results. We use our Impact Award wins primarily in our sales cycle to prove that everything we do is focused on driving revenue and results for our clients. It also supports our marketing efforts and is useful for prospects when they are in the process of choosing a HubSpot agency to work with. Finally, applying for (and winning) an Impact Award makes our team happy because they get to see that their hard work has been rewarded with a shiny HubSpot trophy! It really helps us celebrate and recognise the brilliant team members who did the client work.

Jon Payne

Co-Founder & Technical Director

Noisy Little Monkey (EMEA)
Our goal is to apply several times a year for HubSpot Impact awards, simply because there is no partner recognition that's a better indicator of the quality and results clients want from a trusted partner. When we win, we're proud to promote the win to clients, prospects, teammates, and employment candidates, because it's the best demonstration of achieving the excellent results we promise all of our stakeholders.

Greg Linnemanstons

President

Weidert Group (NAM)
We really value the HubSpot awards and they have been a crucial part of our success in onboarding bigger and more prestigious clients. What we love most about HubSpot awards is that they use fair judging criteria and are based on real campaign results, unlike many awards which are mostly based on industry connections or simply paid for. HubSpot awards really do shine a light on agencies that go above and beyond for clients who are, or aim to be, digital industry leaders.

Laurent Ross

Co-Owner & COO

Oxygen (APAC)
We continue to apply for the HubSpot Impact Awards because it is a fair judgment of our work. The awards aren't based on the taste of the judges or whoever is flavour of the month at that moment, it's based on results. We use our Impact Award wins primarily in our sales cycle to prove that everything we do is focused on driving revenue and results for our clients. It also supports our marketing efforts and is useful for prospects when they are in the process of choosing a HubSpot agency to work with. Finally, applying for (and winning) an Impact Award makes our team happy because they get to see that their hard work has been rewarded with a shiny HubSpot trophy! It really helps us celebrate and recognise the brilliant team members who did the client work.

Jon Payne

Co-Founder & Technical Director

Noisy Little Monkey (EMEA)
Our goal is to apply several times a year for HubSpot Impact awards, simply because there is no partner recognition that's a better indicator of the quality and results clients want from a trusted partner. When we win, we're proud to promote the win to clients, prospects, teammates, and employment candidates, because it's the best demonstration of achieving the excellent results we promise all of our stakeholders.

Greg Linnemanstons

President

Weidert Group (NAM)
We really value the HubSpot awards and they have been a crucial part of our success in onboarding bigger and more prestigious clients. What we love most about HubSpot awards is that they use fair judging criteria and are based on real campaign results, unlike many awards which are mostly based on industry connections or simply paid for. HubSpot awards really do shine a light on agencies that go above and beyond for clients who are, or aim to be, digital industry leaders.

Laurent Ross

Co-Owner & COO

Oxygen (APAC)

Ready to Apply?

Let's Hear Your Story

Remember, these awards are only open to HubSpot solutions partners. To apply, click below, login with your HubSpot portal, and submit your application.

Apply Now

Frequently Asked Questions

No, you don't have to include AI usage in your submission to be considered for a category award. While AI usage is now weighted in the scoring rubric, it's not mandatory for submission.

Submissions that don't incorporate AI can still score highly in the other five areas. However, including thoughtful AI implementation may strengthen your overall submission, as it demonstrates alignment with HubSpot's strategic direction. Judges will evaluate AI usage where relevant, but exceptional work without AI features can still be competitive.

Generate leads

Automate marketing

Build pipeline

Close deals

Scale support

Drive retention

Create content

Manage content

Find and reach customers

Grow sales and get paid

Organize customer data

Resolve customer queries 24/7

Automate sales prospecting

Accelerate content creation

HubSpot Solutions Partner Impact Awards

About the Impact Awards Program

Semiannual Category Awards

Yearly Performance Awards

DEI&B Champion Award

What Does Winning Mean?

Semiannual Category Awards

Yearly Performance Awards

DI&B Champion Award