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HubSpot: Global Customer Success Team Transforms Retention and Growth with ASLAN

How ASLAN gave HubSpot's global customer success team a shared language — and a 42% increase in customer retention.

45deg-arrow-red 83
Participant Net Promoter Score (NPS)
45deg-arrow-red 23%
Improvement in Key Capabilities
45deg-arrow-red 41%
More Quality Customer Conversations
45deg-arrow-red 42%
More Customers Retained

Overview

HubSpot's scaled Customer Success team, including Customer Success Managers (CSMs) and Contract Managers (CMs) across four continents, was charged with driving usage, renewals, retention, and customer service: a role that requires influence without authority in an environment where customers are increasingly hard to reach.

To address this, ASLAN delivered a customized, global transformation: two role-specific programs built on Other-Centered® principles, paired with Catalyst™ management training and AI-powered reinforcement, all tailored to HubSpot's brand and business environment.

The results: a participant NPS score of 83, a 27% improvement in key capabilities, a 41% increase in quality conversations, and a 42% increase in customer retention.

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The Challenge

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Our Solution

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Results & Impact

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THE CHALLENGE

A Scaled Team Without a Shared Playbook

HubSpot's Customer Success organization operated at significant scale. CSMs and Contract Managers were spread across four continents, each responsible for different but interdependent outcomes.

The role itself was inherently difficult: The team was expected to drive usage, renewals, and retention. But that requires influencing hard-to-reach customers that resist anything that feels like a sales conversation. Doing that consistently across regions and roles required greater alignment in how teams approached those conversations.

To level up their customer experience, Hubspot wanted to establish:

  • A repeatable, consultative approach for retention conversations, making it easier to serve at-risk customers.
  • A shared framework for CSMs to deepen relationships and growing accounts.
  • A structured coaching framework to help managers develop the team consistently across regions.

This was more than skill-building. They wanted a unified methodology, role-specific application, and a management structure that could coach and sustain the change over time.

OUR SOLUTION

ASLAN’s Solution: Role-Specific Programs, Global Scale

HubSpot partnered with ASLAN for a comprehensive global transformation, investing in executive alignment, manager-led coaching, and role-specific programming at every level:

  • Other-Centered® Success: ASLAN built two customized programs: one for Contract Managers focused on retention, one for Customer Success Managers focused on growth. Each gave its audience a practical, consultative framework tailored to HubSpot's brand and the realities of the role.
  • Catalyst™: Equipped managers with workshops, coaching certifications, and reinforcement sessions to drive behavior change and build lasting accountability across the team.
  • Reinforcement: AI-powered tools extended the learning beyond the classroom, keeping capabilities sharp and driving continued transformation.
  • Assessment & Customization: ASLAN used Gong Scorecards to analyze capabilities by role upfront, ensuring the programs addressed real gaps, not assumptions.

The rollout spanned multiple workshops over two months across four continents, and was delivered in multiple languages using a blended approach of both virtual and in-person sessions. Together, these programs built a unified, high-performing culture where every role contributed to consistent, relationship-driven growth.



TRAINING

Solutions Implemented by ASLAN Training

Experience+™

Driving revenue growth through unparalleled customer service. 

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Catalyst™

Transforming sales managers into leaders.

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THE RESULTS

Measurable Impact Across Every Key Metric

staying, and are relationships deepening? Nine months after training, HubSpot had a clear answer.

  • NPS Score of 83: The HubSpot team rated the program a resounding success, with one participant calling it "one of the best trainings I've ever had."
  • 27% Increase in Capability Rating: ASLAN used Gong scorecards to assess capability before and after training, showing a measurable improvement across both roles.
  • 41% Increase in Connect Rate: Measured by time and quality, the HubSpot team was having better conversations; ones that built lasting relationships and uncovered real customer needs.
  • 42% Increase in Save Rate: At-risk customers were being retained at a significantly higher rate, directly protecting revenue and deepening the trust that drives long-term growth.

This wasn't about adding more process. It was about giving every role a shared language, a consultative mindset, and the management support to make it stick.

Ready to see similar results?

ASLAN offers workshops, training, and tailored solutions to enhance selling skills, boost sales coaching, and drive lasting improvements across your sales team. With proven results like a 100% increase in successful calls, we can help transform your sales force.

Fill out the form, and we’ll reach out within 24 hours (Monday-Friday).

Let’s talk about how we can help you achieve the same game-changing results!

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