"When I joined HubSpot, I stepped into a rare position. I had already spent years as a customer, learning how to build systems creatively with the tools I had access to. Then, I joined the company with the responsibility of modernizing a long-standing customer reference system that had served many teams well but was now struggling to meet new expectations, complexity, and scale."
"Seeing both sides changed how I approached this work. Advocacy is often misunderstood. It can be seen as simple or administrative because so much of its complexity lives behind the scenes. But once you look closely, you realize it requires nuance, discernment, finesse, and emotional intelligence at every step. My goal was not to replace any of that. It was to create a system that supported it."
A long-standing customer reference system required modernization to meet new expectations, complexity, and scale. Dual experience as both customer and company influenced the approach, prioritizing support for advocacy’s nuanced, behind-the-scenes work. Advocacy depends on coordinators, specialists, and reps who capture context, prevent mismatches, and add decisive human judgment that no system fully captures. Consistency emerged as a greater risk than AI; human elements remain central. The rebuilt system focused on enabling emotional intelligence, discernment, and practical processes so non-engineers can apply principles and build trust at scale without replacing human expertise.
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