Coming out of Inbound 2025 in San Francisco, one message was clear: we’re standing at a wormhole moment, not unlike the dot-com era.
The tools we saw this week aren’t incremental, they’re accelerants. AI isn’t replacing the fundamentals of RevOps or marketing; it’s transforming how fast we can get from insight to impact.
The challenge for both organization leaders and HubSpot partners is reframing this acceleration. Strong foundations in data, process, adoption, and reporting still matter.
What changes is that RevOps becomes less about workflow building and more about accelerating revenue, conversions, and customer success.
But acceleration cuts both ways. If your operations are shaky, AI will expose gaps faster than ever. If your processes are sound, AI will amplify your team’s ability to focus on the most human parts of business, building trust, relationships, and long-term customers.
What reassures us most is that HubSpot’s vision aligns with this reality: AI as a cross-organizational tool, woven into the Smart CRM, enabling flexible views, unifying structured and unstructured data, and making intelligence accessible to every role.
Our takeaway from the event is that this is the time for humility and leadership.
For partners and operators alike, success won’t come from waiting for perfect playbooks, it will come from experimenting, validating, and leading our clients through adoption.
The future belongs to those who treat AI not as a magic bullet, but as a powerful accelerant to solid strategy.
PS: This blog edition of our newsletter is much longer than our usual digest. There were so many things to cover during INBOUND25 that we felt an exhaustive index of content would help you navigate these updates at your own pace.
One fact from Yamini's keynote that's clear: AI is changing how we market.
Awareness was centralized and now it’s dispersed. Organic traffic was abundant and now it’s shrinking. Conversion was slow and now it’s fast with AI assistance.
The Inbound playbooks are not working and a new one is needed: enter Loop Marketing.
What it is:
Why it matters:
This new playbook provides marketers with a key example and process of where they fit into this new digital AI landscape.
Who gets it:
Everyone who wants to enact the new Loop Marketing Playbook.
To try out Loop Marketing on your own: View 100 Loop Marketing Prompts.
The Rise of Hybrid Teams feat. Breeze Studio
Another big update from INBOUND25 was the idea that hybrid teams are the way of the future.
Humans focusing on the valuable relationship building, with the help of "Assistants" that work with them and "Agents" that do work for them.
Every portal comes with 3 standard agents: Customer Agent, Prospecting Agent, and Data Agent.
Additional Agents and Assistants can be found in the new Breeze Marketplace and customized in Breeze Studio.
Important Disclaimer: Some agents may cost HubSpot credits to run - Learn More
Introducing SMART CRM as a standalone SKU.
You can now purchase the underlying SMART CRM without needing to purchase additional Hubs.
If you're already a customer who has purchased a Hub, the SMART CRM is still included free of charge with an added bonus: Upgrading your CRM from Professional to Enterprise will not require you to upgrade one of your hubs.
HubSpot also introduced Flexible CRM views that adapt to each team member.
What Else is New:
Data Visualization Options:
Operations Hub is dead. Long live Data Hub.
With it's renewed focus on the data foundation, HubSpot opted to rename the trusty operations hub and supercharge it with new data focused features:
Important Disclaimer: External data syncs and smart properties updates will cost HubSpot credits - Learn more
What's Changed:
Why it matters: Plan, execute and analyze your campaigns faster than ever, all inside of HubSpot.
What's changed:
Why it matters:
Sales teams lose momentum when quoting is slow, manual, and inconsistent. Every delay creates friction, risks accuracy, and puts deals at risk. Remedy this with faster sales cycles, cleaner product data, and a quoting process that scales with your team.
Important Disclaimer: Legacy quoting that used to be part of Sales Hub will reach end-of-sale status and new customers will be introduced to the new Commerce Hub with advanced CPQ.