HubSpot want to reduce their ‘churn’ rate and have hired you as a CRM consultant. Write a report:

• Background/ how did Hubspot get where it is at the start of this case?

• Explain the concept of ‘churn’ in relation to Hubspot’s business

• What do you recommend to HubSpot? What are the key principles of CRM for B2B?

• Who is a typical customer of of Hubspot?

• What drives them?

• What needs does Hubspot meet?

• What are the main reasons

for ‘churn’?

• How can HubSpot get better at preventing churn?