The Future of B2B Commerce: HubSpot Commerce Hub’s Biggest Updates Yet

Episode Transcript

Intro (00:01):
Do you live in a world filled with corporate data? Are
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strategies demolishing yourchances for success? Are you
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(00:23):
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(00:47):
time to unite and activate yourpowers.

George B. Thomas (00:54):
Guys, I gotta be honest. I'm super excited
because today, we don't have oneone amazing guest, mister Jack
Cooper Smith. We have two twoamazing guests

Adam Wainwright (01:04):
Real nice.

George B. Thomas (01:05):
At Wainwright.

Chad Hohn (01:06):
Real good.

George B. Thomas (01:06):
So so first of all, Adam, this is your first
time on the podcast. Why don'twe just start actually by taking
a few seconds? Explain peoplewho you are, what you do, why
the heck you're in the room. Andthen after Adam's done, Jack,
I'm sure people know who youare, but let's go ahead and spin
it to you. You give the lowdown,and then we'll get into the good

Adam Wainwright (01:25):
stuff. That's, yeah, that's a great place to
start. Yeah. So it's a pleasureto be on this morning. As you
all know, my my name is AdamWainwright.
I've been effectively in I'llsort of start with my
background. I've been sellinginto and working with product
teams building revenueoperations tooling for, like,
the last twenty years, give ortake. And that includes, you

(01:46):
know, contract life cyclemanagement, CLM, CPQ, of course,
revenue operations tools, salesperformance management tools,
sales behavior tool tooling,learning management tooling. And
so I've really run the gamut interms of all of these different
technologies that really aremeant to effectively help
sellers and businesses justunlock their revenue process.

(02:07):
Easiest way to say it.
And I so so why am I here? I Ijoined the cash flow team. My I
joined my, my cofounders at cashflow about a year ago, and we
really brought that businessonline in a major way. And then,
of course Mhmm. In in in about,you know, whatever, three months
or so ago, HubSpot decided tobring us on board under the hub
under the, HubSpot brand.
And so our objective now isgonna go and build a CPQ, a

(02:30):
modern CPQ platform, and we'regonna try and distribute this
thing across all of these lovelyhundreds of thousands of hubs
across, across this globe.

George B. Thomas (02:38):
There are about 12 different ways that my
brain goes, and I wanna talkabout but it's not time yet.
Jack, Jack, remind the peoplewell, remind the people who you
are. And then, Jack, how longhas it been since you've been on
the podcast? Like, sheesh. Sixmonths?
A year?

Jack Coopersmith (02:53):
Well, Lord,

Max Cohen (02:54):
it's been a while.

Chad Hohn (02:55):
It's been a while. Minute.

George B. Thomas (02:56):
Yeah. Like, I I know we initially we talked
about commerce hub and itspurpose. We even had you back
on. We talked about, like, CPQ,which is interesting that that's
kinda where Adam, like, kindawent into this and and some of
the capabilities. Anyway anyway,third time, it's been a long
time.
I I don't know. By the way,Jack, I don't know if

Max Cohen (03:14):
we have another three peat. I'm a

George B. Thomas (03:15):
just throw that out there. Anyway, let the
audience know who you are, whyyou're in the room.

Jack Coopersmith (03:20):
Well, I'm absolutely honored, of course,
George. And I like I'll admit, Idon't know how long exactly it's
been a handful of months. Toolong, though, is definitely the
answer there. Honored to havethe three peat under my belt
here. Also, I think I may be oneof the only guests that have my
own superhero too, so I'll flexthere a little bit as well.
So Yeah. I've been at HubSpotfor over eight years now, and

(03:40):
I've been on the Commerce Hubteam for more than three years
now. So really since the verybeginning. So I've seen it it
grow from, a tool that maybelaunched a little early just
based on where it was to whereit stands today. And if you're
listening to this podcast, I'msure you're very familiar with
HubSpot and how we think about,growing the platform more
broadly.

(04:01):
The way that we don't thinkabout it is by acquiring a bunch
of companies and then justbolting on their software. We
are very, very, very carefularound, like, who we acquire and
whether we wanna go into thatspace. And so I'm really excited
to have Adam here as, we are nowteammates, and we definitely do
have our legs under us becauseit has been, like, what, Adam?
Four months now?

Max Cohen (04:20):
Three months.

Adam Wainwright (04:21):
I think it's I think, actually, going into
March, it's about four months.

Jack Coopersmith (04:24):
I think it's been yeah. It's been four months
or so. And so it's been reallyawesome to see these teams come
together. And I can tell you,folks, we have a really, really
interesting 2025 shaping up. Soexcited to chat with you about
what we've been up to the pastfew months as well as maybe give
just a little bit of a crystalball as to, you know, how we're
thinking about the future.

George B. Thomas (04:41):
Yeah. Definitely. I definitely wanna
talk about the future. I I we wecannot maybe even dip into some
of the things that have changedin, like, because of the
acquisition and and where wemight go. I know you can only
share certain things, but, Imean, listen.
The idea is, like, let's let'shighlight what's been changing
in the first four months orthree months of 2025 because
Jack and Adam, Max and Chad, youknow, we're trying to swim in

(05:04):
Kebab, but but Max or Jack andAdam, like, there were over 35
product updates, to Commerce Hubin 2024. Thirty '5. By the way,
that's just one little hub. Thethe whole thing of updates is
just getting kinda crazy.

Chad Hohn (05:18):
But Well, it's like a micro hub within the hubs. You
know?

George B. Thomas (05:22):
Yeah. Yeah. I mean, there are things like,
invoice payment links,subscriptions. Think about the
updates in 2024 and maybe evendip into some that you've done
so far in '24 2025. How havethese updates improved us,
HubSpot users, and the peoplethat we serve?
So just in general, userexperience in, like, business

(05:42):
operations.

Jack Coopersmith (05:43):
Adam, I'll take that if that's okay. And
then

Adam Wainwright (05:45):
I was gonna say when it comes to the when it
comes to the hub, theyabsolutely. I think, Jackie, you
can start with that.

Jack Coopersmith (05:50):
Would love your take, though. Of course.
And, Chad, Max, you all as well,and, George, I know you use
these tools day in, day out too.So as I look back at 2024, the
thing that I'm most excitedabout is we really rounded off
our billing platform. So when Ifirst started on the team, we
were just a payments platform,and everyone was like, Jack, you
have these payable quotes, but Ineed it to say the word invoice
on it.

(06:10):
And what that essentially wasis, like, I need to bill from
HubSpot. And then we got wentdown that road. It was like,
okay. I need some milestonebilling. I need subscription
management.
I need recurring invoices. Andso the way that I think about
2024 is we really rounded offour billing platform to solve
for the different ways thatfirms bill. And then as we ended

(06:30):
last year and as we start to gointo this year, the, acronym du
jour is API. So, of course, asI'm sure many of you

Adam Wainwright (06:38):
all know,

Jack Coopersmith (06:38):
we are we're creating objects in the CRM.
That's all we're really doing torepresent this revenue data.
And, of course, core piece of anobject is gonna be an API. So
that's the thing that we'rethinking about a lot right now.
We started to go down this road,Chad, as I'm sure you know very,
very well, and we're gonna

Max Cohen (06:55):
go

Jack Coopersmith (06:55):
down this road. So that's the thing that
I'm immediately most excitedfor, but it is pretty nice to be
able to look back and say, youknow what? All those questions
that people were asking meabout, when are you gonna have
this feature? Most of them areout the door now, which I'm
personally really excited about.Still a lot to do.
Don't get me wrong, but we'vedelivered a lot of value in the
past year.

Chad Hohn (07:14):
Yeah. Well, guess what? I just got working for a
client, the other day.

Jack Coopersmith (07:19):
QuickBooks?

Chad Hohn (07:20):
Uh-oh. No. Well, no. It was related to that. But I
because of the invoice createand read API being available, I
was able to basically createvery simple invoice generation
with all the correct informationon the invoice and based on
business logic rules or all ofthe different types of invoices

(07:41):
that would be created for thisparticular client, saving just a
ton of time for them because youguys opened up that API.
It still doesn't let me doeverything I need to. Always
scrape about that until we canactually, like, edit live
things. But, yeah, it's, like,so much better than it was. So
much better.

George B. Thomas (07:59):
So, Adam, this is for your benefit. And, Jack,
I don't know. Chad's new to theshow since you've been on last,
I think. We're all nerdy on thisshow, but Chad is, like, the
nerd's nerd.

Chad Hohn (08:11):
Like, he he he's the go way back these days.

George B. Thomas (08:14):
Say, hey, buddy. Like, what think about
this, like, scenario. And thenit's, like, these, like, MC
squared things start floating infront of my face and all sorts

Max Cohen (08:24):
of shit.

Jack Coopersmith (08:25):
So our legal team and, you know, marketers.

Max Cohen (08:29):
Yeah. Yeah.

George B. Thomas (08:30):
So so here's where my brain goes because I
hear you kinda talking aboutlaying this, like, better
foundation for everybody, Jack,since we kinda launched and got
going. And I know, Adam, youimmediately started to talk
about, like, CPQ. And so I'm

Max Cohen (08:44):
interested in where we

George B. Thomas (08:44):
stand now with a good foundation and where we
stand now with a good foundationand maybe some things that,
excite you about, you know, ofcourse, what you can talk about,
but excite you of, like, wherewe're headed or or how the
acquisition is, like,accelerating where we're headed
or things like that.

Adam Wainwright (09:03):
So it's it's a good question, and I'll I'll
certainly what I'll share is, Ithink the word foundation is the
right word. First of all, and Ithink nobody on this podcast is
a stranger to the idea that, Imean, we're talking about
revenue. We're talking about howyou close business and we're
talking about that across aportfolio of hundreds of

(09:25):
thousands of companies. And so,first of all, there is no such
thing as two businesses lookingjust exactly the same. And so in
that inference, now you start tounderstand that 35 releases over
the course of 24 from where I'msitting that frankly that's
light.
Oh. And it's simply a reflectionof the fact that you've really

(09:46):
got to account for a myriad ofdifferent potential use cases
that come up depending on whoyou're talking to. And, of
course Mhmm. At the end of theday, this is why a lot of we
have a lot of very happy andsuccessful deep partner networks
because there's just no shortageof, compounding problems when it
comes to optimizing how ourbusinesses manage and, you know,

(10:07):
run revenue. So to that end,that being sort of like the lead
in, we are in we are hot on thetrail of, continuing to pour the
concrete.
And the concrete, I think Ithink Jack actually nailed it. I
think the concrete is areflection of of objects. And
so, really, for us, it's gonnabe a function of building a

(10:28):
bunch of framework that willallow customers to regardless of
what you're doing, to then goout and build this I like to
think of this sort of beautifulscaffolding, to build the tower
of how you choose to build yourprocess, but in a way that is
not complicated, in a way thatactually services and favors not
only your internal teams, butyour sales team in terms of how

(10:51):
they close, more importantly,your downstream team in terms of
how they actually manage what'sbeen closed. I think a lot of
the reason why we're here isbecause all too often, the folks
that have to kind of manage whatclosers are doing to squeeze
those deals in at the end of thequarter ends up kinda creating a
bunch of work for AR teams andfinance teams. And so these are

(11:11):
there's an opportunity for us tocome in here and optimize and
streamline, at least lay thatfoundation so that you can go
and continue to build on top ofthat.
And then and so so I guess sortof the long story short here is
objects and customer experience,and then I guess finally I'll
say we are also acutely awarethat the better the experience
for our buyers, the better theexperience for our customers,

(11:35):
the more memorable we can createthat experience, which means
they'll likely come back andchoose to do business with us
again, and that's really what wewanna make sure we get right. So
we're really focusing on thosekinda core areas of this work
that we're doing now and arereally looking forward to having
something for you all to playwith here very soon.

George B. Thomas (11:50):
Oh, I I can't. We like to play with things
here. Yeah.

Adam Wainwright (11:53):
You know who to call. Out. Yeah.

George B. Thomas (11:55):
Just give it here. Give it up to me the beta.
I don't care if it's ugly. Like,I'll just mess around with it.
Let's see what's happening.

Max Cohen (12:01):
Love

George B. Thomas (12:02):
that. And what's fun is my brain really
leans into, the word memorable.The fact that you're going at
this, that we wanna createsomething that creates memorable
experiences during the time thatsome people love, some people
hate, but you're giving you'regiving your hard earned cash.
Right? You're like Mhmm.
You're you're hoping it solves aproblem. You're you're standing

(12:22):
on the ledge and, like, I've gotmy credit card in a dream. If I
buy this thing, this is like andso I like that it's it's gonna
be memorable. Max and Chad,where are your brain

Max Cohen (12:33):
at so far? I want that. I want them APIs, dog. I
want them APIs, dog. That's likeI I mean, the the the thing with
Commerce Hub for me is, youknow, I think that that was the
that that's one of the biggestthings kind of, like, holding it
back, especially especially,like, thinking about, like, how
a SaaS company might build,like, literally their entire
business and framework onHubSpot.

(12:55):
Right? Yeah. Because, sure, it'sreally easy to do the customer
service stuff. I mean, now sincewe have all those, like, really
awesome new conversations APIs,and you could build your, like,
apps Your

Chad Hohn (13:05):
own custom channels. Yeah.

Max Cohen (13:06):
Into into help desk and stuff like that. Like,
that's amazing. Like, sure.We've got APIs for everything
else. So if you wanna build, Idon't know, you know, like, a a
a license, app license objectthat stays up to date that you
can even, like, update andchange, like, from HubSpot to,
like, update the experience theyhave.

Chad Hohn (13:24):
Yeah. So your reps should see what they have, what
subscription, update useraccess, blah blah blah.

Max Cohen (13:30):
Yeah. I mean, we do that. Like, we're able to be
like, oh, like, look. ThisHubSpotter installed, quote,
happily. Well, I just have aworkflow that changes a property
to demo mode, and then all of asudden, they've got everything
unlocked.
Right?

Chad Hohn (13:42):
Yep. Yep.

Max Cohen (13:43):
But then it's like, you know, where I remember
always getting caught when I wasa, you know, solutions engineer
talking about Commerce Hub. Youknow, it would always kinda come
down to, alright. Do we have anAPI to manage the subscriptions?
And that's where it'd be likeAbsolutely. Still gotta use
Stripe.
Right? Right. And, you know, soI'm I'm really excited for that

(14:06):
because I feel like that's thebiggest missing puzzle piece.
Right? Mhmm.
Is, like, really, when it comesto SaaS companies, I feel like
that's the I don't wanna saythat's the final thing, but it's
really close to, like, the finalhuge thing. Right? So I'm super
stoked on that. Three.

George B. Thomas (14:25):
It's, like, in the top three of huge things.

Max Cohen (14:28):
It's a it's a it's a it's a Jordan, a LeBron, or a
Kobe of missing SaaS featuresfor HubSpot. Yeah.

George B. Thomas (14:36):
Steve, the fact that you didn't mention
Larry Bird when Jack just saidhe was at the Celtic game

Max Cohen (14:42):
in the beginning of our call. Listen. I'm I'm I'm
the biggest Larry Bird fan youcould find. But Bring bring

George B. Thomas (14:47):
a room on any so so here's the thing. I want
Chad, do you have

Max Cohen (14:52):
so, like, do you have a place where your brain's at?

George B. Thomas (14:54):
Because I have a place where my brain's at.

Max Cohen (14:55):
Where where

George B. Thomas (14:55):
you at?

Chad Hohn (14:56):
Yeah. Go for it. Go for it. I mean, I've, you know,
I've talked extensively actuallyboth to to Jack and Adam on,
like, our use case. So they'reaware of the things, you know,
I'll share if there's time, forour listeners.

George B. Thomas (15:08):
Might wanna know about Yes. Use cases as
well.

Chad Hohn (15:10):
But so Absolutely.

Max Cohen (15:11):
Here's the

George B. Thomas (15:11):
thing. I I live in this world where and I
love that Max was like, give methose APIs, dog. Because, like
Dude, seriously.

Jack Coopersmith (15:17):
For nerdy.

Max Cohen (15:18):
We're giving them points, right?

George B. Thomas (15:20):
I've I've realized that we have they're
like, what do you mean my postit note doesn't integrate with
HubSpot? Like, what

Max Cohen (15:31):
do you what

George B. Thomas (15:32):
do you mean I gotta get rid of my Excel
spreadsheet? And so I wannamaybe even take a step back. I
wanna ask the question aroundthis because if we're gonna talk
about CPQ and we're gonna talkabout commerce hub, like, what
are the key mindsets a businessneeds to adopt when they're
thinking about building a CPQprocess inside of Hub Spot.

Jack Coopersmith (15:50):
I'll take that one, but, Adam, I would love
your your take here.

Adam Wainwright (15:53):
Yeah. There's there's a that's a ticked one.
That's a good one. Yeah.

Jack Coopersmith (15:55):
That is a beef one. And I think a lot of it
boils down to, Max, I thinksomething that you were putting
your finger on. And maybe thisis a little cliche, but it's
having HubSpot really be the hubfor your business, really
managing everything within oneplace. Now that doesn't
necessarily mean, like, buildingyour app on HubSpot by any
means, but it does mean havingyour marketing, your sales, your

(16:16):
revenue activities, yourcustomer service, your webhooks,
and everything else coming outof that HubSpot platform. So
when it comes to the mindset,really staying within HubSpot is
ultimately how we're thinkingabout things.
I'll tie back to yield flywheel,which which I know we all love.
If you're gonna manage all ofyour leads and grow them into
opportunities and then closethem into happy customers, but

(16:37):
you have to jump out of HubSpotbetween that opportunity to
customer stage, which I wouldargue is one of the most
important parts of the entirecustomer journey, then are you
really giving that memorablebuyer experience? Probably not,
or at least you have opportunityto do so. So managing all of
your revenue in one place isreally that mindset that we're
pushing all of our users towardsin a big way. And I'm curious if

(17:00):
you agree Yeah.
What you would add there.

Adam Wainwright (17:02):
No. I I I'll I'll sort of start I'll actually
start on the heels of of whatyour your comment, and then I'll
even back up maybe with somesome history that I've learned
over these fifteen or sixteenyears actually being
specifically in revenueoperations. In in 2020,
everybody was kinda clippingalong and and the market
changed. And, the the there weresome pretty heavy duty

(17:22):
considerations at a lot ofbusinesses. And I'm I mean, I'm
depends on kinda where you wereand what you were selling at the
time or what how you made yourmoney, I should say.
But the the market effectivelymade a a pretty significant
shift in terms of how thefinancial fiduciaries of the
business were trying to figureout where they could effectively
optimize their sort of spendacross their investments. And
technology was probably thesingle largest source of of

(17:46):
savings that a lot of CFOs tryto figure out how to control
for. And and so which reallykinda comes back to what Jack's
saying. Like, one thing that Iobserved over my years is,
especially in that particulartime frame, is, it's like, we
just gotta figure out how to domore with less. And what that
really meant was how do Iconsolidate back into my system?
Can my CRM do all these things?And then, of course, Max enter

(18:09):
APIs. Well, does it possess thecapability, the flexibility, and
the extensibility where we canjust build out things on top of
it? I got an army of engineersin some cases. Maybe I don't.
Maybe I can bring in somebodywho can help me. But is there an
opportunity for me to figure outways to basically ratchet back
my spend? And so that sentimenthas carried over. And so that's
sort of, like, big piece of thepuzzle number one. So a lot of

(18:29):
companies are really still justtrying to figure out, like, can
my investments do way more thanI think I had initially thought
that they were supposed to.
And so, of course, HubSpot isuniquely positioned to say, yes.
I think we're in a positionwhere we can continue to grow
our platform and actually helpcover all of these different
tooling. You know, enter aCommerce Hub. Now Commerce Hub
solves a compound problem. Youknow, Commerce Hub is not one

(18:50):
thing.
Commerce Hub really is three orfour things that's doing a bunch
of different things, and you maynot necessarily need the whole
suite, But depending on whatyou're trying to accomplish,
maybe you do. Mhmm. You know,billing, payments, again,
closing deals. And so you've nowgot kinda these compounding
problems where you have to solvea bunch of different work
streams, and you have to do itunder one roof. And so we came

(19:12):
in because we effectivelyrepresent, at least in our
minds, and I think thecollective decision makers here
at HubSpot, felt like we weremaybe missing a piece of this
puzzle, which for us is not thefirst domino to fall.
How do you close a deal? NowHubSpot obviously has quotes,
but I think there's a lot ofopportunity, to have a better
experience in how you areactually closing deals or using

(19:32):
that tooling sort of enter, youknow, enter a cash flow. And so
in that context, what we wannamake sure we're doing is is
we're actually building, a toolthat is really, really easy to
use, but effectively can do anynumber of things depending on
what your business is actuallyhow your business is built. And
so getting that right is gonnatake some time, but what we

(19:56):
wanna as long as we're focusedand anchored on the mission of
making it again in in, you know,fast and easy, which which is,
you know, a cash flow. Well,before I joined HubSpot, that's
a it's a fun little checklist ofthings to say fast, easy, and
unified.
But the reality is is that theCFOs come to expect that. The
reality is is that VPs of saleshave come to expect this, and
I've run and stood up salesteams over over my years. And

(20:19):
the number one place wheretypically the deal starts to
break down is when I have tofigure out a way to get my
customer a thing to sign. Right?Mhmm.
So I was very eager to come andsort of solve this problem. But
the and so when I was atCashflow, we even coined the
phrase that one thing I wouldlove to tell my customers is
that at the end of the day, thebusiness just simply wants to
close fast and get paid. Well,that's ultimately what we wanna

(20:40):
accomplish for our customers inthis hub and at least the
iteration of the hub that sortof will we can come to expect
coming out of this year. And soso I guess that's a long winded
way of saying, we are uniquelypositioned to help our customers
do that, and and I really likethe way that you frame that up,
Max. I think, conceptually, ifwe can build this thing on the
back of, of all of the APIsnecessary so that you don't

(21:01):
necessarily have to do it, inour guided steps, we think
there's just a triple win acrossthe board.
Right? Customers are gonna win.The, the buyers are gonna win,
and your users are gonna win.And so I we're we're very, very
confident that what we'reultimately building is gonna be
something that's actually gonnaaccomplish that mission of
helping you consolidate, savemoney, and do it really, really
efficiently. But this is notgonna be a, you know, stamp it,

(21:25):
close it, ship it, and then andthen move on to something new.
This is gonna be something thatwe're gonna continue to invest
in over these years to comebecause as we all know, every
business loves they they theyall have their own DNA, and it's
gotta be flexible. It's gotta beusable. But we really wanna make
sure we get that initial userexperience right, and we really
wanna make sure that we'rehelping customers leave a really
good impression with theircustomers.

George B. Thomas (21:47):
Yeah. I love that. And, Adam, before we move
forward, I want you to know thatyou've actually unlocked a
hidden hub heroes challenge. Andso let's let's give a round a

Max Cohen (22:00):
round of applause. Adam, round of applause.

George B. Thomas (22:03):
You're officially you get the award for
the first person to use the wordfiduciary on the hub here on the
podcast. This is what you younow have that award. We'll be
sending it out in the mail. Ilove it.

Adam Wainwright (22:14):
I was a banker. Before I got into SaaS, I was a
banker, and all my friends I Ilived abroad for a few years,

Max Cohen (22:20):
and I

Adam Wainwright (22:20):
came back and I wanted to learn how to sell. And
so I went and I became a banker.And and the banking world, you
have two options. You can eitherclose customers, think checking
accounts or, you know, financialinstruments, or you can be a
fiduciary. And so I opt whichwas more of a customer
relationship, protect theinterest of the customer.
Yep. Yep. Anyways, so

George B. Thomas (22:40):
that's got up to me.

Max Cohen (22:41):
Oh my god. I have a question. So every time HubSpot,
you know, goes and, like, makesa strategic, acquisition merger,
brings another company into theinto the into the family, if you
will. Right? I think I'm on into

Chad Hohn (22:59):
the family.

Max Cohen (23:00):
You know what I'm on,

George B. Thomas (23:01):
man? Ass, man.

Chad Hohn (23:01):
Yeah. Right?

Max Cohen (23:04):
There's always, like if you're

George B. Thomas (23:05):
gonna do that in your cheeks, I think.

Max Cohen (23:07):
But go

George B. Thomas (23:07):
ahead, man.

Max Cohen (23:08):
What do you there's always, you know, the the the
magical thing about that productthat gets sort of, like, built
and reimagined into HubSpot.Right? What was it like, what I
guess, like, what's happeningbehind the scenes right now?

(23:29):
What's that, like, magic thatreal unique magic juice from
cash flow that's getting What'sthe reimagined into Yeah. That's
a good question.
A HubSpot manifestation Yeah. Ofthat juice. Right? Like, from
your your perspective. That'swhat I'm Yeah.

Adam Wainwright (23:48):
It's it's a it's actually a really good
question. So,

Max Cohen (23:51):
It's a weird question. I've said it weirdly,
but

Adam Wainwright (23:54):
No. I I actually totally get what
frankly, well, again, Max, I,you know, coming on board of the
company, my whole my I I was setup. I had my sights set on
solving a problem that fordecades, CPQ, traditionally, is
something that generally sucks.It's something that is not easy

Chad Hohn (24:11):
to do.

Adam Wainwright (24:11):
Okay? And so I had sellers selling
internationally, and they hadthey had SLAs. They had to ship
quotes in certain time frames.We had to have deal desk online.
I had to wake up people thatwere in Florida to help my cuss
my rep that was in, you know,Cincinnati close a deal because
and the deal was international.
You know? We were and we didn'tclose our books. We would we
were we would be staying upuntil midnight. And so and he

(24:32):
was he got all these swirlinginterests just trying to figure
out how to get quotes out thedoor. Well, that's all solved
with CPQ.
So, to answer your question, thethe easy answer here is the,
first of all, the the sellerexperience, the place where
you're actually producing thequote. You know, I remember
before Salesforce bought steelbrick, I remember big machines

(24:53):
being at the Salesforce eventfloor before Oracle swooped them
up. And so there's a there'sthere the the market had sort of
established that you're supposedto walk through, like, a guided
set of processes in order toactually just get the initial
quote built. I I in my mind,that had to be something that
could be effectively easier todo. Cash flow got that right.
Getting a a seller in anenvironment that just
effectively helped them, editthe quote in a way where it felt

(25:17):
like you were building more of,like, a a piece of content, we
thought was one way we couldreimagine the process of
building a quote. That was one.But number two, as soon as the
customer is actually in theprocess of buying, wouldn't it
be sweet if the customer couldnot only sign the deal, but
could also vendor accept, like,do all of the things that the
second step of the actualclosing process beyond the

(25:39):
booking, which was typicallysomething that was done offline.
Right? The seller would close adeal.
The CFO, maybe the buyer wouldclose the deal. And then, of
course, I'd have to havesomebody on my finance team
reach out to actually facilitatethe actual transaction. Right?
And then there's this exchangeof paperwork, maybe, you know,
there's there's documents goingback and forth. There's banking.
There's routing information.Cash flow, we built that

(26:00):
checkout process inside of theactual workflow. And as a
result, we actually ended upcoming up with something that
kind of felt b to c ish. It feltlike buying a Tesla is the is
the analogy we like to useinternally. But for a
sophisticated software solutionthat took six months to nine
months of strategic valueengineering and negotiating to
close.
And so in those two so those twocuts for cash flow, we really

(26:23):
want for our customers. And thenthe third one is, how do I then
take that information andautomatically stand up a billing
event? How do I automaticallystand up all of the the payment
schedule associated with how mycustomer has opted to actually
pay me over the duration of ourof our relationship? If we could
do that, then what we could nowdo is we could help your install
sales team where your customer

Max Cohen (26:42):
success team actually manage the relationship. And so
in

Adam Wainwright (26:42):
that way, what cash flow transaction in a way
where we now became more of likea relationship tool. We're
actually helping the businessmanage the relationship of the
customer because actuallyhelping the business manage the
relationship of the customerbecause the people who are

(27:03):
actually doing the relationshipmanagement could see precisely
what the customer had actuallycommercialed, right, what they
had actually

Max Cohen (27:09):
Mhmm.

Adam Wainwright (27:09):
Built and how they're gonna be invoiced.

Max Cohen (27:10):
And and

Adam Wainwright (27:11):
then we then you can start to tune via API as
well. Is it usage based? Arethey buying? Are they consuming
more? I know exactly what theypurchased.
I don't have to go tap on CS opsor revenue operations to figure
out what the heck they purchasedso that I can expose my
commercial white space and thenupsell them. It's all there. And
so between these kind of threephases all happening in a

(27:32):
really, really delightfulsystem, really what now happened
was the c like, the financeleader can actually create,
like, a net dollar retentionstrategy that otherwise just was
something you never focused on.Sales teams always got the cool
two toys, but the people whoactually had to do all of the
renewals and upsells were lefthaving to unpack what what the
seller sold. Yeah.
And so now we could actuallycompletely change how the

(27:53):
business monetized any stage ofthat customer relationship life
cycle in a way that was actuallymeaningful to both the business
and the customer. So that'sthat's long, but, I mean, is
that does that No.

Max Cohen (28:03):
I like it. Where what's the, where are we sort of
at? Like, if you could explain,like, I'm a like, I'm a five
year old. What's the, where arewe at in the story of Yeah. Of
the transition of Commerce Hubin the background getting all of
the the special goodies, if youwill, from Yeah.

(28:26):
You know, casting

Chad Hohn (28:27):
asking for a friend.

Adam Wainwright (28:29):
Yeah. No. No. It's a big it's a big question.

Max Cohen (28:34):
I like to know what's going on

Adam Wainwright (28:35):
behind you.

Max Cohen (28:35):
Lot of you too. What I

Adam Wainwright (28:36):
can tell you is, we've never been as resource
as we this obviously, we'rewe're resourced, very, very
well, and so there's a lothappening,

Max Cohen (28:47):
to

Adam Wainwright (28:47):
I don't wanna go down a rabbit hole, but
there's just there is there's alot of different teams that are
working on a lot of differentthings because we wanna build
this needed of the hub. And sowe've not and and we're
advantaged because we have theworld's brightest minds working
on the problem. What I will tellyou is is that, it it's we're
moving a lot faster than I hadinitially anticipated we could.

(29:07):
So we're very, very

Chad Hohn (29:08):
HubSpot's HubSpot's fast for the size they are.
Yeah. Like, the amount of speedthat the HubSpot team can do
stuff for the size of org theyare. I mean, I know there's some
beanbag chairs sometimes. Right,Jack?
But There's

Adam Wainwright (29:20):
a lot of decisions to be made. There's a
lot of there's a lot of waysthat you could skin this cat as
it were. And so you can you canstart to see how you know, what
you really need are cool headsto prevail, but the the net net
is is that we've got a vision,and the and the folks that are
meant to go and help usaccomplish and realize that
vision are doing a very goodjob.

Chad Hohn (29:38):
I love I've got a

Max Cohen (29:39):
I'll throw

Jack Coopersmith (29:39):
out a couple of things too if that's okay.
Yeah. And and, Chad, sorry tojust take the mic for me.

Chad Hohn (29:44):
No. It's all good. You're good.

Jack Coopersmith (29:45):
It's been really interesting for me to to
be on this side of things.Obviously, Adam and I are very
much on the same side, but, andnor do I think of you as a
former cash flow person at thisboat at this point at all, Adam.
Mhmm. But it has beeninteresting from my end because,
we obviously have a frameworkand a design language, and we
want everything to look superconsistent. And so the way that

(30:07):
we've integrated our teams isactually really interesting.
So the leaders of cash flow arenow the leaders of our hub. And
while they'd obviously the cashflow folks who are now obviously
HubSpotters have a lot ofexpertise in the billing and the
CPQ space, It's been awesome

Max Cohen (30:21):
to see

Jack Coopersmith (30:22):
them just, like, go nuts and really and
really build everything thatthey know how to build while
also still integrating theHubSpot DNA into the team. So,
like, without dropping names,like, we've moved some engineers
who have been on the team for,like, fifteen years, like,
really early HubSpot days, movedthem over to work on those tools

(30:42):
with our new colleagues. And soit's been really interesting to
see everything come together.And to me, it feels like the DNA
is really fused nicely, and I'vepersonally made a lot of new
friends too. So it's beenawesome getting to know you
folks, and it's been really coolto see these teams come
together.
We've melded them in a really,really thoughtful way in my
opinion.

George B. Thomas (31:03):
So can Chad, do you still have your question?

Chad Hohn (31:05):
I do.

George B. Thomas (31:06):
Yeah. Throw that out there. And then I wanna
I wanna go nerdy, and I wannatalk about something that all
humans love. So but but you'reright first, then I'll dive in.

Chad Hohn (31:14):
Yeah. So curious, and I'm hoping to get an answer. Is
are quotes going to stick aroundor be replaced or will there be
an addition to Hubspot quotesbecause right now the like and I

(31:34):
was just joking about this inchat, but, like, the experience
of signing a HubSpot quote, wehave help articles that we send
with our emails to people totell them what to expect

Max Cohen (31:46):
Yeah.

Chad Hohn (31:46):
And how to sign a bloody HubSpot quote. It's like,
oh, you're gonna get a secondemail or you have to click that
email. It'll take you to a link,and then you gotta click here
and you gotta do the faves.

George B. Thomas (31:56):
I like the You

Max Cohen (31:57):
have to bring the magic beads to the wizard on the
hill and he'll approve yourquote.

Chad Hohn (32:01):
Yeah. Seriously. That's, like, what it's like.
It's the worst and, like, I loveyou guys, but, like and I know
you know that that sucks. Right?
Like, it was good for, like, thetime that it belonged in and it
was for security reasons orwhatever because reasons. But,
like, if it's not as good as,like, basically, it's it's like,
to me, where my brain goes, whatyou guys are trying to build is,

(32:23):
like, the more complex billingsolution version of Shopify.
Something that's so simple likeShopify where, like, people can
just, like, almost have, like,this universal access key as a
business, but then boom, they'rein, it's got all their stuff, it
already knows who they arebecause it's like this

(32:44):
integrated platform that they'rea part of, of, and then they can
do whatever their historicalstuff was on top of it, much
like that. I mean, it may not bequite to that level of
integration because it'ssupposed to be business to,
like, company to company. That'sright.
Right? And white label. But,anyway, all that to come back
to, like, with quotes. Right?

George B. Thomas (33:03):
There there's the question. Okay. What's the

Max Cohen (33:04):
Yeah.

Adam Wainwright (33:05):
Yeah. That's a good question. So, here here's
what I here's what I can tellyou. We are we're aware we're
aware of what you've justdescribed. We are deeply,
intimately aware of the factthat there's absolutely
opportunity to go and just makethat whole process better.
To the extent that that, I don'twanna I don't wanna over

(33:27):
overshare in terms of how we'rekind of thinking about these
things. There's

Max Cohen (33:30):
Mhmm.

Adam Wainwright (33:30):
There's a lot of two way doors around that
conversation. What I will tellyou is that in the cash flow
world, and, you know, if you canread into this however you want,
the idea was now a customer isgetting the actual quote object,
and there and it's and it issomewhat editable. Right? It's
actually there are there's thereare ways that the buyer is now
interacting with it, maybe wherethey're actually updating the

(33:51):
bill to or ship to address.Maybe they're updating the
actual vendor acceptance details

Jack Coopersmith (33:57):
in

Adam Wainwright (33:57):
the actual quote itself. Now And we don't
wanna necessarily do is have a,like, a seller, and this happens
sometimes in b two b, kinda getthose details wrong. And then
what has to happen, right, theysend that over the fence, and
then then they have to cancelthe the order and then go and do
it again. That's why we builtour system to to facilitate
that. So to the extent thatwe're in a position to take
advantage of existingtechnology, we're gonna do so.

(34:19):
But to the extent that maybethere's an opportunity for us to
try and do something differentor maybe produce a a version two
or a separate system, thesethings are all on the table.
That's what I'll tell you. Butthe good news is is that that is
we are I'll just say that we areacutely aware that that is
something that absolute in orderfor our vision to come true,

Jack Coopersmith (34:38):
we

Max Cohen (34:38):
we

Adam Wainwright (34:39):
have to get out from around

Chad Hohn (34:40):
that little email verification shenanigans. Yeah.

Adam Wainwright (34:42):
That's exactly right. In in in in the land that
I come from, one button ispressed and then a second model
comes up and says, hey. Now yougotta pay for it. And then in
the same action, maybe I'mmailing it to my accounts
payable person, and the the dealis now effectively closed. If we
can facilitate a process whereyou don't just book it, but you

(35:03):
now can even recognize

Max Cohen (35:04):
what you

Adam Wainwright (35:05):
or even collect Yeah. That's nirvana state, and
we're gonna do our best to buildtowards

Chad Hohn (35:12):
that. That's feeling real nice.

Adam Wainwright (35:14):
Yeah. Yeah. Chad might need a mark. Nice.

Max Cohen (35:16):
Jack, I gotta press you on some. I appreciate

George B. Thomas (35:19):
out. Here we go.

Max Cohen (35:20):
Jack, I need a how are we doing on the Oh, wait.
Now I'm trying to remember ifthis. I don't know if this was
public or not. Is there is thereis there.

Adam Wainwright (35:31):
Oh. I love it.

Max Cohen (35:32):
No, no, no. I'm not going to.

Chad Hohn (35:33):
I don't.

Max Cohen (35:35):
Are there any APIs coming to help us with the
creation of payment links? Isthat a thing? You could say no.

Chad Hohn (35:45):
That'd be sick and dope.

Max Cohen (35:47):
Am I imagining something?

Jack Coopersmith (35:49):
No. You're not imagining.

Chad Hohn (35:50):
Links with query params, that'd be nice. Pass
data into them.

Max Cohen (35:54):
Well, actually, no. You They talked about that
before. Here's here's the thing.What I what I think I really
want is I really just want theforms to be better on payment
links. Like Yeah.
The fact that, like, the formsdon't have the same
functionality is, like, at leastthe legacy form builder eats me
up. Like, that I could just addto them. You know, I can just

(36:16):
add two other, like, fields orsomething. Can't really do much
else with them like that. Like,I think that would be such a big
win if, like, the form could bebuilt with the forms editor, you
know, for payment links atleast.
That would just be unbelievable.

George B. Thomas (36:33):
And I'm over here thinking about the massive
amount of line of lines of codethat you just said. Oh,

Max Cohen (36:39):
of course. I'd love this. Of course. Of course.

Jack Coopersmith (36:43):
I totally you can get a lot fancier today than
I think a lot of people expectusing some custom logic, maybe a
little React here and there too.So you can I've seen people get
really fancy when it comes toprogressive forms and logic that
then surfaces the requisitepayment.

Chad Hohn (37:02):
Yeah. Yeah.

Jack Coopersmith (37:02):
And so APIs more broadly, yes. We wanna go
down that road. Do I see usfocusing on those core object
APIs likely first? Well, a lotof it's already, you know, in
public beta. So, yes, Idefinitely do.

Max Cohen (37:15):
That's fair. Yeah.

Jack Coopersmith (37:15):
Now do I see us trying to build a proper
shopping cart? No. I don't seeus moving in that space. Never
wanna say never, but I'd besurprised if we moved in that
area. So, Max, I see us beingmore flexible.
I think people can do a lot moretoday than what a lot of folks
actually do realize. I don't seeus trying to be that, like,
Shopify competitor,

Max Cohen (37:35):
though. Yeah. No.

Jack Coopersmith (37:36):
Shopify, however. Like, Chad, you kinda
put me on that one. Yeah.

Max Cohen (37:39):
Yeah. I don't even think it's like Shopify could
better. I think it's just theability to have more information
on the form, like, for a paymentlink.

Adam Wainwright (37:47):
Yeah.

Max Cohen (37:47):
You know, that's the big thing because, like, you
know, I, you know, for example,I would love to be able to make
it easy for, you know, HubSpotpayment links to, you know,
register someone for an event.Right? But what I have to do is
create an insane amount of,like, workflows and, you know,
stuff in the background versusjust being able to, like, hey.

(38:08):
It's a HubSpot form. I can havea hidden field in there.
There's my event ID and boom, itregisters. I'm like, that Yeah.
Like, that that's the kind ofstuff, you know, where it's
just, like, if there's ifHubSpot's building a product
that has a form on it, man, itwould be great if it had parity
to the, you know, the forms toolthat it already has. Or like

Chad Hohn (38:27):
a number of units. Right? Set a number of units
with, like, a query parameter soyou could just send somebody a
link onto something that hasvariable units and just say, you
need to buy 80 units rather thansending them a screenshot of how
where the drop down is becauseit's kinda hidden. Yeah.

Max Cohen (38:43):
Or or maybe have it just be like instead of, you
know, adding, you know, specificproperties, you can just embed
an existing HubSpot form andhave that form be on there.
Mhmm. Yeah. That might be neat.

George B. Thomas (38:56):
So so let's get I think this is, like, the
API show, by the way, becausewe're we're talking. But I

Max Cohen (39:01):
do wanna hear something

George B. Thomas (39:03):
dog. Because it's another API, and it's
something that we all love totalk about. We all love every
people complain about, but weknow we really love it. That's
taxes. Anyway Mhmm.

Adam Wainwright (39:13):
Can

George B. Thomas (39:13):
you guys elaborate on the the tax rates
API? Yeah. I it was introducedin February 2025. Like, why is
that important? What shouldbusinesses be thinking about?
Like, how does it help managetax rates? Like, talk me through
that little nerdy piece.

Jack Coopersmith (39:28):
Yep. I never thought I'd be as enthusiastic
about taxes Oh. And I'm I'm evenstarting to get into, like, EU
tax law. I know more aboutGerman tax law today than I ever
thought I would a couple ofyears ago. It is kinda crazy.
Now, George, that is an API thatis very much in tandem with the

(39:48):
invoice create API as well asthe quote create API as well.
So, Chad, I'm I'm happy to hearthat you had played around with
that.

Max Cohen (39:55):
Mhmm.

Jack Coopersmith (39:55):
You can add a tax rate in the UI today. This
allows for you to essentiallyprogrammatically pull that and
then create that artifact in onefell swoop. Also, quotes can be
created via API as well. I'veseen people get really fancy
with that. So if that's on yourmind, I'd recommend playing
around with it because you cando quite a bit.
So that's really what it's allabout, George, is allowing for
people to programmaticallycreate those artifacts with the

(40:17):
create with the right tax. NowI'm sure you all have seen a lot
of stuff from us recently on thetax side of things. Obviously,
West, we have complex taxmodels, Canada, UK. Again, I
know way more about this than Iever thought I would. And so
we're gonna keep enabling, onthat front.
So we wanna allow for people todo it in the UI easily, but we

(40:38):
also wanna solve for thedevelopers, as well. And so
that's what this new feature isreally all about.

Chad Hohn (40:43):
How'd that go the first time somebody hooked up
their QBO with taxes and theywere a Canadian customer? Mhmm.
Like a Canadian QBO. Becauseyou're required like, this is
something that I found out at mylast job. We built our own
custom QBO sync, and you have tohave a tax rate on every

(41:05):
individual line item in CanadianQBO instances.
And if you don't, it's justlike, sorry. Don't pass go.
Don't collect $200. You'retoast, brother.

Jack Coopersmith (41:16):
Yep. Same thing with zero for the record
as well. And so more to come onthat. I can promise that one
there. But, yeah, when it comesto The US, QBO has huge market
share and, obviously, you know,getting their feet in Canada and
The UK a little bit.
Zero's the giantinternationally, though, and
they also have that requirement.So that's something that's front
of mind for the team too.

George B. Thomas (41:35):
You, you you nerds, by the way. For any of
you listening,

Chad Hohn (41:39):
what

George B. Thomas (41:40):
QBO is, it's QuickBooks online.

Chad Hohn (41:44):
Yeah. Sorry.

George B. Thomas (41:44):
All of you mere mortal human beings. And
and because you brought that up,we can't have an episode of the
Commerce Hub where we don't justgive you a moment, Adam or Jack,
to talk about, like, where isthe QuickBooks online, like, you
know, Commerce Hub integration?Like, because I know we started
using it when it was, like, a ababy in diapers. Like, talk us
through kinda what

Max Cohen (42:05):
people Yeah.

George B. Thomas (42:06):
Wreath. If if they're, like, they tried it and
they're like, not for me, notyet. Like, how should they be
rethinking about it, or whatshould they know about it right
now?

Adam Wainwright (42:14):
Jack, I'll let you I can let you take that one.
You have some more history onit.

Jack Coopersmith (42:17):
Yeah. I'm I'm I'm deep. Maybe not as deep as
Chad, frankly, even though, itwas fun.

Max Cohen (42:23):
I mean, I have done the

Chad Hohn (42:25):
work my way wow. Wow.

Max Cohen (42:27):
That is good. Chad is

Chad Hohn (42:31):
busy. Anyway sorry.

Max Cohen (42:34):
Works is

Jack Coopersmith (42:35):
It's like so philosophically, I've mentioned
this a couple of times, butwe're really all about allowing
for you to manage your entire,you know, customer journey and
your entire revenue operationsprocess from within HubSpot. Now
that does not necessarily meanwe're gonna be coming we're
gonna be a back office platformor an accounting platform or an
ERP. I just don't really see usplaying in that space anytime

(42:58):
soon. Integration is the routethat we're gonna go there. And
so it was our number one featurerequest for quite some time to
be able to take HubSpot invoicesand sync them out to QBO.
We checked that box last year.That was a big deal. But as
always, once we releasesomething, we have folks like
you all who are like, alright.We need this, this, this, and
this. And so we very, very, verymuch hear you on that.
And I think we're makingincremental progress. So one of

(43:20):
the most common errors that wesaw once we launched this was
the billing contact. So,essentially, the data model
within HubSpot isn't the exactsame as the data model within
QuickBooks is the headline,which caused a lot

Max Cohen (43:32):
of the

Jack Coopersmith (43:33):
errors to think over. And so what we did
is we're like, okay. Seems likeeveryone is running into this.
Let's make it easier to selectthe correct billing contact
within HubSpot. And so we have alittle model to pop up that
says, like, are you sure youdon't want it to be associated
with this person?
Because then that sync will, besuccessful. Taxes is another big
thing that we've been workingon. I think everyone knows that

(43:54):
at this point, and there'sdefinitely a QBO and Xero work
stream there too. And so,really, George, the way that I
see it is we're making justprogress on fewer errors and
making it more, making you haveto think less, frankly, because
in a world where you have to bean expert in the QuickBooks
online data model and the expertin the HubSpot data model, we're

(44:15):
maybe making you think a littletoo much. So we wanna make it
easier, frankly, to adopt andleverage.

George B. Thomas (44:21):
Yeah. My brain thanks you. My brain thanks you.
As as we kinda get ready toclose this bad boy out, I'm
gonna I'm gonna ask this in kindof a two part question because I
feel like we're we're kindatalking about Commerce Hub, and
we're kinda talking about CPQ,and they're they're kinda the
same thing, but maybe sorta not.And so, if you guys could and
so, Jack, you'll probably answerone.

(44:42):
Adam, you'll probably answer theother. Like, if you guys could
wave a magic wand and you couldadd one feature to commerce hub
or or one feature to CPQtomorrow, what the heck would it
be and why?

Adam Wainwright (44:53):
I mean, I can so, you know, we started the
conversation. There's one thingthat we you know, I I have been,
hesitant to go down theimagining what AI can do, you
know, in a in a in a dry landof, you know, ledgers and
finance and but but the right.The reality is there's a massive

(45:18):
opportunity for us to also bringin another brain into your
ecosystem that actually helpsyou manage a ton of processes
that today are just buttons andclick. They're just they're just
things that you kinda have todo. Dunning's a good example.
There's there's so many thingsthat some of these systems have
to do in order for these thingsto be cohesive. And if if the if
the objective, I think I thinkJack nailed it. Right? We're not

(45:40):
we're not planning on being anERP. But if there's an
opportunity for us to mayberetire a lot of the capabilities
that QuickBooks is sort ofhaving to do because your
finance leaders are like, don'ttouch my billing process, and
then we can just effectivelymake it be the ledger, that
would be a really nice place fora lot of our customers,
especially the ones that arekind of going through their

(46:01):
digital transformation journey.
They're kinda early enough wherethey don't have to go out and
get deep and knowledgeable onthese super back heavy back end
tools. And so I think if I hadto make wave a magic wand and
and, you know, I I'd I'd like tothink that we're in the process
of waving it, it would be tointroduce a whole ton of
reimagining around how themachine can effectively offload

(46:24):
a lot of these processes. And sowe're really excited about and,
frankly, there may be anopportunity for a v two of this
conversation, to bring in abrain that helps you helps the
sellers understand, maybe evencoach them through optimizing
their quotes or their deals formargins in SaaS or for inventory
review, for your accountsreceivable team, maybe

(46:46):
identifying and understandingwhere my my my risk is. Maybe
I'm building profiles for mycustomers based on buying
behaviors or, attributes acrossindustries. There's a whole
bunch of opportunity, to look atan agentic component of this.
And and, you know, I the theirony in me saying all of that

(47:07):
is is that it's it feels likeit's a little bit magic wandy,
but the reality is is that we'reactually pretty close to coming
online with something that'sgonna facilitate a lot
automation. And so I'm lookingforward to having a opportunity
to say, at one point, it mayhave been it may have been a bit
magical, but it turns outactually it's actually closer to
reality than we think. I loveit.

Chad Hohn (47:25):
Yeah. It's awesome.

Jack Coopersmith (47:27):
I'll add on Tyler that because, when
specific features are obviouslysomething I'll always get
excited about and talk abouttill my face is blue. But I'll
add on top of what Adammentioned because I think that
that's gonna be the realtransformation for a given
business. The what I would addon top, though, is around the
extensibility of everything in aworld where we really can be the

(47:49):
center of gravity for yourentire business, but also speak
to all of the other aspects ofyour business that we need to,
and allow for you to doeverything in one place with
just a couple of clicks, not alot of tabs, not a lot of
thinking, that's when I thinkbusinesses are gonna say, wow.
This this platform is reallytransforming how we operate and

(48:09):
allowing for us to really growbetter, ideally. So I think it's
the combo of AI, the frameworkthat we have, and the ability
for us to take in anyinformation that you would want
us to take in.

George B. Thomas (48:20):
Gentlemen, I appreciate you taking time out
of your day to come and hang outwith Chad and Max and myself
and, just drop the knowledgebombs that you have. My my one
takeaway, and then actuallywell, Max and Chad, do you guys
have a takeaway from today?

Chad Hohn (48:35):
I have a takeaway. I mean, I think what you guys are
talking about with being able tohave something to assist people,
I think, will bring a lot ofstandardization. And, like,
that's one of the things that werun into a lot of issues with
our clients is they findsomebody in the construction
space. Like, they'll hiresomeone who's good at data admin

(48:57):
work who is probably not anaccountant at all. They don't
know the word fiduciary.
Right? Mhmm. They know the word,like, Excel formula. And, like,
having something help keep themon the rails, like, doing things
the way it ought to be done sothat it will get where it needs

(49:18):
to go and so that a business cangrow is, like, that's a huge
exciting thing for me. Andthat's, like, a, you know, big
takeaway is I think, you know,I'm I know Commerce Hub is
headed in the right direction.
I've known it for a long time.I've had to, like, bite tooth
and nail to keep, like, ourindustry invested in staying on

(49:39):
it because some things have beendifficult for, like, again,
exactly what Jack said, thecustomer structure. Right? We
have humans and projectsunderneath the humans and, like,
the contact sync for CommerceHub just doesn't do that. So I
had to get really crazy withsome fancy footwork of being
able to laser in contactsunderneath it and move invoices

(50:00):
around after they get syncedover and stuff like that.
So they stay linked up. But likeall that to say, like, I know
you guys are really headed inthe right direction to make all
that work. And like, if you hada bad experience with QBO sync
before, try it again. If you hada bad experience with Commerce
Hub before, I mean, now is stilljust it's, right now, it's the

(50:26):
worst it's ever gonna be,always, because it's always
improving. Right?
It it's not the worst it everhas been, but it's the worst
it's ever gonna be movingforward, theoretically. And,
with what Adam's been talkingabout about cash flow and that
great human user experience onboth sides, the sales side and
on the, buyer side, man, I can'tbe more excited about that.

George B. Thomas (50:52):
Max, final thoughts.

Max Cohen (50:53):
Oh, you you know me, I'm the eco system app guy.
Right? So a lot of the timeswhen I get super excited, I
start to think about what thismeans for the broader, you know,
ecosystem of the potentialopportunity out there. Right?
And if I'm hearing that, youknow, we're building this new
solid foundation for commerce onHubSpot and giving you the
ability to create all thesethings, whether it's payments or

(51:14):
subscriptions or this, that, andthe other thing, the slew of
possibilities around appscentered around commerce and
payment getting built on HubSpotis what really excites me.
Right?

Jack Coopersmith (51:27):
I mean Mhmm.

Max Cohen (51:28):
You know, if we think about, hey. Like, what do we
need? We need an API forpayments or transactions or
subscriptions or whatever youwanna call them. And then, you
know, the next person could comearound and build, like, the
literal, you know, Shopify builtpurpose built for HubSpot from
the ground up off the tail endof those, you know, those APIs.
Right?
Like, someone in the ecosystemcould come do that. Right? And,

(51:51):
like, that to me is really,really exciting because, like,
while we look at this as, youknow, updates to, like, core
features of HubSpot, there'salso, like, a big other picture
of what this opens up, you know,downstream of that and and
outside of that. Right? Youknow, we we built a CPQ platform

(52:12):
on HubSpot, quote happily.
Right? I had to get it in at theend, but, like, all the stuff
that you guys are talking aboutis gonna be that many more toys
for us to be able to, like, playwith and make our platform
better. You know what I mean?Like so it's it's this is the
stuff that really, really kindof excites me in that, you know,
what feels like features gettingout of the HubSpot is always a

(52:32):
much bigger picture than justthat. Right?
Yep. Yep. Yep. Ecosystem shouldbe stoked right now.

George B. Thomas (52:38):
Yeah. My takeaway is if you have looked
at Commerce Hub but haven'ttried it, maybe it's time to dip
your toe in. If you've used ithistorically and you walked
away, you might wanna tease itagain because in good HubSpot
fashion, everything changesevery single day, and we're in a
new wonderland where magic wandsare being waved and things are
being created. And, hey, maybeit's your time. We'll see you

(53:01):
next time

Max Cohen (53:02):
on the

George B. Thomas (53:02):
Hub Heroes podcast. Don't forget to be a
happy, helpful, humble human. Dosome happy HubSpotting along the
way. Okay, Hub Heroes. We'vereached the end of another
episode.
Will Lord Lack continue to loomover the community, or will we
be able to defeat him in thenext episode of the Hub Heroes
podcast? Make sure you tune inand find out in the next

(53:26):
episode. Make sure you head overto the hubheroes.com to get the
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(53:49):
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and, of course, always belooking for a way to be
someone's hero.