⚙️ Transforming HubSpot Services into Productized Offerings

💡 Introduction

Productizing services means packaging them like products — standardized, repeatable, and scalable. Instead of customizing every engagement, you define clear deliverables, pricing, and processes.

This shift simplifies sales, improves quality and efficiency, and creates predictable recurring revenue. Clients know exactly what they'll get, and teams deliver faster with consistency.

🚧 Why Transformation Was Needed

Traditional service models are hard to scale. Every new client meant custom scoping, inconsistent delivery, and unpredictable revenue.

• Scalability issues: Custom work consumed time and prevented growth.
• Inconsistent quality: Each project depended on who handled it.
• Complex pricing: Every proposal became a negotiation.

We needed a structure that was efficient, consistent, and financially sustainable. That's where productization came in.

🔍 My Journey: Building the HubSpot Admin Program

When I joined Trujay, part of our business revolved around HubSpot consulting sold as buckets of hours. Tracking, billing, and managing expectations were messy.

During our 2021 company retreat in Amsterdam, I proposed a new model — the HubSpot Admin Program — a subscription-based, productized service with fixed deliverables and clear scope. The team loved it, and I was appointed Director of Productized Services to make it real.

🧭 Steps in the Transformation

1. Research & Framework

I found an invaluable guide: Our Epic Guide to Productizing by Service Provider Pro. It outlined everything from packaging to pricing — helping us shorten the learning curve and build a solid foundation.

2. Identifying Key Services

I created a massive Google Sheet listing every possible HubSpot task, validated with the team, and estimated time for each.

This became the blueprint for defining scope, pricing, and tiers.

3. Building Packages

We launched with three clear tiers, each offering more complex deliverables. It took six iterations — refined through feedback, data, and internal capability.

4. Standardizing Delivery

To keep everything consistent, we used Service Provider Pro (SPP) as our client portal — handling intake forms, task submissions, communication, subscriptions, and invoicing.

We documented processes, automated repetitive steps, and introduced concepts like:

• • Unlimited requests (within scope)
• • Monthly task roadmapping
• • Bulk deduplication via Dedupely integration
• • Programmable automation (OpsHub + JavaScript)

5. Positioning & Value Proposition

Using frameworks from Hema Padhu and Maze's product positioning guide, I conducted segmentation and interviews to clarify:

• • What clients valued most
• • Why they chose our program
• • How competitors positioned similar services

Our final positioning statement:

"For SMB HubSpot customers who need guidance on getting the most from HubSpot, our HubSpot Admin Program is a productized service that helps them use the platform more effectively — at a predictable, reasonable cost."

⚖️ Challenges Along the Way

• Internal resistance: Moving from "hours for hire" to fixed subscriptions meant re-training our sales approach and holding firm on pricing.
• Client adjustment: Some clients initially struggled to adapt to the new model. Education was key.
• Customization creep: To stay scalable, we drew hard lines around what we would — and wouldn't — do. A "Special Request" category helped evaluate edge cases.
• Pricing evolution: We iterated six times, guided by usage data, client feedback, and market signals.

📈 Results & Impact

• • Converted one-off projects into a sustainable recurring revenue stream
• • Solved invoicing and cash-flow issues through automated billing
• • Standardized processes for faster onboarding and consistent delivery
• • Improved internal visibility and client satisfaction
• • Positioned Trujay as a trusted, scalable HubSpot solutions partner

🧠 Lessons Learned

Productization is not about rigidity — it's about repeatability. You can (and should) keep refining. The key is balancing structure with adaptability and leading both your team and clients through the mindset shift.

🚀 Conclusion

Transforming our HubSpot services into productized offerings changed everything — how we deliver, sell, and grow.

If you're running a service business, consider productization as your next evolution. Start small, standardize one thing, and iterate fast.