Buying Groups
Friday, August 21, 2026
What it is
Buying Groups, now with drag and drop, brings decision-maker context into HubSpot. Buying Group functionality gives sales teams a visual of the key stakeholders they are prospecting and selling to. Account Mapping provides a visual of the company's own structure, including parent and child relationships.
Why it matters
Selling into a large business means selling to a group rather than a person. Mapping the group and each buyer's role from prospecting through close shows who is in the group, who is deciding and who is influencing, surfaces missing or weak relationships before they become roadblocks, and keeps the deal from derailing late. Account maps make parent and child company relationships visible so teams can spot expansion opportunities and read the true potential of an account.
The Take
Chris Carolan
It does start with you actually caring about the fact that you do have a buying committee that you need to serve.
Disclaimer that is mine and not HubSpot's: this requires you to have the data in the CRM, structured properly and associated properly. Maybe you do not need every specialized label, but records have to relate to each other before any of this draws a picture. The drag and drop is the reward for having done that work, not a substitute for it.
I got to unbox this with Daniel back in February, and it has moved a long way since, most recently into a private beta pointed at sales and service. I am looking forward to a round two now that these updates have landed.
The reason it matters more than it used to is that we are not in a world where it is one contact per deal in most cases. Loving all the visual experiences HubSpot is providing here, but it does start with you actually caring about the fact that you have a buying committee you need to serve.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
Produced by Value-First Media