--- title: "Tier Requirement 2026: When HubSpot Shifts to the Era of GRR" description: HubSpot shifts its 2026 Tier Requirement to focus on GRR and long-term customer retention. --- [The Business Mind ](https://blog.ourgreenfish.com/the-business-mind) # [Tier Requirement 2026: When HubSpot Shifts to the Era of GRR](https://blog.ourgreenfish.com/the-business-mind/tier-requirement-2026-when-hubspot-shifts-to-the-era-of-grr) Written by [OURGREENFISH TEAM](https://blog.ourgreenfish.com/the-business-mind/author/ourgreenfish-team) | Feb 20, 2026 9:30:00 AM 2026 Marks a Major Turning Point for Tier Requirement Starting January 15, 2026, HubSpot officially updated its Tier Requirement for Solutions Partners to create stronger ecosystem alignment, support long-term customer success, and simplify impact measurement. The update clearly introduces two major changes: - **Gross Revenue Retention (GRR)** replaces Customer Dollar Retention (C$R) - **Managed Minimums** are eliminated as a standalone requirement This is not simply a change in calculation. It represents a fundamental shift in the philosophy of growth across the entire partner ecosystem. [>>> Proving ROI : Investment in Breeze Customer Agent for Thai Businesses](https://blog.ourgreenfish.com/the-business-mind/proving-roi-investment-in-breeze-customer-agent-for-thai-businesses) #### **From C$R to GRR: Shifting from Fast Growth to Sustainable Growth** Before 2026, the Tier Requirement framework relied on Customer Dollar Retention (C$R) as the primary metric. C$R reflected overall revenue performance, including upsells and account expansion. HubSpot has now chosen to use Gross Revenue Retention (GRR) instead. **What is GRR?** GRR measures the revenue retained from existing customers, excluding upsells. In simple terms: - If customers downgrade or cancel → GRR decreases - If customers maintain their subscriptions → GRR remains strong By adopting GRR, HubSpot is signaling that the strength of the existing customer base matters more than growth driven purely by expansion sales. #### **Why This Matters to Business Owners** Even if you are not a Solutions Partner, changes to Tier Requirement impact the broader ecosystem. When GRR becomes the core metric for tier advancement: - Partners prioritize Customer Success more heavily - Post-sale service becomes more strategic and structured - Adoption and value realization are measured more systematically The result? End customers — businesses like yours — receive more strategic guidance rather than just technical implementation. #### **Managed Minimums Eliminated: Volume Is Not Enough** Another key change in the Tier Requirement update is the removal of Managed Minimums as a standalone requirement. Previously, partners needed to maintain a minimum number of managed customers to preserve their tier status. The new model reflects a different belief: - Having many customers does not necessarily mean your business is strong. - Retaining customers sustainably is what truly creates value. This marks a shift from focusing on volume to focusing on value. #### **GRR: A Signal of a Truly Growing Organization** Many businesses prioritize closing new deals because revenue is visible immediately. However, GRR forces leaders to ask deeper questions: - Are customers truly using the system? - Is your team helping customers realize ROI? - Are there hidden churn risks in your portfolio? Strong GRR is built through: - High-quality onboarding - Ongoing training and enablement - Strategic performance reviews - Data-driven adoption tracking Over time, companies with high GRR typically experience: - Lower customer acquisition costs - More stable cash flow - Greater revenue predictability #### **How Should Business Owners Adapt?** Align Internal KPIs with Retention Instead of focusing only on: - New deals closed - Monthly recurring revenue growth You should also measure: - Churn rate - Product adoption - Customer Health Score #### **Invest Seriously in Customer Success** Strong GRR is not created by the sales team alone. It is driven by the teams that support customers after the deal is signed. If you are a business owner: - Do not view Customer Success as a cost center. - View it as a recurring revenue engine. #### **Use Data More Strategically** Businesses that leverage CRM systems effectively can: - Analyze customer behavior - Predict churn risk - Create proactive intervention plans Organizations that make data-driven decisions will hold a competitive advantage in the GRR era. #### ** ** #### **The New Tier Requirement Is a Test of Sustainability** Tier Requirement 2026 does not just change metrics. It changes the mindset behind growth. The focus shifts: From accelerating new sales To protecting and expanding the value already created for customers For business owners, this is a clear signal: The market is beginning to reward companies that generate long-term results. In an increasingly competitive environment, stable revenue from existing customers is the true strategic advantage. **Reference:** HubSpot. (2026). Partner Intelligence Deck: Program & Product January Highlights. 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