Tier Requirement 2026: When HubSpot Shifts to the Era of GRR

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.

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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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