How often should we aim to do these small HubSpot updates?

A monthly rhythm is a great starting point for most growing businesses. It’s frequent enough to build momentum and address issues quickly, but not so often that it becomes overwhelming for your team. You can dedicate one or two days a month to your chosen 'HubSpot fix'.

Who should be in charge of this continuous improvement process?

It's effective to nominate a 'HubSpot champion'—someone on your team who is passionate and knowledgeable about the system. However, they shouldn't work in isolation. Their role is to gather feedback from the sales, marketing, and service teams to decide what single fix will have the biggest impact each month.

Doesn't doing lots of small fixes end up costing more than one big project?

Not in our experience. Big projects often have huge hidden costs in business disruption, lost productivity, and low adoption after launch. A series of small, targeted fixes delivers value immediately, solves real-world problems as they appear, and ensures your team actually uses the improvements because they helped identify them. This almost always delivers a higher return.

Your HubSpot Needs an iOS Update, Not a Grand Redesign