AI Transformation Playbook

This playbook is designed to help HubSpot Solutions Partners systematically structure and execute an end-to-end AI transformation engagement centered around HubSpot. It provides a structured, end-to-end framework that guides partners from initial opportunity identification through discovery, solution design, implementation, value realization, and long-term optimization.

It's built on what HubSpot's own Solutions Architects have developed and refined running a Forward Deployed motion across hundreds of customer accounts.

In this model, Solutions Architects embed directly within customer operations to assess workflows, identify inefficiencies, audit data readiness, and design AI solutions that drive measurable outcomes. This playbook is that motion, packaged for partners to replicate at scale.

This playbook equips partners with the methodologies, use cases, tools, and commercial strategies needed to translate AI from a conceptual capability into tangible client outcomes and revenue-generating services.

The playbook is organized into a series of progressive phases:

• Pre-Work: Qualifying client fit for the engagement
• Design (Phase 1): Define AI-powered solutions aligned to business goals
• Activate (Phase 2): Implement across marketing, sales, and service workflows
• Realize (Phase 3): Drive adoption and measurable outcomes
• Evolve (Phase 4): Optimize, expand, and scale AI-driven growth

And aligns to how companies navigate and progress through AI maturity. Starting with quick wins that are low-risk and zero to low cost, proven early value, and building momentum to scale further.

It includes both an overview of the engagement framework, along with the tools, templates and resources your team needs to execute it. To support execution, it includes:

• How to guides for running discovery workshops and building a prioritized roadmap
• Quick Wins to accelerate time-to-value and secure buy-in
• Priority HubSpot Use Cases to focus on highest-impact opportunities you should drive towards in your engagements
• A Use Case Library for broader solution development
• Tactics proving ROI with real data
• Pricing & Packaging guidance to monetize this engagement model
• A Resource Library with templates, tools, and enablement assets

For years SaaS ran on an engagement model developed by TSIA called LAER — Land, Adopt, Expand, Renew.

That worked when customers were buying static software. AI is dynamic, adaptive, and must be embedded into a customer's unique operational environment.

This playbook is structured to follow the new engagement model developed by TSIA, called the DARE model.

The DARE model shifts from a linear, one-and-done approach to a cyclical, outcome-driven model built for AI's perpetual change — which requires service-led growth.

In a recent partner survey, 67% of your customers said they're interested in AI but cautious.

And nearly 90% of organizations are deploying AI, but fewer than 20% are capturing real value from it. The gap isn't technology. It's the absence of a structured approach to embed AI into how businesses actually operate.

That's exactly what this playbook is designed for. It's built around a simple principle: you don't lead with transformation, you build toward it. Start small, low-risk, and controlled. Prove value fast. Use that proof to build the trust and momentum that makes clients ready and eager for what comes next.

The partners who win aren't the ones who show up with the biggest vision. They're the ones who earn the right to expand by delivering undeniable value at every step.

Every engagement is different, so use this playbook as a foundation to build upon. Use the DARE phases to structure your delivery. Adapt the workshops, frameworks, and tools to fit your clients, your methodology, and your firm's angle, as elite partner Six & Flow has done with their own FLAIR framework.