Hupspot Guide to Firing Account Managers

Agencies that rely on Hubspot and similar platforms often reach a breaking point with underperforming account managers, but firing someone is never a simple decision. You need a clear, fair, and repeatable framework that protects client relationships, revenue, and team morale while giving each AM a real chance to improve.

This guide adapts a proven system used by leading agencies and described in the original HubSpot article on firing account managers to help you make confident, data-backed decisions.

Why a Structured Hubspot-Inspired Process Matters

Without a structure, decisions about account managers are usually driven by emotion, internal politics, or whoever is loudest in the room. A Hubspot-style, metrics-first approach helps you:

• Protect clients from churn and inconsistent service.
• Maintain predictable revenue and profitability.
• Give clear expectations and fair warning to each AM.
• Scale operations without constantly reinventing your process.

The goal is not to fire faster. The goal is to know exactly when to coach, when to escalate, and when it is time to part ways.

Step 1: Define Your Ideal Account Manager Profile

Before you can fairly judge performance, you need a written definition of what “great” looks like. The HubSpot source article emphasizes clarity and alignment from the start.

Create a short one-page profile that covers:

• Core responsibilities – client strategy, communication, upsells, renewals.
• Key skills – proactive communication, problem solving, project coordination.
• Behavior standards – responsiveness, ownership, collaboration.
• Quantitative targets – retention rates, growth goals, NPS or satisfaction scores.

Use this profile in hiring, onboarding, coaching, and performance reviews so no one is surprised by expectations.

Step 2: Set Clear, Measurable KPIs

The original Hubspot article stresses that you cannot make serious personnel decisions based on “gut feelings” alone. Translate your ideal profile into concrete KPIs such as:

• Client retention percentage per quarter.
• Average account growth or upsell revenue.
• On-time delivery rate for projects and campaigns.
• Client satisfaction scores from surveys or regular check-ins.

Document baseline targets for new account managers and higher benchmarks for senior team members.

Step 3: Diagnose Performance Problems Early

When an AM starts to struggle, avoid jumping straight to termination. Instead, use a structured diagnosis framework inspired by the HubSpot approach:

Is It Skill, Will, or Fit? A Hubspot Framework

• Skill problem – They lack specific abilities (reporting, strategy, platform use) but show willingness to learn.
• Will problem – They can do the work but do not demonstrate effort, initiative, or ownership.
• Fit problem – Their communication style, values, or attitude clash with your culture or clients.

Your response should match the root cause: training for skill issues, coaching and expectations for will issues, and difficult conversations for fit issues.

Collect Evidence Before You Act

Follow a disciplined process:

1. Review KPIs over at least one or two full cycles.
2. Gather feedback from clients, peers, and project teams.
3. Map issues to the categories above: skill, will, or fit.
4. Document patterns instead of isolated incidents.

This evidence-driven method, modeled on Hubspot-style performance management, reduces bias and protects both your team and your business.

Step 4: Build a Performance Improvement Plan (PIP)

When you see clear underperformance, move into a formal Performance Improvement Plan built around specific outcomes. A PIP should never be a vague warning; it should be a detailed roadmap.

Core Components of a Hubspot-Style PIP

• Time frame – Usually 30–90 days with weekly check-ins.
• Specific, measurable goals – Example: “Raise client satisfaction scores from 6 to 8+” or “Reduce overdue tasks below 5%.”
• Support and resources – Training sessions, shadowing top AMs, templates, or updated playbooks.
• Clear consequences – Document that failure to meet targets may result in role change or termination.

Review progress every week. Document each meeting so the path forward is transparent.

Step 5: Communicate With Clients Proactively

The HubSpot source emphasizes that client trust must be protected at all times. Whenever an account manager is under review, you should safeguard client experience.

Client Safeguards During the PIP

• Assign a senior strategist or leader as a backup point of contact.
• Increase internal QA on deliverables and deadlines.
• Schedule more frequent internal account reviews.
• Proactively check in with key clients without undermining the AM.

The objective is to give the AM room to improve while ensuring that no major client suffers as a result of the experiment.

Step 6: Decide Whether to Fire, Reassign, or Keep

At the end of the PIP window, use your documented data to make a decision aligned with the Hubspot-inspired performance model.

Option 1: The Account Manager Stays

Choose this path when:

• KPIs have significantly improved and are trending in the right direction.
• Clients are stable or happier than before.
• The AM has engaged fully with training and coaching.

Document the win, lock in new standards, and keep light monitoring in place.

Option 2: Reassign to a Better-Fit Role

Sometimes an AM is a poor fit for client-facing work but strong in operations, strategy, or technical execution. Consider reassignment when:

• Skill is high, but communication or pressure handling is weak.
• They add value behind the scenes but struggle leading accounts.
• You have open roles that better match their strengths.

This preserves institutional knowledge and reduces rehiring costs.

Option 3: Fire the Account Manager

Termination is appropriate when:

• KPI targets and behavior standards are repeatedly missed.
• Clients are at risk or already expressing serious dissatisfaction.
• There is a clear culture or values mismatch.
• The AM ignores or resists feedback and support.

Because you followed a structured, Hubspot-style process, your decision is supported by clear documentation and prior warnings.

Step 7: Execute a Respectful, Low-Risk Exit

When firing is the right move, plan the exit carefully to minimize disruption:

1. Prepare documentation – Final PIP notes, performance records, and talking points.
2. Conduct a direct, respectful meeting – Be clear, concise, and humane.
3. Outline logistics – Last day, access removal, handoff expectations, and any severance.
4. Protect clients – Immediately assign a new AM, hold a transition call, and reassure clients.

Handle the situation with empathy to protect your employer brand and culture.

Step 8: Debrief and Improve Your System

Every time you fire or reassign an account manager, review your internal process. A Hubspot-inspired, continuous improvement loop helps you:

• Refine your hiring criteria and interview questions.
• Improve onboarding and training programs.
• Strengthen your playbooks, SOPs, and tool stack.
• Catch performance issues earlier next time.

This is how you turn a painful event into long-term operational gains.

Learning From the Original Hubspot Case Study

The framework above is adapted from the detailed guidance in the original HubSpot article on firing account managers, which you can read here: HubSpot: How to Know When to Fire an Account Manager. Use that as a reference case study and customize the ideas for your agency’s size, niche, and service model.

Next Steps for Agencies Using Hubspot and Similar Platforms

If you want deeper help building scorecards, KPIs, and performance systems for account managers, a specialized optimization and CRM consultancy can accelerate your progress. For additional resources and strategic support, explore Consultevo, which focuses on scalable, data-driven improvements for agencies and digital teams.

By following this structured approach, you can make confident, fair decisions about when to coach, when to reassign, and when to fire account managers, all while protecting your clients, your team, and your bottom line.