In short: we measured the stack of 105 B2B technology companies in Latin America and 57 (54%) already run HubSpot; among SaaS and B2B product companies it climbs to 74%. For most of them the question is no longer which CRM to buy. It is how to implement what they already paid for: stages that describe the buyer, required properties per stage and rules the team cannot skip.
In August 2026 we ran a technographic analysis on the companies in our prospecting base: B2B technology companies in Latin America. We used Clay's stack detection, which looks for each tool across the company's whole stack, not only in its website code.
The result: 105 domains measured, 57 with HubSpot, 54%. In the two batches of pure SaaS and B2B product companies the rate was 29 out of 39, or 74%. In the fintech, integrator and IT services batches it dropped to 16 out of 39, or 41%.
A fair warning: this is not a random sample of the market, it is the list of companies we care about. That is exactly why it is useful if you sell B2B in the region: it looks a lot like your competitors and your customers.
The first surprise was the method, not the number. In the first cut of 59 companies, checking only the public website code found HubSpot in 25% of them. With the full stack, the figure rose to 66%. The gap exists because many companies run their site on Wix, WordPress or Next.js and use HubSpot behind it as their CRM and marketing automation.
That has a practical consequence. If you prospect by asking "do you have a CRM yet?", you are talking to more than half of your market the wrong way. And if you already have HubSpot, your competitors most likely have it too. The license stopped being an advantage. What separates one team from another is how it is built inside.
No. Buying the license decides where the data lives. Implementing decides what each data point means and who is required to fill it in. They are different decisions, and the second one is almost never included in the purchase.
Imagine a team of 8 sales reps on HubSpot Sales Pro. They have a pipeline, but the stages are called "contacted", "proposal sent" and "negotiation". All of them describe what the rep did. Nobody can tell, without asking, whether the customer read the proposal or whether it is sitting in spam. The forecast gets built on Friday in a spreadsheet because the CRM cannot answer it.
It is a common pattern: the tool exists, but the process is not written inside it.
| What gets decided | When buying the license | When implementing |
|---|---|---|
| Where contacts and deals live | Yes | Yes |
| What the buyer did to move to the next stage | No | Yes |
| Which fields are required at each stage | No | Yes |
| Whether stages can be skipped | No | Yes (pipeline rules) |
| Why deals are lost | No | Yes (required lost reason) |
The good news is that almost everything can be solved with features you already pay for. Two worth setting up first:
Neither helps if the stages are poorly defined. A rule that forces a deal through "proposal sent" only forces someone to send an email. First you define stages by what the buyer did and can be verified ("proposal reviewed on a call", "decision maker identified"), and then you add the locks.
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If your portal has more than one pipeline, integrations with your ERP or invoicing, or several teams selling different things, changing stages without a map can break reports, workflows and historical data. That is when a diagnostic before touching anything pays off: real access to the portal, findings ranked by what they cost you today and a plan you can execute with whoever you want. We explain it in our services and pricing, and our published case studies show what the result looks like.
In our August 2026 measurement of 105 B2B technology companies in Latin America, 57 ran HubSpot (54%). Among SaaS and B2B product companies it was 74%. It is not a random sample of the market: they are companies from our prospecting base, measured with Clay's stack detection.
It depends on what already exists. Redesigning a single sales pipeline with stages, required properties and basic reports is a short project. If there is a migration from another CRM, ERP integrations or several sales teams, the timeline grows considerably. The sensible order is to measure the portal first and commit to dates after, not the other way around.
Not to get started. Defining stages by what the buyer did and requesting properties when a deal enters a stage are configured in the pipeline. Rules that prevent skipping stages or moving deals back do require a Professional or Enterprise subscription, according to HubSpot's documentation.
Almost always because the CRM cannot answer the questions the sales director asks on Friday. If the stages do not say where the customer is and the key fields are optional, the spreadsheet is more reliable. It is solved by defining the process, not with another tool.