VGTM Ep. 6: The Story of a Platinum Hubspot Partner
Corey Quinn
Founder, Deep Specialization™
From Generalist Agency to Manufacturing Sector Specialist
Is being a Platinum Hubspot Partner a lasting differentiator?
It wasn’t for this agency.
I recently sat down with Carman Pirie, co-founder of Kula Partners to unpack his journey from Platinum Hubspot Partner to a leading agency specializing in the manufacturing sector.
In this episode of the Vertical Go-To-Market podcast, you’ll hear:
> The market forces that provoked them to specialize
> Why they chose manufacturers as their focus vertical
> How they transitioned from a generalist agency to a vertical specialist agency
> The biggest fear in selecting a vertical focus
> How they built early momentum in the new focus vertical of manufacturing
> and much more.
Watch or listen now:
Frequently Asked Questions
Why wasn't being a Platinum Hubspot Partner a lasting differentiator for Kula Partners?
Because that credential, while valuable, didn't provide the kind of unique, defensible positioning needed to stand out long-term, a realization discussed as one of the market forces that provoked the move toward vertical specialization.
Why did Kula Partners choose manufacturers specifically as their focus vertical?
A deliberate decision discussed directly in the episode, reflecting the specific market opportunity and fit that made manufacturing the right choice among possible verticals to specialize in.
What was Kula Partners' biggest fear when selecting a vertical focus?
A specific concern discussed in the episode, reflecting the real hesitation that comes with narrowing focus and committing to serve one specific industry rather than continuing as a generalist.
How did Kula Partners transition from a generalist agency to a vertical specialist agency?
A deliberate process discussed directly in the episode, moving away from a broad HubSpot partner positioning toward a focused identity built specifically around serving the manufacturing sector.
How did Kula Partners build early momentum after committing to the manufacturing vertical?
Specific tactics and approaches discussed in the episode, reflecting how the agency established initial traction and credibility within its newly chosen focus vertical.
About Corey Quinn
Founder, Deep Specialization™
Corey helps founder-led agencies scale through Deep Specialization™ and programmatic M&A. Former CMO of Scorpion ($20M to $200M). Author of "Anyone, Not Everyone."
