Case Study: HubSpot achieves startup-style collaboration and faster software delivery with Atlassian Confluence

A peek into Hubspot's famously collaborative culture with Atlassian

HubSpot, a rapidly growing marketing SaaS company with over 700 employees and hiring about 30 people a month, faced the challenge of preserving its start‑up culture of collaboration and transparency as it scaled. The company needed a way to keep knowledge accessible and cross‑departmental communication alive without clogging inboxes and calendars.

HubSpot adopted Atlassian’s Confluence as its central "Wookie" wiki and uses Jira and HipChat for development and real‑time coordination. The tools power lively, company‑wide discussions, let anyone log features, trigger instant notifications for critical code pushes, and support a near‑continuous deployment cadence (about 2,000 production pushes per month), all while keeping teams productive and engaged—including active executive participation.

HubSpot

Jim O'Neill

Chief Information Officer