Case Study: HubSpot achieves near-continuous deployment (≈2,000/month) and a collaborative culture with Jira Software

A Peek Into Hubspot's Famously Collaborative Culture

HubSpot, a marketing software‑as‑a‑service company founded in 2006, has grown to 700+ employees and adds roughly 30 people a month. The challenge was how to preserve its start‑up culture of collaboration and transparency at scale while avoiding communication overload.

HubSpot uses Atlassian’s Confluence as its central “Wookie” wiki and HipChat plus Jira for real‑time communication and development. Ideas and issues are crowdsourced on the wiki or logged in Jira, HipChat notifies teams of critical pushes, and automation (and active executive participation) keeps conversation flowing—resulting in cleaner inboxes, near‑continuous deployment (about 2,000 pushes a month), and stronger cross‑departmental collaboration.

HubSpot

Jim O'Neill

Chief Information Officer