Yes. We arrange reference conversations with clients in a comparable sector or project type, where the client agrees, and we encourage it. Tell us the concern behind the request, such as implementation risk, adoption, support quality or results, and we'll match the reference to it. Then ask that reference about challenges, outcomes and how involved their own team had to be.
This guide is for buyers about to sign with an agency, including us. The questions work for any partner.
Why do references matter more than they used to?
References matter more because agency websites and proposals now look alike. In 2026 most agencies publish polished cases and similar claims, and partner tiers say little about fit, as I explain in how to choose the right HubSpot partner. Don't just look at certifications or HubSpot partner level. The important thing is whether the agency understands both HubSpot and how your business actually works, and can connect the two. A conversation with a real client is the best way to test that.
How should a reference be matched to you?
Match the reference to your main concern first, then to sector and project type. Stellan Björnesjö puts it simply: tell us the concern driving the request, and we'll pick the reference accordingly.
| Your concern |
The reference to ask for |
What to focus on |
| Implementation risk |
A client with a similar scope and data complexity |
How problems and risks were handled during the project |
| Adoption |
A client whose teams had to change how they work |
How training and change were managed |
| Support quality |
A client a year or more after launch |
How support works now, and how often they need it |
| Results |
A client with a similar commercial goal |
What changed, and how it was measured |
| Sector fit |
A client in a comparable industry or buying process |
What the agency understood quickly, and what it had to learn |
Seven questions to ask any reference
We always encourage buyers to ask about challenges, outcomes and the customer's own involvement. These are the questions I would ask myself:
- What was the hardest part of the project, and how did the agency handle it?
- What would you do differently if you started again?
- How much time did your own team need to put in?
- What can your team do on its own today that it couldn't before?
- What results did you measure, and against what baseline?
- How does the agency respond when something goes wrong?
- Would you choose them again for the same project?
Strong reference vs. warning sign
| What you hear |
Strong reference |
Warning sign |
| The hard part |
Names a real difficulty and how it was solved |
"Everything went perfectly", or they have no input |
| Own involvement |
Describes the time their team put in |
Vague about their own role |
| Capability |
Lists tasks they now do themselves |
Still relies on the agency for basics |
| Results |
Mentions a baseline and a measure |
Only describes feelings |
| Choosing again |
"Yes, for this kind of project" |
Hesitates, or changes the subject |
The takeaway: a good reference conversation tells you how an agency behaves when things are hard, not just whether the client is happy.
Where this applies, and where it doesn't
- References need client consent. Not every client can take calls, especially in a busy period.
- Every reference is a selection. Ask how it was chosen, and speak to two if you can.
- Very new services may not have a directly comparable reference yet. Ask for the closest match and how it differs.
- References complement, not replace, your own judgement of the proposed team.
Actionable takeaways
- When requesting: State your main concern, so the reference fits.
- Before the call: Pick four of the seven questions that matter most to you.
- During the call: Ask about the hardest part first.
- After the call: Compare what you heard with the agency's proposal, using the strong-vs-warning table.
