Our newsletterVendor reportHubSpot, 2026
40% of teams have never written down what makes them different
Positioning & messaging
40%
of teams have not clearly defined or documented their unique value proposition
- Reader Note:
- Self-reported. The report's own two numbers on this do not reconcile: page 3 says 40% have not defined their UVP, while page 6 says 52% have a clear, well-defined one that differentiates them - which leaves 8% unaccounted for and suggests the two questions were worded differently. Treat 40% as the order of magnitude rather than a precise share, and note that "documented" is self-assessed, not audited.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- HubSpot surveyed 1,505 marketers in September 2025 across North America, Europe, Asia and Australia, spanning seniority levels and industries; fieldwork run in collaboration with the research firm Datalily. The report does not disclose how the sample splits by region, industry or seniority, so every published figure is a single global average. It does report cuts by company size - small business, mid-market and enterprise.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source says how much it looked at, but not how any of it was chosen.
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