Why Understanding Change Types Matters
If every business must change to survive, then the real question becomes: what kind of change do you need? Not all transformations are the same. Some are quick fixes, while others completely reshape an organisation’s future.
In our work at AutomateNow, we’ve found that most businesses face four fundamental types of change. Understanding these types — and knowing how to approach them — is critical. The good news? With HubSpot as your digital backbone, each type of change becomes not just manageable, but an opportunity for growth.
1. Corrective Change: Fixing What’s Broken
Every business encounters problems that need fixing — inefficient processes, broken workflows, or outdated systems. Corrective change is about addressing those weaknesses.
Without the right tools, corrective change can feel like constant firefighting. But with HubSpot, businesses can diagnose problems quickly and implement lasting fixes. For example:
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Automating repetitive tasks to eliminate bottlenecks.
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Centralising customer data to stop information silos.
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Using dashboards to identify inefficiencies in sales or marketing funnels.
Corrective change doesn’t just repair damage — it builds the foundation for a healthier, more scalable business.
2. Adaptive Change: Responding to the Environment
Markets evolve constantly. New competitors enter, customer behaviours shift, and regulations change. Adaptive change is about responding quickly to external pressures.
HubSpot helps companies stay agile by:
Providing real-time analytics on customer engagement.
Allowing marketers to launch new campaigns across multiple channels instantly.
Enabling sales teams to pivot strategies based on lead behavior.
Imagine a competitor undercutting your pricing model. With HubSpot, you can immediately adjust your messaging, roll out targeted campaigns, and equip your sales team with new value propositions. Adaptive change becomes less about survival and more about seizing opportunities.
3. Incremental Change: Continuous Improvement
Sometimes change doesn’t come as a disruption — it comes as gradual improvement. Incremental change means optimising what already works, making small adjustments that add up to big results.
HubSpot makes incremental change systematic:
A/B testing emails and landing pages.
Tracking deal velocity to refine sales tactics.
Using customer feedback surveys to improve service touchpoints.
These small improvements compound over time. Instead of waiting for a crisis, companies using HubSpot build a culture of continuous learning and adaptation.
Designing Change: A Practical HubSpot Workflow Example
4. Transformational Change: Redefining the Business
This is the boldest type of change — not just fixing or adapting, but reimagining the entire way an organisation operates. Transformational change is about designing a new future, not just improving the present.
With HubSpot, transformation becomes possible because the platform unifies sales, marketing, service, and operations in one system. Businesses can:
Shift from product-centric to customer-centric models.
Redesign entire customer journeys with automation and personalisation.
Align leadership, strategy, and execution around a single growth platform.
At AutomateNow, we help clients use HubSpot not just as a tool, but as the architecture of transformation. When done right, transformational change doesn’t just create growth — it redefines the business itself.
Bringing It All Together
Every organisation will experience each of these types of change at different times. The key is knowing which type you’re facing, and having the right system to support it.
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Corrective change repairs weaknesses.
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Adaptive change responds to external pressures.
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Incremental change drives ongoing improvement.
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Transformational change redefines the business model.
HubSpot is unique because it supports all four. It gives businesses the flexibility to fix problems today, adapt to tomorrow, continuously improve, and reimagine their future.
Designing Digital Growth
At AutomateNow, we don’t just implement HubSpot — we design growth strategies that align with the type of change your business needs. Whether you’re correcting inefficiencies, adapting to new markets, fine-tuning existing processes, or building a transformative vision, HubSpot provides the platform — and we provide the architecture.
Because in the digital age, change isn’t something to manage. It’s the way businesses grow.
This content was led by humans and crafted by AI to bring you fast, practical HubSpot tips.
