What This Update Actually Is
HubSpot shipped two connected features inside a single update called Buying Groups. Both live inside the Company record.
The first is the Buying Group card. It's a visual layout of the key stakeholders involved in a deal. You can see who holds each role, who's the champion, who controls the budget, and who might quietly block the deal.
The second is the Account Map card. It draws the org structure of the company itself: parent accounts, child accounts, subsidiaries. This is built directly from HubSpot's existing company associations, so no manual data entry is needed to get started.
Both features are the native HubSpot rebuild of OrgChartHub, a third-party app that HubSpot acquired in 2025. The functionality is now baked into Sales Hub and Service Hub Professional, with no extra app install required.
This update is currently in private beta. HubSpot notes that everyone in participating accounts has access.
Why HubSpot Shipped This
Here's the real problem. B2B deals above a certain size are never one-person decisions. You might have six, eight, or twelve humans involved in a purchase. Some hold budget authority. Some are technical blockers. Some are invisible until the final week, and then they kill the deal.
Most CRMs, including HubSpot before this update, stored those contacts as a flat list on the company record. No roles. No relationships. No visual sense of who reports to whom or who has influence over whom.
The internal frustration is real. Reps know the situation is complex, but they can't communicate it inside the CRM. Managers can't coach on it during pipeline reviews. Deals slip not because the product is wrong, but because someone missed a key stakeholder.
The Account Map side solves a different but related pain. Land-and-expand motions fail when reps can't see that the subsidiary they're selling into has a parent account with an existing relationship, or three sister companies that could be upsells. That context has always been in HubSpot's company associations. It just wasn't visible at a glance.
How to Use It Step by Step
- Open any Company record in HubSpot. Both cards are accessible directly from the company profile.
- Locate the Buying Group card. If it isn't visible in your default view, add it through the record's card settings. This is the same process you'd use to add any custom card to a record layout.
- Add stakeholders to the Buying Group. Assign each contact a role: champion, decision-maker, technical buyer, influencer, blocker, or a custom role your team defines. HubSpot maps them visually so you can see coverage and gaps at a glance.
- Find the Account Map card. It lives on the Related Companies card and in the middle pane of the Company record. HubSpot builds the initial map from your existing company associations, so parent-child relationships you've already set up will appear automatically.
- Review the Account Map for deal activity and whitespace. You can see open deals across related companies, which helps spot expansion opportunities without leaving the record.
- Use both views during pipeline reviews. Buying Groups give managers visibility into stakeholder coverage. Account Maps give leadership visibility into account potential. Run them together for a complete picture.
What It Touches in Your HubSpot Strategy
This update sits inside the Company record, but its ripple effects go further than one object.
Your contact-to-company association data now carries strategic weight. If your team has been sloppy about associating contacts to companies, or skipping the parent-child company relationship setup, this feature will underperform. Clean associations are the foundation.
Key Takeaway
Buying Groups are only as good as your contact association hygiene. Before you roll this out to your sales team, audit how consistently reps are associating contacts to company records. Gaps in your CRM data become gaps in the stakeholder map.
Deal pipelines get a direct upgrade here. When your team uses the Buying Group card consistently, pipeline reviews shift from asking 'do we have a contact?' to 'do we have the right contacts in the right roles?' That's a fundamentally better conversation.
This update pairs naturally with pipeline rules for contacts and companies, which let you enforce lifecycle stage logic across your CRM objects. If you're tightening your pipeline discipline, these two updates belong in the same conversation.
On the Account Map side, the parent-child company structure feeds directly into land-and-expand reporting. If you're running account-based strategies, you now have a native way to visualize account hierarchy without switching to a spreadsheet or a separate tool.
Key Takeaway
Account Maps pull from HubSpot's existing company associations. If you haven't set up parent-child company relationships in your CRM, do that first. The visual is only as complete as the relationships you've already built.
If you're building or refreshing your account-based go-to-market motion, our guide to B2B customer journeys in 2026 gives the strategic context this feature fits inside. Stakeholder mapping and account structure are both core to making that journey work.
Service Hub Professional teams benefit here too. Customer success and renewal motions involve buying groups as much as initial sales do. Mapping the stakeholders on an existing account helps CSMs protect renewals and find expansion opportunities before competitors do.
Who Should Care Most
This update matters most to companies selling into mid-market or enterprise accounts. If your average deal involves more than two or three decision-makers, Buying Groups are built for you.
- Sales managers who run pipeline reviews and need visibility into stakeholder coverage across every open deal.
- Account executives working complex, multi-threaded deals where a single contact relationship isn't enough to close.
- RevOps leaders who want to standardize how the team documents deal relationships and account structure inside HubSpot.
- Customer success managers on Service Hub Professional handling renewals or expansion inside large, multi-entity accounts.
- HubSpot admins who previously relied on OrgChartHub and need to understand how their existing data maps to the new native experience.
If you're a small team selling to single decision-makers, this update is lower priority right now. It's purpose-built for complexity.
George's Take
I've reviewed a lot of portals where the company record was basically a filing cabinet: contacts piled on top of each other with no context, no roles, no sense of who actually runs the relationship. When we'd ask a rep 'who's your champion?' during a deal review, they'd know the answer in their head but the CRM had nothing. That gap between what reps know and what the CRM captures is exactly where deals die.
“The best sales teams have always mapped their buying groups. HubSpot just made it something your whole organization can see, coach from, and act on. That's not a small thing.”
My honest take: this is one of those updates that looks simple on the surface but changes how your whole team operates if you adopt it with intention. The visual alone will surface stakeholder gaps you didn't know you had. The Account Map will show expansion opportunities that were always there but invisible. Both of those are worth the setup time.
Before you roll this out, make sure your contact-to-company associations and parent-child company relationships are clean. If you're not sure where to start, our HubSpot portal audit checklist walks you through exactly what to review.
If you want help setting up Buying Groups and Account Maps the right way inside your portal, or if you're not sure whether your current data structure will support them, let's talk. Book a strategy call with the Sidekick team and we'll map it out with you.
Frequently Asked Questions
What is HubSpot Buying Groups?
HubSpot Buying Groups is a native feature in Sales Hub and Service Hub Professional that lets your team visually map every stakeholder involved in a deal. You assign roles like champion, decision-maker, or blocker to contacts on a Company record. It's HubSpot's built-in version of OrgChartHub, which HubSpot acquired in 2025.
What is the HubSpot Account Map feature?
The Account Map is a visual diagram of parent-child company relationships inside HubSpot. It pulls from your existing company associations to show org structure, active deal activity across related companies, and expansion opportunities. It lives on the Company record's Related Companies card and middle pane.
Who can access HubSpot Buying Groups?
Buying Groups and Account Mapping are available to Sales Hub Professional and Service Hub Professional users. The feature is currently in private beta as of May 2026. HubSpot has noted that all users within participating accounts have access during the beta period.
How is HubSpot Buying Groups different from OrgChartHub?
OrgChartHub was a third-party HubSpot marketplace app that HubSpot acquired in 2025. Buying Groups is HubSpot's native rebuild of that functionality, baked directly into Sales Hub and Service Hub Professional. No separate app install is needed, and the data lives natively inside your HubSpot Company records.
Do I need clean CRM data to use HubSpot Buying Groups?
Yes. Buying Groups rely on contacts being properly associated to Company records. Account Maps rely on parent-child company relationships being set up in your CRM. If those associations are incomplete or inconsistent, the visual maps will have gaps. Auditing your association data before rollout is strongly recommended.
Can Service Hub teams use Buying Groups for renewals and expansion?
Yes. Buying Groups and Account Maps are available in Service Hub Professional, not just Sales Hub. Customer success and renewal teams can use the stakeholder map to track decision-maker relationships on existing accounts, and the Account Map to identify expansion opportunities across a parent company's subsidiaries.
