Let's Unbox HubSpot: Buying Groups with Daniel Currin
- Chris CarolanHost
- Daniel CurrinGuest
January 29, 2026
Daniel Currin, co-founder of Org Chart Hub and now at HubSpot, watches Chris open buying groups for the first time: an org chart of the people behind a deal, built by AI from job titles, from a template or by hand, with relationship notes and a heat map of who is engaged.
Key takeaways
A list of stakeholders isn't enough. Knowing who they are, what they care about and whether they're engaged is often what separates a win from a loss [11:22].
Org charts in slide decks are flexible but cut off from the CRM. Built in HubSpot, they update with the account and carry its context [06:21][06:51].
The AI build infers reporting lines from job titles, so the job title property is the one to get right [39:04][39:34].
Templates map the roles your team knows it needs, like legal, IT or the CMO, instead of trying to map everyone [45:19][45:54].
Put the people outside the company on the chart too: parent company influencers, partners and agencies [20:26].
Share the chart with your champion and ask whether you have it right [15:06].
Large accounts often land in one region and expand, so a company can carry several buying groups with shared decision makers [49:52].
Familiar visuals help data get maintained. A sales team that can see a gap in the picture can fill it in place [25:38][26:44].
The guest
Daniel Currin
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