Pratik Thakker, CEO and founder of elite partner INSIDEA, made one change that shifted everything: He stopped asking "can we close this?" and started asking "should we?"

Saying no led to more complex engagements and a nearly 30% jump in revenue—but the bigger idea is what's driving the company's next chapter—context.

Data tells you what happened. Context tells you why. Pratik believes context is the real differentiator in the AI era, and that HubSpot is building directly toward it. Start with the right question. Deliver on context. The rest follows. For partners who get there first, the opportunity is enormous.