The future of growth belongs to product driven companies. At HubSpot, they realized this a few years ago, which is why they disrupted their own business model before anyone else could. At the time, HubSpot was still growing 30%-40% per year on the shoulders of their original marketing and sales driven inbound marketing model. Despite the success, they consciously chose to upend what had been working by launching their first freemium products in 2014. In this post, Kieran Flanagan, VP of Growth at HubSpot, goes in depth on how they experimented their way into freemium growth, instilled a growth culture, and evolved the org structure to help HubSpot grow into a product-first company.