As a Learning & Development leader, one of the most important decisions you can make is what software to use to support your programs. The right tools can help you create compelling content, engage learners, and measure impact. The wrong ones can lead to frustration, wasted budget, and lackluster results.
At HubSpot, we take a strategic approach to purchasing L&D software, from initial research through implementation and beyond. As part of our Made @ HubSpot series, I‘m sharing an inside look at our process, along with tips you can apply within your own organization.
Defining Requirements: It All Starts with Why
Before diving into vendor research, we always begin by clearly defining our requirements. This means going beyond surface-level feature wishlists and digging into the why behind the purchase.
We ask questions like:
- What specific challenges are we trying to solve?
- How will this tool support our key learning objectives?
- What does success look like, and how will we measure it?
For example, when we recently sought out a new learning management system (LMS), some of our core requirements included:
- Ability to create custom learning paths to support different roles and skills
- Robust reporting to track completions, learner engagement, and business impact
- Seamless integration with our existing content creation and HR tools
- Mobile-friendly interface to support learning on-the-go
By focusing on the end goals first, we were able to narrow the field and identify vendors that were the best match, rather than getting distracted by flashy features that weren‘t true necessities.
Securing Stakeholder Buy-In: Alignment is Key
Purchasing L&D software impacts a wide range of stakeholders, from the learners themselves to IT, finance, and executive leadership. Engaging these groups early and often is critical for making a selection that will be successfully adopted.
Some of the key stakeholders we collaborate with include:
- L&D team members who will use the tool day-to-day
- Subject matter experts and content creators
- HR business partners and people analytics teams
- IT and security teams to assess technical fit
- Legal teams to review terms and conditions
- Finance partners to validate budget and ROI
One lesson we‘ve learned is the importance of facilitating two-way communication throughout the process. Rather than simply presenting our requirements, we host interactive feedback sessions, product demos, and workshops to gather input and build alignment.
As L&D expert Devlin Nelligan advises, "Implementing learning technology is as much a change management exercise as it is a technical one. Partnering with stakeholders to understand their needs and concerns upfront will pay dividends when it comes time to launch."
Evaluating Vendors: Look Beyond the Demo
Once we have alignment on requirements, the real fun begins. Evaluating vendors is a multi-faceted process that goes well beyond an initial capabilities presentation. Some of our key evaluation activities include:
- Issuing a formal RFP to compare capabilities and pricing
- Attending in-depth demos customized to our specific use cases
- Requesting sandbox environments to test-drive the tool firsthand
- Checking customer references and analyzing user reviews
- Assessing the vendor‘s roadmap, release cadence, and support model
- Conducting a robust security and compliance review
To assess vendors consistently, we use a standardized scoring rubric that encompasses factors like usability, functionality, integration capabilities, and cost. This allows us to objectively compare options and avoid being swayed by a single flashy feature or sleek interface.
As Nelligan notes, "A common pitfall is overemphasizing product capabilities and underemphasizing implementation and user adoption factors. The reality is, a tool is only as valuable as your ability to actually get people using it effectively."
Making the Decision: A Data-Driven Approach
Armed with all this information, it‘s time to make a decision. At HubSpot, this is a rigorous, data-driven process, not a gut-based judgement call. Some of the key inputs we consider include:
- RFP scores and weighted criteria rankings
- Results of user testing and feedback sessions
- Total cost of ownership models over a multi-year horizon
- Projected adoption rates and time-to-value
- Alignment with our technology ecosystem and roadmap
Whenever possible, we quantify the decision criteria, even seemingly subjective factors like user experience and vendor culture fit. This helps us make an apples-to-apples comparison and justify the decision to leadership.
Establishing a clear decision-making framework upfront is key. As Caroline Roche, Director of L&D at Drift explains, "The goal is to remove as much bias and emotion as possible from the process. When you have clear, data-driven criteria, it‘s much easier to get stakeholder buy-in and avoid second-guessing down the line."
Implementing for Impact: It‘s All About Adoption
Of course, purchasing L&D software is just the first step – the real value comes from successful implementation and adoption. At HubSpot, we have a comprehensive playbook for rolling out new tools, including:
- Identifying champions and power users to evangelize the tool
- Developing tailored onboarding and training materials
- Hosting launch events and office hours to drive excitement
- Monitoring key adoption and engagement metrics weekly
- Collecting learner feedback and rapidly implementing optimizations
One tactic that‘s been particularly effective is a phased rollout approach. Rather than launching to the entire organization at once, we start with a small pilot group, gather feedback, and iterate before expanding. This allows us to test and refine our approach and build momentum organically.
As Roche advises, "Focus on getting a few key use cases right first, rather than trying to boil the ocean. Once you demonstrate value and build credibility, it becomes much easier to scale adoption across the organization."
Key Questions to Ask Vendors
To help guide your own evaluation process, here are some of the most important questions we recommend asking vendors:
- How does your product support [your specific use case or learning objective]?
- What does the implementation process look like, and what support do you provide?
- How do you handle data security and privacy?
- What integrations do you offer with [your existing tools]?
- Can you share customer references or case studies in our industry?
- What is your product roadmap and release cadence?
- How do you incorporate customer feedback into your development process?
- What KPIs do your most successful customers track and what results do they see?
- How do you handle change management and user adoption?
- What are the most common challenges your customers face and how do you help overcome them?
Comparison of Top L&D Software Options
To give you a head start on your search, here‘s a comparison of some of the most popular L&D software categories and vendors:
| Category | Key Capabilities | Leading Vendors |
|---|---|---|
| Learning Management Systems (LMS) | Course creation, learning paths, assessments, reporting | Cornerstone, SumTotal, Docebo, SAP Litmos |
| Learning Experience Platforms (LXP) | Personalized content discovery, social learning, skills tracking | Degreed, Edcast, Fuse, Percipio |
| eLearning Authoring Tools | Multimedia content creation, responsive design, assessments | Articulate 360, Adobe Captivate, iSpring, Elucidat |
| Coaching & Mentoring Platforms | 1:1 and group coaching, goal tracking, resource sharing | Torch, Chronus, MentorcliQ, Together |
| Extended Enterprise Training | Customer and partner training, ecommerce, branded portals | Thought Industries, Skilljar, Northpass, Docebo Extended Enterprise |
Of course, the right fit for your organization will depend on your unique needs and context. Use this as a starting point for your research, not a definitive shortlist.
Key Takeaways & Next Steps
We covered a lot of ground in this post, but here are the key points to remember:
- Start with why: Define clear requirements tied to business goals
- Engage stakeholders early and often to build alignment
- Evaluate vendors rigorously, looking beyond the demo
- Use data to drive decisions and remove bias
- Focus on adoption and impact, not just features and functionality
Of course, this is just the tip of the iceberg. Purchasing and implementing L&D software is a complex and ever-evolving process. The most important thing is to approach it strategically, focus on the end user, and continuously optimize based on feedback and results.
If you‘re looking for more guidance, I recommend these resources:
- The eLearning Buyer‘s Guide
- The Learning Technology Manager‘s Handbook
- Choosing Learning Technologies Starter Pack
And if you‘re curious to learn more about how we approach L&D at HubSpot, check out our blog and HubSpot Academy for the latest insights.
Wishing you the best of luck on your software buying journey!
