What This Update Actually Is
Multi-Account Management is HubSpot's native solution for organizations that run more than one HubSpot portal. Think franchise networks, holding companies, regional divisions, or agencies managing their own internal stack alongside client portals.
Until August 17, 2026, setting up a MAM organization required Marketing Hub Enterprise on at least one of your connected accounts. That single requirement locked out a lot of legitimate multi-org teams who run Sales Hub Enterprise or Service Hub Enterprise as their primary hub.
Now that requirement is gone. Any Enterprise subscription on any hub qualifies as the anchor account. Connected accounts still need to be on Professional or above, but the specific hub no longer matters.
Why HubSpot Shipped This
The original MAM requirement made sense when Marketing Hub was the center of gravity for most Enterprise buyers. But HubSpot's customer base has matured. Sales-led and service-led organizations are now running multi-portal setups at scale, and they were being told to pay for a hub they don't need just to unlock a core infrastructure feature.
The internal frustration we hear from humans in these situations is real: they've built out a sophisticated Sales Hub Enterprise environment, they have three regional portals, and they can't get unified reporting without buying Marketing Hub Enterprise as a workaround. That's not a good experience.
HubSpot is also pushing harder into enterprise accounts where IT and RevOps teams need governance across multiple portals. Removing this friction is a direct response to that motion.
How to Use It Step by Step
Before you start, confirm you meet the requirements:
- At least one account on any Enterprise hub (this becomes your anchor portal).
- All other connected portals on Professional tier or above.
- All accounts hosted in the same HubSpot data center (cross-region support is on the roadmap but not available yet).
- Super Admin access on every account you want to connect.
Once you're ready, here's how to create your organization:
- Open your Enterprise portal and click the settings icon in the top navigation bar.
- In the left sidebar, find Organization Management and click Multi-Account.
- Click Create organization.
- Select the Professional or above portals you want to connect, then click Next. Each portal must share the same data center, and you must be Super Admin on all of them.
- Configure connections for each portal: enable asset copying, data mirroring, multi-account workflow actions, and cross-account reports as needed. Note: portals with sensitive data settings enabled can't share data across the organization.
- Click Next to review, then Finish configuration to complete setup.
That's it. Your organization is live. You can now manage connections, assets, and reporting across all connected portals from your anchor account.
What It Touches in Your HubSpot Strategy
MAM isn't a small quality-of-life update. When you connect multiple portals, it changes how your entire HubSpot environment operates. Here's what you should be thinking about.
Reporting and dashboards get centralized. Instead of logging into three portals and stitching together spreadsheets, you can build cross-account reports in one place. If your RevOps team has been struggling with fragmented data, this is the structural fix. Pairing this with
HubSpot's expanded 12-column dashboard grid means you now have both the data and the canvas to build reporting that actually reflects your whole organization.
Key Takeaway
Cross-account reports are only available when data mirroring is enabled during setup. If you skip that configuration step, you'll still be pulling data manually across portals. Don't rush past step five.
Asset copying saves hours on multi-portal rollouts. Templates, workflows, email layouts, playbooks, and more can move between portals without being rebuilt from scratch. If your team manages a parent brand and regional sub-brands, this is the feature that stops duplication from becoming a full-time job.
Multi-account workflow actions are the automation layer. You can trigger actions in one portal based on activity in another. This is particularly powerful for handoff sequences between a parent company and a subsidiary, or for routing deals from a regional portal to a central ops portal.
If you're also using conditional property logic with combination operators in your individual portals, you'll want to audit those configurations before enabling data mirroring. Complex property logic can behave unexpectedly when data starts flowing across accounts.
Key Takeaway
Portals with sensitive data settings enabled can't participate in data sharing, even inside a MAM organization. Audit your data sensitivity settings before connecting portals or you'll hit a wall mid-setup.
There's also a geography limit to plan around. All connected portals must sit on the same HubSpot data center. If your company has portals split across regions, for example one in North America and one in the EU, you can't connect them yet. Cross-region support is coming, but it isn't here. Build your MAM strategy around that constraint now so you're not redesigning it later.
Who Should Care Most
This update matters most to a specific set of humans. If you recognize yourself in any of these profiles, MAM just became something you should evaluate seriously.
- RevOps and HubSpot Admins at companies with multiple portals who've been managing cross-portal data manually. MAM gives you a governance layer and a reporting structure you can actually maintain.
- Sales Hub Enterprise owners at companies with regional divisions. You no longer need to add Marketing Hub Enterprise to your stack just to connect your portals.
- Service Hub Enterprise teams running separate support portals by brand or geography who need visibility across the full customer base.
- Franchise systems, holding companies, and private equity portfolio businesses managing independent HubSpot instances that need to share assets and report upward.
- Operations-led companies that standardized on Operations Hub Enterprise and couldn't access MAM before today.
If you're running a single portal with no plans to expand, this update doesn't change your day. But if you're managing two or more portals today, this is worth a dedicated planning session with your team.
George's Take
We've worked inside dozens of multi-portal environments over the years, and the single biggest pain point is always the same: the data lives in three places, the reporting lives in spreadsheets, and the humans doing the work are spending hours each week on logistics instead of strategy. MAM was already a great solution to that problem. The old Marketing Hub Enterprise requirement just meant a lot of the organizations who needed it most couldn't get to it. That barrier is gone now, and I'd encourage any multi-portal team to stop waiting and start evaluating. The setup process is cleaner than most people expect, and the downstream payoff on reporting and asset management is real.
“The organizations that flourish with MAM aren't the ones who set it up. They're the ones who planned their portal architecture before they clicked Create organization.”
If you're also thinking about centralizing data from outside HubSpot, it's worth reading about the Data Sources File Ingestion API for HubSpot Data Studio. MAM handles your cross-portal HubSpot data. The File Ingestion API handles everything else. Together, they're a serious reporting architecture for complex organizations.
If you're ready to figure out whether MAM is the right move for your portal setup, or if you're not sure how your current architecture would hold up, let's talk. Book a strategy call with the Sidekick team and we'll walk through your specific situation, map out your portal connections, and help you build a plan that actually makes sense for where your business is going.
Frequently Asked Questions
Does HubSpot Multi-Account Management require Marketing Hub Enterprise?
No. As of August 17, 2026, MAM works with any Enterprise hub subscription. You just need at least one Enterprise account as your anchor portal. Connected portals need to be on Professional tier or above. Marketing Hub Enterprise is no longer a requirement.
Can I connect HubSpot portals from different regions with Multi-Account Management?
Not yet. All portals in a MAM organization must be hosted on the same HubSpot data center. Cross-region support is on HubSpot's roadmap but isn't available as of this release. If your portals span regions, you'll need to wait or restructure your data center setup before connecting them.
What can you actually do with HubSpot Multi-Account Management?
MAM lets you copy assets between portals, build cross-account reports and dashboards, mirror data between connected accounts, and trigger workflow actions across portals. It gives multi-org businesses a central governance layer so they're not managing each HubSpot portal in complete isolation.
What access do I need to set up a MAM organization in HubSpot?
You need Super Admin access on every account you want to connect. If you're not a Super Admin on one of the portals, you can't add it to the organization. You'll also need to be working inside an Enterprise portal to initiate the setup process.
Can portals with sensitive data settings share information through MAM?
No. HubSpot portals with sensitive data settings enabled can't share data within a MAM organization. This is a deliberate privacy and compliance safeguard. Before setting up MAM, audit each portal's sensitive data configuration so you know which accounts can participate in data mirroring and which can't.
Which HubSpot hubs and tiers support Multi-Account Management?
MAM is available for all hubs at Professional and Enterprise tiers. Your anchor portal must be on Enterprise (any hub). Connected portals need to be on Professional or above. Free and Starter accounts can't be connected to a MAM organization.
