MAN Digital Earns HubSpot Custom Integration Accreditation

MAN Digital earned HubSpot Custom Integration Accreditation on December 2, 2025.

We now design, build, and deploy complex multi-object integrations—joining a select group of partners HubSpot validates for this work. We also hold the Onboarding Accreditation badge.

Table of Contents

  1. What Is HubSpot Custom Integration Accreditation?
  2. Why Custom Integration Matters for B2B RevOps
  3. Custom Integration in Practice: The Otovo Example
  4. Technical Approach: Multi-Object Design and Two-Way Sync
  5. Business Outcomes
  6. Our Method: Process-First Approach
  7. What Makes Integration Work 'Accreditation-Worthy'
  8. MAN Digital's Dual Accreditation: Build + Adopt
  9. Who Should Consider Custom Integration?
  10. Conclusion

What Is HubSpot Custom Integration Accreditation?

HubSpot Custom Integration Accreditation validates the skills to scope, develop, and deploy integrations connecting HubSpot with external systems.

This credential requires rigorous proof of capability.

Application requirements:

  • Platinum, Diamond, or Elite partner tier status
  • Team of 3–5 full-time staff for integration work
  • 35 hours of required courses
  • Client references proving past work

The proof that matters:

Partners must demonstrate an active multi-object, two-way sync. Submissions include design documentation, deployment plans, error handling procedures, and data flow diagrams.

HubSpot reviews applications on a rolling basis. Decisions arrive within 30 days.

The badge proves skills in data mapping, CRM architecture, and needs-based planning. Not every HubSpot partner earns this credential.

Why Custom Integration Matters for B2B RevOps

Revenue operations leaders face a core problem: split systems create split teams.

Gartner reports 75% of top-growth companies will use a RevOps model by 2025. Yet implementation struggles because data sits in silos.

Common challenges:

  • Sales switches between CRM and ERP to complete one deal
  • Finance runs manual weekly reconciliation reports
  • Customer success lacks live order status
  • Marketing can't access purchase history for targeting

Custom integration solves these problems through bidirectional data flow. Changes in HubSpot reflect in your ERP. Updates in your ERP appear in HubSpot.

Companies with advanced-maturity RevOps functions are twice as likely to exceed revenue goals and 2.3 times as likely to exceed profit goals.

Basic connectors handle simple syncs. Multi-object sync—deals with line items mapped to orders—requires custom work.

Custom Integration in Practice: The Otovo Example

We build these integrations regularly for clients across industries.

Here's one example that illustrates our approach.

Client context:

Otovo connects homeowners with solar and renewable energy installers across 10 European markets. They process up to 25,000 inbound leads monthly through HubSpot ( Marketing, Sales, and Data Hub Enterprise).

The business problem:

Pre-sales teams couldn't keep pace with lead volume. Agents worked Monday–Friday, 9–18. New leads sat waiting. By the 8th+ contact attempt, conversion rates dropped while pre-sales effort remained high.

The solution:

Integrate Telli, an AI voicebot, with HubSpot to automate lead qualification. Since Telli has no native HubSpot connector, we built a custom bidirectional integration using HubSpot Operations Hub custom-coded actions and webhook triggers.

Scope of work:

  • Multi-object sync: contacts, deals, call activities, meeting schedules
  • Two-way data flow between HubSpot and Telli APIs
  • Automated call scheduling triggered by deal stage progression
  • Call outcome logging following standard pre-sales playbooks
  • Meeting scheduling
  • Error handling with automated alerts and retry procedures

Integration flow:

  1. HubSpot workflow triggers when a deal reaches call attempt #8
  2. Lead details sent to Telli (contact creation)
  3. Call sequence scheduled via Telli API
  4. Telli conducts AI-powered qualification calls
  5. Webhook returns call outcomes to HubSpot
  6. Activity logged and deal properties updated automatically

Results:

The pilot achieved 4–5% booking success rate—identical to human pre-sales performance. Otovo has since expanded Telli to earlier call attempts and additional markets.

Otovo Integration Architecture

Bidirectional HubSpot ↔ telli AI Voicebot Flow

Outbound: HubSpot → telli

  1. Trigger
  2. Send Contact
  3. AI Calls

Inbound: telli → HubSpot

  1. Send Results
  2. Create Note
  3. Auto-Fill

Technical Approach: Multi-Object Design and Two-Way Sync

Multi-object integration differs from single-object sync.

Syncing contacts is straightforward. Syncing deals with call activities, triggering external AI systems, and logging outcomes back to HubSpot—while maintaining data integrity—requires careful architecture.

Workflow-based architecture:

The Otovo integration leverages HubSpot Data Hub Enterprise extensively. Custom-coded actions operate on both HubSpot and Telli APIs, with webhook triggers managing the bidirectional flow.

This approach embeds the AI integration directly into existing business processes without introducing external middleware or duplicating orchestration layers.

Key design decisions:

  • Field mapping
  • Process embedding
  • Direct data handling
  • Error handling

Business Outcomes

Technical work delivers measurable results.

Otovo project outcomes:

  • AI voicebot matches human pre-sales performance
  • Pre-sales agents freed to focus on high-priority fresh leads
  • Contact attempts continue outside business hours
  • Call activities logged automatically following standard playbooks
  • Solution scales across markets without additional headcount

Daily workflow changes:

Before: Pre-sales agents manually called leads through 12+ attempts.
After: Telli handles qualification calls automatically. Agents focus on warm leads with higher conversion potential.

Our Method: Process-First Approach

We start with business processes, not technology.

Process-First Methodology

  1. Discovery & Assessment
  2. Scope & Design
  3. Build
  4. Test & Validate
  5. Launch & Train
  6. Operate & Optimize

What Makes Integration Work ' Accreditation-Worthy'

Not every project qualifies for accreditation review.

Comparison criteria:

Feature Basic Work Accreditation-Level Work
Object scope Single object (contacts only) Multi-object (contacts, companies, deals, line items)
Data direction One-way sync Two-way sync
Data mapping Standard field mapping Custom mapping for unique requirements
Logic complexity Simple field copy Transformation rules and business logic
Conflict handling Last-write-wins Defined resolution rules
Scale requirements Small data volumes Enterprise-scale with performance needs
Documentation Basic setup notes Complete architecture, deployment, error handling

MAN Digital's Dual Accreditation: Build + Adopt

Few partners hold both Custom Integration and Onboarding accreditations.

Dual HubSpot Accreditation

Technical build + user adoption under single ownership

Custom Integration Accreditation - Connect HubSpot with external systems.