How to Choose the Right HubSpot Partner

This guide gives you a framework for picking the right partner. You'll learn what tiers mean, which questions to ask, and which red flags to avoid.

As an Elite HubSpot Solutions Partner, MAN Digital has evaluated hundreds of partner engagements. This guide shares what actually matters when choosing.

Why the Right Partner Matters

CRM delivers $8.71 for every $1 spent when done right (Nucleus Research, 2014).

Bad execution kills that return.

91% of companies with 10+ employees now use CRM (Grand View Research).

The tool isn't special anymore. How you set it up is.

The stakes are high:

• Failed projects waste 3–6 months of team effort
• Poor data moves corrupt your customer records
• Missed links create manual work that compounds
• Weak training leads to low use—and the cycle repeats

The right partner speeds up value. The wrong one creates debt you'll pay for years.

Understanding HubSpot Partner Types

Not all partners do the same work. Match the type to your project.

Four main groups:

• Implementation Partners — Project-based setup and data moves. They configure HubSpot, move your data, and launch.

  • Best for: First-time setups, platform changes

• Consulting Partners — Strategy plus ongoing advice. They help define your process before touching tools.

  • Best for: RevOps changes, process redesign

• Agency Partners — Marketing, sales, or service work. They run campaigns and create content.

  • Best for: Ongoing marketing, content creation

• Technical Partners — Custom builds and API work. They make what doesn't exist.

  • Best for: Custom apps, complex links, data layer work

Most businesses need implementation first. Then decide on ongoing support. Don't hire an agency when you need someone to set things up.

What HubSpot Partner Tiers Actually Mean

HubSpot assigns four tiers: Gold, Platinum, Diamond, and Elite.

Most people think higher tier equals better quality.

That thinking is wrong.

What tiers measure:

Tiers track revenue from HubSpot sales and client retention. They don't track:

• How well they set things up
• Technical skills depth
• Client happiness scores
• Industry focus

A Gold partner who knows your industry may beat a Diamond partner who doesn't fit. Only 41–49 agencies hold Elite status—but Elite doesn't mean right for you.

Key point: Use tier as a filter, not a final choice. Higher tier shows business success, not setup excellence.

Beyond Tiers: What Credentials Actually Signal

Credentials signal skills that basic certifications don't.

Anyone can earn certifications through online courses. Credentials require:

• Platinum tier or above
• 3–5 dedicated full-time staff
• ~35 hours of pre-work certifications
• Tough case study reviews
• Renewal every 6 months

Seven specialized credentials:

If your project needs data moves, confirm Data Migration credential. Need custom links? Check Custom Integration credential.

Credentials are hard to get and hard to keep. They show real investment in specific skills.

Check credentials first.

Key Criteria for Picking Partners

47% of sales leaders don't think their CRM will meet goals (EmailVendorSelection).

Your partner choice affects that outcome.

Skills check:

Look past badge counts. Ask pointed questions:

• "Walk me through your data move method"
• "What links have you built with [your tool]?"
• "Show me a complex workflow you've made"
• "How do you handle scope changes mid-project?"

The answers show if they've solved problems like yours. Good partners answer with specifics, not generics.

Business fit check:

• Company size match — Enterprise setups differ from SMB work
• Use case fit — Migration skills vs. new-build skills
• Industry background — Less critical than assumed, but matters for regulated fields

Partnership quality signals:

• Clear method they can explain
• Defined discovery before scoping
• Post-launch support in the proposal
• Training as a standard piece

Red Flags to Watch For

Certain behaviors predict setup problems.

Warning signs during review:

Trust your gut. If talking feels hard before they have your money, it won't get easier after.

A telling signal: Good partners ask as many questions as they answer. If they're ready to scope without knowing your current state, that's a red flag.

Discovery Call Questions That Matter

Use these questions to separate strong partners from weak ones.

Project approach:

• How do you typically structure setups?
• What's your discovery process before scoping?
• How do you handle scope changes?

Technical check:

• What's your data move method?
• How do you approach links with [specific tool]?
• Walk me through a complex workflow you've built

Team and support:

• Who exactly will work on our project?
• What's the handoff process between phases?
• What does post-launch support look like?

References and openness:

• Can we speak with a client our size?
• What's a project that went wrong—what happened?
• How do you measure setup success?

The last question matters most.

Partners who discuss failures honestly show maturity. This separates average partners from great ones.

Comparing Proposals

When proposals arrive, compare apples to apples.

What a strong proposal includes:

• Clear scope with defined outputs
• Real timeline with milestones
• Price breakdown (not just total)
• Listed assumptions and exclusions
• Training and enablement plan
• Change handling approach
• Post-launch support terms

Comparison grid:

Price should be a factor, not the factor. The cheapest proposal often costs more in rework and delays.

Conclusion

Your path to choosing the right HubSpot implementation partner:

Start with clarity:

• Define your project type (setup, migration, tuning)
• Match to the right partner group
• Use tiers as filters, not final decisions

Check with care:

• Look at credentials for your specific needs
• Ask discovery questions that show true skills
• Watch for red flags that predict problems

Compare fairly:

• Score proposals on the same criteria
• Check references with clients your size
• Trust communication quality as a key signal

The goal isn't finding the highest-tier partner. It's finding a right-fit partner who knows your business, has solved similar problems, and communicates clearly.

Not sure if you need a partner? 

Assess your in-house skills first.

If you're evaluating European Revenue Operations agencies, apply these same criteria.

Once you've decided to work with one, this framework helps you choose well. For more on agency versus in-house comparison, see our detailed guide.