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.
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:
The right partner speeds up value. The wrong one creates debt you'll pay for years.
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.
Consulting Partners — Strategy plus ongoing advice. They help define your process before touching tools.
Agency Partners — Marketing, sales, or service work. They run campaigns and create content.
Technical Partners — Custom builds and API work. They make what doesn't exist.
Most businesses need implementation first. Then decide on ongoing support. Don't hire an agency when you need someone to set things up.
HubSpot assigns four tiers: Gold, Platinum, Diamond, and Elite.
Most people think higher tier equals better quality.
That thinking is wrong.
What tiers measure:
| Tier | Revenue Need | Retention Need |
|---|---|---|
| Gold | $2,200 MRR minimum | None |
| Platinum | $6,500 MRR minimum | None |
| Diamond | $19,000 MRR minimum | None |
| Elite | $42,000 MRR minimum | 85% retention (invite-only) |
Tiers track revenue from HubSpot sales and client retention. They don't track:
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.
Credentials signal skills that basic certifications don't.
Anyone can earn certifications through online courses. Credentials require:
Seven specialized credentials:
| Credential | What It Shows | When You Need It |
|---|---|---|
| CRM Implementation | Large HubSpot setups | Enterprise, multi-Hub projects |
| Onboarding | Pro/Enterprise Hub setup | New HubSpot users |
| Service Implementation | Service Hub tuning | Support/CS setups |
| Custom Integration | API work, custom links | Non-marketplace tools |
| Data Migration | Old platform moves | Moving from Salesforce, Dynamics |
| Solutions Architecture | Complex data modeling | Multi-region setups |
| Content Experience | CMS Hub and content strategy | Content-heavy sites |
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.
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:
The answers show if they've solved problems like yours. Good partners answer with specifics, not generics.
Business fit check:
Partnership quality signals:
Certain behaviors predict setup problems.
Warning signs during review:
| Red Flag | What It Means |
|---|---|
| Slow replies during sales | Expect worse during setup |
| Vague scope definitions | Budget overruns likely |
| No discovery process | Cookie-cutter approach |
| Leads with badges over results | Badge collector mindset |
| Won't give references | Poor track record |
| Pressure tactics | Desperate for work |
| Missing training in proposal | Adoption issues ahead |
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.
Use these questions to separate strong partners from weak ones.
Project approach:
Technical check:
Team and support:
References and openness:
The last question matters most.
Partners who discuss failures honestly show maturity. This separates average partners from great ones.
When proposals arrive, compare apples to apples.
What a strong proposal includes:
Comparison grid:
| Criteria | Weight | How to Score |
|---|---|---|
| Technical skills | 25% | Based on call answers |
| Business fit | 20% | Size match, use case fit |
| Communication quality | 15% | Speed, clarity |
| Proposal completeness | 15% | All elements present |
| Price/value ratio | 15% | Total cost vs. outputs |
| Reference quality | 10% | Feedback from past clients |
Price should be a factor, not the factor. The cheapest proposal often costs more in rework and delays.
Your path to choosing the right HubSpot implementation partner:
Start with clarity:
Check with care:
Compare fairly:
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.