Nova is one of Iceland's leading telecommunications providers, delivering mobile, fibre, television and digital services to both consumer and business customers. As the business continued to grow, customer engagement spanned multiple specialist systems supporting marketing, sales and customer operations. Nova partnered with Struto to create a connected HubSpot platform that unified these functions, providing a shared view of the customer while supporting the complexity of its telecommunications business.
Nova's objective was not simply to replace existing systems, but to create a connected customer platform capable of supporting the entire customer lifecycle, from initial marketing engagement and sales conversations through to customer onboarding and ongoing service delivery.
As the organisation evolved, customer information and operational processes were distributed across several specialised business systems. While each platform served an important purpose, this made it increasingly difficult to create a consistent customer view across teams and maintain connected customer experiences throughout the lifecycle.
The project also presented several technical challenges. Historical sales data needed to be migrated from Pipedrive into HubSpot, customer records had to be synchronised with Nova's Azure SQL data warehouse, and HubSpot needed to support the complex customer relationships typical of the telecommunications industry.
One of the most significant challenges involved outbound calling. Icelandic telecommunications regulations meant HubSpot's native calling functionality could not meet Nova's compliance requirements, making a bespoke solution essential.
Rather than replacing specialist business systems, Struto's strategy was to position HubSpot as Nova's connected customer platform.
The implementation was designed around the principle that Marketing Hub, Sales Hub and Service Hub should operate as a unified ecosystem, supported by shared customer data and integrated business processes. This allowed specialist operational systems to continue performing the functions they were designed for while giving customer-facing teams a single, trusted view of each customer throughout the lifecycle.
Working closely with Nova, Struto adopted a phased implementation approach that prioritised core platform capabilities first before creating a scalable foundation for future optimisation and expansion. Every architectural decision was guided by a single objective - to preserve the complexity of the business while making the platform intuitive for the people using it every day.
Struto delivered a phased multi-hub HubSpot implementation that connected customer data, marketing, sales and operational processes within a single platform.
Historical sales data was successfully migrated from Pipedrive into HubSpot, establishing a central CRM supported by a tailored data model that accurately reflected Nova's unique customer relationships. Custom objects and labelled associations enabled the platform to represent payer, user and service subscription relationships while maintaining an intuitive experience for end users.
HubSpot was integrated with Nova's Azure SQL data warehouse, enriching customer records with product, subscription and loyalty information and creating a more complete view of each customer across multiple hubs.
To support Nova's sales operation, Struto designed and implemented a bespoke SIP calling integration that connected HubSpot with Nova's existing telecommunications infrastructure. This enabled compliant outbound calling while preserving a native HubSpot experience, including automatic call logging, recordings and transcripts.
Marketing Hub was configured alongside Sales Hub to support audience segmentation, marketing automation and campaign reporting, while HubSpot was localised in Icelandic and tailored to the needs of different user groups to encourage adoption across the organisation.
The implementation established HubSpot as Nova's connected customer platform, bringing together Marketing Hub, Sales Hub and customer data into a shared operational environment.
More than 300,000 customer records were unified through synchronisation with Nova's Azure SQL data warehouse, providing teams with a richer and more consistent customer view across marketing and sales activities.
By integrating core business systems with HubSpot, customer-facing teams now benefit from connected workflows, improved visibility across the customer lifecycle and a platform capable of supporting future operational growth without requiring users to navigate disconnected customer information.
The project also solved one of Nova's most complex technical requirements by enabling compliant outbound calling directly within HubSpot while meeting Iceland's telecommunications regulations, allowing sales teams to continue working within a single platform.
As Ryan Waters, Head of Customer Success at Struto, explains:
Ryan Waters, Head of Customer Success, Struto
The partnership continues as Nova expands its use of HubSpot through the ongoing rollout of Service Hub and additional customer service capabilities.
By connecting Marketing Hub and Sales Hub through a unified customer data model and synchronised business systems, Nova now has a trusted data foundation capable of supporting AI-powered automation, reporting and customer insights as HubSpot's AI capabilities continue to evolve.
Rather than preparing individual hubs for AI independently, the implementation created a connected platform where future AI features can operate across the customer lifecycle using consistent customer data, shared business context and integrated operational processes.