Nova, one of Iceland's leading telecommunications providers, partnered with Struto to transform the way it manages customer engagement across marketing, sales and service. As the business continued to grow, customer data, sales processes and service operations were supported by multiple specialised platforms, each serving an important role within the organisation. Nova recognised an opportunity to bring these capabilities together within a connected HubSpot ecosystem that would provide a single view of the customer while supporting the complexity of its telecoms business.
Working closely with Nova, Struto designed and delivered a multi-phase HubSpot implementation that unified customer data, integrated business-critical systems and established a scalable platform for growth across the entire customer lifecycle.
Nova is one of Iceland's leading telecommunications providers, delivering mobile, fibre, television and digital services to both consumer and business customers. Operating in a highly competitive market, the company places significant emphasis on delivering seamless digital experiences and building long-term customer relationships.
As the organisation evolved, different areas of the business adopted specialist platforms to support marketing, sales, customer service and operational processes. While each system fulfilled a specific purpose, customer information and business processes were distributed across multiple environments, making it increasingly difficult to create a connected view of the customer journey.
Recognising the opportunity to consolidate these capabilities into a single growth platform, Nova partnered with Struto to implement HubSpot across multiple business functions while preserving the sophisticated operational requirements unique to a telecommunications provider.
Nova's vision extended beyond replacing individual systems. The objective was to create a connected customer platform capable of supporting every stage of the customer lifecycle, from initial marketing engagement and sales conversations through to customer onboarding and ongoing service delivery. Achieving this required more than a standard CRM implementation.
The business needed to migrate historical sales data, integrate with its Azure SQL data warehouse, connect its custom e-commerce platform, support complex customer relationships unique to the telecommunications industry and enable compliant telephony directly within HubSpot.
One requirement proved particularly significant. Icelandic telecommunications regulations meant that HubSpot's standard calling capability could not support Nova's outbound sales requirements. Solving this challenge was essential to ensuring the platform could support the organisation's sales operation while remaining fully compliant.
The project therefore focused on designing a platform that combined HubSpot's native capabilities with carefully engineered integrations, enabling Nova to modernise its customer operations without compromising the complexity of its business.
Struto delivered a phased implementation of HubSpot that established a connected growth platform spanning marketing, sales, customer data and service operations.
The implementation began with the migration of Nova's historical sales data from Pipedrive into HubSpot, creating a central CRM supported by a tailored data model that reflected the company's unique customer relationships. Rather than simplifying Nova's business logic to fit standard CRM structures, custom objects and labelled associations were used to accurately represent payer, user and service subscription relationships while maintaining an intuitive experience for end users.
To provide a complete view of each customer, HubSpot was integrated with Nova's Azure SQL data warehouse, enriching customer records with product, subscription and loyalty information. A custom integration with Nova's e-commerce platform further connected customer purchases with HubSpot, enabling closed-loop revenue attribution and more sophisticated marketing automation.
One of the project's most technically demanding components was the development of a bespoke SIP calling integration. By connecting HubSpot's calling interface with Nova's existing telecommunications infrastructure through an in-house SIP trunk and Struto's proprietary middleware, the solution enabled compliant outbound calling while preserving a fully native HubSpot experience, including automatic call logging, recordings and transcripts.
Marketing processes were also consolidated within HubSpot, enabling more advanced audience segmentation, automated customer journeys and unified campaign reporting. Throughout the implementation, HubSpot was configured in Icelandic and tailored to the needs of different user groups to encourage adoption across both sales and marketing teams.
As the project progressed, additional opportunities to improve operational efficiency were identified. This included the development of a custom CRM extension that embedded Nova's internal signup system directly within HubSpot, allowing sales agents to complete customer orders without leaving the CRM. By removing manual re-entry and automatically generating deals and revenue data, the solution further strengthened the connection between customer engagement and operational execution.
Delivering a connected customer platform required balancing technical complexity with usability. Nova's customer data, telecommunications infrastructure and operational processes were significantly more sophisticated than a standard CRM implementation. The challenge was not simply integrating multiple systems, but designing a platform that preserved the business's existing logic while providing users with a simple and intuitive experience.
Meeting Iceland's telecommunications regulations added another layer of complexity. Rather than relying on standard calling functionality, a bespoke integration was designed to ensure outbound sales calls remained fully compliant while allowing users to work entirely within HubSpot.Throughout the project, every architectural decision was guided by the same principle: embrace business complexity without transferring that complexity to the people using the platform.
Ryan Waters, Head of Customer Success, Struto
Nova now operates on a connected HubSpot Growth Platform that brings together marketing, sales, customer data and service operations within a single ecosystem. Customer information is enriched through integrations with the company's core business systems, providing teams with a more complete view of every customer interaction. Marketing campaigns, sales activities and operational processes are now supported by connected workflows that improve visibility across the customer lifecycle while reducing reliance on disconnected systems.
By combining HubSpot's native capabilities with bespoke engineering, Nova has established a scalable platform that supports both the complexity of its telecommunications business and its long-term digital growth strategy.
The implementation transformed HubSpot into the operational centre of Nova's customer experience.
More than 300,000 customer records were unified through data warehouse synchronisation, creating a richer and more connected customer view. Historical sales data was successfully migrated into HubSpot, while integrations with Nova's telephony infrastructure, e-commerce platform and operational systems created a seamless flow of information across marketing, sales and service teams.
The platform also introduced capabilities that were previously unavailable, including compliant outbound calling, closed-loop marketing attribution, automated lead routing, and embedded sales workflows that reduced manual administration while improving data quality. Rather than replacing one system with another, the project established a connected growth platform capable of supporting Nova's evolving business for years to come.
The partnership between Nova and Struto continues to evolve as new opportunities are identified across the customer lifecycle. Current work includes the continued rollout of HubSpot Service Hub, the migration of additional customer service capabilities, and the expansion of Nova's telephony solution through enhanced IVR functionality. As the business continues to grow, the connected HubSpot platform provides a flexible foundation for further automation, operational improvements, and customer experience innovation.