Mondi’s HubSpot Integration for Three SAP C4C Systems

Mondi's HubSpot Integration: Marketing Autonomy Across Three SAP C4C Ecosystems

Industry: Manufacturing
Company Size: Enterprise (10,000+ employees)
Services: HubSpot Marketing Hub Implementation, SAP C4C V2 Integration, Multi-Business Unit Rollout

Summary

Mondi overcame platform inflexibility and developer dependencies, gaining marketing autonomy across three global business units. Now equipped with self-service campaign tools, pioneering SAP C4C V2 integration, and cross-ecosystem visibility, Mondi launches campaigns in hours instead of days while maintaining complete alignment between marketing and sales.

Eliminate Developer Dependencies for Campaign Launch

Connect HubSpot with SAP C4C Across Multiple Business Units

Reduce Campaign Setup from Days to Hours

The challenge

When Platform Rigidity Limits Marketing Velocity

Mondi Group operates as a global leader in sustainable packaging and paper, with vertically integrated operations spanning more than 30 countries. Their scale demands marketing agility. SAP Marketing Cloud delivered the opposite.

Every Campaign Waiting on Developer Availability

Marketing teams needed developers for every campaign change. Simple updates took days instead of minutes. Campaign velocity suffered.

Marketing Tools Lacking Operational Flexibility

Mondi's SAP Marketing Cloud connected with SAP C4C, keeping teams aligned. But the platform's inflexibility held marketing back from operating independently.

Platform Migration Deadline Forcing a Decision

SAP discontinued Marketing Cloud by 2026. Mondi compared SAP Emarsys and HubSpot. HubSpot won on usability if it could integrate with SAP C4C.

Beyond Platform Replacement

Mondi needed more than a migration. They required a complete transformation that would:

Give marketing teams full platform control without developer support for daily operations
Integrate HubSpot with SAP C4C across three distinct business units, each with its own instance
Maintain sales and marketing alignment while crossing ecosystem boundaries (SAP to HubSpot)
Prove marketing ROI by tracking campaigns through to closed revenue in SAP C4C

1. Understanding Mondi's Complex Architecture

Each of Mondi's three business units (Uncoated Fine Paper, Corrugated Solutions, ContainerBoard) operated its own SAP C4C instance with unique processes and requirements.

We started by mapping data flows between marketing and sales in each unit, identifying where current processes created friction, and building implementation roadmaps that respected operational realities.

These discovery sessions revealed that ContainerBoard would require the V2 integration, something no one had successfully built before.

2. Marketing Platform Configuration for Autonomy

We configured HubSpot Marketing Hub to replace every capability marketing teams had in SAP Marketing Cloud, then added features they never experienced before.

The setup prioritized self-service, giving marketers control over campaign creation, segmentation, automation, and reporting without touching code. We migrated existing data from SAP Marketing Cloud, ensuring business continuity while the team learned their new environment.

3. Building the First SAP C4C V2 Integration

The SAP C4C V2 architecture required solving problems no one had addressed. V2's microservices model meant accounts, contacts, and opportunities each needed separate integration pathways with distinct APIs.

We researched SAP's new structure, tested connection patterns, and built custom field mapping to translate data between V2's architecture and HubSpot. Seven weeks after starting, accounts and contacts synchronized in real time.

Phase Two added leads, opportunities, and line items, completing the full revenue cycle.

4. Rolling Out Across Three Business Units

We dedicated four to five months per business unit, adapting our proven approach to each unit's specific needs. Marketing teams received hands-on training at every skill level.

We created custom documentation for ongoing reference and established support systems to ensure success beyond our engagement.

Each unit went live with marketing teams fully empowered to run their operations independently.

Pioneering SAP C4C V2 Integration

The implementation required building something that didn't exist.

SAP's C4C V2 represents a fundamental architecture shift from V1. Where V1 used one comprehensive system, V2 splits functionality into independent microservices. Each business object needs its own integration pathway with separate APIs and data structures.

We spent weeks researching V2's architecture, understanding how SAP restructured their platform, and determining how to connect it with HubSpot.

The data structures don't match between systems. Even basic information like addresses gets stored completely differently in V2 compared to V1.

We mapped every field, tested every connection, and figured out how to handle errors when data doesn't synchronize properly.

Seven weeks after starting Phase One, accounts and contacts were flowing between systems.

That foundation enabled Phase Two, adding leads, opportunities, and line items to complete the integration. Mondi's unit became one of the first worldwide to connect SAP C4C V2 with HubSpot.

The patterns we established now work for every C4C V1 customer facing their inevitable V2 migration.

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Main Results

Mondi's marketing operations changed fundamentally. Three business units now operate HubSpot integrated with their SAP C4C instances. Marketing teams control their campaigns without developer dependencies. Sales and marketing collaborate across ecosystem boundaries. The numbers tell part of the story. The shift in how teams work tells the rest.

We partnered with Elixir for the implementation and integration of HubSpot Marketing Automation with our existing CRM solution, and we are very pleased with the outcome. The project was executed smoothly, and their expertise ensured a seamless integration and onboarding into the HubSpot Marketing Hub. Throughout the process, the team was professional, responsive, and solution-oriented. We look forward to expanding our collaboration with Elixir in the future.

Lengauer, J. Mondi Group

The Impact

What Success Looks LikeThe Impact

Campaign Velocity Transformed

Before: Campaign setup required days of waiting. Marketing teams submitted requests, developers scheduled the work, configurations happened when resources were available. Urgent campaigns waited their turn.

After: Marketing teams configure and launch campaigns in hours. No developer requests, no scheduling delays, no technical bottlenecks. The time from concept to execution dropped from days to hours.

Marketing ROI Visibility Enhanced

Before: Marketing tracked activities in SAP Marketing Cloud connected to SAP C4C. But the rigid platform structure made it difficult to prove which specific marketing efforts influenced revenue or optimize campaigns quickly.

After: HubSpot's integration with SAP C4C maintains the connection while adding flexibility. Marketing teams track campaign performance directly to deals won in SAP C4C with tools they control, proving ROI and optimizing investments based on what drives revenue.

Developer Resources Freed for Strategic Work

Before: Developers spent significant time on routine marketing platform configurations. Every campaign, every segmentation update, every workflow change consumed technical resources that could have worked on strategic initiatives.

After: Marketing operates the platform independently. Developers focus on building capabilities that matter, not maintaining daily operations. Technical resources shifted from tactical execution to strategic innovation.

Marketing Flexibility Within Existing Alignment

Sales and marketing were already aligned through SAP integration, but the platform's rigidity created operational friction. Marketing couldn't configure campaigns without developers, limiting their ability to respond quickly to sales needs.

After the integration, both teams maintain their alignment while marketing gains the flexibility to operate independently. Marketing responds to sales feedback in hours instead of days, all while maintaining the SAP C4C connection that keeps everyone working from the same data.

Take the next step

Facing a SAP C4C V2 migration or need to bridge marketing and sales ecosystems?

Book a consultation to discuss how we connect HubSpot with SAP's latest architecture for marketing velocity and complete revenue visibility.

SUCCESS STORIES