Exploring MCP Implementation Strategies in a CRM Company

HubSpot Pioneers New AI Agent Interaction Standard with Model Context Protocol

September 16, 2025

A recent discussion revealed HubSpot’s successful implementation of the Model Context Protocol (MCP) within its customer Relationship Management (CRM) system, signaling a major step toward standardized AI agent interactions.

The Rise of Agentic AI and the Need for Standardization

The evolution of Artificial Intelligence is steadily advancing towards “agentic” capabilities-where AI systems proactively perform tasks and interact with external systems. this paradigm shift necessitates a common language for these agents to operate seamlessly. The Model Context Protocol has emerged as a leading candidate to fulfill this role.

karen Ng, Executive Vice President of Product at HubSpot, detailed the process of integrating MCP into thier CRM infrastructure during a recent interview. She highlighted both the promise and the practical hurdles of adopting this new standard.

HubSpot’s Implementation Journey

According to Ms. Ng, implementing MCP wasn’t simply a technical upgrade, but a systemic change that affected multiple layers of HubSpot’s ecosystem. The company had to carefully consider compatibility with existing tools, data security, and scalability.

“building the server to support MCP was a considerable undertaking,” Ng explained. “We needed to ensure it wouldn’t disrupt existing workflows and that it could handle the growing complexity of agentic interactions.”

The integration process required close collaboration between different engineering teams and a commitment to open-source principles. This aligned with MCP’s origins,stemming from research at Anthropic,a leading AI safety and research company.

Impact on Workflows at HubSpot

The introduction of agentic AI, powered by MCP, has already begun to reshape various aspects of work at HubSpot. Tasks that previously required significant human intervention are now being automated,freeing up employees to focus on more strategic initiatives.

However, Ms. Ng also emphasized the importance of responsible AI deployment. The company is actively working to ensure that AI agents are used ethically and transparently, with appropriate safeguards in place to prevent unintended consequences.

Did You Know? According to a recent report by Gartner, the AI software market is projected to reach $97.9 billion in 2025, representing a 21.3% increase from 2024.

Key Facts: MCP vs. Conventional AI interaction

Feature	Traditional AI	MCP-Enabled AI
Interaction Style	Reactive (responds to specific prompts)	Proactive (initiates tasks and interactions)
System Integration	Often siloed	Seamlessly connected via standardized protocol
Context Awareness	Limited	Enhanced through shared context and memory
Scalability	Can be challenging	Designed for scalability

The Future of AI Agents and Protocol Standardization

The adoption of MCP by companies like HubSpot marks a pivotal moment in the growth of AI agents. As the technology matures, standardized protocols will be critical for fostering interoperability, ensuring security, and accelerating innovation.

The benefits of a common standard extend beyond individual companies. They encompass the broader AI ecosystem, enabling developers to build more powerful and versatile tools, and empowering users to leverage the full potential of artificial intelligence.

Pro Tip: Stay informed about emerging AI standards like MCP to proactively prepare your institution for the future of work.

Frequently Asked Questions about the Model Context Protocol

• what is the Model Context Protocol (MCP)?

  MCP is an open-source protocol designed to facilitate seamless dialogue between AI agents and external systems.

• Why is a standardized protocol like MCP crucial for AI?

  A standard protocol enables interoperability, security, and scalability in the rapidly evolving field of agentic AI.

• How is HubSpot using the Model Context Protocol?

  hubspot has successfully integrated MCP into its CRM platform, enhancing its AI agent capabilities and streamlining workflows.

• What are the potential benefits of adopting MCP for businesses?

  Businesses can experiance increased efficiency, automation, and innovation by leveraging MCP-enabled AI agents.

• Where can I learn more about the Model Context Protocol?

  Detailed documentation and resources about MCP are available at Model Context Protocol documentation.

What are your thoughts on the increasing role of agentic AI in the workplace? How do you see standards like MCP shaping the future of technology? Share your comments below!

What specific skills from an MCP/MCSD certification are most directly applicable to customizing Dynamics 365 entities and forms?

Understanding the MCP Landscape for CRM

Microsoft certified Professionals (MCPs) – and historically, the MCSD (Microsoft certified Solutions Developer) – represent a valuable skillset within a Customer Relationship Management (CRM) company. While microsoft has transitioned its certification programme, the foundational knowledge signified by these credentials remains highly relevant, particularly when dealing with Microsoft Dynamics 365 and related technologies. Implementing a strategy to leverage existing MCP/MCSD expertise, and encourage further certifications, is crucial for maintaining a competitive edge. This article explores practical strategies for CRM companies.

Identifying Existing MCP/MCSD Talent

The first step is a comprehensive audit. Many employees may have obtained these certifications years ago and haven’t actively updated their profiles.

* Internal Database Search: Utilize HR systems and internal skill databases to identify employees holding MCP or MCSD certifications.

* LinkedIn Verification: Encourage employees to update their linkedin profiles to reflect their certifications. This allows for broader visibility and easier identification.

* Certification verification: As indicated by Microsoft support forums (https://trainingsupport.microsoft.com/ko-kr/mcp/forum/all/ms-mcp-mcsd-%ec%9e%90%ea%b2%a9%ec%a6%9d/da657882-b2db-4b22-bdf4-ef912f9c27a3), verifying older certifications can be challenging, but understanding the scope of past training is still valuable.

* Skill Assessments: Implement skill assessments focused on core CRM technologies (Dynamics 365, Power Platform) to gauge current proficiency levels, even if formal certification is outdated.

Strategic Roles for MCP/MCSD Professionals in a CRM Surroundings

MCP/MCSD-certified individuals are well-suited for several key roles within a CRM company. Their understanding of Microsoft technologies provides a strong foundation.

* Dynamics 365 Developers: Customizing and extending Dynamics 365 requires strong advancement skills – a core competency for MCSD holders.

* Power Platform Specialists: Developing Power Apps, Power Automate flows, and Power BI dashboards leverages the problem-solving skills honed through MCP/MCSD training.

* CRM System Administrators: Managing and maintaining Dynamics 365 environments benefits from a solid understanding of Microsoft infrastructure.

* Technical Consultants: Advising clients on CRM implementation and customization requires a blend of technical expertise and buisness acumen.

* Data Migration Specialists: Migrating data to and from Dynamics 365 demands a strong understanding of data structures and integration techniques.

Fostering Continuous Learning & Modern Certification paths

The technology landscape evolves rapidly. Encouraging continuous learning is vital.

* Microsoft learn: Promote Microsoft Learn as a primary resource for upskilling. It offers free online courses and learning paths aligned with current Microsoft technologies.

* Role-Based Certifications: Focus on Microsoft’s current role-based certifications (e.g., Dynamics 365 Sales Functional Consultant, Power Platform Developer).These certifications demonstrate expertise in specific areas.

* training Budget Allocation: Allocate a dedicated training budget for employees to pursue relevant certifications and professional development opportunities.

* internal Knowledge Sharing: Encourage MCP/MCSD professionals to mentor junior team members and share their knowledge through internal