I have done it without the API but it only does 1 record/geocode/address. When using multiple I have had to use the GoogleMapsAPI and create a website outside of spotfire. Then I would call that site with a collaboration panel sending over the multiple GeoCodes.
One of the reasons it has to be done this way is because the Collaboration panel runs as an iFrame on the webplayer. GoogleMapsAPI doesn't run in an iFrame so you have to create your own. Of course I am still doing research on a way around having to use the API or even using google maps, but have yet to come up with a way that will run in both Professional and the Webplayer at the same time.