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Software Services

HubSpot – Salesforce Integration


Consumers became more resource/information centric over time, forcing organisations to deliver the best sales experience or risk losing sales. Today, technology serves as the information expressway between you and your customers. It even bridges the “age-old gap” between your marketing and sales teams. You must create this expressway by integrating your HubSpot and Salesforce tools. 

The Need for HubSpot and Salesforce Integration 

HubSpot and Salesforce both offer features for managing your customers’ sales and marketing life cycle. Though, you only get the most of these platforms by integrating them. Integration allows your team to nurture and manage your leads from first contact to sale. 

Integration Expectations 

Like any other business move, you must analyse how the integration will impact your operations.  

Your Marketing team’s main initiatives? 

Your marketing teams focuses on many objectives outside demand generation. Therefore, you must understand what your marketing team actually does to properly configure your integration. While they should not cause any problems, keeping the needs of your marketing team in mind will enhance the communication between them and your sales team.  

What exactly are you trying to achieve with this integration? 

While top management counts the many benefits of integration, you must be weary of your expectations as well. You need a clear goal for achieving those benefits or the integration will fail.  

Is your data clean? 

You must also clean your data before integration if you already use these two systems. You want to remove any obsolete fields, duplicate records, expired opportunities, and overgrown picklists. 

Required resources for integration? 

Due to their architectures, HubSpot and Salesforce integration is no easy task. You must consider each platform’s requirements and plan an integration strategy before you start to map and sync the two systems together. Because of this, most experts advise going with an integration partner to help you through the process.  

Your partner can also help you work around problems such as: 

  • Mismatch of Naming Conventions 
  • Data Inequality 
  • Data Integrity, including  duplicate records 
  • Incorrect sync-list criteria 
  • Contacts not linked with opportunity records 
  • Custom fields not syncing  


Integrating your marketing and CRM platforms brings many benefits to your company. For one, it lets you streamline and align your marketing and sales efforts together. It will also allow you to improve your customer experience, leading to more sales conversions. However, you should seek the advice of experts to help you deal with the bottlenecks that may pop up in the process.  



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