Your campaigns in HubSpot, your sales in Dynamics 365: one customer, up to date on both sides. Leads, accounts, opportunities and activities flow with no re-keying.
The problem
Marketing often works in HubSpot and sales reps in Microsoft Dynamics 365 Sales. As long as the two don't talk, each team sees only part of the customer.
A form filled in on HubSpot has to be exported, then imported into Dynamics to become a lead. In between, the delay grows and some leads are never called back.
Won opportunities, amounts and loss reasons stay in Dynamics. There is no way to tell which campaign generated revenue, or to treat existing customers differently.
The same account exists in both CRMs, with a different company name, owner or email. Sales reps no longer know which record to trust and reports contradict each other.
Definition
Microsoft Dynamics 365 Sales is Microsoft's sales CRM, often chosen by companies already using Microsoft 365. It manages accounts, contacts, leads, opportunities, quotes and orders, with business rules that are often heavily customized. HubSpot carries acquisition, marketing automation and lead qualification.
The integration keeps the two in continuous dialogue: a lead qualified in HubSpot becomes a lead in Dynamics, and sales progress comes back into HubSpot. It serves two scenarios: long-term coexistence, or temporary coexistence that prepares a migration to HubSpot without cutting your sales reps off from their history.
What flows
Here are the most common mappings between HubSpot and Dynamics 365 Sales. The exact scope depends on your HubSpot edition, your Dynamics subscription and how your Dynamics has been customized (custom entities and fields).
| In HubSpot | In Dynamics | Direction | When |
|---|---|---|---|
| Contacts | Contacts and leads | Both ways | On creation, then on every change |
| Companies | Accounts | Both ways | On every change |
| Lead status and score | Qualified lead | HubSpot → Dynamics | When the lead reaches the threshold agreed at scoping |
| Deals | Opportunities | Dynamics → HubSpot | On every stage change, amount included |
| Products | Products and price lists | Dynamics → HubSpot | When a product or a price changes |
| Activities (emails, calls, meetings, tasks) | Activities | Both ways | Continuously, for the activity types selected |
| Subscriptions and consents | Contact preferences | HubSpot → Dynamics | On every unsubscribe or consent change |
| Owners | Users and teams | Both ways | When the account is assigned |
Which system is the reference? HubSpot for leads, scoring, consents and marketing interactions; Dynamics for customer accounts, committed opportunities, products and prices. This master data rule is set in writing at scoping, field by field.
Describe how your teams use Dynamics today: we will tell you what can sync, and whether a migration to HubSpot makes sense.
How to connect
Before continuous sync, there is often a historical data load: accounts, contacts, opportunities and past activities, loaded once into HubSpot by export and import, middleware or API. After that, there are three ways to keep data flowing day to day.
A sync app exists on the HubSpot marketplace, depending on your edition. It covers standard objects, contacts, companies, deals and activities, and is configured with no development. Its limit: constrained mappings that struggle with custom entities and the rules specific to your Dynamics.
Make, Workato, Power Automate or a specialized middleware orchestrate richer scenarios: conditions, enrichment, several Dynamics environments. The right choice when your data model is stable and the standard app is no longer enough. Its limit: every scenario has to be configured, maintained and monitored.
A direct connection between the HubSpot API and the Dynamics API, built for your rules: custom entities, transformations, a pace specific to each flow. Essential when the data model has to be transformed. Its limit: it has to be designed around the call limits of both platforms and data volume, and it needs monitoring.
We recommend an option after auditing your flows, not before.
Use cases
It is created as a lead in Dynamics and assigned to the right sales rep, with its visits, forms and opened emails. The callback happens with full context.
The deal switches to “won” in HubSpot, with its amount. Marketing can finally link its campaigns to signed revenue and tailor its messages to new customers.
The owner updated in Dynamics is updated in HubSpot too. Sequences, tasks and notifications follow the right contact person, with no manual reassignment.
The sync runs during the transition: teams move to HubSpot one after the other, history included. The day Dynamics is switched off, nothing is missing.
Our method
Three phases, each covering processes, technology and people. A dedicated project manager stays with you from the first workshop to go-live, with a project committee and a steering committee.
Understand · Think
Three workshops, business, functional and technical, to map each flow between HubSpot and Dynamics with its source, direction and business rules, and to decide between coexistence and migration. We compare several approaches and recommend one. Nothing gets built before your written sign-off.
Build · Build
Field-by-field mapping, custom entities included, then configuration or development. A pilot runs on a real sample of accounts, contacts and opportunities before cutover; a delta then catches up whatever was entered in the meantime.
Steer · Run
Go-live, team training, sync error monitoring and fixes. The integration then evolves with your processes: new fields, new teams, a Dynamics update.
At delivery
Acceptance testing runs in three steps: we test and share the counts, you check a sample of records in a shared file, we fix the gaps and rerun the checks. The acceptance report is signed after that, not before.
Pitfalls to avoid
Connecting two CRMs is trickier than connecting a CRM and an ERP: both can create contacts, accounts and deals. Here are the six points we lock down before writing a single line of code.
What clients say
“They adapted perfectly to our changes and constraints and gave us every answer we needed (brand name change, development, data mapping and integrations, and an acquisition).”
“Copernic's excellence on every HubSpot topic: Sales and Marketing, as well as integrating new tools!”
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Reviews translated from French
HubSpot Elite Partner
For 10+ years, we have connected HubSpot to companies' CRMs and business management tools: Dynamics, Salesforce, Pipedrive, Zoho, as well as ERPs. 800+ clients have trusted us with their CRM, and HubSpot has awarded us its highest partner tier.
Elite Partner and 4 accreditations
CRM implementation · Onboarding · Data migration · Architecture design
Yes: a sync app exists on the HubSpot marketplace, depending on your edition. It covers standard needs, contacts, companies, deals and activities. When your Dynamics has custom entities, specific business rules or several environments, an integration platform or a custom integration takes over. We check what your HubSpot edition and Dynamics subscription allow from the first conversation.
The most common flows: contacts and leads, companies and accounts, deals and opportunities, products, activities (emails, calls, meetings, tasks), owners and consents. The direction of each flow and the reference tool are set at scoping. Attachments do not carry over by default. To reproduce Dynamics custom entities as HubSpot custom objects, an Enterprise license is required.
Both, depending on the flow. A qualified lead or an opportunity stage change can sync within minutes; activities and large histories usually go through in batches. The pace depends on your HubSpot edition, your Dynamics subscription, the call limits of both APIs and data volume. We choose it flow by flow, based on how your teams use it.
A few weeks for a standard scope, confirmed after scoping. A heavily customized Dynamics, prior data cleanup, several business units or a full migration to HubSpot take longer. The schedule is set in the scoping document; it also depends on how available your leads are to approve each step.
An error must never go unnoticed. Every flow is logged: a rejected record (missing required field, account not found, duplicate, insufficient rights on the Dynamics side) is flagged without blocking the others. An alert goes to the designated person, the error is fixed at the source, then the record is replayed. In the Run phase, we track these logs and fix recurring anomalies at the root.
Yes, and it is often the best idea. Many projects start with a single flow: qualified leads from HubSpot sent to Dynamics, for example. Opportunities, activities and products are added next. If the goal is a migration to HubSpot, this first step lets teams move over one after the other. Scoping plans the path so nothing has to be redone at the next step.
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