Your marketing in HubSpot, your sales in Salesforce: one customer, up to date on both sides. Leads, accounts, contacts and opportunities flow with no re-keying.
The problem
When HubSpot and Salesforce don't talk, marketing and sales each work on their own version of the customer. The symptoms look alike from one company to the next.
Marketing qualifies a lead in HubSpot, but it lands in Salesforce without the pages viewed, the emails opened or the forms filled in. The sales rep cold-calls a prospect who is already warm, or doesn't call at all.
Won opportunities, amounts and loss reasons stay in Salesforce. There is no way to know which campaign actually generated revenue: budgets are decided on gut feeling.
A contact edited on both sides, a converted lead that reappears, an owner overwritten by the other tool. Without sync rules, each team ends up doubting the other's data.
Definition
Salesforce Sales Cloud is the sales CRM of many mid-sized companies and large enterprises. It manages leads, accounts, contacts, opportunities and sales forecasts. HubSpot carries acquisition, marketing automation, scoring and campaigns.
The integration links the two continuously, through the native HubSpot-Salesforce connector, completed when needed by an integration platform or an API: a qualified lead arrives in Salesforce with its history, a won opportunity comes back into HubSpot to measure what each campaign brings in. Sales stay in Salesforce, marketing stays in HubSpot, and everyone talks about the same customer. If you are considering leaving Salesforce instead, the same mapping prepares the migration.
What flows
Here are the most common mappings with the native HubSpot-Salesforce connector. The exact scope depends on your Salesforce edition, your HubSpot subscription and the sync rules you choose.
| In HubSpot | In Salesforce | Direction | When |
|---|---|---|---|
| Contacts | Leads and contacts | Both ways | On creation, then on every change according to each property's rule |
| Companies | Accounts | Both ways | When the account is created or a contact is associated |
| Deals | Opportunities | Both ways | On every change of stage, amount or close date |
| Score, lifecycle stage, source | Lead and contact fields | HubSpot → Salesforce | As soon as the score or lifecycle stage changes |
| Activities (emails, calls, meetings) | Tasks and events | HubSpot → Salesforce | On every new activity, depending on the types enabled |
| Campaigns and lists | Campaigns and campaign members | HubSpot → Salesforce | When a contact joins a campaign, depending on your subscription |
| Record owners | Owners (users) | Both ways | On assignment, according to the chosen ownership rule |
| Custom objects | Custom objects | Depending on the mapping | With a HubSpot Enterprise subscription, depending on your Salesforce edition |
Which system is the reference? Most often, HubSpot for marketing data (source, score, consents, campaigns) and Salesforce for accounts, opportunities and forecasts. For each property, the rule (prefer Salesforce, always use Salesforce, two-way sync or don't sync) is set in writing at scoping.
Describe your Salesforce org and your flows: we will tell you what the native connector covers, and what needs more.
How to connect
Two projects not to confuse: continuous sync, when HubSpot and Salesforce run side by side, and migration, a one-off, when you leave Salesforce (by export and import, middleware or API, with a pilot before cutover). For sync, there are three ways to go.
The starting point in most cases. Built by HubSpot, it is installed in your Salesforce org and syncs leads, contacts, accounts, opportunities, tasks and campaigns, with one rule per property. Its limit: a mapping designed for standard objects, less comfortable with complex custom objects or several Salesforce orgs.
Workato, Make or a specialized middleware orchestrate Salesforce, HubSpot and your other tools (ERP, invoicing, support) in the same scenarios. The right choice when your flows go beyond a one-to-one link between two CRMs. Its limit: every scenario has to be configured, maintained and monitored.
A direct connection, built for your rules: custom objects, territories, heavy transformations, several orgs. Essential when the native connector can no longer keep up. Its limit: it has to be designed around the API call quotas on both sides and data volume, and it needs monitoring.
We recommend an option after auditing your flows, not before.
Use cases
It is created in Salesforce and assigned to the right sales rep with its source and marketing history. A callback task awaits them the same day.
The lifecycle stage switches to “customer” in HubSpot: the contact leaves prospecting workflows, and the revenue is attributed to the campaigns that generated it.
The loss reason comes back into HubSpot and the contact joins a suitable nurturing workflow, instead of being forgotten in Salesforce.
The same mapping serves as the foundation: accounts, contacts, opportunities and activities move into HubSpot with their associations, after a pilot on a sample.
Opale Capital moved from Salesforce to HubSpot with Copernic: teams save twice as much time day to day.
Read the Opale Capital case study, from Salesforce to HubSpot
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 set the MQL and SQL definitions, the record ownership rule and the master tool for each property. We compare several approaches and recommend one. Nothing gets built before your written sign-off.
Build · Build
Field-by-field mapping between Salesforce and HubSpot objects, then connector configuration or development. A pilot runs on a real sample of leads, accounts and opportunities, in a Salesforce sandbox if your edition allows it, before full rollout.
Steer · Run
Go-live, training for marketing and sales teams, sync error monitoring and fixes. The integration then evolves with you: new fields, new objects, a new sales organization.
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
An integration between two CRMs rarely fails on the technology. It fails on rules nobody set. Here are the six points we lock down before the first sync.
What clients say
“Our business was not exactly simple and we needed to sync HubSpot with Salesforce. We came away with a much clearer roadmap and more advanced experience on the platform.”
“Copernic supported us very well on our CRM migration. Always good advice, and attentive to the feedback received.”
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Reviews translated from French
HubSpot Elite Partner
For 10+ years, we have connected HubSpot to the other CRMs on the market, Salesforce, Microsoft Dynamics, Pipedrive, Zoho, and run the migrations when the time comes. 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. HubSpot publishes a native connector, available from Professional subscriptions depending on your hubs, which is installed in your Salesforce org. It syncs leads, contacts, accounts, opportunities, tasks and campaigns, with one rule per property. It requires a Salesforce edition that opens API access. For complex custom objects, several Salesforce orgs or flows to other tools, an integration platform or a custom API completes it.
The most common flows: leads and contacts, accounts, opportunities, activities, campaigns, owners, as well as score and lifecycle stage. The direction of each flow and the reference tool are set at scoping. Custom objects sync with a HubSpot Enterprise subscription. Attachments, reports and automations do not carry over: we decide together what should be moved or rebuilt.
The native connector syncs continuously: a change usually passes from one tool to the other within minutes. Large volumes, such as a first sync or a mass update, are processed in batches and use up your Salesforce org's API call quotas. With a platform or a custom API, the pace is chosen flow by flow, based on how your teams use it.
Count a few weeks for a standard scope (leads, contacts, accounts, opportunities with the native connector), confirmed after scoping. A wider scope, with custom objects, data cleanup, several Salesforce orgs or a full migration, takes 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. A rejected record (missing required field, Salesforce validation rule, value missing from a picklist, duplicate) is flagged with its cause, without blocking the others. An alert goes to the designated person, the error is fixed at the source, then the record is synced again. In the Run phase, we track these errors and fix recurring causes at the root.
Yes, and it is often the best idea. Many projects start with two flows: qualified leads sent to Salesforce, on a restricted inclusion list, and won opportunities brought back into HubSpot. Activities, campaigns and custom objects are added next, on the same foundation. Scoping plans this path so nothing has to be redone at step two.
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