Your sales in HubSpot, your invoicing in Pennylane: one customer, up to date on both sides. Quotes, invoices, payments and reminders flow with no re-keying.
The problem
When HubSpot and Pennylane don't talk, sales and finance each work on their own version of the customer. The symptoms are always the same.
The quote is signed in HubSpot, then someone copies it into Pennylane to issue the invoice. Amount, discount, payment terms: every re-entry delays invoicing and opens the door to errors.
Paid, overdue, reminded: the information stays in Pennylane. The sales rep pitches a renewal to a customer who hasn't paid, or calls accounting to find out where a payment stands.
The pipeline says one thing, invoiced revenue another. With no link between the deal and the invoice, nobody knows what was signed, invoiced and actually collected.
Definition
Pennylane is a financial and accounting management platform used by many small businesses and SMBs, often together with their chartered accountant. It is where customer quotes and invoices are issued, and where payments, bank reconciliation, reminders and cash flow are tracked. HubSpot carries prospecting, marketing and the sales pipeline.
The integration keeps the two in continuous dialogue: a customer signed in HubSpot exists in Pennylane, a won deal becomes an invoice, a reconciled payment shows up on the HubSpot record. Sales sells, finance collects, everyone sees the same customer.
What flows
Here are the most common mappings between HubSpot and Pennylane objects. The exact scope depends on your Pennylane subscription, what its API allows and your HubSpot edition.
| In HubSpot | In Pennylane | Direction | When |
|---|---|---|---|
| Companies | Customers | Both ways | On creation, then on every change |
| Contacts | Customer contacts (invoice recipients) | HubSpot → Pennylane | On every change |
| Products | Products and services in the invoicing catalog | Pennylane → HubSpot | When a product or a price changes |
| Deals and quotes | Quotes | HubSpot → Pennylane | When the deal reaches the agreed stage |
| Won deals | Customer invoices (draft or issued) | HubSpot → Pennylane | At signature, or according to the agreed billing schedule |
| Invoices | Invoices and credit notes issued | Pennylane → HubSpot | When the document is issued |
| Payment status | Reconciled payments | Pennylane → HubSpot | At bank reconciliation, or nightly depending on your subscription |
| Outstanding and overdue balances | Due dates and reminders | Pennylane → HubSpot | Daily |
Which system is the reference? HubSpot for prospects, contacts and open deals; Pennylane for invoices, credit notes, payments and due dates. This master data rule is set in writing at scoping, field by field.
Walk us through your current process, from quote to payment: we will tell you what can sync with your Pennylane subscription.
Talk to an expert →How to connect
Before continuous sync, there is often a historical data load: customers, past invoices and payments, loaded once into HubSpot by export and import, middleware or API. After that, there are three ways to keep data flowing day to day.
The one to pick if it exists for your Pennylane subscription and your needs stay standard: customers, invoices, payment status. It is quick to set up, with no development. Its limit: a fixed mapping that struggles with your custom properties, billing schedules or invoicing rules.
Data Sync, Make, Workato or a specialized middleware orchestrate the flows on top of the Pennylane API, without heavy code. The right choice when your scenarios are clear and your data model is stable. Its limit: every scenario has to be configured, maintained and monitored.
A direct connection, built for your rules: milestone billing, subscriptions, multiple entities, custom objects. Essential when the connector or the platform can no longer keep up. Its limit: it has to be designed around call quotas and data volume, and it needs monitoring.
We recommend an option after auditing your flows, not before.
Use cases
The invoice is prepared in Pennylane with the right customer, the right products and the negotiated terms. Accounting checks and issues it, with nothing to re-key.
The status switches to “paid” on the HubSpot record and the sales rep is notified. They kick off onboarding or the next order at the right time.
An alert reaches the sales rep before accounting sends its reminder. The customer hears one consistent message, at the right time.
The update made in HubSpot goes to Pennylane. The next invoice goes to the right address, with the right VAT number.
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 Pennylane with its source, direction and business rules. Several approaches are compared and one is recommended. Nothing gets built before your written sign-off.
Build · Build
Field-by-field mapping, from customers to payment statuses, then configuration or development. A pilot runs on a real sample of customers and invoices before cutover; a delta then catches up whatever was entered in the meantime.
Steer · Run
Go-live, training for sales and finance, sync error monitoring and fixes. The integration then evolves with you: new fields, new flows, new Pennylane features.
At delivery
Acceptance testing runs in three steps: we test and share the counts, you check a sample of customers and invoices in a shared file, we fix the gaps and rerun the checks. The acceptance report is signed after that, not before.
Pitfalls to avoid
Linking sales and finance touches sensitive data: amounts, payment terms, overdue balances. Here are the six points we lock down at scoping.
Case study
Mon Chasseur Immo runs its sales in HubSpot and its invoicing in Pennylane. Copernic linked the two to streamline sales management, from quote to invoice posting.
In this video (in French), the team explains how its invoicing process changed.
What clients say
“Copernic helps us every day with setting up HubSpot, training our staff and optimizing how we work. The relationship is smooth and efficient, at the pace we want.”
“The team is dynamic, full of good recommendations, available to answer our questions, with a very strong command of HubSpot.”
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Reviews translated from French
HubSpot Elite Partner
For 10+ years, we have connected HubSpot to companies' invoicing and back-office tools: Pennylane, Sage, EBP, Odoo, SAP. 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
It depends on your Pennylane subscription and your needs. Apps or connectors exist for some uses; an integration platform can build on the Pennylane API when your subscription gives access to it; a custom integration covers more complex cases. We check what your account allows from the first conversation, then recommend the simplest approach that covers your flows, with no over-engineering.
The most common flows: customers and contacts, products and services, quotes, invoices and credit notes, payment statuses, payments, due dates and overdue balances. The direction of each flow and the system of reference are set at scoping. Invoice PDFs and attachments do not carry over by default: we decide together whether to link them to records. If you need custom objects in HubSpot, an Enterprise license is required.
Both, depending on the flow. A won deal can prepare its invoice within minutes; payment statuses often come up after bank reconciliation, in batches, every night or several times a day. The pace depends on your Pennylane subscription, its API, call quotas and data volume. We choose it flow by flow, based on how your sales reps and finance team use it.
A few weeks for a standard scope (customers, invoices, payment statuses), confirmed after scoping. A wider scope, with billing schedules, several entities or data cleanup, takes longer. The schedule is set in the scoping document; it also depends on how available your sales and finance leads are to approve each step.
An error must never go unnoticed. Every flow is logged: a rejected record (unknown customer, missing VAT number, duplicate) 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 right choice. Many projects start with a single flow: invoices and their payment status pushed into HubSpot, so sales reps can see who has paid. Creating invoices from HubSpot and overdue alerts are added next, on the same foundation. Scoping plans this path so nothing has to be rebuilt at step two.
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