Your sales in HubSpot, your back office in SAP: one customer, up to date on both sides. Business partners, items, sales orders and invoices flow with no re-keying.
The problem
When HubSpot and SAP don't talk, sales and back office each work on their own version of the customer.
The sales rep closes in HubSpot, then sales admin rebuilds the quotation or sales order in SAP. Every re-entry delays delivery and invites price or quantity errors.
Invoices, due dates and credit limits stay in SAP. The sales rep chases an account that is blocked for non-payment, or finds out too late that a customer reordered without them.
The customer exists in SAP under a business partner code, and in HubSpot under a company name typed by hand. Without a shared key, records get duplicated and the pipeline no longer matches invoiced revenue.
Definition
SAP is one of the most widely used ERPs: SAP Business One for SMBs, SAP S/4HANA for larger or multi-entity organizations. It manages business partners (customers, prospects, suppliers), items and their prices, sales orders, deliveries, invoicing and customer credit. HubSpot carries prospecting, marketing and the sales pipeline.
The integration keeps the two in continuous dialogue: a customer created on one side exists on the other, a won deal becomes a sales order in SAP, a paid invoice shows up on the HubSpot record. Your teams keep their tool, everyone sees the same customer.
What flows
Here are the most common mappings between HubSpot and SAP objects. The exact scope depends on your edition (Business One or S/4HANA), your version and the interfaces open in your subscription.
| In HubSpot | In SAP | Direction | When |
|---|---|---|---|
| Companies | Business partners (customers) | Both ways | On creation, then on every change |
| Contacts | Business partner contact persons | Both ways | On every change |
| Products | Items and price lists | SAP → HubSpot | When an item or a price changes |
| Deals and quotes | Sales quotations and sales orders | HubSpot → SAP | When the deal reaches the agreed stage (quote accepted) |
| Deal status | Order status and deliveries | SAP → HubSpot | On every status change, then at delivery |
| Invoices | Customer invoices and credit notes | SAP → HubSpot | When the invoice is posted |
| Payment status, outstanding balance | Incoming payments, due dates, credit limit | SAP → HubSpot | On each payment or nightly, depending on your setup |
| Owners | Sales employees (sales reps) | Both ways | When the account is assigned |
Which system is the reference? HubSpot for prospects, contacts and open deals; SAP for invoiced customers, items, prices, payment terms, invoices and customer credit. This master data rule is written down at scoping, field by field.
Tell us about your current flows: we will tell you what can sync with your edition of SAP.
How to connect
Before continuous sync, there is often a historical data load: business partners, items and past invoices, loaded once into HubSpot by export and import, middleware or API. After that, there are three ways to keep data flowing day to day.
Worth considering if one exists for your SAP edition and version, and your needs stay standard: customers, contacts, orders, invoices. It is quick to set up. Its limit: a fixed mapping that struggles with your custom fields, multiple entities and business rules.
Make, Workato, SAP Integration Suite or a specialized middleware orchestrate the flows without heavy code. The right choice when your SAP exposes usable interfaces (Service Layer for Business One, OData APIs for S/4HANA, depending on your subscription) and your data model is stable. Its limit: every scenario has to be configured, maintained and monitored.
A direct connection, built for your rules: data transformation, sales organizations, a pace specific to each flow. Essential when the connector or the platform can no longer keep up. Its limit: it has to be designed with your SAP teams, around call limits and data volume, and it needs monitoring.
We recommend an option after auditing your flows, not before.
Use cases
The sales order is created in SAP, with the right business partner, the right items and the negotiated terms. Sales admin checks and releases it.
The payment status updates on the HubSpot record and the sales rep is notified. They get back in touch at the right time for the next order.
An alert lands in HubSpot before the next meeting. The sales rep talks payment before proposing a new order.
The updated items and prices feed the HubSpot product library. The next quotes go out at the right price.
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, with your SAP leads, to map each flow with its source, direction and business rules. We compare several approaches and recommend one. Nothing gets built before your written sign-off.
Build · Build
Field-by-field mapping between SAP and HubSpot, then configuration or development. A pilot runs on a real sample of business partners, items and orders 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 entities, an SAP version upgrade.
At delivery
Acceptance testing runs in three steps: we test and share the counts between SAP and HubSpot, 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
With SAP, the difficulty rarely lies in the connection itself. It lies in the business rules nobody wrote down. Here are the six points we lock down before any development.
What clients say
“The Copernic team, well organized and highly skilled, gave us valuable insight that clearly strengthened our marketing strategy.”
“The team is responsive and efficient. They know both their trade and the HubSpot platform. Follow-up is well organized.”
Reviews translated from French
HubSpot Elite Partner
For 10+ years, we have connected HubSpot to companies' ERPs and back-office tools: SAP, Sage, Oracle, Odoo, EBP, Pennylane. 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 edition (SAP Business One or S/4HANA), your version and your subscription. Apps exist for some cases; an integration platform can take over when your SAP exposes usable interfaces; a custom integration is still possible in other cases. We check what your environment allows from the first conversation, then recommend the simplest approach that covers your flows.
The most common flows: business partners and contact persons, items and price lists, sales quotations and orders, deliveries, invoices and credit notes, payments and customer credit, sales employees. The direction of each flow and the system of reference are set at scoping. Attachments, such as invoice PDFs, do not carry over by default. If you need custom objects in HubSpot, an Enterprise license is required.
Both, depending on the flow. A new customer or an accepted quote can sync within minutes; invoices, payments and outstanding balances often come up in batches, every night or several times a day. The pace depends on the interfaces open in your SAP, call limits, data volume and the jobs scheduled by your SAP teams. We choose it flow by flow.
A few weeks for a standard scope (business partners, items, orders, invoices), from the first workshop to go-live; the exact timeline is set after scoping. A wider scope, with several entities or sales organizations, heavy transformation rules or data cleanup, takes longer. The schedule 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, unknown business partner, blocked item, 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 with an ERP like SAP it is often the wisest move. Many projects start one way only: customers, orders and invoices pushed into HubSpot, so sales reps can see the activity on their accounts. Creating orders from HubSpot and tracking customer credit come next, on the same foundation. Scoping plans this path.
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