HubSpot and Salesforce Integration: Best Practices and Common Challenges

author: Pavel Klachkou "CTO, Founder | Salesforce Architect"

It’s a common setup: your marketing team is managing a flood of leads in HubSpot, probably taking advantage of the built-in automation tools and easy-to-use features. Elsewhere, your sales team is diligently managing customer relationships in the world’s favorite CRM: Salesforce. 

Both groups are doing fine separately, but the disconnect between them quickly starts to cause problems. Strategies are misaligned, efforts are duplicated, and opportunities are missed. That’s when a HubSpot Salesforce integration starts to feel essential – because it is. 

Sales and marketing teams don’t work well in silos. When your tools talk to each other, thanks to a HubSpot to Salesforce integration – everything flows more smoothly. Employees stop stepping on each other’s toes. Teams stop wasting time copying and pasting data. You get one connected system that helps everyone stay in sync, move faster, and make smarter decisions with less hassle. 

At Routine Automation, we make that connection happen. We don’t just connect HubSpot to Salesforce, or vice versa. We tailor the integration to fit how your business actually runs. Our team handles the heavy lifting so your people can stay focused on what they do best – driving growth. 

Why Integrating HubSpot with Salesforce Makes Sense 

If you’re still wondering “Does HubSpot integrate with Salesforce?” the simple answer is yes: and taking advantage of that connection is transformational.  

When you’ve got leads coming in through HubSpot and sales being tracked in Salesforce, things can get messy fast. Unless the two platforms are truly in sync. A disconnect between systems often leads to miscommunication, dropped opportunities, and a general sense that “something’s not adding up.” 

That’s why a Salesforce integration with HubSpot makes sense. Connecting these two tools isn’t just about bridging tech gaps, it’s about aligning people, processes, and outcomes.  

When you integrate HubSpot and Salesforce you get: 

A Unified Customer View 

Think of integration as a translator between two teams that speak different dialects of the same language. When you sync HubSpot with Salesforce, you give both marketing and sales a single, cohesive view of each lead or customer. That means no-one is left guessing if a lead has been contacted or if they’re still stuck in nurturing limbo. 

Streamlined Operations 

Redundant tasks like manual data entry or copy-pasting updates between platforms waste time and energy. A HubSpot Salesforce integration takes care of that with automated data syncing. You reduce the risk of error, free up time, and give your teams the ability to actually focus on what they do best: building relationships, closing deals, and crafting campaigns that resonate. 

End-to-End Analytics 

One of the most powerful outcomes of a HubSpot Salesforce integration is the clarity it brings. You’ll gain closed-loop reporting, tracking your customers from their very first interaction through to a signed deal, and beyond. These insights allow for better forecasting and performance tracking, all in one dashboard. 

Better Revenue and Experience Outcomes 

When marketing and sales teams are aligned with shared insights, results skyrocket better lead scoring, higher conversion rates, and more meaningful customer interactions. It’s not just operational efficiency; it’s a direct route to increased revenue and a better customer lifecycle experience. 

On top of all that you’re not left struggling with the debate of “HubSpot CRM vs Salesforce CRM” – you get to mix and match the best features of both solutions.  

How HubSpot and SFDC Work Together  

So, how does HubSpot integrate with Salesforce to drive better business results? We’ll give you a rundown of how to integrate HubSpot with Salesforce (from cleaning up your data, to bridging gaps) in a moment. First, let’s cover what happens when you establish the connection. 

If you’ve ever tried to keep two complex systems “talking” to each other, you know it’s not always as easy as flipping a switch. But with the right setup, the HubSpot SFDC integration makes Salesforce and HubSpot feel like two halves of a well-oiled machine. Here’s how the actual functionality plays out behind the scenes:  

Native Integration That Just Works 

HubSpot offers a native connector that integrates directly with Salesforce. That means you don’t need to hire an army of developers or build custom pipelines from scratch. Just install the connector, configure it, and you’re on your way. It’s a solid starting point for any business looking to explore the benefits of a Salesforce integration with HubSpot without diving into complex customizations. 

Two-Way Sync in Real Time 

Once you’ve got the HubSpot Salesforce connector setup, what happens in HubSpot doesn’t stay in HubSpot. Thanks to real-time, two-way sync, any updates to contacts, companies, deals, or activities in one system show up in the other. This ensures data consistency and allows both marketing and sales teams to work confidently off the same source of truth. 

Navigating the Data Model Differences 

This is where it gets a little more technical, but stay with us. HubSpot is contact-centric, while Salesforce works with leads, contacts, accounts, and opportunities. The difference in structure matters when you’re setting up mappings. But the good news? With the right configuration, it’s easy to make the two systems speak the same language. 

Big Wins from Smart Syncing 

When Salesforce users can see HubSpot activity (emails, form submissions, workflows) and HubSpot users can track deal progress and lifecycle stages, both sides win. This transparency enhances decision-making, timing, and trust between departments. 

Preparing for Integration: Data, Team Readiness, and Planning 

So, can HubSpot integrate with Salesforce? Yes. Should you be using that fact to your advantage? Also yes. But you need to prepare first. Although you can integrate HubSpot and Salesforce without a lot of technical headaches, using connectors, you still have a little work to do.  

For most companies, HubSpot Salesforce integration best practices start with three things: data preparation, team readiness, and proper planning. 

Start with a Data Detox 

You aren’t just connecting software, you’re linking data. That means preparing the data in advance. Think of this like cleaning out your closet before installing custom shelving. You don’t want to build a beautiful system only to fill it with junk.  

Duplicate emails, missing values and documents with weird formatting all need addressing. A HubSpot Salesforce integration only works as well as the data it’s working with. 

Manage Field Mapping 

Here’s where people often get tripped up: HubSpot and Salesforce don’t think about data the same way. HubSpot loves its contacts and companies. Salesforce has leads, contacts, accounts, opportunities, all nested in layers like CRM nesting dolls. Your teams need to sit down and decide exactly what connects to what.  

Set Up a Real Integration User 

Want to know what causes half the HubSpot integration with Salesforce issues we see? The sync gets tied to someone’s personal login. Don’t do that. Instead, create a dedicated integration user with admin-level access. It’s more secure, more stable, and it avoids surprises when Jill from marketing goes on vacation. 

Only Sync What Matters 

You don’t need to sync everything. Use inclusion lists. Maybe just sync MQLs, or only customers from the last 6 months. Clean data is great, but relevant data is even better. Decide exactly what you need to sync between HubSpot and Salesforce, and avoid going over the top.  

Get Everyone on the Same Page 

Combining HubSpot with Salesforce is about connecting people as much as it’s about connecting systems. Talk to your teams. Let them know what’s happening. Change, even good change, can feel intimidating. Bring folks into the process early and train them well. A little empathy goes a long way. 

HubSpot Salesforce Integration Best Practices 

You have your HubSpot Salesforce integration guide, now you need to make sure everything is going to work smoothly. This is where a lot of people struggle when integrating HubSpot with Salesforce. Here’s how you can avoid unnecessary issues.  

Decide What’s in Charge 

This is one of the most important HubSpot Salesforce integration best practices to follow. Decide which system owns what. For example, maybe Salesforce is your source of truth for deal stages, but HubSpot leads the charge on contact lifecycle stages. Get clarity, then stick to it. 

Use Inclusion Lists 

Don’t flood Salesforce with every form fill and eBook download. Use inclusion lists to narrow down who gets synced with the Salesforce HubSpot integration API. This keeps your CRM clean and focused on people who actually matter to your sales team. 

Standardize Your Picklists 

You might think “North America” and “NA” are the same. Your HubSpot and Salesforce tools don’t think the same way. Mismatched field values cause sync errors, and the cleanup is a pain. Align picklists now to avoid chaos later. 

Keep an Eye on Sync Health 

HubSpot gives you a Sync Health dashboard. Use it! It flags issues like permission errors, missing fields, and other gremlins that can quietly break your integration while nobody’s watching. Here’s a handy guide to using HubSpot’s dashboards and reports: 

Test in a Sandbox First 

Got a new sync rule? A new field? Test it in a sandbox before you roll it out live. This one step can save you from a flood of panicked Slack messages on launch day. Testing before rolling out can also save you money on hiring extra support when breaks happen.  

Go Custom with APIs When You’re Ready 

Need more than the out-of-the-box setup? That’s where things get interesting. Our team at RA builds custom API-based integrations that handle complex sync logic, multi-object workflows, and even real-time lead scoring. If you’re exploring external tools or workflows beyond native functionality, check out our insights on Salesforce third-party integration. 

Check our full article if you struggle with how to maximize your CRM investment with connected systems and more: