HubSpot and Salesforce are both powerful platforms for sales and marketing activities, but each excels in different areas. As HubSpot is the go-to platform for marketers in most cases, most of the sales team is used to working on Salesforce to manage their pipelines. In order to leverage the benefits of both platforms without compromising user experience, integrating them is the way to go. 

While it is possible integrating the two platforms with native integration, it is best to plan ahead for it. This integration will play a core part in your operation, and with lack of planning might result in unsuccessful integration.

This guide outlines six crucial steps to successfully prepare for integrating HubSpot and Salesforce, ensuring a seamless data exchange between the two platforms:

1. Understanding the Data Model Differences

One of the key considerations when integrating HubSpot and Salesforce is the difference in the contact data model between the two platforms. Salesforce treats new prospects as leads that can convert to contacts, creating opportunities and accounts. In contrast, HubSpot considers new prospects as contacts with a designated Lifecycle Stage indicating their sales progression. To ensure synchronization, it is recommended to create a Lifecycle Stage picklist in Salesforce for leads and contacts.

2. Mapping the Handoff from HubSpot to Salesforce

When using HubSpot and Salesforce together, it is common for organizations to divide marketing operations between HubSpot and sales/account management operations in Salesforce. Defining the roles of each platform and establishing a clear handoff process is vital. Assigning job descriptions to each platform can serve as a foundation for marketing and sales Service Level Agreements (SLAs) and facilitate future automation and data structure discussions.

3. Define The  Integration Type

Before diving into the integration between HubSpot and Salesforce it is important to establish some sync rules. In some cases, it might benefit you to perform a 1:1 integration, where every contact is synced from one platform to the other all the time. On the other hand, in other cases, you could benefit from restricting the sync. A good example is if there is a need to sync blog subscribers or nurture leads to Salesforce. Those leads are at the start of their marketing journey and it’s suggested as a good idea to sync them only at a later stage

4. Discussing Governance and Industry Requirements

While HubSpot is a secure platform, it does not support the storage of HIPAA-protected data or comply with industry-specific regulations like HIPAA or FISMA. Industries with specific data protection requirements must be cautious and implement Selective Sync to prevent personally identifiable information (PII) from entering HubSpot. It is recommended to engage an external partner with expertise in configuring the integration user for industry compliance or consider HubSpot’s technical support options

5. Auditing Automations, Validation Rules, and Required Fields

Before integrating the two platforms, it’s essential to review and evaluate existing automations, validation rules, and required fields in Salesforce. Verify that these processes will not disrupt data flow between HubSpot and Salesforce. Additionally, ensure that validation rules do not conflict with HubSpot’s operations and that all required fields are accounted for to maintain uninterrupted synchronization.

6. Planning for Activity Sharing

Sharing marketing activity information from HubSpot to Salesforce allows the sales team to access valuable insights. However, it is important to consider which activities should be synced to avoid cluttering the Salesforce activity feed. Typically, syncing form submissions and marketing emails is sufficient for the sales and account management teams.

7. Defining HubSpot Contact Creation in Salesforce

Since HubSpot and Salesforce handle contact information differently, it is necessary to specify whether new contacts should be created as leads or contacts in Salesforce. This setting can be configured in the HubSpot Salesforce integration settings, considering the specific requirements and preferences of your organization.

Are You Ready for the HubSpot Salesforce Integration?

By following these best practices, you can ensure a successful integration between HubSpot and Salesforce. Taking the time to understand the data model, define roles, address industry requirements, review existing processes, and plan for activity sharing will set the stage for seamless integration. After carefully considering all the factors mentioned above, it’s time to proceed with installing the HubSpot Salesforce integration. If you are new to the integration or require a step-by-step guide, refer to the HubSpot Salesforce Integration Guide.

If you prefer professional assistance, feel free to contact us. Our team has the experience and know-how in implementing and maintaining the integration and can provide consultation services.