Integrating HubSpot with ERP (Enterprise Resource Planning) systems offers significant advantages, such as unified data, streamlined workflows, and better visibility into business processes.
However, this integration often involves technical complexities that need careful attention to ensure seamless functionality.
Here’s an overview of common challenges in HubSpot-ERP integrations and strategies to overcome them.
One of the initial challenges in integrating HubSpot with an ERP system is deciding on the best place to host the middleware—the connecting bridge between the two platforms.
Middleware is essential as it ensures data flows accurately between systems, so where and how it’s hosted plays a crucial role in reliability and data security.
Here’s what to look for in an integration partner:
One that prioritizes client ownership of the environment housing the integration software.
Rather than hosting the code on their servers, an ideal partner collaborates with clients to determine the best hosting solution within an existing setup or on a new, dedicated server.
This approach ensures clients retain control, allowing for greater adaptability and easier troubleshooting should any issues arise.
Data discrepancies can crop up when HubSpot and ERP systems are out of sync, leading to outdated or incorrect data being transferred between the two platforms.
Common causes include failed triggers between systems or server downtimes where middleware is hosted.
To reduce the risk of sync issues, you should set up notifications.
For example, in HubSpot, alerts let the team know if a workflow or webhook fails. On the ERP side, depending on the system, similar processes are implemented to catch trigger failures. Using QuickBase Pipelines allows us to monitor for any disruptions.
These alerts are crucial in maintaining data integrity and enabling quick responses to resolve issues as they arise.
Field mapping ensures data syncs accurately between HubSpot and the ERP system.
It’s essential to determine what data should flow in each direction, the trigger points for these transfers, and whether the synchronization will be one-way or two-way. Defining these trigger points and mapping data fields precisely helps prevent discrepancies.
A thorough mapping process considers the unique data each system manages, from customer details to product information. By determining sync rules—whether data flows both ways or if one system takes precedence— your integration partner should create a robust setup that aligns with the client’s specific requirements, ensuring data accuracy and consistency.
Data security is paramount in any integration involving sensitive financial or customer information. Security concerns become even more critical when connecting HubSpot to ERP systems.
Azure servers are a good recommendation when hosting middleware because they offer control over security settings.
Security protocols such as private app keys and permission scopes are used for on-premises hosting to secure connections between HubSpot and ERP. On the ERP side, you should adapt to the system’s capabilities, using OAuth, API keys, or bearer tokens for secure data transfer. Ensuring these security measures are in place mitigates risks and protects sensitive information.
Large datasets can strain the integration process, leading to slower performance or system timeouts. Syncing these large amounts of data between HubSpot and ERP systems can also run against API call limits.
A good approach begins with importing essential records, each tagged with unique identifiers, to establish an accurate initial dataset.
This method helps set the foundation for ongoing synchronization. For bulk updates, rate limiting can help avoid reaching API call restrictions, a strategy particularly relevant for clients on lower-tier HubSpot licenses with limited API access.
By managing these limitations, data syncing remains efficient, minimizing potential disruptions for large datasets.
Older ERP systems can present challenges, particularly around customization and storage capabilities. Many legacy ERPs lack built-in file storage, which contrasts with HubSpot’s native storage features.
Third-party storage solutions such as Amazon S3 or Azure File Storage should be integrated to address this limitation.
These external repositories act as a shared location for HubSpot and the ERP system, enabling them to access, store, and retrieve files without storage constraints. This approach overcomes customization limitations and provides a scalable solution for businesses dealing with large volumes of stored data.
Maintaining real-time synchronization is a common challenge in high-volume environments. Setting clear synchronization rules for each property is essential to avoid system overload.
Typically, the integration functions as a hand-off system, where one platform updates the other based on predetermined business processes. This minimizes the likelihood of frequent edits to individual records and allows the integration to run more smoothly in real time without frequent conflicts.
By aligning the sync setup with actual business processes, you avoid excessive back-and-forth data transfers, ensuring that both systems stay up-to-date without compromising performance.
A successful integration must be scalable and well-documented to serve a business’s growth and evolving needs. Without comprehensive documentation, adding new tools or troubleshooting issues in the future becomes challenging.
Documenting all integration aspects, including sync rules, field mappings, and dependencies, is very important.
This documentation empowers teams to understand how the integration functions, facilitating easy adaptation or updates as the business expands. Clear documentation also helps identify potential conflicts when adding third-party applications, ensuring seamless scalability.
Workflows in HubSpot are essential for automating key business processes like lead nurturing, sales follow-ups, and team notifications. A thorough integration process should ensure these workflows remain unaffected.
To achieve this, you must audit existing workflows in both HubSpot and the ERP to determine what automation is already in place.
By understanding the current setup, you can enhance these workflows while ensuring you don’t break any existing functionality. This approach preserves workflow continuity and leverages the integration to make these workflows more efficient and aligned with the client’s goals.
Integrating two major platforms, such as HubSpot and an ERP system, can sometimes cause disruptions in daily operations, particularly if the integration is not designed with the business process in mind.
The goal is to integrate with minimal disruption, maintaining consistency with existing workflows wherever possible.
HubSpot’s user-friendly interface generally supports a smooth transition, and with a guided walkthrough, most teams adjust quickly.
Post-launch support is available for immediate questions or technical issues, with resources and hands-on guidance provided to ensure minimal disruptions. This approach empowers teams to adapt to the newly integrated setup confidently.
Sometimes, off-the-shelf middleware solutions like Zapier don’t meet the integration requirements, either due to limitations in ERP integrations or because specific mappings aren’t available.
You should develop custom APIs tailored to the client’s unique needs for these scenarios.
Custom APIs provide greater flexibility, enabling you to create an integration that accurately reflects the client’s workflows and data management needs. A custom API can support more complex processes when standard middleware falls short, maintaining seamless data flow and functionality across systems.
Once the integration is complete, tracking key performance indicators (KPIs) is essential to monitor its effectiveness and ensure smooth operation.
Focusing on day-to-day activities in HubSpot, such as calls, emails, tasks, and meetings, ensures that performance is maintained. Another key metric is the number of opportunities generated, indicating whether the data flow functions as expected.
In the long term, you should see an increase in prospecting activities, lead nurturing, and overall CRM adoption, as these metrics highlight how well the integration supports sales efforts and provides actionable insights.
Related: Step-by-Step Guide to HubSpot Custom Integration for an ERP
Integrating HubSpot with an ERP system can transform business operations, centralize data, and streamline processes.
However, a successful integration requires a thorough understanding of common challenges—from technical and security issues to synchronization, scalability, and workflow continuity.
By addressing these obstacles proactively, businesses can create an integration that enhances both HubSpot and ERP capabilities, enabling smoother operations, better insights, and sustainable growth.
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