Are disconnected systems holding your team back?
Is your team constantly switching between HubSpot and your ERP system?
If so, you're not alone. This disconnect leads to wasted time, inconsistencies, and plain old frustration for many organizations. The sales, marketing, and operations teams toggle between systems, manually transferring data and trying to keep everything in sync.
Manual data entry is monotonous, time-consuming, and prone to errors, which can negatively impact decision-making and customer satisfaction.
With real-time data syncing, your teams can make decisions based on updated information. Integrating HubSpot with your ERP can boost productivity, improve collaboration, and create a more unified workflow, cutting unnecessary steps and improving efficiency.
In this post, we’ll explain the benefits of connecting these two systems and show how integration can empower your teams to work smarter, not harder.
Integrating HubSpot and your ERP system can significantly improve your business processes. Here are some of the key benefits:
With HubSpot and ERP integrated, each team member can focus on their role without the hassle of switching systems. Sales reps stay in HubSpot, leveraging all its fantastic features like the prospecting dashboard, in-app communication tools, and the mobile app for seamless work on the go.
Related: Day in the Life: Using HubSpot with a Custom ERP Integration
Meanwhile, marketing can target leads more effectively by using data from sales to qualify leads, run campaigns, and tweak their approach based on data-driven insights.
The result? Faster-moving pipelines and increased revenue.
Imagine a growing wholesale distribution company that integrates HubSpot with its ERP system. The sales team uses HubSpot to track customer interactions and close deals, while the operations team relies on the ERP to manage inventory and fulfill orders.
Before integration, delays in syncing data often led to issues. For example, a sales rep might promise a next-day delivery on a large order, unaware that the inventory had already been allocated to another customer. This resulted in missed deadlines and unhappy clients.
With real-time data integration, this problem vanishes. When an order is placed in HubSpot, the ERP instantly updates the inventory count. The sales team can see the available stock in real time and make accurate delivery commitments. At the same time, the operations team receives immediate notification of the new order, allowing them to start the fulfillment process without delays.
Also, management can use HubSpot’s reporting tools to monitor key real-time metrics like sales performance, inventory turnover, and customer satisfaction. For instance, they might notice a sudden spike in demand for a particular product and quickly adjust inventory levels or prioritize restocking.
This seamless data flow enhances operational efficiency, improves customer satisfaction, and empowers teams to make fast, confident decisions.
Integration between HubSpot and your ERP significantly enhances the customer experience by bridging the gap that often exists between sales, marketing, and customer service teams. ERPs typically need to improve when providing visibility into the lead funnel or current prospects, but integrating with HubSpot changes that.
Marketing and sales teams gain a clear, real-time picture of each lead's status, enabling them to interact with customers more promptly and appropriately.
On the customer service side, the integration allows teams to have all necessary information at their fingertips, helping them respond effectively to existing customer needs via chat or ticket pipelines.
This improved responsiveness and personalized support can lead to higher customer satisfaction, as reflected in better NPS (Net Promoter Score), CES (Customer Effort Score), and CSAT (Customer Satisfaction) ratings. Ultimately, these enhanced experiences foster increased loyalty and customer retention.
For more information on standard integration challenges + solutions, check out our blog 'Common Pitfalls in HubSpot-ERP Integration (and How to Avoid Them)
Before starting the integration process, it’s essential to consider these three steps:
Selecting the best method for integrating HubSpot with your ERP system is essential for a smooth and effective process. The most common approach involves using APIs, which enable secure and reliable data transfer between systems.
However, if your ERP is a legacy system without robust API capabilities, custom development may be necessary to design a solution that aligns with your business processes. Collaborating closely with someone who understands your data and workflows will ensure the chosen method fits your organization's needs.
Clear and consistent communication is key to managing change during integration. Engage stakeholders to keep everyone informed, align expectations, and avoid misunderstandings. Involving an integration partner who takes the time to understand your current workflows will help minimize disruptions to existing functionality.
Additionally, providing comprehensive training ensures team members can confidently adopt the new systems and processes. Ongoing support is just as important, allowing teams to adapt quickly and address any challenges.
Thorough testing and quality assurance are critical steps to ensure a successful integration. Simulate real-world business scenarios to verify that all workflows function as expected before and after going live. Involve key stakeholders during testing to validate the results and confirm that the integration aligns with your organization’s goals.
This attention to detail will give you confidence that the integration supports your teams effectively and enhances overall business performance.
Track key metrics to evaluate ROI, including:
When evaluating CRM investments, it's important to weigh both "soft ROI" benefits, like enhanced customer experience and employee satisfaction, against "hard ROI" metrics, such as increased sales and reduced costs.
Hard ROI provides tangible, immediate financial returns, while soft ROI focuses on long-term value—fostering loyalty, improving brand reputation, and creating a motivated sales team.
A modern CRM streamlines sales processes and boosts employee happiness by making day-to-day tasks easier in the office or on the go. By integrating both perspectives, businesses can see the complete value a CRM offers, achieving profitability and sustainable growth through engaged employees and satisfied customers.
The end goal of this type of integration is to get all your data in one place so that you can understand what kind of leads are driving the most revenue or have the highest Sales Pipeline Velocity.
This can be segmented by lead source, industry, or another contact or company data identified in your process. With all your data in one place, it becomes easier to identify these trends in your Sales Pipeline.
The HubSpot-ERP integration aligns sales and marketing teams by providing access to shared customer data, allowing targeted marketing campaigns and improved lead nurturing strategies.
Integrated systems provide sales teams valuable insights into which leads drive the fastest sales pipeline velocity—an essential metric for boosting revenue.
By analyzing this data, you can also identify the types of leads that generate the largest deal sizes, regardless of their pipeline velocity, and develop targeted nurturing campaigns to accelerate their progress through the pipeline.
Combining these insights with buyer research and persona development allows you to effectively refine your messaging and target high-value leads. Tailoring your approach based on lead types that generate the highest pipeline velocity or largest deal sizes can significantly improve conversion rates for those segments.
Integrating ERP data into HubSpot empowers marketing teams to create more targeted and effective campaigns by utilizing sales and revenue information.
For instance, marketers can use this data to identify top customers from the past year—those who spent the most—and create personalized campaigns to resell or cross-sell products based on their purchasing history. This approach enables marketing teams to engage customers with offers that make sense based on their past behaviors.
Marketing can leverage ERP data to automate follow-up campaigns. For businesses with recurring monthly orders, HubSpot can automatically trigger a check-in email if a customer misses an order, providing a timely nudge that maintains customer engagement.
By effectively using ERP data within HubSpot, marketing teams can ensure their campaigns are data-driven, timely, and tailored to customer needs, ultimately improving the impact of their outreach efforts.
Marketing teams can leverage ERP data to:
Customer support teams benefit from the following:
Related: Step-by-step Guide to HubSpot Custom Integration for an ERP
The role of CRM-ERP integrations is evolving rapidly, driven by emerging technologies like AI, automation, and innovative integration tools. CRM-ERP integrations will become more sophisticated in the next few years, allowing for greater real-time data flow, seamless communication across systems, and enhanced decision-making capabilities.
AI and automation, in particular, will play a crucial role in streamlining repetitive tasks, optimizing data synchronization, and providing predictive insights to help businesses make proactive decisions rather than reactive ones.
New tools and technologies also reshape the CRM-ERP integration landscape, offering opportunities and challenges. Integration platforms increasingly incorporate AI to automate the setup process, making integration more accessible even for companies with limited technical expertise.
Additionally, tools leveraging machine learning will enhance data quality by automatically detecting and correcting inconsistencies, making sure CRM and ERP systems are always aligned.
However, these advancements also come with challenges, particularly around data privacy and the need for robust security measures to ensure the integration remains secure and compliant. As these technologies mature, companies adopting and adapting to these innovations will gain a competitive edge through more intelligent, efficient integrated systems.
For businesses on the fence about integrating their CRM and ERP systems, weighing the tangible and intangible benefits of integration is essential. Start by evaluating the specific pain points your teams face—like data silos, manual data entry, or lack of real-time visibility into sales and operations.
If these challenges hinder productivity or your ability to deliver exceptional customer service, integration could be the transformative solution you need.
A well-executed integration means less time spent on repetitive tasks and more focus on strategic initiatives that drive growth. It improves data accuracy, enhances decision-making capabilities, and aligns your sales, marketing, and operations teams toward a common goal. Integration isn’t just about immediate ROI; it’s about building a sustainable foundation for future scalability and efficiency.
Still unsure? Ask yourself: Are data silos, manual tasks, or outdated insights holding your team back? If yes, then integration is more than a nice-to-have; freeing your team for higher-value work and data-driven decisions is necessary.
By connecting your CRM and ERP systems, you can eliminate inefficiencies, enhance customer experiences, and empower your team—all while positioning your business for long-term growth and success.
Before deciding, engage stakeholders across departments to understand their challenges and needs. This collective insight will clarify whether integration aligns with your objectives and how it can create value across your organization.
Ready to leap? We’re here to help—reach out to learn more about how HubSpot-ERP integration can work for your business and make your integration journey a success.