Integrating Salesforce and HubSpot is one of the most common—and most critical—integrations for B2B SaaS companies. When done right, it creates a seamless flow of data between your marketing and sales teams, eliminates manual data entry, and provides a single source of truth for customer information. But integration can be tricky. Sync conflicts, duplicate records, and data mapping issues are common problems that can derail your revenue operations. This complete guide covers everything you need to know about integrating Salesforce and HubSpot, from basic setup to advanced configurations and troubleshooting.

Why Integrate Salesforce and HubSpot?

Without integration, marketing and sales operate in silos. Marketing uses HubSpot to capture leads, run campaigns, and track engagement. Sales uses Salesforce to manage opportunities, track deals, and forecast revenue. Data lives in two separate systems with no connection. This creates major problems: manual data entry, data inconsistencies, poor visibility, slow lead response, incomplete reporting, and wasted time reconciling data between systems.

70-80% reduction in manual data entry
85% faster lead handoff from marketing to sales
95% data accuracy (up from 60-70%)
30-40% improvement in marketing attribution
15+ hours saved per week per team
Automatic sync: Contacts, companies, and deals sync automatically
Real-time updates: Changes in one system appear in the other instantly

Prerequisites Before You Start

Before you begin the integration, make sure you have the proper access and permissions in both systems. For HubSpot, you need a Professional or Enterprise account with Super Admin access. For Salesforce, you need Professional, Enterprise, or Unlimited edition with System Administrator access and API access enabled.

API limits: Ensure you have sufficient Salesforce API calls available
Custom fields: Identify which custom fields need to sync between systems
Data cleanup: Clean up duplicate records in both systems before integration
Document which objects should sync (Contacts, Leads, Accounts, Opportunities)
Document which fields should sync (Standard + custom fields)
Define sync direction: One-way or two-way for each object

Integration Methods: Native vs Custom

There are two main ways to integrate Salesforce and HubSpot: Native integration provided by HubSpot, or Custom API-based integration using middleware or custom code.

Native integration: Easy to set up, maintained by HubSpot, covers most common use cases, free with HubSpot Professional+
Native limitations: Limited customization, fixed sync frequency, may not support all custom objects
Custom integration: Complete customization, can sync any object, supports complex business logic, real-time sync possible
Custom challenges: Requires technical expertise, more expensive, ongoing maintenance required
Recommendation: Start with native integration. 80% of companies can use it successfully

Step-by-Step: Native HubSpot-Salesforce Integration

To set up the native integration, navigate to HubSpot Settings > Integrations > Connected Apps, search for Salesforce, and click Connect app. You'll be redirected to Salesforce login where you'll grant HubSpot access.

Configure object sync settings: Contacts, Companies, and Deals (two-way sync recommended)
Configure sync direction for each object (two-way recommended for most)
Map standard fields automatically (First Name, Last Name, Email, Phone)
Add custom field mappings manually as needed
Set up sync rules to control which records sync
Configure lead assignment rules
Test the integration thoroughly before going live

Common Integration Issues and Solutions

Integration issues are common but solvable. The most frequent problems include duplicate records, sync errors, slow sync performance, data conflicts, and missing associations.

Duplicate Records: Before integration, deduplicate both systems. Use HubSpot's duplicate prevention settings
Sync Errors: Check required fields, validate picklist values match, verify API limits, grant proper permissions
Slow Sync: Use sync filters to only sync necessary records, reduce field mappings, disable unnecessary workflows
Data Conflicts: Define ownership rules for each field, use one-way sync for owned fields
Missing Associations: Sync companies first, ensure companies sync before contacts

Best Practices for Salesforce-HubSpot Integration

Follow these best practices to ensure a successful and sustainable integration that serves your revenue operations effectively.

Clean data before integration: Deduplicate, standardize formats, fill required fields
Document everything: Field mappings, sync rules, ownership rules, troubleshooting guide
Start with minimal sync: Phase 1 contacts, Phase 2 companies, Phase 3 deals, Phase 4 custom fields
Monitor sync health weekly: Review sync errors, check for duplicates, verify key fields
Train your teams: What syncs, how long it takes, which fields, who to contact for issues
Use HubSpot Insights in Salesforce for full visibility into marketing engagement

Key Takeaway

Integration is essential for efficient revenue operations. Companies that integrate Salesforce and HubSpot typically see 70-80% reduction in manual data entry, 85% faster lead handoff, and 95% data accuracy. Start with the native integration for most use cases, document everything, and maintain data quality. The investment in proper integration pays dividends in team productivity, data accuracy, and revenue growth.

SalesforceHubSpotCRM IntegrationData SyncMarketing Automation

How to Integrate Salesforce and HubSpot: Complete Guide (2026)