Businesses right now don’t struggle because they lack systems. They struggle because those systems don’t talk to each other.
Your ERP lives in one silo. Your accounting platform in another. Sales, support, and marketing often operate in their own ecosystems, too. Simply put, the result is disconnected workflows, duplicate data entry, and reporting you cannot build a business off.
When your systems don't sync, everyone feels the pain:
Teams waste time
Customers get inconsistent experiences
Leaders question what they see in dashboards
If that sounds familiar, integrating your tools with HubSpot is one of the smartest ways to unify operations, streamline data, and build trust across your business.
Here's a real-world guide to doing it right.
Don’t fall into the trap of asking, “Which app should we connect first?”
A better starting question is: “What’s breaking right now?”
Maybe your sales team is manually retyping customer info into your ERP. Maybe support doesn’t have visibility into a customer’s billing history. Maybe orders lag because fulfilment doesn’t get data fast enough.
Map the key friction points across teams. Look for:
Double entry (same info typed multiple times)
Slow or clunky handoffs
Blind spots in reporting or customer visibility
That’s your roadmap. Integration should solve real bottlenecks—not just check off app connections.
The HubSpot App Marketplace has hundreds of integrations. That doesn’t mean you need most of them.
Prioritize based on business impact. For many B2B firms, high-value integrations include:
ERP & Inventory (Orderwise, Business Central, NetSuite)
Accounting (Xero, QuickBooks)
Marketing & Ads (Google Ads, Meta, LinkedIn)
Customer Service (Zendesk, Intercom)
Communication (Slack, Teams)
And don’t worry if your tool isn’t listed. With APIs and custom middleware, bespoke integrations are absolutely possible.
Quick tip: If your team is constantly asking, “Is this in stock?” or “Did the invoice go out?” — that’s a sign that integration is overdue.
Integrations open the door to automation. But that doesn’t mean you should automate everything.
Ask: “What’s the most annoying manual task we do today?”
Useful automations might include:
Creating a deal when an ERP order is marked “New”
Sending stock alerts to sales reps
Triggering renewal reminders based on invoice dates
Logging Teams messages or call notes in HubSpot
But every automation should be tested for impact. If it doesn’t save time or reduce errors, it’s just noise.
Even great integrations can break or drift over time. So build in visibility and accountability from the start:
Assign a clear owner for each integration (not just "IT")
Decide which system owns each data field (e.g., ERP owns pricing)
Set up a shared dashboard to monitor sync status and errors
When everyone knows what data to trust—and where it lives—adoption goes up. So does confidence in your reporting.
Integrations aren’t a set-it-and-forget-it project. Businesses evolve. So should your tech stack.
Set a regular cadence (e.g., quarterly) to ask:
Are our current integrations still delivering value?
Have our workflows changed?
Do we need to adjust how data flows between systems?
Catching issues early is the difference between a system that scales and one that slowly breaks down.
You don’t need dozens of integrations. You need the right ones—solving the real issues your team is dealing with day to day.
Start with the friction. Prioritize clarity over complexity. Build with accountability in mind.
When your systems talk, your people move faster, your customers get better service, and your data tells the truth.
And HubSpot becomes more than just a CRM. It becomes the operational brain of your business.