5 min read
HubSpot CRM and ERP Integration: Connecting Your Front and Back Office
In today’s fast-paced business environment, having a seamless connection between your customer-facing teams and operational backbone is no longer a luxury — it’s a necessity. Integrating your HubSpot CRM with your ERP system can unlock significant efficiencies, enhance data accuracy, and drive better business outcomes.
In this article, we'll explore why HubSpot CRM and ERP integration is so powerful, the different ways you can achieve it, and why our Orderwise Synch HubSpot Connector is the ideal solution for wholesale, distribution, and manufacturing businesses.
Why Integrate HubSpot CRM with Your ERP System?
Many companies use HubSpot to manage their sales, marketing, and customer service functions, while an ERP system handles finance, inventory, manufacturing, and logistics. When these systems operate in silos, valuable data is fragmented — creating bottlenecks, inefficiencies, and potential errors.
Integrating them brings both worlds together, offering strategic advantages:
Improved Data Alignment and Visibility
Connecting HubSpot CRM with your ERP ensures customer, order, and inventory data remain consistent across systems. This alignment reduces manual data entry and minimizes the risk of errors — making your business more reliable and responsive.
Streamlined Front-to-Back Office Processes
Sales and marketing teams (using HubSpot) can seamlessly share information with operations and finance (using your ERP). Deal statuses, invoices, and delivery updates flow freely, improving internal collaboration and creating smoother experiences for customers.
Better Customer Insights
Imagine being able to see a customer’s purchase history, payment status, and product interests all in one place. By combining ERP data with HubSpot’s engagement tracking, you can deliver highly personalised marketing, tailored sales outreach, and more proactive service — driving stronger loyalty.
Enhanced Reporting and Forecasting
Integrated systems allow you to build unified dashboards that include sales pipeline data from HubSpot alongside real-time revenue, product fulfilment, and inventory insights from your ERP. This big-picture view improves forecasting accuracy and supports smarter strategic decisions.
Automation of Manual Tasks
Routine updates like payment status, shipping notifications, and order confirmations can be automated across systems. This not only saves your team valuable time but also ensures timely communication with customers.
Faster Order Processing
When deals marked as "Closed-won" in HubSpot automatically trigger sales orders in your ERP, you accelerate order entry and reduce bottlenecks. Faster order processing improves cash flow and strengthens customer satisfaction.
Options for HubSpot–ERP Integration
1. Native or Marketplace Connectors
HubSpot’s App Marketplace offers pre-built integrations for popular ERP systems such as NetSuite, Microsoft Dynamics 365, and SAP. These connectors are typically easy to set up and can handle basic data syncing, though they may have limitations when it comes to custom fields and specific workflow automations.
2. Custom API Integrations
For businesses with complex requirements, custom integrations using HubSpot’s APIs and your ERP’s APIs provide maximum flexibility. While highly tailored, these integrations require more technical expertise, development time, and ongoing maintenance.
3. Middleware Platforms (iPaaS)
Platforms like Zapier, Workato, or Dell Boomi act as bridges between HubSpot and ERP systems. These tools often provide low-code or no-code solutions for data syncing and process automation, but may still require technical configuration for more sophisticated use cases.
4. Third-Party Integration Partners
Certified HubSpot solutions partners or ERP implementation consultants can help build and maintain integrations aligned to your business processes. While potentially higher in upfront cost, these partnerships ensure deep expertise and long-term support.
Introducing the Orderwise Sync HubSpot Connector
At Cogent Connective, we understand the unique challenges faced by wholesale, distribution, and manufacturing businesses. Many of our clients rely on Orderwise as their ERP system — a powerful platform for managing inventory, warehousing, and supply chain operations.
That’s why we developed the Orderwise Synch HubSpot Connector, designed specifically to bridge the gap between HubSpot CRM and Orderwise ERP seamlessly.
Why Choose Our Orderwise Sync HubSpot Connector?
Tailored for Wholesale, Distribution & Manufacturing
Our connector is built with the operational complexity of these sectors in mind. It aligns sales, marketing, inventory, and financial data to give you a true end-to-end view of your business.
Bi-Directional Data Sync
Key data such as customer records, sales orders, inventory levels, and payment statuses flow both ways — ensuring HubSpot and Orderwise always reflect real-time information. Sales teams can quote accurately, operations can plan confidently, and finance can forecast more reliably.
Faster Sales-to-Cash Cycle
Orders from HubSpot are instantly pushed into Orderwise, eliminating manual re-entry and accelerating order fulfilment. This streamlines invoicing and improves cash flow — critical for businesses with high order volumes.
Improved Customer Experience
With integrated data, your team has a complete picture of each customer. Reps can proactively inform clients about stock availability, order status, and payment updates — creating smoother, more satisfying interactions.
Enhanced Reporting & Strategic Planning
Leverage unified dashboards that blend HubSpot’s marketing and sales data with operational and financial insights from Orderwise. This consolidated view supports data-driven decision-making at every level of your business.
Typical Integration Examples
Here are some real-world ways our Orderwise Synch HubSpot Connector helps streamline operations:
- Syncing Contacts and Companies: Automatically update customer records in Orderwise when new contacts or companies are created in HubSpot — and vice versa.
- Automated Sales Order Creation: When a deal is marked "Closed-won" in HubSpot, an order is automatically generated in Orderwise, reducing manual effort and speeding up delivery.
- Payment and Invoice Updates: Payment statuses and invoices from Orderwise sync back to HubSpot, keeping your sales team fully informed and able to act quickly.
- Inventory Visibility: Product stock levels from Orderwise appear in HubSpot, allowing sales reps to provide accurate, real-time availability when talking to customers.
Specific Benefits for Wholesale & Manufacturing
Greater Operational Efficiency
Streamlined processes reduce internal friction, allowing your teams to focus on high-value, revenue-generating activities rather than chasing down data.
Improved Cash Flow
Faster invoicing and order processing tighten up your cash cycle, providing more financial agility and stability — crucial for sectors with complex supply chains and tight margins.
Stronger Customer Loyalty
Better visibility into orders and proactive communication build trust and strengthen long-term customer relationships.
Enhanced Strategic Reporting
With clearer visibility into sales performance, production metrics, and financial health all in one place, leadership can make more informed, timely decisions.
Scalability
Automation reduces reliance on manual processes and headcount as your order volumes grow, making it easier to scale operations without increasing overhead.
The Future-Proof Advantage
As the business landscape becomes more competitive and customer expectations rise, integrating HubSpot CRM with your ERP system is no longer optional — it’s a strategic imperative.
Our Orderwise Synch HubSpot Connector empowers you to move faster, serve better, and scale smarter. You’ll gain the ability to align your front and back office teams, deliver exceptional customer experiences, and make data-driven decisions that drive growth.
Ready to Integrate?
Choosing the right integration strategy can feel overwhelming — but you don’t have to navigate it alone. At Cogent Connective, we specialise in helping businesses like yours transform their operations through thoughtful, tailored integrations.
Whether you're looking to connect HubSpot with Orderwise or explore a broader systems integration strategy, we’re here to help.
Explore the Orderwise Synch HubSpot Connector today, or contact us to discuss your integration roadmap.
Final Thoughts
Integrating HubSpot CRM and ERP systems isn’t just a technical upgrade — it’s a strategic transformation. By unifying your data, aligning your teams, and automating your processes, you’re setting your business up for faster growth, stronger customer relationships, and greater operational resilience.
With the right integration approach — and the right partner — the possibilities are limitless. Let’s make it happen, together.
Key problems HubSpot CRM/ERP integration solves
1. Disconnected front and back-office data
Problem:
Sales and customer service teams in HubSpot don’t have real-time access to operational data — like inventory levels, order status, or shipment tracking — that sits in the ERP.
Solution:
Integration synchronizes product availability, order status, and fulfilment data into HubSpot. This enables sales reps to promise realistic delivery dates and provide accurate updates without chasing the warehouse or finance teams.
2. Manual data entry & duplicate records
Problem:
Manually re-keying orders, updating payment status, or copying customer information between CRM and ERP leads to errors and inefficiencies.
Solution:
An integrated system automatically syncs orders, invoices, payment statuses, and customer data. This reduces admin workload, eliminates duplicate data, and minimizes costly mistakes (like incorrect shipments or mis invoiced orders).
3. Poor customer experience due to slow response
Problem:
Without integrated data, sales and service teams can’t quickly answer questions like “Where’s my order?”, “What’s my account balance?”, or “When can I expect delivery?”
Solution:
Sales and support teams get instant visibility into ERP data from within HubSpot, so they can respond faster and improve customer trust and satisfaction.
4. Inaccurate forecasting and planning
Problem:
Without linking sales pipeline data (HubSpot) and operational/financial data (ERP), it’s hard to generate reliable forecasts for revenue, production, or inventory needs.
Solution:
Integration enables unified dashboards that combine future pipeline opportunities with confirmed orders and real-time stock levels. This supports more accurate demand planning and capacity management.
5. Slow order-to-cash cycle
Problem:
Orders get delayed because sales orders need to be manually entered into the ERP, and invoice generation or payment tracking happens in separate systems.
Solution:
Sales orders from HubSpot automatically flow into the ERP for processing, and payment updates sync back to HubSpot. This speeds up fulfilment and reduces days sales outstanding (DSO).
6. Limited ability to personalize marketing and upselling
Problem:
Marketing teams can’t see purchase history or customer lifecycle data from the ERP, making targeted cross-sell or upsell campaigns difficult.
Solution:
Integration enriches HubSpot contact records with transactional data (e.g., products purchased, average order value), allowing more sophisticated and timely personalized campaigns.
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