The Challenge
A growing trading company used HubSpot CRM for sales and a separate ERP system for order processing and logistics. Customer data, deals and order histories existed in both systems but were not in sync. Sales had no real-time view of order status and deliveries, and the inside sales team had no view of the sales pipeline.
Maintaining data manually in both systems took more than 20 working hours per week and regularly led to errors.
Our Solution
We developed a bidirectional real-time synchronization between the ERP system and HubSpot CRM:
Contact Synchronization
Complete reconciliation of all customer data:
- ERP → HubSpot: New customers, address changes, payment information
- HubSpot → ERP: New leads, qualification data, sales notes
- Duplicate detection: Smart matching by email, company name and VAT ID
- Custom properties: More than 40 customer-specific fields mapped bidirectionally
Deal & Order Synchronization
Seamless connection between the sales pipeline and order processing:
- Deals in HubSpot are automatically created as orders when closed
- Orders, delivery notes and invoices flow back into HubSpot as timeline events
- Automatic deal stage updates based on order status
Webhook Engine
Event-based synchronization for minimal latency:
- HubSpot webhooks for immediate response to CRM changes
- Change detection in the ERP system every 60 seconds
- Dead letter queue for failed synchronizations
The Result
- 20+ hours per week of manual data maintenance saved
- Real-time transparency for sales and inside sales
- 99.7% synchronization rate without manual intervention
- Onboarding of new employees reduced from 3 days to 4 hours