Keeping Salesforce and syncing it with HubSpot
When running HubSpot alongside Salesforce makes sense, and how to set up the sync so the two don’t drift apart.
The short answer: Keeping Salesforce for sales and HubSpot for marketing works when it’s deliberate: decide which system owns each field, define the lifecycle stage at which leads hand over, keep one home for consent, limit what syncs with an inclusion list, test in a Salesforce sandbox first and name an owner to monitor sync errors.
Not every company moves everything to HubSpot. A common setup is HubSpot for marketing and Salesforce for the sales team, connected by HubSpot’s native Salesforce integration. Done deliberately, it can work well. Done by accident, it gives you two versions of the truth.
When keeping Salesforce makes sense
- Your sales team is productive in Salesforce and heavily dependent on tools built around it, such as complex quoting.
- Marketing wants HubSpot’s tools without forcing a sales migration.
- You plan to move sales later and want marketing on HubSpot first.
If none of these apply, a full move is usually simpler. See Salesforce to HubSpot migration.
The hidden costs of running both
- Two sources of truth. The same customer in both systems drifts apart without clear rules.
- The reporting argument. Marketing reports pipeline from HubSpot, sales from Salesforce, and leadership meetings start with reconciling numbers.
- Sync maintenance. Every new field or process change on either side needs the sync rules updated. When the sync breaks, it often breaks silently.
- Double the security surface. Two systems to secure, and two places to honour every opt-out. See consent when moving to HubSpot.
How to set up the sync properly
- Decide which system owns each field. Write it down, field by field, and set the sync direction to match.
- Define the lead handoff. The lifecycle stage at which a HubSpot contact is sent to Salesforce, and who it’s assigned to.
- Choose one home for consent. Usually HubSpot, with opt-outs flowing to Salesforce.
- Limit what syncs. Use an inclusion list so only contacts sales needs reach Salesforce.
- Test in a sandbox first. HubSpot supports connecting a Salesforce sandbox for testing.
- Name an owner and monitor sync errors weekly.
Our approach
We set up the HubSpot and Salesforce sync as an add-on to any package, with the field ownership and handoff rules documented and tested before go-live. Start with a free risk scan.
Sources and further reading
- HubSpot-Salesforce integration user guide, HubSpot Knowledge Base
- Salesforce integration FAQ, HubSpot Knowledge Base
Platform features and policies change. Check the vendor’s current documentation before acting on any detail in this article. This article is general information, not legal advice.