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CRM & ERP integration

Hand leads from HubSpot to Salesforce clean and correctly routed.

New and updated HubSpot contacts are enriched, deduplicated and routed into Salesforce leads, contacts and accounts, with ambiguous matches reviewed by a person.

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The problem

Why HubSpot + Salesforce needs a governed process

Marketing and sales disagree on lead quality because duplicates, missing fields and wrong owners appear at handoff. Fixes are made by hand and nobody knows which rule produced which record.

Responsibility

How the systems divide responsibility

Marketing engagement

HubSpot

Contacts, companies, forms, email engagement, deals and tickets in marketing.

Sales record

Salesforce

Leads, contacts, accounts, opportunities, cases and CPQ.

Capabilities

What Nexus orchestrates

Pre-built action groups used in this pattern. Anything else runs through an API, protocol or database step, or Rules + Code, in the same workflow.

HubSpot

69 ACTIONS

  • Contacts15
  • Companies10
  • Forms10
  • Deals10
  • Tickets10
  • Core4

Salesforce

73 ACTIONS

  • Leads10
  • Contacts10
  • Accounts10
  • Opportunities10
  • Cases12
  • Reports10
  • CPQ Quote8

Architecture

One governed run across both systems

Trigger: webhook / scheduleIntegration: HubSpot + SalesforceRules + CodeHuman ApprovalSystem Action: SalesforceAudit

How work starts

Salesforce (SOQL polling), webhook or schedule

The HubSpot leg starts from a webhook, an HTTP poll or a schedule. The return leg can start from Salesforce SOQL polling.

When a pre-built action does not cover it

Pre-built ActionAPI / Protocol / DBRules + Code

Workflow patterns

What teams run across HubSpot + Salesforce

01

Lead creation with deduplication

A HubSpot contact is checked against Salesforce leads, contacts and accounts. Clear matches update, clear new records create, and ambiguous ones wait for review.

02

Territory and owner routing

Routing rules in Rules + Code assign the Salesforce owner from company and region data, with the rule recorded.

03

Form submission to case

Support-type HubSpot form submissions become Salesforce cases instead of leads.

04

Opportunity status back to marketing

Salesforce opportunity changes found by SOQL polling update the HubSpot contact or deal for nurture.

Direction and ownership

Which way each change moves

Qualified contacts flow from HubSpot to Salesforce. Sales outcomes can return to HubSpot for segmentation. Each direction has its own deduplication and ownership rules.

  • HubSpot Salesforce

    Contact, company and form context for a lead ready for sales.

  • Salesforce HubSpot

    Lead or opportunity status for marketing follow-up, where your process uses it.

Control

Approvals and exception handling

Human approval

Sales operations reviews ambiguous matches and records that would merge into existing accounts. Clean creates and updates run by policy.

Exceptions

  • Records missing required fields wait in a correction queue.
  • Salesforce validation rule failures are captured with the error.
  • Rate limits are handled with retry and back-off.

Security, audit and deployment

Every run leaves a reviewable record

  • The HubSpot record read and the enrichment applied.
  • The deduplication result and match score rule.
  • Reviewer decisions on ambiguous matches.
  • The Salesforce record created or updated.

Credentials for HubSpot and Salesforce are held in the vault and used only by the steps that need them. Role-based permissions decide who can edit, approve and run the workflow. Nexus runs on premises, in private cloud or air-gapped, so the execution record stays inside your deployment boundary. Governance and audit

Participating connectors

The connectors behind this pattern

CRM & Sales

HubSpot connector

69 pre-built actions

View connector

CRM & Sales

Salesforce connector

73 pre-built actions · Trigger source: Salesforce (SOQL polling)

View connector

Related

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FAQ

HubSpot + Salesforce questions

Can HubSpot start the run?
The HubSpot leg starts from a webhook, an HTTP poll or a schedule. Salesforce can start the return leg through SOQL polling.
How are duplicates handled?
Deduplication rules run in Rules + Code. Clear outcomes proceed and ambiguous matches go to a reviewer.
Can we keep both CRMs?
Yes. Each keeps its own records and Nexus moves governed changes between them.

Integration review

Discuss this integration

Bring your HubSpot and Salesforce process. We will map ownership, approval and the steps each system needs.

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