For a leading technology services provider with a distributed team across the U.S., empowering clients through strategic tech enablement starts with ensuring internal alignment. As their business grew, so did the need for a better connection between their sales and marketing operations. Fragmented systems and manual workarounds were slowing them down. It was time for a smarter, more scalable solution.
Challenges
The company’s marketing and sales teams each had powerful platforms—HubSpot and Salesforce—but the lack of integration made collaboration challenging. Leads generated in HubSpot had to be manually re-entered into Salesforce, costing time and introducing inconsistencies. Marketing had limited visibility into what happened after a lead converted, and sales missed out on valuable engagement data like email activity, event signups, and social interactions. Without a clear picture of the customer journey, both teams were operating with blind spots.
Solution
To solve this, the provider implemented a robust two-way integration between HubSpot Marketing Hub Professional and Salesforce Sales Cloud. They synced contact, company, and deal records with precision—controlling which fields synced and which system acted as the source of truth. When a lead hit defined criteria in HubSpot, it was automatically created in Salesforce, eliminating the need for manual input and reducing lag in lead response.
Outcome
With real-time data flowing in both directions, the company gained new visibility into every touchpoint. Attribution reporting became possible across both platforms, allowing the teams to understand how marketing efforts contributed to closed deals. Sales could see the full engagement history of a prospect—from email clicks to event attendance—helping them prioritize and personalize outreach. The new setup also required minimal upkeep and preserved both systems, enabling the company to move forward without disrupting their teams or retraining staff.
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