Key takeaways
- HubSpot’s native connector syncs contacts, companies, deals, tasks and other records between HubSpot and Salesforce.
- It requires a Salesforce edition with API access and a Salesforce administrator with the right permissions to install.
- The integration uses Salesforce API calls, and a single contact sync can use several calls, so limits matter at volume.
- Inclusion lists, field mapping rules and clear ownership prevent most sync problems.
Running HubSpot for marketing and Salesforce for sales is one of the most common CRM combinations. HubSpot’s native Salesforce integration connects them, and when configured carefully it works well. When it is not, teams see duplicates, overwritten data and leads that never reach sales.
What the integration does
- Syncs contacts and leads, companies and accounts, deals and opportunities, and tasks between the systems.
- Lets HubSpot marketing activity, such as email engagement and form submissions, appear in Salesforce.
- Allows HubSpot workflows and lists to use Salesforce data, and vice versa.
- Supports field mappings with rules for which system wins when values differ.
Requirements
- A Salesforce edition with API access.
- A Salesforce administrator with API Enabled and related permissions to install and authorize the integration.
- One Salesforce org connected per HubSpot account.
Key configuration decisions
| Setting | Recommendation |
|---|---|
| Inclusion list | Sync only contacts that sales should see, such as marketing-qualified leads, instead of the entire database |
| Lead vs contact creation | Decide whether new HubSpot contacts become Salesforce leads or contacts |
| Field mapping rules | For each field, choose “Prefer Salesforce”, “Always use Salesforce” or two-way, deliberately |
| Ownership | Map HubSpot and Salesforce owners and decide where assignment happens |
| Deal and opportunity sync | Align pipelines and stages before enabling |
API limits
The integration consumes Salesforce API calls, and HubSpot notes that syncing a single contact can use several calls. Large databases or frequent updates can exhaust your Salesforce allocation, delaying syncs. Use inclusion lists, avoid unnecessary field updates and monitor API usage in both systems.
Common problems and fixes
| Problem | Usual cause | Fix |
|---|---|---|
| Duplicate leads and contacts | Inconsistent matching, missing emails | Clean data, standardize emails, use inclusion lists |
| Values overwritten | Two-way sync on fields both systems change | Set clear field ownership rules |
| Records not syncing | Validation rules or required fields in Salesforce | Check sync errors and adjust rules or mappings |
| Sync delays | API limits or large backlogs | Reduce scope, monitor limits, stagger bulk updates |
Best practices
- Document every mapped field, its owner and sync rule.
- Test in a Salesforce sandbox connected to a HubSpot test account before changing production.
- Review the sync error queue weekly.
- Align lifecycle stages in HubSpot with lead statuses and stages in Salesforce.
- Communicate changes to both marketing and sales teams.
We configure and repair HubSpot–Salesforce integrations; see our system integration services.
A field ownership example
| Field | Owner | Sync rule |
|---|---|---|
| Email, first and last name | Either | Two-way, most recent wins |
| Lifecycle stage | HubSpot | HubSpot to Salesforce only |
| Lead status and owner | Salesforce | Salesforce to HubSpot only |
| Lead score | HubSpot | HubSpot to Salesforce only |
| Account industry and size | Salesforce | Salesforce wins |
Writing this table down before configuring the integration prevents most overwrite problems.
Frequently asked questions
How often does the integration sync?
Changes sync regularly in near real time cycles rather than instantly; timing depends on volume and API availability.
Can we sync custom objects?
Custom object support depends on HubSpot tier and configuration. Check HubSpot’s current documentation for your account.
Why are some contacts not syncing to Salesforce?
Common reasons are inclusion list settings, missing required fields, validation rules and API limits. The sync error queue shows details.
