While its a robust and powerful software platform, SAP is typically highly customized. As such no simple out-of-the-box connector to HubSpot exists.
When you say you are using SAP, it’s like saying you are wearing shoes, whether they are boots, pumps, sneakers, Tap Shoes, Flip-Flops, etc. SAP offers hundreds of products.
This is why this page is a little longer than others and slightly boring. But if your company runs on SAP, you’ll know why this is necessary.
So what we see with HubSpot and NetSuite integrations is, even though sometimes the marketplace connectors are sufficient to create synchronization for some of the master data (e.g. companies, contacts, etc…), there is always a reason why a custom integration is needed. There is always a package, a set of custom rules that were put in place, a custom object in the middle of the process. And that piece is now fully ingrained in the business, it’s a part of how things work, and to get it to play nice with HubSpot we need to build at least some parts of the integration custom.
Here are some specific examples, so you know we’re not making this up:
The important thing is that processes on both systems are well understood and that the data flows that need to occur are clearly defined. Once that’s done, technical integration—what can be used from the marketplace connector and what needs to be custom—will fall in place almost naturally!
SuiteBilling, a package that simplifies and automates the management and billing of recurring subscriptions, also required us to change the Hubspot data model to ensure deals and line items lined up on both sides.
A customer who sells courses and has a 3rd party object to reflect them in NetSuite, which leads to the requirement to syncronize custom objects under specific business rules.
Files, or indirect associations with other objects have to be sent over from one side to the other.
The important thing is that processes on both systems are well understood and that the data flows that need to occur are clearly defined. Once that’s done, technical integration—what can be used from the marketplace connector and what needs to be custom—will fall in place almost naturally!
The important thing is that processes on both systems are well understood and that the data flows that need to occur are clearly defined. Once that’s done, technical integration—what can be used from the marketplace connector and what needs to be custom—will fall in place almost naturally!
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At Periti, we’ve done dozens of SAP – HubSpot integrations and one thing we can say for sure is that every one is different. Before embarking on a HubSpot/SAP integration, it is important to understand the division of labor between Marketing Automation, CRM, and ERP. In which system does each process live? The answer to this will vary depending on the business and sales model.
In many companies, the ERP system is the ultimate source of truth and is also used for quote generation, even though it can be cumbersome to use it for this purpose. However, when FX rates might impact prices, and stock levels can impact availability and delivery time, it may be the best option. However, this is not the case in every sales model. In some cases, the CRM handles the entire sales process and hands over closed-won orders to the ERP for fulfillment and invoicing.
Let’s look at three basic variants. Each of these can be built upon by including further data, such as profit centre synchronisation or live warehouse stock level information. But what is necessary?
The guiding principle is relevance.
If a company has a handful of new customers each month, it may not require automatic synchronization from CRM to ERP. On the other hand, if the company has dozens of new customers each month, automatic synchronization is wise. In this case, the CRM is the leading system and passes the data to the ERP.
Suppose the majority of orders are placed online. In that case, it is most logical to integrate the order data from the eCommerce system or ERP into the CRM to enable behavior-based marketing to the customer base. The potential for cross- and upselling, replacement sales, and tracking canceled orders is significant and can greatly increase revenue. In this case, ERP is the leading system and passes the data on to CRM and marketing automation solutions.
When trading physical goods stored in warehouses, the salespeople need to be able to see each SKU’s stock level and location in real-time.
This results in better alignment between Sales, Marketing and Service, which leads to more efficiency, balance of growth and scale, and overall improved business results. And yes, a customer-facing engine that is at the core of your customer-related processes and metrics.
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Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Greater transparency and a better cross-departmental flow of information within your company increases efficiency, avoids duplication of work, and allows employees to access high-quality and complete information faster.
By integrating HubSpot and SAP data, you get a holistic view of your customers. The comprehensive information helps you make better decisions, avoid mistakes, and provide personalized customer care.
Knowing exactly who bought what and when can help you identify upsell, cross-sell, and re-sell potential. You can also use this information to segment customers and execute very targeted marketing campaigns.
When you integrate your CRM and ERP, you no longer have to transfer data from one system to the other manually. Not only will you reduce workload, you’ll also minimize errors and improve data quality.
By moving some processes from ERP to CRM, we’ve seen our clients realize significant savings on license fees. The ROI on these savings can be just a few months.