About the Client
The client runs marketing, sales and customer service in HubSpot CRM, and accounting, inventory and other operations in NetSuite ERP. Because the two systems didn’t share data, the sales and finance teams were working from different versions of the same customer.
The Challenge
With CRM and ERP data kept apart, four problems held the business back.
Disconnected Data
Customer data was split between HubSpot and NetSuite, which led to poor communication between sales and finance.
Manual Data Entry and Errors
Information was re-entered by hand, causing frequent errors and wasted time.
No Real-Time Visibility
Teams couldn’t easily see a customer’s current status or purchase history.
Missed Follow-Ups and Delayed Invoicing
Inconsistent data flows meant follow-ups slipped through the cracks and invoices went out late.
The Solution
LST Consultancy built a HubSpot NetSuite integration that uses HubSpot and NetSuite APIs, connected through custom middleware, to sync data in both directions.
HubSpot CRM
Contacts, companies and deals
- Deal · NorthwindClosed won · $24,500Synced
- Contact · J. LeeNorthwindMatched
- CompanyGlobex · CustomerSynced
- Deal · InitechContract sentUpdated
Custom middleware on HubSpot + NetSuite APIs
- Two-way sync
- Field mapping
- Unique ID matching
- Scheduled sync
Oracle NetSuite
First contact to final invoice
- Customer recordsMatched on email or customer ID
- Sales ordersCreated from HubSpot deals
- InvoicesTied to deal stages
- Updates back to HubSpotDeal progress and customer details
Automated Data Sync
HubSpot contacts, companies and deals sync to matching NetSuite customer records and sales orders.
Custom Field Mapping
Fields are mapped so data transfers accurately, for example, HubSpot deal stages to NetSuite sales orders and invoices.
Real-Time, Two-Way Updates
Changes in either system, such as deal progress or customer details, are reflected in both.
Fewer Errors and Duplicates
Automation removes most manual entry, and unique identifiers prevent duplicate records.
Better Collaboration
Sales and finance teams see the same up-to-date customer and deal information, making coordination and decisions easier.
How We Delivered It
We used an Agile approach across six phases.
Requirements Gathering
We analyzed the client’s business needs and workflows.
API Integration
We built middleware using the HubSpot and NetSuite APIs to connect the two systems.
Field Mapping and Configuration
We mapped HubSpot contacts and deals to NetSuite customers and transactions.
Testing and Validation
We tested syncing and data mapping thoroughly.
User Training
We trained staff on the new automated workflows.
Go-Live and Monitoring
We launched the integration, monitored performance and fine-tuned settings as needed.
The project team included a project manager, business analyst, technical lead and QA analyst, working closely with the client’s sales and finance teams, who tested the system and shared feedback on workflows.
Obstacles We Overcame
CRM-to-ERP syncing has four classic sticking points. Here’s how we handled each one.
Data inconsistency
Challenge- HubSpot and NetSuite format data differently, which could cause sync errors.
How we solved it- Data validation rules and careful field mapping to keep formatting consistent.
Duplicate records
- Challenge
- Records that already existed in both systems could be duplicated.
- How we solved it
- Matching records using unique identifiers such as email address and customer ID.
Sync delays
- Challenge
- API limits or connectivity issues could delay real-time syncing.
- How we solved it
- Regular scheduled sync intervals, plus manual sync triggers for critical updates.
User adoption
- Challenge
- Teams needed time to adapt to automated processes.
- How we solved it
- Training and clear documentation on the new workflows.
The Results
Once HubSpot and NetSuite were connected, the client saw five improvements.
Business Impact- 80%
- reduction in manual data entry through automated syncing
- 70%
- faster deal-to-invoice processing, as NetSuite sales orders and customer records are created automatically from HubSpot data
- 90%
- improvement in data accuracy with real-time syncing of customer and deal information
- 85%
- fewer duplicate or missing records, thanks to validation rules and unique record matching
- 60%
- improvement in collaboration efficiency between sales, marketing and finance, with shared real-time data
Key Takeaways
Connect deals to invoices
Automatically turning HubSpot deals into NetSuite sales orders is where most of the time savings come from.
Prevent duplicates from day one
Matching on email or customer ID stops duplicate records before they spread.
Have a plan B for real-time sync
Scheduled syncs and manual triggers keep data moving when APIs slow down.
Train the people, not just the system
Clear documentation helps teams trust and use the new workflow.
