How to integrate ERP with CRM - 4 recommended integration scenarios

Integrating an ERP system with HubSpot CRM is one of the key steps towards full digitization of sales and customer service processes. However, for such integration to be effective, it must be well thought out and based on the right assumptions.

In this article, we discuss four main scenarios for implementing ERP → HubSpot integration, present the advantages of a one-way approach, and explain how ERP data supports sales and reporting in HubSpot.

Based on our practice, we have developed 4 ERP implementation scenarios, which we will dissect later in the article.

Why ERP → HubSpot one-way integration?

All the scenarios described are based on one basic assumption:

Key data synchronized from ERP to CRM HubSpot

As part of the integration, we handle a specific range of data that allows us to provide the necessary data to the sales team working on HubSpot:

• Contacts (individuals)
• Companies (contractors) - enabling data reporting by company
• Products and their prices - profitability analysis of products and product groups, sales trend analysis, creation of PDF with offers in HubSpot
• Invoice data (always) - ability to account for sales performance, commissions, degree of achievement of sales goals
• Order data (optional) - having data at hand for salespeople on the statuses of specific orders resulting from sales activities.If the B2B platform is used, automatic transfer of transactions to the funnel for customer profitability analysis.
  
  

Structure of sales funnels in HubSpot CRM necessary for integration with ERP

In order to monitor the sales process and conduct activities with the fulfillment of offers and orders by the sales team, the CRM implementation implies the use of two sales funnels with well-defined roles.

1. operational funnel (potential deals and sales to new and existing customers)

Used by salespeople - shows current deals and sales stages. Helps analyze conversions and stages where we are losing customers in sales processes. It allows us to control the progress of the sales process, open sales opportunities, potential products offered to contractors. With this funnel, we can conduct an analysis of the conversion of offers into orders.

2. invoice funnel (actual sales).

Powered automatically by invoices from ERP. Each invoice is a separate transaction in HubSpot with an assigned customer, merchant and products. Based on it we measure:

• Actual revenue on a given counterparty
• Margins earned on products
• Sales per merchant - the degree to which goals are met
• Turnover by product groups
  
  

Types of price lists and their impact on the choice of CRM to ERP integration scenario

The exchange of product pricing data is the most complex part of integration and data exchange. In many companies, price lists are very complex in nature resulting from how the ERP system works and what it offers.

The CRM system should not replace such functions due to its different role in terms of the company's operation processes. However, it should have pricing information and the ability to apply specific prices to the sales process. This is closely related to the limitations of the CRM system, which does not have such extensive pricing schemes as the ERP system.

Within the framework of the projects, we distinguish 5 types of price lists, which we classify for the purpose of determining the type of scenario of CRM integration with ERP:

1. standard (catalog) pricing

• Fixed price assigned to the product regardless of the customer
• Capable of full synchronization with the product library in HubSpot
• Supported in scenarios 1 and 3 - offers created directly in CRM
• Does not require dynamic discounting logic
  
  

2. individual pricing (per customer)

• Each customer is assigned their own discounts or prices for specific products
• Difficult to map in CRM - requires knowledge of the context when generating an offer
• We do not recommend creating an offer in HubSpot with such a price list
• Supported in scenarios 2 and 4 - offer created in ERP and synchronized to CRM
  
  

3. group pricing (by customer level / segment)

• Different price levels (A, B, C) assigned to customer segments (wholesale, retail, VIP)
• Requires price level synchronization to CRM if offer is to be created in HubSpot
• Possible for partial mapping - depending on ERP's ability to transmit customer segment information
• Works best with offer generated in ERP (scenario 2 or 4)
• Possible to implement in scenarios 1 and 3 after closer analysis

4. promotional / time-based pricing

• Time-limited promotions, marketing campaigns, seasonal pricing
• Difficult to update and synchronize in real time to CRM
• We do not recommend mapping into CRM
• Offers created in ERP, synchronized to HubSpot (scenario 2 or 4)
  
  

5. configurable pricing (CPQ / dynamically calculated)

• Price depends on many variables: product options, quantity, currency, add-ons
• Used most often in unit production, technical trade, services
• Supported by third-party configurators or B2B platforms
• Impossible to implement in CRM - offer generation only in ERP or dedicated tool
• Scenario 2 and 4 mandatory

Invoices - the foundation for reliable sales reporting through ERP integration with CRM

In integrating ERP systems with HubSpot CRM, invoices serve a key function because they provide actual, financially validated sales data. Unlike quotes and orders, which may not be finalized, invoices represent completed transactions and enable accurate analysis of sales performance.

Why invoices are synced from ERP to HubSpot:

• They represent the company's actual, documented revenue
• They allow you to measure sales effectiveness based on real data, not just forecasts
• Provide a foundation for reporting on revenue, margins, turnover and the effectiveness of sales and marketing activities
  
  

How does invoice integration work?

An invoice issued in ERP is automatically sent to HubSpot as a separate record in a special sales funnel dedicated to invoices.

Each invoice is assigned to:

• an appropriate customer (company or contractor)
• salesman (based on the assignment in CRM to the company)
• products (based on items from the invoice)
• the date and value of the transaction
  
  

What does the invoice funnel enable?

Reporting of actual sales results regardless of the activities of salespeople:

• identifying who actually generated revenue
• analyzing which products are sold
• determining what value of purchases is generated by a given customer
  
  

Comparison of bid and invoice pipeline:

• summary of realized and unrealized offers
• analysis of differences between sales forecasts and actual invoices
• automatic measurement of conversion from offer, through order, to invoice
  
  

Synchronization of invoices between ERP and HubSpot provides the company with reliable data to make decisions, improve profitability and manage sales processes more effectively.

Orders from ERP - optional synchronization

Unlike invoices, which are always synchronized, the integration of orders from ERP to HubSpot is optional and subject to a technical condition: it is necessary to be able to pass the transaction ID from HubSpot to ERP, and then to pass the order ID back from ERP to CRM. When this mechanism works, orders become an important link between CRM and physical sales execution.

How order synchronization works:

• An order from the ERP goes into an existing transaction (deal) in the main pipeline in HubSpot as a data extension, rather than as a separate record
• A new section appears in the deal containing order details such as order number, status, date placed and value
• This way, the order data enriches the existing sales record without creating an additional deal
  
  

Why order integration is important:

• In manufacturing and distribution companies, the order is the starting point for processes such as production, logistics, packaging or invoicing
• The customer distinguishes between an offer and an order - a CRM without orders may not fully reflect the actual sales stage
  
  

Benefits of synchronizing orders from ERP to HubSpot:

1. update order statuses in CRM

A merchant can see in the CRM whether an order is:

• in progress
• partially completed
• fully processed
• awaiting payment
• delayed

No need to contact the production or logistics department - everything is visible in the system.

2. the ability to associate an order with a specific transaction (deal)

Once a deal is accepted (deal won), an order in ERP can be manually linked to a deal in CRM.

This allows you to:

• analyzing the conversion from offer to order
• comparing the value of the offer with the value of the actual order (e.g., the customer ordered only part of the products)
  
  

3. linking multiple invoices to a single order

If the fulfillment of an order is done in stages, several invoices can be associated with one order.

• analyze the degree of order fulfillment
• comparison of the order value with the value actually invoiced (delta)

4 Order level reporting

With integration, reporting becomes possible:

• number of orders in a given period
• average order value
• the most frequently ordered products
• lead time (e.g. from offer date to order completion)

Thanks to order synchronization, CRM becomes a much more functional tool for analyzing not only the sales process, but also its execution and effects.

Orders from B2B and e-commerce platforms - an additional integration option

In addition to the standard integration of ERP orders with HubSpot, an increasingly common need is integration with B2B platforms or customer-side e-commerce systems. In this scenario, orders placed by customers using external systems - such as a B2B platform, e-commerce store or order portal - can be automatically sent to HubSpot as transactions in the main sales funnel.

• sales volume coming from the B2B or e-commerce platform
• Turnover values at the customer or customer segment level of the most frequently ordered products and their turnover

In this scenario, each order from the platform can be recorded as a new transaction (deal) record in HubSpot, providing full visibility into the CRM and allowing the sales or marketing team to analyze customer buying behavior, segment and initiate follow-up actions.

This model works particularly well for companies where a large portion of sales are made through self-service channels, and the CRM is intended to serve not only to manage the classic sales funnel, but also as a tool for managing B2B customer relationships and monitoring overall sales volume. This makes HubSpot a central place for analyzing and managing all sales activity - both active and passive.

Four scenarios for integrating ERP with HubSpot CRM - detailed descriptions

Implementations of HubSpot CRM integration with ERP systems vary depending on whether you're dealing with a new or existing customer, as well as the source of the offer creation and the type of pricing (standard or customized). Below we describe the four most common variants.