The Best of Both Worlds: The HubSpot and NetSuite Story

Reap the benefits of a fully integrated customer journey by combining the power of HubSpot and NetSuite in a harmonious integration.


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Why Integrate CRM with ERP?

The unifying of all customer-facing aspects of your business, including Sales, Marketing, and Customer Service to achieve excellent customer services and improve conversions is the goal of the HubSpot CRM. The streamlining of business functions like supply chain management, payroll and more is achieved with the NetSuite ERP.  

Both of these systems are extremely powerful – so imagine the success your business could see if you used them both in harmony. In fact, a 2021 report by IDC found that companies who integrate CRM and ERP systems can see an average increase in revenue of 35%, a decrease of 23% in operational costs and a 10% reduction in manual errors.  

"Businesses that integrate these systems can see an average increase in revenue of 35%"


So, if you’re a HubSpot user interested in NetSuite, or a NetSuite user interested in HubSpot, or even a user of both systems interested in integration – this is your sign. 

The Benefits of Using HubSpot and NetSuite Together

There are myriad advantages of integrating your HubSpot instance with NetSuite. At a high level, this integration consolidates all your data onto a single platform, enabling you to quickly access vital information as required and therefore make more informed business decisions.
Streamlined Processes

By integrating HubSpot with NetSuite, you’ll be reducing, if not eliminating in certain cases altogether, inconsistencies between sales and inventory, which can drastically improve your customer success function. Without automation of this standard, your time is likely spending most of their time toggling between the two platforms, rewriting content and importing/exporting data manually — this only leads to inaccuracies, wasted resources, and communication lapses. With integration, your sales, customer service and operations teams have access to the same data and can minimize data duplication and resulting errors.

Improved Customer Service & Collaboration
Connecting HubSpot and NetSuite provides access to a 360-degree, real-time view of customer and product, empowering you to develop a personalized customer experience that can singlehandedly skyrocket revenue. For example, if your sales team can look up pricing, orders, and customer service tickets in HubSpot itself, they will feel confident enough to put forth more targeted sales offerings to your customers. Moreover, your finance and sales departments can collaborate far more effectively, leveraging a shared operational framework to drive valuable communication and achieve better results.
Increased Profit Margins

In addition to equipping your sales team with comprehensive intelligence for successful cross-selling and up-selling, a HubSpot NetSuite integration also saves the time and money that would have otherwise been expended on maintaining two separate and disconnected systems. Yes, there will be some initial training and IT costs as you set up the new infrastructure. But ultimately, you get to rely on a singular data repository containing all customer interactions, including: 

  • Contact details 
  • Meetings 
  • Emails 
  • Quotes 
  • Orders 
  • Products purchased 
  • Warranty details 

For example, your sales team can quickly move contracts through the approval process by using up-to-date financial data from NetSuite.  And, if your finance team is entering data in NetSuite, it automatically updates in HubSpot and notifies your marketing team– and vice versa.  

With actionable insights at your fingertips, your leadership team can uncover new ways to maximize customer engagement and increase repeat business, all while leveraging a single source of truth for accurate forecasting. 

Key Features of HubSpot 

HubSpot is an all-in-one sales and marketing platform that can effectively capture and monitor each and every interaction with your customers – existing and potential. The reason why so many SMBs gravitate towards HubSpot specifically is its unique capability to bring together what used to be done by several different pieces of software. HubSpot enables you consolidate all your marketing efforts under one roof, including everything from building blogs and landing pages to optimizing content for SEO to engaging leads through personalized email templates.   

Here are the primary features of HubSpot you want to focus on to maximize your investment:


HubSpot workflows can automate simple tasks that you’d otherwise be doing manually, such as building lists, sending email campaigns, routing leads, and more. All you have to do is select certain parameters or rules that trigger the action you’re looking to implement. These workflows can seamlessly integrate with other tools like Zoom, Slack, and LinkedIn, and can send automated notifications to team members in real time.

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Photo via HubSpot

Social Media Management

HubSpot’s tools let you manage all social media interactions from one central location. Not only can you connect your Facebook, LinkedIn, and Twitter accounts but you can link the campaigns to real people in your database, uncovering deeper context and prioritizing select conversations. Integrating HubSpot with CRM also lets you track the visits, leads, and customers your social media is generating for your company.


HubSpot offers unprecedented capabilities in the realm of email automation. For starters, whether you’re using Outlook, Outlook 365, or Gmail, you can automatically monitor, and log emails based on the recipient, and even get pop-up notifications when emails are opened. You can also leverage a drag-and-drop editor adjust templates based on the type of email you want to send — no need to get a developer for coding. 

List Segmentation

HubSpot lists can easily group individuals for marketing or sales actions, like sending emails, enrolling in sequences or workflows, clustering leads for sales or service teams, reporting, and more. Moreover, the segmentation criteria can be based on a wide range of attributes, such as lead score, page views, email interactions, quality of interactions, form fills, and more — empowering you to craft customized experiences for each lead and customer.


Powerful reporting tools are a marketer’s best friend. Not only do they lead you to valuable insights, but they also give you the ammunition you need to outshine your competition and become a leader in your industry. HubSpot offers dozens of customizable dashboards to view all your analytics, which you can edit to meet particular date selections, make viewable to certain users, and conduct integrated analysis. 


Photo by HubSpot

Key Features of NetSuite  

There is a reason why 34,000 businesses worldwide leverage NetSuite every day to manage their processes.  

NetSuite offers an extensive suite of applications that goes beyond just bringing accounting, inventory, operations, and distribution under one central platform. In fact, it has been proven to enhance productivity and efficiency across the board, providing comprehensive visibility into business performance. If you're considering switching over to a new ERP system, here are some features of NetSuite you might want to keep in mind.

Finance & Accounting

Among the advantages offered by NetSuite's financial management solutions are the ability to expedite daily transactions, reduce budgeting and forecasting time, ensure compliance, and accelerate financial close. Plus, you gain real-time visibility into the financial performance of any business, from a consolidated level down to individual transactions.

Order Fulfillment

By tracking and managing the flow of information across all of your fulfillment locations and providers, NetSuite’s Order Management module ensures orders move quickly and efficiently, with minimal fulfillment challenges and delays. You can capture vital information related to inventory, pricing, order, payment and returns information in a single source of data, while your customers and employees get consistent, fast answers to deliver a superior experience. 


Photo by NetSuite

Supply Chain Management

Companies can efficiently manage the flow of goods from suppliers through manufacturing to customers with NetSuite's supply chain management solutions. By decreasing the costs associated with planning and executing supply chain processes, you can increase your profitability. Plus, by understanding when goods and materials are needed to meet customer demand, you can effectively plan production and minimize inventory on hand, which leads to improved cash flow.


By centrally managing vendors and the procurement process, you can easily keep an eye on company spend and vendor performance in real-time. In addition, the procurement dashboard consolidates all the procurement-related information, so you can see transactions, records, vendor performance, and department expenditures all in one place. In essence: it's a one-stop-shop for procurement management that lets you purchase goods and services at the best price and within the right timelines.

How Does the HubSpot-NetSuite Integration Work?   

Put simply, though both HubSpot and NetSuite contain similar pieces of information about customer interactions, many are concerned about their compatibility. Is it truly possible to integrate the two and facilitate a real-time flow of data? 

We must keep in mind that these are highly intricate technologies that require ample planning, design, and testing to even consider optimizing, let alone integrating. However, at the same time, if you have the right partner by your side, you will be able to customize your integration to meet your exact needs and make the final product work for you and your teams. 

There are specific questions you must answer at the outset of the project:

Which integrations points do you want to implement?

It is neither feasible nor advisable for you to integrate everything, so you will have to prioritize to start. For example, by setting up a Quote-Order integration, you’re leveraging a centralized data warehouse that automatically keeps quotes and orders accurate, while ensuring your sales team can get everything they need from HubSpot. On the other hand, with a Contact-Account integration, your employees can find data pertaining to sales orders, invoicing, shipping, and payment in the same platform.

What type of integration is best for your business?

Once you've identified the data you want to integrate from HubSpot and NetSuite, you must evaluate which integration type is suitable for those precise requirements. 

  • Native Integration — this is a fast and affordable solution that utilizes pre-built software to link existing applications.
  • Custom Integration — however, if you're facing more complex data-entry mechanisms, you might need customized integration solutions that employ APIs and private apps to add custom objects and fields.

  • Connector Integration — these are middleware that can be deployed for platforms without built-in integration capabilities. Though these middleware tools must be purchased like any other software, they offer a significant opportunity to optimize and streamline highly customized workloads – all while delivering targeted support and testing. 

How to Get Started with HubSpot and NetSuite    

It can be a daunting task to even think about integrating HubSpot and NetSuite and consolidating all your data under a single platform. For many businesses, this is a prolonged endeavor that requires months, if not years, of diligent execution, migration, and training, not to mention the exhaustive technical resources required in some cases.  

However, it is a direct consequence of growth — where you need to discover new ways to streamline changing processes. Are you content with using legacy applications to run your operations, even at the expense of miscommunication among your teams, lost leads, and wasted time? Or do you want to take your business to the next level and explore the benefits of an integrated platform that informs your business decisions and augments your teams? 

If your response is the latter, here’s a quick 5-step plan on how you can get started on a HubSpot NetSuite integration: 

  • Planning: To ensure a smooth and seamless system integration process, it is crucial to begin by compiling a comprehensive list of the data mapping requirements for NetSuite and HubSpot. Identifying what you hope to achieve with the NetSuite-HubSpot integration. Who are the stakeholders involved? Who will benefit the most from such an integration? What type of data needs to synchronize with the utmost accuracy and speed on a daily basis? Clearly defining your goals will help you determine the best integration approach.

  • Development: This stage entails the execution of your plan– as your team constructs and tests all of the integration components. You will want to configure your sync settings, program the integration in a sandbox environment so as to not disturb your live data, and then continually testing and optimizing with error logging and handling documentation. If you have selected a third-party tool, follow its instructions. This will typically involve setting up API keys, selecting data to be synced, and mapping fields between the systems.

  • Implementation: Before you go live with your NetSuite HubSpot integration, you should train all relevant team members on how their functions might change. You should also test different scenarios to identify and resolve any issues before they impact any key workflows. Then, it’s about moving your integration to production and going live.


With Flawless Inbound by GSI, you can maximize your HubSpot investment and ensure it integrates with NetSuite as per your exact needs. We have completed some of the most complex HubSpot integrations in the industry and are more than willing to dig deep into your workflows and see what is possible from an integration standpoint. Please get in touch today and start your integration project with clear objectives and processes in place.