HubSpot ERP integration: native connector, iPaaS or a custom build
How to connect HubSpot to NetSuite, QuickBooks or SAP. Decide object by object which system has the final word, then pick the path that fits.
A HubSpot ERP integration connects the CRM where sales and marketing work with the system where finance and operations work, so both teams see the same customer, the same orders and the same invoices. There are three ways to build one: the native connector from the HubSpot App Marketplace, an integration platform (iPaaS) such as Celigo or Workato, or a custom integration built for your rules. Each one is the right choice for some companies and a slow leak for others.
This guide helps you choose object by object, not by vendor. We build the third path, so we also say where the first two are enough.
Signs that your CRM and ERP do not agree
Your systems do not agree when the same question gets a different answer depending on which screen you open. A data silo is information that lives in one system and that the other teams cannot see or trust. The common signs:
- A Monday spreadsheet. Someone exports from HubSpot, exports from the ERP, and matches rows by hand before the sales meeting.
- Sales cannot see payment status. A rep calls a customer about an upsell while that customer has an overdue invoice.
- Two versions of one customer. The company name, the address or the tax ID differs between the CRM and the ERP, and nobody knows which one is right.
- Reports that disagree. Revenue in the HubSpot dashboard does not match the number finance closes the month with.
If two of these sound familiar, nobody has decided which system has the final word on each piece of data.
Which system has the final word on each object
Before you pick a connector, decide for each object which system owns it and which way the data moves. This table is the first thing we write on any integration, before any code. It is a starting point, and your answers can differ.
| Object | System with the final word | Which way it moves | What to decide |
|---|---|---|---|
| Contact | HubSpot | HubSpot to ERP, when the contact becomes a billing contact | Which contacts the ERP needs. Usually only the billing contact, not every lead |
| Company | HubSpot until the first order, then the ERP for legal name, tax ID and billing address | Both ways, field by field | Which fields each team may edit, and the rule when both change the same field |
| Deal | HubSpot | HubSpot to ERP, when the deal is won | The deal stage that creates the sales order |
| Product and price list | ERP | ERP to HubSpot | Whether sales can quote a price that is not in the ERP |
| Sales order | ERP, once created | ERP to HubSpot, for status | Who can change an order after it leaves HubSpot |
| Invoice | ERP | ERP to HubSpot | Whether invoices are ever created in HubSpot at all |
| Payment and balance due | ERP | ERP to HubSpot | Where sales sees the balance: on the company, the deal or the invoice |
| Stock and delivery | ERP | ERP to HubSpot, read only | Whether HubSpot needs it, or only the order status |
Two rules come out of this table. Money has its final word in the ERP, because that is where the books close. And a field with two owners is a future argument: when both systems can change the same field, write down which one wins.
Three paths: native connector, iPaaS or custom build
The native connector is the fastest path when your objects and fields fit what it supports. An iPaaS fits when you need several systems connected with standard flows and someone on your team can maintain them. A custom build fits when your rules, your volume or your ERP fall outside both.
| Native connector | iPaaS (Celigo, Workato and similar) | Custom build | |
|---|---|---|---|
| Time to first data | Fastest, mostly setup and the first load | Depends on the template and your changes | Weeks, with a written scope and a deadline |
| Objects covered | A fixed list per ERP | Whatever the template or your flows cover | Whatever your process needs |
| Your own fields and rules | Default fields; custom field mappings need a paid Data Hub plan | Flexible, configured in the platform | Built around your fields and your rules |
| How often data updates | Set by the connector (see the ERP notes below) | Set by the flow and the plan | Set by your needs, down to seconds |
| Who fixes it when it breaks | HubSpot support, within what the connector does | Your team or the platform's partner | The team that built it, or any team, with the handover guide |
| How it is paid | Available on all HubSpot plans, plus Data Hub for custom fields | A platform fee on top of HubSpot and the ERP | A fixed price per project, plus optional maintenance |
| Where it stops | Objects and rules outside its list | Logic that the template does not model | Nowhere technical, but it costs more up front |
A note on the native path: HubSpot's own documentation lists custom field mappings as a Data Hub feature, both in the NetSuite integration guide and in the data sync guide. If your process depends on fields that HubSpot does not map by default, add that plan to the cost of the "free" option.
Notes by ERP: NetSuite, QuickBooks and SAP
What the native connectors cover changes with each release. We checked the pages below on November 1, 2026. Check them again before you decide.
HubSpot and NetSuite
HubSpot's NetSuite integration guide lists these pairs: contacts to NetSuite contacts and individuals, companies to companies, deals to opportunities, invoices, orders to sales orders, products to several item types, tickets to support cases, and activities to calls, events and tasks. Each one can move one way or both ways. Setup needs a HubSpot Super Admin and a NetSuite administrator, and custom field mappings need Data Hub. The guide does not list payments, so check how your team will see the balance due before you rely on it.
If you want a template instead, Celigo publishes a HubSpot and NetSuite integration template that covers companies, contacts, opportunities and items.
HubSpot and QuickBooks Online
The QuickBooks Online integration guide covers contacts, products, invoices and credit memos. Its stated limits matter for finance:
- Payments that cover more than one invoice do not reach HubSpot.
- Only payments created after you connect the app come across, so past payment history stays in QuickBooks.
- Changes from QuickBooks reach HubSpot every 30 minutes.
- Products match on SKU, and products without a SKU do not come across by default.
- Custom invoice field mappings need a Data Hub Starter plan or higher.
That can be enough when one payment settles one invoice. When one payment settles several, the balance in HubSpot will often be wrong.
HubSpot and SAP
HubSpot does not document a native SAP connector of its own. SAP connections come from apps built by other vendors in the HubSpot App Marketplace, from iPaaS platforms, or from a custom build. The SAP product matters more than the brand: SAP Business One, S/4HANA in the cloud and an older on-premise system each need a different approach. Ask any vendor which SAP product and version their connector supports, and ask to see it working with yours.
The hard parts of any HubSpot ERP integration
The connection itself is rarely what fails. What fails are the decisions nobody made before the first record moved:
- Duplicates and IDs. Decide how a HubSpot company and an ERP customer recognise each other (an ERP ID stored on the HubSpot record is the usual answer) and what happens when two records might be the same customer. We let a person decide those cases, so nothing merges on its own.
- Conflict rules. When both systems change the same field within minutes, one of them wins. HubSpot's data sync lets you pick a default app that overwrites the other. Pick it on purpose, field by field where you can.
- API limits. Both HubSpot and the ERP limit how many requests an integration can make. A first load of hundreds of thousands of records has to respect those limits, or it stops halfway.
- Historical data. Decide how many years of orders and invoices HubSpot needs. HubSpot's data sync guide warns that the first load on a large database can take several days.
- Silent stops. The worst failure is the one nobody sees: the connection stops, and the numbers in HubSpot slowly go stale. An alert should reach a person before your sales team notices.
A real case: 2 million records, under 50 seconds
Reevia's customer, one of Brazil's largest veterinary networks, ran its clinics on four systems that had never been connected. Clinical, scheduling, billing and marketing data each lived apart, and the reports were assembled by hand.
The result:
- 2M+ records brought together in HubSpot, with one record per customer.
- Under 50 seconds from a change in any system to HubSpot.
- 4 weeks from the start of the project to live.
- The first time the business saw all its data in one place.
In HubSpot, the team can see where every value came from, and alerts warn before anyone notices a problem. The work was delivered before Velosyd existed, under the same approach and standards our team uses on every project now. The four weeks are a delivered result, not a promise: your deadline comes in your proposal.
Who looks after it once it is live
An integration is never finished, because both systems keep changing. The question for any vendor is what happens in month six.
Before you sign, ask for four things:
- Everything registered in your company's name. Code, hosting and logins belong to you from the first day, so you can change teams without starting over.
- A handover guide. A written document that lets any team understand and fix the integration, including a team that did not build it.
- A named backup. A small vendor is a fair concern in procurement. Ask who takes over if the person who built it leaves. On our projects, every role has a named backup under contract.
- Monitoring with a response time. Our maintenance plans include monitoring and alerts, with a response within 2 business days on Essential, 1 business day on Growth and the same business day on Partner.
Frequently asked questions
Is the native HubSpot connector enough?
Write the table of final words first. If every row fits what the connector supports, and an update every few minutes is fine, start there. If your process depends on payments, custom fields or an ERP without a native connector, plan for an iPaaS or a custom build.
How long does a HubSpot ERP integration take?
A native connector is mostly setup, although HubSpot warns that the first load of a large database can take several days. A custom build takes weeks, depending on how many systems and objects are involved. For scale, Reevia's four systems were live in four weeks. Our deadline comes in a written proposal, within 2 business days of having the scope.
Who owns the code of a custom integration?
You do. On our projects the code, the hosting and the accounts are in your company's name from the first day, and once paid, everything we built belongs to you.
What happens if we change ERP?
The table of final words survives the change, and that is most of the work. The ERP side is rebuilt against the new system. Plan the cutover so both ERPs never write to HubSpot at the same time.
How is the price of a custom integration built?
From the scope and the deadline: the systems involved, the objects and the fields that move between them. Ours is a fixed price per project, paid by milestone, and it does not move. See HubSpot integration at a fixed price, or tell us which systems you need connected.