For any growth-driven team, ensuring that systems communicate with each other is key to operating efficiently. When NetSuite and HubSpot are disconnected, teams face challenges like manual data entry, siloed information, and reporting gaps. As a result, misalignment occurs, slowing decision-making and leading to missed opportunities.
Without integration, sales and marketing teams operate separately. Sales must manually input data into HubSpot, while marketing lacks real-time access to customer interactions and financials. HubSpot’s Operations Hub provides a simple, no-code solution to integrate NetSuite and HubSpot, syncing core data such as contacts, deals, and financials. This ensures teams work from a unified, real-time dataset, improving efficiency across sales, marketing, and service.
What is NetSuite?
NetSuite is an ERP (Enterprise Resource Planning) platform that handles a company’s core operations (financials, inventory, procurement, and more) in one system. It’s built for mid-sized to large companies managing complex financials or multi-channel inventory. For these businesses, NetSuite is often the system of record, where they store and trust their key data.
Why NetSuite is Hard to Integrate with HubSpot
NetSuite and HubSpot are designed for different purposes. NetSuite focuses on backend operations like accounting and fulfillment, while HubSpot is built around customer relationship management (CRM).
They don’t naturally align. NetSuite uses terms like “Customer” and “Vendor Bill,” while HubSpot uses “Contact” and “Deal.” Integrating these systems requires mapping data between the two, which isn’t easy.
There’s no simple “Connect to HubSpot” button in NetSuite. Integrating them typically involves middleware, APIs, or a developer familiar with both systems. NetSuite’s APIs are complex, often involving technical issues like authentication and protocol nuances.
Why Teams Still Need the Data Inside HubSpot
Even if NetSuite handles financials or inventory, your marketing and sales teams need that data in HubSpot to be effective. For example:
A sales rep needs to know if a lead’s company is already a customer in NetSuite.
A marketer wants to trigger an email when a customer reaches a spending threshold in NetSuite.
A customer success manager needs to see subscription renewal dates, stored in NetSuite, in a HubSpot deal.
Without syncing this data, teams waste time switching between systems or lack crucial insights.
Start with Strategy: Mapping the Flow of Data
Before integrating HubSpot and NetSuite, agree on what data should sync and why. Jumping straight to tools without a plan leads to wasted time fixing unnecessary data syncs. It’s crucial to align your team first. Talk to everyone, RevOps, Sales, Marketing, Finance, and IT, since these systems touch all of them.
Questions to Answer Before Syncing
Where is the data coming from? Identify which system holds the most accurate data. If both systems store similar information, choose one as the primary source and mark the other as read-only.
Where should the data live, what’s the source of truth? Decide the “home base” for each type of data. For example, contacts belong in HubSpot, but billing details should stay in NetSuite. This prevents confusion in reporting.
When and how should updates happen? Not all data needs to sync in real-time. Revenue data might be updated daily, while lead stages may require real-time syncs. Set this based on needs.
Make the Data Visible: Create a Visual Map
All objects involved: Contacts, Companies, Deals, Line Items, Custom Objects. Don’t forget less obvious ones like Subscriptions or Activities if they’re critical.
Sync direction: One-way sync might be fine for finance data. Bi-directional might make sense for account owners or deal stages. Be careful with two-way syncs, as they can cause data overwrites.
Custom fields: Highlight custom fields like “NetSuite Customer ID” or “Billing Frequency”. Show how they’re connected to other objects.
A visual map aligns your team and prevents surprises later. It also forces critical conversations. Once the sync is live, changing rules on the fly risks duplicates, data loss, and broken workflows.
You need a clear “data playbook” before syncing. Think of it like onboarding a new team member, so train the system on what to do, or expect mistakes.
The Power of HubSpot Operations Hub: No API, No Problem
Integrating NetSuite and HubSpot doesn’t always require custom development. If you don’t need heavy customization, HubSpot’s Operations Hub offers an easy, low-friction solution through its native Data Sync tool. It connects NetSuite and HubSpot without code or middleware, all managed through HubSpot’s UI.
Key Features
Real-time, two-way sync: Changes in one platform are reflected in the other within minutes. For example, if a contact’s phone number updates in HubSpot, NetSuite updates automatically.
Simple setup: No developer needed. Once authenticated, the integration is managed through HubSpot’s UI, where you can map fields, choose sync direction, and set frequency.
Field mapping and conflict resolution: If a field exists in both systems, you can decide which platform “wins” in case of a conflict. You also control how often data syncs.
No custom development required: Operations Hub’s native sync is ideal for teams without development resources. It’s a simple, point-and-click setup.
Watch Out For
Limited logic handling: You can’t set up IF/THEN rules or conditional logic. Let’s say you only want to sync contacts if they have a NetSuite customer status = “Active.” That level of control isn’t available natively.
Certain field types won’t sync: Fields like formula columns or lookup fields won’t sync properly. Derived fields in NetSuite won’t transfer to HubSpot unless you sync the original fields.
Custom objects aren’t supported: If you’re using custom NetSuite objects like “Assets” or “Subscriptions,” you’ll need a custom solution or third-party connector.
HubSpot’s native sync works well for standard contact, company, and deal data. It’s not ideal for complex workflows or custom data, but for most RevOps and Marketing Ops teams, it’s a solid, easy-to-manage solution.
Choose Sync Direction Intentionally
Before setting up the sync, decide where each piece of data should come from and where it should stay. This ensures clarity, avoids overwrites, and makes sure your CRM and ERP data is trustworthy.
One-Way vs. Bi-Directional Sync
One-Way Sync sends data in one direction, such as from NetSuite to HubSpot, without updates going back. This prevents overwriting critical data.
Bi-Directional Sync updates both systems. While it’s useful for contact info, it can be risky for sensitive or calculated fields.
Define a System of Record
A System of Record is the trusted source for a type of data. If HubSpot manages lifecycle stages, it owns that data. If NetSuite holds financial data, it’s the authority there. Clear ownership prevents data confusion and errors.
Common Use Case: Divide by Function
NetSuite to HubSpot (One-Way): NetSuite is typically the home base for billing, revenue, and customer status. You can sync customer payment history, subscription status, or contract value into HubSpot so sales has visibility, but don’t let HubSpot push updates back into NetSuite.
HubSpot to NetSuite (One-Way): On the other side, HubSpot usually owns marketing qualification, lifecycle stage, lead source, and similar fields. Syncing these into NetSuite helps finance and operations teams understand the customer journey without touching marketing logic.
Use Your Data Map as a Blueprint
Create a simple data flow map to show where data lives and where it needs to go. This ensures you’re clear on your sync plan before making any updates.
What to Lock Down Before You Sync:
Choose sync direction per object or field, not globally. For example, contacts may sync both ways, but deals may only flow in one way.
Decide which platform wins in case of conflicts. If a phone number differs between systems, which one should overwrite the other?
Watch for duplicates. Pay attention to unique identifiers, like email or customer ID, to avoid mismatched data.
Setting Up the Basics: Fields and Sync Behavior
To ensure a smooth integration, start by focusing on the basics: field types, behavior, and data compatibility in both systems. A strong foundation is key to a stable sync.
Simple Fields Work Best: Syncing basic fields like names, emails, amounts, and dates is most reliable. These fields require little customization and are easily understood by both HubSpot and NetSuite. For example, syncing a deal amount or a customer’s email is straightforward.
Field Types That Work Well: Stick to simple fields: text, numbers, and dates. These are universally supported, making the integration process smoother.
Limitations to Keep in Mind: HubSpot doesn’t support formulas, VLOOKUPs, or advanced logic. If your NetSuite fields rely on these, they won’t sync directly. Adjust your approach or handle calculations manually.
Map Fields Carefully: Proper field mapping is crucial. Ensure that fields like “Customer Name” in NetSuite match “Contact Name” in HubSpot. Mismatches lead to incorrect data placement.
Choose the Right Sync Direction: Decide whether you need a one-way or bi-directional sync. One-way sync is good for controlling data flow from NetSuite to HubSpot, while bi-directional sync is needed for updates in both systems. This helps prevent overwrites and data loss.
Monitor Sync Health: HubSpot shows the sync status in the sidebar, so you can easily spot issues. Check this regularly to catch and fix problems early.
Quick Setup Checklist
Before hitting the “sync” button, take a moment to double-check these key steps:
Field Mapping: Ensure fields are correctly mapped between HubSpot and NetSuite.
Sync Direction: Confirm if you need one-way or bi-directional sync.
Field Types: Make sure you’re syncing supported fields (text, numbers, dates).
Visibility: Monitor sync health in the sidebar to spot issues quickly.
Why Operations Hub Is Essential for Custom Fields in NetSuite
Custom fields are crucial when you need to tailor your system to specific business needs. If your NetSuite instance uses them, Operations Hub is the key to keeping everything aligned and syncing properly with HubSpot.
How Operations Hub Works with Custom Fields
NetSuite’s flexibility with custom fields lets you capture data unique to your business. Operations Hub ensures this data is mapped and synced correctly with HubSpot, giving you more control over how your information is managed.
Map Custom Fields to HubSpot Properties: Custom fields capture business-specific data like customer tiers, deal types, or product variations. With Operations Hub, you can map these fields directly to HubSpot properties, keeping data aligned across systems.
Transform Data Before Syncing: Need to adjust data before it hits HubSpot? Operations Hub lets you reformat values like converting currencies or standardizing text. For example, you can sync a USD sales value from NetSuite into EUR for HubSpot reports.
Use Custom Data in Workflows and Reports: Once synced, custom fields can trigger workflows or be used in reports. For example, a “Lead Source” field from NetSuite could launch an email sequence in HubSpot. You get actionable automation tied to your actual data.
Why Custom Fields Matter
Certain industries need to track unique data that standard fields just can’t cover. Whether it’s tracking project stages for construction, invoice numbers for accounting, or customer preferences in retail, custom fields allow you to capture exactly what matters for your business. Operations Hub ensures this unique data stays synced and usable across systems.
Syncing Custom Objects and Creating Associations in HubSpot
HubSpot’s native Data Sync tool doesn’t support custom objects. If your NetSuite setup includes items like Projects or Subscriptions, you’ll need to take a few extra steps to sync and link them.
Working with Custom Objects
To work with custom objects, you’ll need HubSpot Sales Enterprise. This unlocks the ability to sync and manage data beyond standard CRM objects, like subscription plans or project records.
Once enabled, you can use workflows to link custom objects between NetSuite and HubSpot. For example, you could automate linking a custom Project object in NetSuite to a corresponding Contact in HubSpot, using a field like “Project ID” to establish the relationship.
Automating Associations Between Objects
If you need to associate records between HubSpot and NetSuite, the key is finding shared fields. Here’s how you can automate these associations:
Match Objects Using Shared Fields: For basic associations (e.g., Contact ↔ Deal or Invoice ↔ Company), you can use shared fields like Email or Company ID to automatically link records between the two systems.
Build Workflows to Connect Objects: Once you’ve identified matching fields, build workflows to automate the process. For example, you can use workflows to link an Invoice in NetSuite to the correct Company in HubSpot based on a shared Account ID. This ensures that your data stays accurate and up to date without needing constant manual updates.
Addressing Relationship Gaps: NetSuite and HubSpot don’t always share built-in relationships, like connecting Deals to Contacts. To resolve this, workflows in HubSpot can automatically associate these objects by referencing common fields.
Managing Data Hygiene: Handle Duplicates with Ease
When integrating data from systems like NetSuite, keeping your records clean is non-negotiable. Duplicate entries can create confusion and slow down your processes. With Operations Hub, you can manage duplicates efficiently across both platforms, ensuring your data remains accurate and streamlined.
How Operations Hub Helps with Duplicates
Operations Hub includes tools that help spot and manage duplicates during sync:
Automatic Detection: As data flows between systems, HubSpot scans for duplicates to prevent multiple entries for the same record.
Merge Suggestions: If duplicates are found, HubSpot recommends which records to merge so you don’t lose important data.
Deduplication Workflows: You can set up workflows to handle duplicates automatically at scale, which is helpful when syncing large volumes of records.
By using Operations Hub, you can ensure that your data hygiene is consistent across both HubSpot and NetSuite. This is especially important when working with large amounts of data, as it prevents errors that could arise from mismatched or duplicated records.
Why Data Hygiene Matters for NetSuite and HubSpot
NetSuite and HubSpot often handle data differently, which can lead to discrepancies and duplicates if not managed properly. Here’s why deduplication is key:
Mismatched IDs: NetSuite may assign a different ID to a contact than HubSpot, which can create separate records for the same person.
Conflicting Records: Data flowing in both directions increases the chance of duplication if you’re not careful with unique identifiers.
Inaccurate Reports: Duplicate records can throw off reports, making it harder to trust your metrics.
Clean data isn’t just about neat records; it’s about confidence in your reports and systems. Automating deduplication with Operations Hub helps you avoid manual cleanup and keeps your CRM reliable.
Keep Your Sync Healthy: Monitor and Troubleshoot Effectively
Keeping your sync healthy means fewer errors, cleaner data, and smoother operations. Here’s how to stay on top of it:
Tracking Sync Health
HubSpot gives you tools to monitor sync status and catch issues early:
Check Record Status: Each record shows if the sync succeeded, failed, or was skipped, making it easy to spot and troubleshoot problems.
Use the Data Sync Activity Log: This log shows a detailed history of sync events. It helps identify the cause of issues like permission errors or field mismatches.
Common Issues to Look Out For
Some problems come up more often than others. Here’s what to check:
Permissions Errors: If HubSpot or NetSuite can’t access certain fields, the sync will fail. Check user access on both sides.
Mismatched Field Types: Fields need to match in both systems. A text field in HubSpot won’t sync with a numeric field in NetSuite.
Read-only Fields: NetSuite may block updates to certain fields. Avoid trying to sync to these unless specifically allowed.
Prevent Issues Before They Happen
Sync errors are common but often solvable with the right approach.
Cross-Check Fields: Review your field settings in both systems before syncing.
Run Test Syncs: Start with a test to catch issues before syncing real data.
Regularly check sync activity and fix issues as they come up. A little monitoring goes a long way in avoiding data headaches later.
When to Use HubSpot’s Native Tools vs. Custom Integrations
HubSpot’s native tools cover a lot of CRM needs, but there are times when a custom integration is the better choice.
Use HubSpot Alone When
Lead Routing: Automatically assign leads based on criteria like location or industry.
Lifecycle Stage Syncing: Track contacts through lead, MQL, and SQL stages.
Standard CRM Data Sync: Sync contacts, companies, and deals without extra setup.
HubSpot works well for straightforward data syncing. But it doesn’t support complex logic, multi-system workflows, or financial integrations out of the box.
Use Middleware (like Workato or Tray.io) When
Syncing Complex Relationships: For syncing custom objects or connecting multiple data types across systems.
Financial Integrations: When syncing data like invoices, revenue, or forecasts from platforms like NetSuite.
Advanced Logic and Formulas: If you need VLOOKUP-style logic or calculated fields during the sync.
Middleware tools offer flexibility for handling more advanced use cases and cross-platform workflows.
Start Simple, Scale When Needed
Start with HubSpot’s native sync tools for basic CRM needs. Add middleware only when your data or process complexity grows, especially in finance or operations.
For most teams, HubSpot’s built-in tools are enough. But when you hit limits, middleware can extend your setup without starting from scratch.
Simplifying NetSuite and HubSpot Integration
Integrating NetSuite with HubSpot doesn’t have to be complex. With Operations Hub, you can connect the two systems without needing a developer or custom API.
To get started, map your data. Define how records should move between platforms and which fields need to match. Tools like Lucid can help you visualize this, making the setup clearer and reducing the chance of errors. Once your mapping is in place, Operations Hub takes care of the sync. It keeps records updated in real time and ensures both systems stay aligned, with no manual work needed.
Ultimately, by planning your data structure upfront and using HubSpot’s built-in tools, you can simplify the integration process without writing a single line of code. If you’re ready to get started or need help with mapping and syncing your setup, let’s chat.
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Frequently Asked Questions (FAQs)
Is an API a code?
An API (Application Programming Interface) allows different software systems to communicate. While it involves code, it’s more about how systems exchange data. Think of it as a bridge that enables one application to request data from another.
What is middleware, and when do I need it for integration?
Middleware, like Workato or Tray.io, is used for advanced logic or syncing multi-object relationships that HubSpot’s native tools can’t handle. It’s helpful for complex tasks like syncing financial data or creating custom workflows.
What’s the difference between HubSpot’s Operations Hub and using an API for integration?
APIs require custom coding and technical skills. Operations Hub simplifies integration, making it accessible to non-technical users, while APIs typically need a developer for setup and maintenance.
What kind of businesses should use NetSuite and HubSpot integration?
This integration is ideal for businesses that need both CRM (HubSpot) and ERP (NetSuite) systems to sync. It’s particularly useful for organizations with complex customer data, financial reporting, and operations requiring real-time syncing.
Can I integrate more than just CRM data between HubSpot and NetSuite?
Yes. While HubSpot’s Operations Hub focuses on CRM data, middleware tools can help sync other business data, like financials, project management, and advanced reporting.
