Written by: CRO:NYX Team
Published: 25 October, 2022
If you're using HubSpot AND Salesforce in your organization it can be a bit confusing as to which platform is going to be used for what purpose and by whom. As a result, you can end up with TWO disaster CRMs full of bad data.
To keep things tidy and help each team member find success using HubSpot and Salesforce, we have these 5 simple tips.
When we work with an organization that’s using both HubSpot and Salesforce, it tends to be that the marketing team is using HubSpot Marketing Hub for their lead gen initiatives and the sales team is using Salesforce for their CRM and deal management. However, this is not always the case. You need to get clear on your processes. Define who is using what platform and in what way, so you can make sure you don’t get a blurry crossover and a CRM mess on your hands. Tracking becomes very difficult when some BDRs are adding their deals in HubSpot Sales while others are using Salesforce.
Standardized property naming convention in your CRM will go a long way to align your sales and marketing teams and to ensure a smooth Salesforce & HubSpot integration. Before you do any integration between HubSpot and Salesforce, review all the properties you'll want to sync and create a spreadsheet that maps what each one is called in each platform, what they're for, and if this is a standard or custom mapping. I'd also recommend identifying the Sync Rule for that property so you know where the data is coming from and to.
Depending on how aligned your sales and marketing teams have been to date, you may need to do some legwork here to identify all those properties that need to be synched. If you've been working in separate systems for some time, you may not even realize the properties that are important to the other members of your organization. One approach to creating alignment on your contact, company and deal properties is to work the customer flow backwards.
Identify which data you need to collect and when.
At what point should a contact be moved from marketing to sales or sales to client services?
After you've mapped your properties to each other via a spreadsheet and have created alignment on what needs to be synced to ensure the success of sales, marketing, customer service and all lines of business, you can start your sync. But before you turn it on, take a moment to review your CRM to see if there is any data that shouldn't be syncing.
You want to watch for a few things things:
Having an automated data sync between Salesforce and HubSpot makes it pretty tempting to just stop talking to the other team, but it’s more important that you still have regular check-ins between sales and marketing.
At a regular cadence you should be discussing:
Identifying and working on these issues together can solve them way faster and create much better results than working in silos.
Over time, the properties that you’re using and syncing will change. Workflows will change. Pipelines will change. Team members will change.
It is critical that you audit your CRM and your Salesforce <> HubSpot integration regularly to ensure that it’s functioning and expected and that you don’t have any legacy processes that are broken and creating a CRM nightmare in either platform.
How often you need to do this will depend on how many contacts you're managing but for most companies running a Salesforce <> HubSpot integration this should be done at least quarterly, if not monthly.
How clean is your HubSpot data? It’s time for a data checkup! Contact us for more information on a HubSpot CRM audit.
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