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Aligning Sales & Marketing Teams: The HubSpot Salesforce Integration

Imagine this: Your Sales Team thrive in the Salesforce ecosystem, managing leads and closing deals efficiently. Meanwhile, your Marketing Team excels in HubSpot, crafting engaging campaigns and nurturing leads. The challenge? Seamlessly aligning these platforms & teams. Here comes The HubSpot Salesforce integration into play - it acts as a strategic bridge, connecting Salesforce's sales expertise with HubSpot's dynamic marketing capabilities & most important the data. This powerful tech stack redefines how organizations approach the crucial alignment between sales and marketing teams.

It's more than an integration; it's a calculated move towards business growth & revenue. HubSpot's research emphasizes this, "Aligning Sales and Marketing has real impact. Organizations with good alignment not only achieve 27% faster three-year profit growth, they also close 38% more deals. Businesses with effective Sales and Marketing alignment achieved 208% higher marketing revenue than organizations with disjointed teams." 

Join us as we explore the common challenges between sales & marketing and how this integration closes the loop between the Marketing & Sales. Revolutionizing your approach to customer engagement & ultimately lays the foundation for scalable growth!

Read more about navigating 4 different business scenarios when to consider the HubSpot Salesforce Integration

Table of contents

Common Challenges Between Sales & Marketing:

SMARKETING - aligning sales & marketing

The Solution: HubSpot Salesforce Integration for achieving alignment between your Sales & Marketing Teams

Realizing the Potential

Considering an Integration Partner

Common Challenges Between Sales & Marketing:

In the day-to-day activities of business, we often bump into the familiar roadblocks that tag along between sales and marketing teams. This section is dedicated to taking a close look at the nitty-gritty challenges  — & will probably sound familiar, as we have all been there at one point.

   1. Data Silos:

Sales and Marketing Disconnect: Information related to leads, customer interactions, and marketing campaigns is often stored in separate systems. This disconnect hinders a unified understanding of customer behavior, making it challenging for both teams to align their strategies.

   2. Lead Management Complexity:

Misalignment in Lead Nurturing: Without a cohesive system, the process of guiding leads through the sales funnel becomes challenging. Marketing may generate leads that don't align with sales expectations, resulting in a disjointed journey and potential loss of valuable prospects.

   3. Communication Gaps:

Lack of Unified Communication: Miscommunication and lack of alignment between sales and marketing teams can lead to missed opportunities and inefficient collaboration. Streamlining communication is vital for ensuring that both teams are on the same page, driving coordinated efforts toward shared goals.

   4. Manual Workload:

Inefficient Handoffs: The handoff of leads from marketing to sales and coordination of campaigns often involve manual processes. This manual workload not only slows down the overall workflow but can lead to errors and inconsistencies in lead management.

   5. Impact on revenu

The cost of misalignment: When things aren't in sync, it hits where it hurts the most—your revenue. 


Source: HubSpot

SMARKETING - aligning sales & marketing

The need for collaboration between Sales & Marketing, is something we see more & more to play into the challenges - this has given rise to the concept of Smarketing – a strategic approach to aligning the goals and efforts of your organization’s sales and marketing teams. 

What is Smarketing?

Smarketing, a fusion of "sales" and "marketing," translates into the philosophy of breaking down silos between the two. It's a holistic strategy that emphasizes collaborative goal-setting, shared metrics, and unified communication channels. The ultimate ‘dream scenario’ is to create a synergistic environment where sales and marketing are aligned & work together toward common objectives. 


Source: HubSpot

The next question that would come up is, what if the two departments talk together, and management encourages a sales and marketing teams to communicate and thrive, BUT are the platforms themselves communicating data between your teams efficiently and accurately?—As your Sales teams is working in Salesforce & Marketing in HubSpot.


The Solution: HubSpot Salesforce Integration for achieving alignment between your Sales & Marketing Teams

Let's explore how this integration not only addresses collaboration challenges but actively drives success for both departments.

Why Integration Matters: Aligning sales & marketing teams in an integrated environment

  • Data Flow: By ensuring a continuous flow of data, the integration eliminates silos and creates a more cohesive and unified dataset, optimizing the accessibility and usability of information.
  • Lead Management: The unified lead nurturing process and comprehensive view of the customer journey optimize how leads are managed, ensuring a more seamless and personalized experience for potential customers.
  • Automated Workflows: The automation of routine tasks optimizes efficiency, allowing teams to focus on strategic and creative aspects of their work, optimizing overall productivity.

Key Features of the HubSpot Salesforce Integration to harness Alignment:

  1. Single Customer View:

      • 360-Degree Customer Perspective: The integration provides a comprehensive, 360-degree perspective of your customers. By consolidating data from HubSpot and Salesforce, it creates a singular view, offering a deep understanding of customer interactions, preferences, and historical data.
      • Personalized Interactions: Armed with a unified view, teams can deliver personalized interactions. Whether in sales, marketing, or ongoing projects, this holistic understanding enables tailored engagement, fostering stronger customer relationships.
      • Extension to Ongoing Projects: The single customer view extends seamlessly to ongoing projects, ensuring that all teams involved have access to the same customer insights. This extension promotes a collaborative environment where everyone is aligned in their approach.
  1. Unified Customer Projects:

      • Holistic Project Integration: Project data is seamlessly integrated into the unified customer view. This integration ensures that sales, marketing, and project teams gain a holistic understanding of customer interactions. The result is a more informed decision-making process and the ability to personalize engagements based on project dynamics.
      • Informed Decision-Making: With project data integrated, teams are equipped to make decisions that align with the overall customer experience. Understanding how projects intersect with the customer journey provides valuable insights for creating strategies that resonate.
  1. Closed-Loop Reporting:

      • Connecting Efforts to Outcomes: Closed-loop reporting bridges the gap between marketing efforts, sales outcomes, and project success. It provides a clear and tangible connection, allowing businesses to track the performance of marketing campaigns through to closed deals and project completion.
      • Refining Strategies: The data from closed-loop reporting becomes a strategic asset. By refining strategies based on tangible results across the entire customer journey, teams can optimize their approach, ensuring continuous improvement and adaptability.
  1. Communication:

      • Enhancing Coordination: Seamless communication enhances coordination among teams, reducing the risk of miscommunication or disjointed efforts. Whether it's coordinating sales pitches, marketing campaigns, or project deliveries, the integration ensures a cohesive and synchronized workflow.

SALES&MARKETING_salesforcehubspotintegrationRealizing the Potential:

  1. Improved Decision-Making:

Informed decisions are the backbone of success. Leverage the integrated analytics and reporting features to make data-driven decisions across sales, marketing, and project management, optimizing strategies for maximum impact. With shared insights, your teams can make decisions that benefit the entire organization, establishing a culture of strategic collaboration.

  1. Accelerated Sales Cycles:

Time is of the essence. By aligning sales and marketing efforts and seamlessly integrating ongoing projects, significantly reduce sales cycles, increase efficiency, and maximize revenue potential. This acceleration is not just a numerical improvement but a testament to the power of collaboration and alignment.

  1. Scalability and Growth:

Future-proof your business. HubSpot Salesforce Integration is not just a tool for today but a strategic investment in the scalability and growth of your business across sales, marketing, and ongoing project initiatives. This integration becomes the blueprint for scalable growth, ensuring that your alignment strategies evolve with the changing dynamics of your business.

Overall impact if you align your sales & marketing teams

Scherm­afbeelding 2023-12-01 om 13.24.20Source: HubSpot

Considering an Integration Partner for the salesforce hubspot integration:

In the journey of integration, where simplicity meets power, there are moments when the standard playbook may require an extra touch.—call for the expertise of an integration partner.

Learn more about Elixir as the go-to Integration partner.

Need help on how to navigate the integration/migration of Salesforce & HubSpot? Explore the possibilities with Us for Your Business Journey.

Discover our Client Success Story: ION x Elixir

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