Integrating HubSpot and Salesforce can significantly enhance your business operations by streamlining data flow between marketing and sales teams. However, to maximize the benefits of this integration, it’s crucial to understand how data is communicated between the two platforms and the importance of field mappings. This blog post delves into the intricacies of data exchange, focusing on the role of field mappings and best practices for setting them up correctly.
Objects and Data Structure in HubSpot and Salesforce
Both HubSpot and Salesforce organize data into entities known as objects. In Salesforce, common objects include:
• Accounts
• Contacts
• Leads
• Opportunities
In HubSpot, commonly used standard objects are:
• Companies
• Contacts
• Deals
These objects contain fields (Salesforce) or properties (HubSpot) that store specific data points, akin to columns in a table. For instance, an account in Salesforce might have fields like Account Name, Owner ID, and Industry, while a company in HubSpot would have corresponding properties.
Setting Up the HubSpot-Salesforce Integration
When you enable the HubSpot-Salesforce integration, you must decide which objects and fields to sync between the two systems. Out-of-the-box mappings include:
• Companies in HubSpot to Accounts in Salesforce
• Contacts in HubSpot to Contacts and Leads in Salesforce
• Deals in HubSpot to Opportunities in Salesforce
Standard vs. Custom Fields
Both HubSpot and Salesforce come with a set of standard fields that are pre-configured for mapping. For example, fields like Account Name and Owner ID in Salesforce are automatically mapped to corresponding properties in HubSpot. However, businesses often need custom fields to capture specific data points unique to their processes.
When you enable the integration, it tries to map all accessible fields by default. It’s vital to manually review and adjust these mappings to avoid data sync issues.
The Importance of Field Mappings
Correct field mapping ensures that data flows accurately between HubSpot and Salesforce. Each field in Salesforce should have a corresponding property in HubSpot, ideally in a one-to-one relationship. Misconfigured mappings can lead to sync errors, data loss, or incorrect data updates.
Sync Rules
HubSpot and Salesforce offer four primary sync rules for field mappings:
1. Don’t Sync: No data is exchanged between the platforms for this field.
2. Two-Way Sync: Changes in either system are reflected in the other.
3. Prefer Salesforce Unless Blank: Salesforce data takes precedence unless the field is blank, in which case HubSpot data is used.
4. Always Use Salesforce: Salesforce data always overwrites HubSpot data, ensuring that Salesforce remains the single source of truth.
Best Practices for Field Mappings
1. Review and Customize Mappings: Avoid default mappings without review. Custom mappings should align with your data strategy.
2. Maintain Data Integrity: Ensure that field types match across platforms (e.g., date fields should map to date properties).
3. Audit Regularly: Regularly export and review mappings to ensure they remain accurate and relevant and map newly created fields or properties regularly.
Avoiding Common Pitfalls
When mapping fields, it’s essential to:
• Match Field Types: Ensure compatible data types to prevent errors (e.g., date fields to date properties).
• Control Access: Use validation rules to restrict changes to sensitive fields.
• Review Default Mappings: Disable default mappings that don’t fit your needs to prevent unwanted data syncs.
Mapping Data Correctly
Field mappings are a critical component of the HubSpot-Salesforce integration, ensuring that data is accurately and efficiently exchanged between the two platforms. By understanding and properly configuring these mappings, businesses can enhance their data integrity, streamline operations, and make better-informed decisions.
If you’re setting up the HubSpot-Salesforce integration, take the time to carefully plan and execute your field mappings. The effort will pay off in the form of a more robust and reliable CRM system that supports your business goals.
