Hupspot Salesforce sync guide

The Hubspot Salesforce integration gives your sales and marketing teams a shared, reliable view of contacts, companies, and deals. To get consistent data and avoid sync surprises, it is essential to understand exactly what actions trigger the sync between these two systems and how you can control them.

This guide walks through the default sync behavior, common triggers, and key settings that determine when data moves between Hubspot and Salesforce.

How the Hubspot Salesforce integration sync works

The integration relies on a secure connection between your CRM data and Salesforce objects. Once installed and authorized, it monitors changes in mapped fields and records, then syncs them according to your integration settings.

In most cases, sync is near real time. However, specific rules govern when new records are created, when updates are pushed, and what happens if conflicts or errors occur.

Default sync triggers in Hubspot Salesforce integration

Several common actions will start a sync automatically. These triggers apply to records that are already connected across the two systems, as well as new records that meet your integration rules.

Record creation triggers

By default, new records are created when certain conditions are met:

New contact in Hubspot that meets your inclusion list criteria can create a new Lead or Contact in Salesforce.
New Lead or Contact in Salesforce can create a contact in Hubspot if the integration user has access and the record is not excluded by settings.
New company or account in either system can create the corresponding record in the other, depending on your enabled object sync.

The exact behavior depends on how your admin has configured the integration, object mappings, and sync rules.

Field update triggers

When mapped fields change, they can trigger a sync:

Editing a mapped property in Hubspot on a synced record.
Updating a mapped field on a Lead, Contact, Account, or Opportunity in Salesforce.
Changing lifecycle or status fields that are linked across both systems.

If the field is part of a two-way sync, the most recent valid update is usually written to both systems, following your conflict rules.

Manual sync triggers

Users can also start syncs manually in several ways:

Using the Sync now or Resync options on individual records.
Correcting errors in the integration panel and resubmitting the record for sync.
Updating integration settings, which may cause a re-evaluation of eligible records.

Key Hubspot integration settings that affect sync

Configuration choices in the integration settings strongly influence when and how records sync between the systems.

Inclusion lists and filters

In many setups, only contacts in specific lists will sync:

An inclusion list in Hubspot can limit which contacts are sent to Salesforce.
Changing list membership (for example by form submissions, imports, or workflows) can cause contacts to begin or stop syncing.
Contacts that are removed from an inclusion list may no longer receive updates in Salesforce, depending on your configuration.

Object and field mappings

The mapping rules determine what data moves between systems:

Enabling or disabling object sync for contacts, companies, and deals.
Mapping properties between Hubspot and Salesforce standard or custom fields.
Setting sync direction for each field: one-way from Hubspot, one-way from Salesforce, or two-way.

Whenever you update these mappings, new values in mapped fields can trigger syncs, and unmanaged fields will stop participating in synchronization.

Sync direction and conflict rules

The direction of sync is critical for avoiding overwrites:

One-way from Hubspot: data changes flow from the marketing CRM into Salesforce, but not the other way around.
One-way from Salesforce: Salesforce remains the system of record and pushes changes into Hubspot.
Two-way: both systems can update each other, with conflict resolution usually based on last modified date or other specified logic.

Knowing which system is the source of truth for each property helps you predict which updates will trigger sync and how conflicts are resolved.

Common Hubspot sync scenarios with Salesforce

Real-world workflows can involve multiple triggers happening at the same time. These typical scenarios illustrate what you can expect.

Form submissions and lead capture

When a visitor fills out a form, the integration checks whether a matching contact already exists:

If a contact exists in Hubspot and is already associated with a Salesforce record, the contact is updated and a sync can be triggered.
If a new contact is created and it meets inclusion list criteria, that contact can be added to Salesforce as a Lead or Contact.
If the record does not meet the criteria, it stays only in the marketing CRM until it qualifies.

Sales activity and lifecycle changes

Sales reps working in either system can trigger sync events:

Updating Lead Status or lifecycle stage in Hubspot can update equivalent fields in Salesforce.
Converting a Lead to a Contact and Opportunity in Salesforce can sync account and opportunity information back.
Closing a deal in the sales CRM can update deal or opportunity records on the other side.

Bulk imports and data clean-up

Batch changes can affect large parts of your database:

Importing a contact list into Hubspot where mapped fields are updated can generate many sync events.
Mass editing properties in either system triggers updates on associated records.
Deduplication or merging records changes which record remains connected in the integration.

Managing Hubspot sync errors and monitoring

Even in a well-configured environment, some records may fail to sync due to validation rules, missing required fields, or permission issues.

Where to review sync behavior

To keep visibility into integration health, you can:

Review integration logs to see when records were last synced.
Open individual contacts, companies, or deals in Hubspot and inspect the Salesforce integration card.
Use Salesforce reports and dashboards to check for records missing expected data from the other system.

How to resolve common sync issues

Typical error resolutions include:

Adding or correcting required field values on either side.
Relaxing Salesforce validation rules that block updates from the integration user.
Adjusting field mappings so that data types and allowed values match across the systems.
Re-running the sync on affected records once the root cause is fixed.

Best practices for reliable Hubspot Salesforce sync

To maintain clean, reliable data, apply these practices when designing and maintaining your integration:

Define a clear system of record for each key field.
Limit sync to only the objects and properties you truly need.
Use inclusion lists to control which contacts move into Salesforce.
Regularly audit field mappings and remove unused or conflicting ones.
Monitor sync logs and error queues on a schedule.

These steps help your team avoid accidental overwrites and unexpected record creation.

Additional resources

To dive deeper into the exact sync triggers and configuration options, you can review the official documentation on Salesforce integration sync triggers. For broader CRM strategy, implementation help, and optimization guidance, you can also explore consulting services at Consultevo.

By understanding these rules and planning your setup carefully, you ensure that the Hubspot Salesforce integration supports accurate reporting, smooth handoffs, and a unified view of every customer interaction.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`