How to Sync Salesforce Accounts With Hubspot

Connecting Salesforce accounts with Hubspot lets your sales and marketing teams share reliable CRM data in both systems. This guide walks you through how account sync works, how to configure it, and how to troubleshoot common issues so your integration stays accurate and efficient.

How the Salesforce–Hubspot Account Sync Works

Before changing any settings, it is important to understand how account and company records move between Salesforce and Hubspot. The integration focuses on keeping a single, consistent record of each business across both CRMs.

Default Sync Behavior Between Salesforce and Hubspot

When the Salesforce integration is installed, company records in Hubspot and account records in Salesforce can be linked and updated automatically.

Accounts in Salesforce can create or update companies in Hubspot.
Companies in Hubspot can create or update accounts in Salesforce, depending on your sync settings.
Ownership, basic details, and custom fields can sync in both directions when configured.

The integration uses a unique identifier to associate each Salesforce account with the right company in Hubspot so that duplicate records are minimized.

Supported Account–Company Field Types

Only compatible field types can sync between Salesforce and Hubspot. Typical field types that sync include:

Text and text area fields
Number fields
Date fields
Dropdown or picklist fields
Checkbox or boolean fields

Some Salesforce field types, such as certain formula fields, lookups, or unsupported compound fields, may not sync directly to Hubspot properties. In those cases you may need to create additional fields or adjust the mapping strategy.

Preparing Salesforce and Hubspot for Account Sync

Good preparation reduces sync issues and makes the integration more stable over time.

Clean and Deduplicate Account Data First

Review your Salesforce accounts and Hubspot companies before you connect or reconfigure the sync.

Merge obvious duplicates in Salesforce.
Merge or delete duplicates in your Hubspot company list.
Standardize key fields such as company name, domain, and billing country.

This upfront work helps the Salesforce–Hubspot integration match accounts to companies correctly and reduces conflicting updates.

Review Company and Account Ownership

Ownership settings drive who can work each record in both systems.

List your current Salesforce account owners and roles.
Compare them to Hubspot user accounts and team structures.
Decide whether ownership should be controlled primarily from Salesforce or primarily from Hubspot.

Once this is documented, you can choose the most appropriate sync direction for owner fields.

Configuring Hubspot to Sync With Salesforce

After preparing your data, configure the integration to manage account and company sync rules.

Access the Salesforce Integration Settings in Hubspot

Log in to your Hubspot account with super admin or integration permissions.
Navigate to Settings and open the Salesforce integration panel.
Go to the Objects or Sync section to view account and company sync options.

Here you can choose how new records are created, which fields sync, and which system prevails on conflicts.

Choose the Account–Company Sync Direction

Decide how Salesforce accounts and Hubspot companies should influence each other:

Salesforce to Hubspot only: Use Salesforce as the source of truth and push updates into Hubspot.
Hubspot to Salesforce only: Use Hubspot as the main system and create or update accounts in Salesforce.
Bidirectional sync: Allow updates in either CRM, with defined conflict rules.

Your choice should reflect where your team primarily manages account details and which platform is considered authoritative.

Mapping Account Fields to Hubspot Company Properties

Field mapping controls exactly what information moves between Salesforce and Hubspot during an account sync.

Create and Edit Field Mappings

In the Salesforce integration settings inside Hubspot, open the Field mappings tab for accounts and companies.
Review the default mappings that were created automatically.
Add new mappings to link Salesforce account fields with Hubspot company properties.
Edit or remove mappings that you do not want to sync.

For each mapping, confirm that the field types align and that the chosen sync direction matches your data strategy.

Set Conflict and Overwrite Rules

When both systems have different values for the same field, the integration must decide which value to keep.

Specify whether Salesforce or Hubspot should win conflicts for each mapped field.
For critical data, consider locking the sync to one direction.
Avoid frequent back-and-forth overwrites by clearly defining a system of record for important properties.

These rules protect data quality when multiple teams update accounts or companies in parallel.

Managing Account Ownership Sync With Hubspot

Owner fields are particularly important because they control visibility, routing, and reporting in both systems.

Sync Salesforce Account Owner to Hubspot Company Owner

To align ownership between Salesforce and Hubspot, you can map the account owner field.

In the field mapping settings, locate the Salesforce Account Owner field.
Map it to the corresponding Company owner property in Hubspot.
Set the appropriate sync direction, often Salesforce to Hubspot if Salesforce handles territory assignments.

Ensure that the users in Salesforce have matching users in Hubspot so ownership transfers correctly.

Control Owner Updates and Manual Reassignment

Decide how flexible ownership should be:

If Salesforce is the master for ownership, set the mapping so that Salesforce overwrites Hubspot when conflicts occur.
If your team reassigns companies frequently in Hubspot, you may prefer bidirectional sync or Hubspot as the source of truth.
Document your policy so sales, marketing, and operations teams know where to update owners.

Clear rules reduce confusion and prevent unexpected reassignments during sync.

Monitoring and Troubleshooting the Salesforce–Hubspot Sync

Ongoing monitoring helps you catch issues early and maintain confidence in the data flowing between Salesforce and Hubspot.

Use Sync Logs and Error Details

Within the Salesforce integration settings in Hubspot you can examine logs and error messages.

View recent sync events for accounts and companies.
Filter by status to find failed or partially synced records.
Open individual error messages to see why a record did not sync.

Common error causes include missing required fields, unsupported field types, or permission issues on either platform.

Fix Common Sync Issues

When you find errors related to Salesforce accounts and Hubspot companies, follow a simple checklist:

Confirm that the user connected to Salesforce has permission to edit the affected account.
Check whether the related company in Hubspot has been deleted, merged, or set to read only.
Verify that the mapped fields exist in both systems and that field types are compatible.
Correct the data, then manually resync the record where supported.

If problems persist, compare each field mapping to current Salesforce configuration to ensure nothing has changed since the integration was set up.

Best Practices for a Stable Hubspot–Salesforce Integration

Following a few operational practices will keep your integrated CRM environment predictable and easier to manage.

Review field mappings whenever new Salesforce fields or Hubspot properties are added.
Document which platform is the source of truth for key account data and share that with stakeholders.
Audit duplicates in both systems on a regular schedule.
Train users on where to create new accounts or companies and how changes affect the other system.

These habits support better reporting, cleaner pipelines, and more reliable automated workflows that rely on accurate account data.

Additional Resources

For reference, you can review the official Salesforce account sync documentation provided by Hubspot at this Salesforce–Hubspot integration guide.

If you need strategic help designing a scalable integration or optimizing your CRM architecture beyond the standard Salesforce and Hubspot connection, consult a specialist team such as Consultevo for tailored implementation and advisory services.

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Hupspot Salesforce account sync guide