Many UK manufacturers still rely on legacy ERP environments and disconnected commercial systems. While SAP remains the backbone of operations, sales and marketing teams often work in parallel platforms with limited visibility into production data, order status, or customer history.
The result is predictable:
Data silos between marketing, sales, and operations
Manual handoffs and duplicated data entry
Slow response times to RFQs and sales enquiries
Limited insight into true pipeline demand versus production capacity
A HubSpot–SAP integration removes these bottlenecks by creating a single, reliable source of truth across the commercial and operational lifecycle.
By integrating HubSpot with SAP, manufacturers can:
Unify customer, deal, and operational data across marketing, sales, finance, and production
Automatically synchronise enquiries, RFQs, and opportunities from HubSpot into SAP, reducing manual input and data inconsistencies
Gain real-time visibility into pipeline value, order status, and customer demand
Enable accurate forecasting and planning based on live commercial data rather than disconnected reports
With trusted, real-time data flowing between systems, leadership teams can make faster, more confident decisions while maintaining operational control.
One of the most persistent challenges in manufacturing is misalignment between sales, marketing, and operations. Marketing generates leads, sales qualifies opportunities, and operations deliver—yet each team often works from a different system with incomplete context.
When information is fragmented:
High-value opportunities are delayed or missed
Production planning lacks visibility into real demand
Sales teams struggle to follow up quickly and accurately
A HubSpot–SAP integration directly addresses this gap by ensuring every commercial action is reflected operationally.
With HubSpot and SAP connected:
Leads, deals, and quotes created in HubSpot are automatically synced into SAP
Sales, production, and finance teams work from the same up-to-date data
Marketing gains access to SAP-validated customer and order information
This enables manufacturers to move from siloed execution to true cross-functional collaboration.
Key outcomes include:
Marketing teams building campaigns based on real customer segments, order history, and lifecycle stage
Sales teams responding faster to RFQs with accurate pricing, availability, and delivery timelines
Reduced friction between teams, shorter sales cycles, and higher win rates
For manufacturers operating in competitive and fast-moving sectors, this alignment is critical to scaling efficiently.
Manual data entry remains one of the biggest sources of inefficiency and risk in manufacturing organisations. Re-keying customer details, copying order data, and chasing internal updates not only slows teams down—it introduces costly errors.
Integrated automation between HubSpot and SAP enables manufacturers to replace these manual processes with reliable, scalable workflows.
Common automation scenarios include:
Automatically transferring qualified leads and RFQs from HubSpot into SAP for production and fulfilment planning
Syncing deal stages, order confirmations, and invoice status back into HubSpot for sales visibility
Triggering after-sales workflows for onboarding, support cases, renewals, and customer communications
Keeping inventory, order status, and financial data aligned across systems
Using SAP’s Integration Suite for B2B scenarios, these workflows can be tailored to reflect how manufacturers actually sell, produce, and deliver—without disrupting core ERP processes.
The result is:
Fewer manual errors
Faster internal response times
Real-time alerts for exceptions and approvals
A consistent, end-to-end view of the customer journey from first enquiry to fulfilment
HubSpot–SAP integration is not just a technical exercise—it’s a strategic investment in operational efficiency, customer experience, and long-term growth.
Manufacturers that connect their commercial and operational systems are better equipped to:
Scale without adding complexity
Respond faster to market demand
Strengthen customer relationships
Make data-driven decisions with confidence
Get in touch with our team of experts to learn how you can seamlessly integrate SAP with HubSpot.