At Periti, we’ve done dozens of SAP – HubSpot integrations and one thing we can say for sure is that every one is different. Before embarking on a HubSpot/SAP integration, it is important to understand the division of labor between Marketing Automation, CRM, and ERP. In which system does each process live? The answer to this will vary depending on the business and sales model.
In many companies, the ERP system is the ultimate source of truth and is also used for quote generation, even though it can be cumbersome to use it for this purpose. However, when FX rates might impact prices, and stock levels can impact availability and delivery time, it may be the best option. However, this is not the case in every sales model. In some cases, the CRM handles the entire sales process and hands over closed-won orders to the ERP for fulfillment and invoicing.
Let’s look at three basic variants. Each of these can be built upon by including further data, such as profit centre synchronisation or live warehouse stock level information. But what is necessary?
The guiding principle is relevance.
If a company has a handful of new customers each month, it may not require automatic synchronization from CRM to ERP. On the other hand, if the company has dozens of new customers each month, automatic synchronization is wise. In this case, the CRM is the leading system and passes the data to the ERP.
Suppose the majority of orders are placed online. In that case, it is most logical to integrate the order data from the eCommerce system or ERP into the CRM to enable behavior-based marketing to the customer base. The potential for cross- and upselling, replacement sales, and tracking canceled orders is significant and can greatly increase revenue. In this case, ERP is the leading system and passes the data on to CRM and marketing automation solutions.
When trading physical goods stored in warehouses, the salespeople need to be able to see each SKU’s stock level and location in real-time.
This results in better alignment between Sales, Marketing and Service, which leads to more efficiency, balance of growth and scale, and overall improved business results. And yes, a customer-facing engine that is at the core of your customer-related processes and metrics.
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Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
Import your list or integrate with your CRM. Segment contacts based on behavior, actions, or traits—no manual work needed.
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