How Periti connects SAP, Oracle NetSuite, Microsoft Dynamics 365 Business Central and other business-critical systems to HubSpot
Most integration projects are too big.
Not too complicated. Too big. Too many systems, too many fields, too much data flowing into a CRM where nobody does anything with it. We’ve delivered integration work for 245 customers, and the most expensive problem we see isn’t a broken sync. It’s companies paying to integrate information that should never have been there in the first place.
Periti Digital is a HubSpot Elite Solutions Partner and an Anthropic partner. We’re the people companies call when HubSpot has to talk to SAP, Oracle NetSuite, Microsoft Dynamics 365 Business Central, Sage, IFS or SysPro, and it has to work. We build the integrations that matter on Microsoft Azure and Amazon Web Services, we design them around how your revenue teams actually sell, and we refuse to build the ones that don’t earn their place.
| Periti integrations at a glance | |
| HubSpot partner tier | Elite Solutions Partner |
| Technology partners | HubSpot, Anthropic |
| Customers with integration projects | 245 (of 864 customers) |
| ERP integration customers | 68 |
| Custom and middleware integration customers | 180 |
| Salesforce integration customers (HubSpot alongside Salesforce) | 24 |
| Customers whose projects involved SAP | 16 |
| Customers whose projects involved Business Central or Dynamics NAV | 11 |
| Customers whose projects involved Oracle NetSuite | 17 |
| Customers whose projects involved Sage | 19 |
| Largest sector for ERP integration | Manufacturing and industrial (18 of 68) |
| Middleware we build on | Microsoft Azure, Amazon Web Services |
| Claude Certified Architects on the team | 10+ |
| Offices | Dublin, London, Rotterdam, Munich, Lisbon, Boston, New York |
Smaller integrations win. The right integration is the smallest one that moves revenue. Everything else is cost.
If nothing happens, it doesn’t come in. Every piece of data that enters HubSpot should have an automation behind it. A task, an alert, a score, a quote, a sequence, a forecast. If it only sits there as a second copy of what happened somewhere else, it’s clutter you paid for.
ERP data has to earn its way into the CRM. It belongs in HubSpot if it triggers action or feeds something sales does, like generating a quote. If your sales team can’t explain why a field is there, it shouldn’t be.
Revenue decides what comes in. IT keeps it running. Your IT team will own the integration, and they should. But what flows into HubSpot should be driven by sales, marketing and leadership, and tied to how they believe the funnel works.
Real-time sync is usually vanity. Most businesses don’t need it. It sounds impressive in a scoping call and causes more headaches than it solves.
Native connectors don’t survive complex ERPs. They’re fine for Aircall. They’re not fine for SAP.
Integrations are never finished. Your business changes, your systems change, and AI keeps changing what’s possible. We build integrations to grow, not to be signed off and forgotten.
Here’s what happens on a lot of HubSpot projects.
A partner walks in, sees an ERP, a finance system, a support desk, a telephony tool, an ecommerce platform and a data warehouse, and starts designing integrations for all of them. Not because the business needs every connection. Because every connection is billable.
The bigger and more complex the integration package, the bigger the project. So the scope grows. Every system gets a connector. Every field gets mapped. Every object gets synced both ways, in real time, because nobody ever lost a deal by sounding thorough.
Six months later, HubSpot has 40 new properties nobody reads, a product library with 12,000 SKUs sales never quotes from, and a contact timeline so cluttered that reps stop looking at it. The client paid for all of it. Almost none of it changed how they sell.
We think that’s the most expensive mistake in our industry, and we’d rather lose a deal than build it.
Our test is simple. If a connection doesn’t improve the context your teams and agents work with, or help you run your sales and marketing plan better, it shouldn’t exist. Sometimes that means a smaller project than you expected. Sometimes it means telling you an integration you’ve budgeted for isn’t worth building.
HubSpot is the revenue nerve center: the one system where marketing, sales, service, finance and operations meet, and where leaders and AI agents go for the truth about a customer. A nerve center isn’t a storage unit. Signals come in, and something happens.
So before we map a single field, we ask three questions about it:
Here’s what that looks like in practice:
| ERP data | Mirror it into HubSpot? | What we do instead |
| Every order line | Sometimes | Calculate last order date, rolling 12-month revenue and top product lines, and trigger a task when reorders stop. However, those could be valuable for segmentation and targeted cross- and up-sell outreach. |
| Overdue invoices | Yes | Alert the account owner and pause expansion sequences until they’re paid |
| Credit hold | Yes | Block quote approval and notify the rep |
| Full product catalog | Rarely | Bring in what sales actually quotes, with current prices, so quotes are generated in HubSpot. We rather suggest generating quotes automatically. |
| Contract end dates | Yes | Start the renewal play 120 days out |
| Warehouse bin locations | No | Leave them in the ERP, where they belong |
The result is less data in HubSpot than most clients expect, and far more of it gets used.
For most companies, the context that matters most for revenue sits in two kinds of system, and each holds half of the customer story.
HubSpot holds the relationship. Who the customer is, who you’re talking to, what’s been discussed, which deals are open, and how marketing, sales and service have engaged.
The ERP holds the transaction. SAP, Oracle NetSuite, Business Central and Sage hold what the customer has actually bought, at what price, what’s been invoiced and paid, and what’s on order.
On their own, both tell an incomplete story. HubSpot shows a promising expansion deal while the ERP shows three overdue invoices. The ERP shows order volume falling off a cliff while HubSpot shows nobody has spoken to the account in four months.
The point of integration isn’t to put both stories in one place. It’s to make sure the right person hears about it in time to do something.
For twenty years, companies connected their CRM and ERP so people could see what had happened. Because people were reading the data, it could afford to be imperfect. A rep knew the notes field was never filled in. Everyone knew which pipeline stage really meant “committed.”
AI removed that safety net. When an agent drafts a renewal email or flags a deal at risk, the model is doing the interpreting. A person fills gaps with experience. A model fills them with assumptions. Duplicate accounts, orphaned deals and fields nobody understands don’t just clutter HubSpot anymore. They mislead the agents working inside it.
That’s why context is the new oil, and why junk data is now a liability, not just a nuisance. The formula is Model + Context + Application. Most companies can access the same models. What separates results is the quality of the context those models can reach.
| Dimension | When data was for reporting | When data is context for AI |
| Who reads it | People looking at dashboards | Models and agents reasoning and acting |
| Purpose | Explain what happened | Trigger what happens next |
| Accuracy | Approximately right was fine | Errors flow directly into actions |
| Gaps | Filled by people’s knowledge | Filled by model assumptions |
| Relationships | Nice to have | Essential: contacts, companies, deals, orders and tickets must be linked |
| Freshness | Daily or weekly batch | As fresh as the action needs, which is rarely real time |
| Definitions | Held in people’s heads | Written down and applied consistently |
| Scope | Structured fields | Structured fields plus emails, documents, calls and tickets |
| Access control | Who can see which report | What each user and each agent can retrieve and change |
“Real time” is the most requested and least needed feature in integration projects.
Ask what decision changes if an invoice appears in HubSpot in two seconds instead of two hours, and the answer is almost always none. Meanwhile, real-time sync costs more to build, hits API limits faster, makes failures harder to trace, and gives your IT team another thing to watch at 2am.
We sync on the schedule the action needs. Credit holds that block a quote might need to be near-instant. Order history that feeds a reorder alert can run overnight. When something truly needs to be real time, we build it properly. We just don’t build it because it sounds good in a proposal.
We’ve built native connector projects. We’ve tried every type you can think of. For business-critical systems like SAP, NetSuite and Business Central, they don’t hold up for customers who are serious about connecting their systems.
They work in the demo. Then they meet multiple legal entities, custom pricing, sold-to and ship-to accounts, approval rules, currency handling and a decade of customer master duplicates. That’s when you find out what the connector can’t do, and by then you’ve built processes around it.
For simple, low-risk tools like Aircall, native integrations are the right answer, and we use them. For anything your revenue or finance depends on, we build middleware we control.
We want to be the partner you call when HubSpot has to work with a business-critical system. In total, 68 of our customers have had ERP integration work, and manufacturing accounts for more of it than any other sector.
What we typically build, when it earns its place:
We’ve worked with SAP at 16 customers, much of it in manufacturing and distribution, across SAP Business One, SAP Sales Cloud (C4C) and SAP Business ByDesign, with middleware including SAP Cloud Platform Integration (CPI).
SAP projects tend to share the same problems. Customer masters with years of duplicates. Sold-to, ship-to and bill-to accounts that don’t map neatly to one HubSpot company. Product catalogs with thousands of material numbers. IT teams that are, rightly, protective of who touches the ERP.
Some of the work we’ve done:
Business Central is one of the ERPs we connect most often, at 11 customers including those on its predecessor, Dynamics NAV. It’s popular with mid-sized manufacturers, and it’s where we most often see companies discover the limits of the native connector after they’ve built their processes around it.
We’ve worked with NetSuite at 17 customers, mostly software, IT services and ecommerce businesses where subscriptions, renewals and invoicing need to sit next to the pipeline. The usual win is simple: renewal dates and payment status in HubSpot, with renewal plays that start themselves, so customer success sees risk before finance does.
We’ve connected HubSpot with Sage (including Sage 200, Sage 50, Sage X3 and Sage Intacct) at 19 customers, plus IFS, SysPro, Xero and Exact Online. The systems differ. The questions don’t: what does sales need to act on, which system owns the customer, and what happens when the sync fails at 2am.
| ERP | Customers | What usually earns a place in HubSpot |
| Sage (200, 50, X3, Intacct) | 19 | Accounts, invoice and payment status, order signals |
| Oracle NetSuite | 17 | Customers, invoices, subscriptions, renewal dates |
| SAP (Business One, C4C, ByDesign, via CPI) | 16 | Customer masters, orders, sales history, deal revenue |
| Business Central and Dynamics NAV | 11 | Companies, contacts, quotable products, projects, exchange rates, orders |
| IFS | 4 | Accounts, orders, service history |
| SysPro | 3 | Customers, orders, stock |
Manufacturing keeps us busiest because its ERPs carry the most complexity. Multiple legal entities and currencies. Distributors who are both customers and partners. Price lists that vary by region, volume and contract. Long sales cycles where the real signal is a change in reorder frequency, not a form fill.
Of our 68 ERP integration customers, 18 are manufacturers, and 32 manufacturers have had integration work of some kind. We design for the questions their sales leaders actually ask: which accounts have stopped reordering, which quotes are stuck waiting on stock, and which distributors are growing.
The same rule applies to every other system. If it triggers action or adds context your teams and agents use, it comes in. If not, it doesn’t. The systems we connect most often include:
| Category | Systems we’ve integrated | What it gives HubSpot |
| Other CRMs | Salesforce, Microsoft Dynamics 365 Sales, SugarCRM | Coexistence during phased migrations, or HubSpot for marketing alongside Salesforce for sales |
| Telephony and messaging | Aircall, WhatsApp, Microsoft Teams | Calls, recordings and conversations on the record |
| Ecommerce and payments | Shopify, Magento, WooCommerce, Stripe | Orders, customer value and purchase behavior |
| Service and delivery | Zendesk, Freshdesk, Jira | Ticket volume and severity alongside account health |
| Documents and quoting | PandaDoc, SharePoint, Outlook | Proposals, contracts and email context |
| Analytics and revenue intelligence | Power BI, Gong | Reporting outside HubSpot, call insights inside it |
| AI | Anthropic Claude | Context from unstructured sources, structured into HubSpot |
A Zapier connection to the ERP passes testing. Six months later it hits a task limit or an API change, quietly stops syncing, and nobody notices until finance asks why invoices don’t match closed deals.
We’ve seen it enough times that we no longer do it. We won’t run ERP syncs on Zapier. In our experience it has never held up for business-critical data.
For anything that matters, we build middleware on Microsoft Azure (typically Azure Functions) or Amazon Web Services (typically AWS Lambda). We don’t hold formal Azure or AWS partner status. What we have is years of building and running these integrations in production. That gives your IT team what they need to sign off:
| Approach | Where we use it |
| HubSpot native integrations | Simple, low-risk tools like Aircall. Never business-critical ERP. |
| Zapier or Make | Low-volume automations between cloud tools. Never ERP. |
| Azure or AWS middleware | SAP, NetSuite, Business Central and any other ERP, high volumes, complex logic, regulated data |
| Claude with MCP and middleware | Unstructured context, AI-assisted processes, agent workflows |
Integration projects usually get handed to IT, and IT ends up owning them. That’s right. They’ll secure it, support it and keep it alive long after we’ve gone.
But when IT also decides what flows into HubSpot, you get technically perfect integrations that sales ignores. The people who should decide what comes in are the ones who’ll act on it: sales, marketing, customer success and the leadership team that owns the revenue plan.
So we run integration design with both in the room. Revenue leaders define what they need to see and what should happen when they see it. IT defines how it’s secured, hosted and supported. We make sure the two add up to the same thing.
HubSpot can only act on what it can see. Much of a business’s most useful context never makes it into a structured field: email threads, call transcripts, proposals, contracts, tender documents and support conversations.
Our partnership with Anthropic, and a team that includes more than 10 Claude Certified Architects, lets us build automations with Claude that reach into those sources, extract what matters and write it into HubSpot in a structured, trustworthy form. A contract becomes a renewal date, a notice period and a list of committed deliverables on the company record, with the renewal play already scheduled. A tender document becomes a qualified opportunity with the right products attached.
The end game is always the same: the context lands in HubSpot, where your people and your agents already work. Not in a separate AI tool nobody remembers to open.
Customers often expect integration to be a one-and-done setup. For some simple connections, it is.
For the ones that matter, it isn’t, and pretending otherwise is how integrations rot. Your ERP gets upgraded. You add an entity, a product line or a market. Leadership changes the revenue plan. And AI keeps changing what’s possible: data that was useless context last year might power an agent this year.
So we build integrations to evolve. Clean architecture, documented logic and middleware you control mean the next change is a sprint, not a rebuild. Then we keep improving them through:
Customer success programs. A team that knows your portal and your integrations, handling monitoring, changes and fixes. In total, 213 of our customers are on ongoing support.
Embedded RevOps. An experienced Periti operator inside your team, running revenue operations and the health of the data flowing into HubSpot.
Every Periti integration project is run by a lead consultant who has delivered at least 50 projects. They own the design, run the workshops with your IT, finance and revenue teams, and make the hard calls on scope, including what not to build.
Integrations are built by dedicated engineers. We don’t stretch HubSpot consultants into developer roles, and we don’t hand middleware to someone learning on your ERP.
Above them, our directors bring up to 30 years of CRM consulting experience and review the architecture before anything is built. Your CTO gets an engineer to talk to. Your CRO gets a consultant who understands pipeline. Both get senior oversight.
Design and Strategy. Most integration work starts here, not with a free discovery call. We map how revenue moves through your business, which systems hold which part of the story, and what your go-to-market plan needs from each. You leave with the target architecture, a data map, source-of-truth rules, the automation behind every field, and a clear list of what won’t come into HubSpot.
Build. Engineers build the middleware in sprints, starting with the flows that carry the most value. You see working syncs early, in a sandbox, with your own data.
Test. Your team validates real records against real business scenarios: a new customer, an order amendment, a credit hold, a currency change. We test failure as hard as success.
Go live. We cut over in a planned window and stay close through hypercare, because the problems that matter usually show up in week two, not on day one.
Grow. We keep improving the integration as your business, your systems and AI move on.
Much of our integration work starts with something another partner, or a departed employee, built years ago. The symptoms are familiar:
We start with a Design and Strategy project to work out what the integration should do. Usually the fix involves taking things out: cutting the fields nobody uses, repairing the matching logic and moving fragile connections onto proper middleware.
Every one of our 18 sector groups has needed integration work, but some need it far more than others. Customers with integration projects by sector:
| Sector | Customers with integration work | Of which ERP integration |
| Manufacturing and industrial | 32 | 18 |
| Financial services and insurance | 26 | 2 |
| IT services, telecoms and cybersecurity | 22 | 7 |
| Software and technology | 21 | 3 |
| Energy, utilities and environment | 20 | 7 |
| Healthcare and life sciences | 17 | 6 |
| Professional and business services | 15 | 4 |
| Construction, engineering and architecture | 12 | 7 |
| Logistics, transport and automotive | 10 | 4 |
Manufacturers need ERP signals in front of sales. Financial services firms need tight permissions and clean audit trails around every sync. Software companies need billing and renewal data next to the pipeline. Healthcare distributors need order history and compliance in the same view.
Secure, integrated CRM for healthcare organizations — unify patient and customer data, stay compliant, and align Sales, Marketing and Service around every relationship.
Build lasting customer relationships in the IT space with a CRM that unifies data across systems, automates provisioning workflows, and scales with your service business.
For banks, credit unions, mortgage and investment firms — deep business insights, automated processes, and secure handling of highly sensitive customer data, including KYC.
From acquisition to retention, an agile CRM that scales with explosive growth — rapid insights, automated operations, and secure transactions and data storage.
You don’t need another marketing agency. You need a partner who can tackle the most complex challenges:
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.
900+ Customers around the world have trusted Periti to deliver complex projects to unlock the full potential of Technology. That is how we reached HubSpot Elite status and ranked in the top 3 global HubSpot partners in 2024.
Reach out and help us to become #1
To be the partner leading brands trust to unlock the full potential of technology — with HubSpot at the core of their customer-facing processes and metrics.
Run Salesforce and HubSpot side by side without data chaos. We build reliable bi-directional syncs that keep contacts, deals, and activity aligned — so sales and marketing always work from the same, current record.
We’ve delivered dozens of SAP–HubSpot integrations, connecting ERP master data, orders, and pricing to your CRM for a true 360° customer view across front and back office.
Sync customers, invoices, and order data between NetSuite and HubSpot to give revenue teams real-time visibility — and remove double entry between finance and sales.
Connect Microsoft Business Central to HubSpot so quotes, orders, and customer records flow automatically — keeping operations and go-to-market teams perfectly in step.
Bring Sage accounting data into HubSpot for a complete picture of every account — from first touch to invoice — without manual exports or spreadsheets.
Migrating from or coexisting with Microsoft Dynamics? We map objects, preserve history, and build dependable syncs so your teams keep momentum throughout the transition.
Yes. We've worked with SAP at 16 customers, across SAP Business One, SAP Sales Cloud (C4C), SAP Business ByDesign and environments connected through SAP CPI. We build SAP integrations on Azure or AWS middleware, with clear rules about which system owns customer and order data.
Yes, and it's one of the ERPs we connect most often, at 11 customers including Dynamics NAV. We build Business Central integrations on Azure or AWS middleware, because the native connector doesn't hold up once you have custom pricing, multiple entities, CPQ or approval rules.
Not for companies that are serious about connecting their systems. We've tried every kind, and for business-critical ERPs like SAP, NetSuite and Business Central, native connectors break down on real-world complexity. For simple tools like Aircall, they're the right choice.
Yes. We've worked with NetSuite at 17 customers. Most projects bring invoices, payment status, subscriptions and renewal dates into HubSpot, with automations that start renewal and collections plays.
Only data that triggers an action or feeds something sales does, like generating a quote. Our rule of thumb is that every field coming into HubSpot should have an automation behind it. If your sales team can't explain why a field is there, it shouldn't be.
Usually not. Real-time sync costs more, hits API limits faster and makes failures harder to trace. We sync on the schedule each action needs, and build real-time only where a decision really depends on it.
In our experience, Zapier has never held up for ERP data. Task limits, API changes and silent failures cause problems that surface months later. Zapier and Make are good for simple, low-volume automations between cloud tools, not for the connection your revenue depends on.
They give you error handling, retries, monitoring, alerting, security controls and capacity for real data volumes. When an integration fails, you want to know straight away. We don't hold formal partner status with either, but we've built and run integrations on both for years.
Both, with different jobs. IT owns the integration day to day: hosting, security and support. Sales, marketing and leadership decide what flows into HubSpot, based on what they'll act on and how they believe the funnel works.
Agents are only as good as the context they can reach. If order history, invoices and contracts sit outside HubSpot, an agent is reasoning over half the picture. But junk data misleads agents too, which is why we integrate less and choose more carefully.
We use Claude to extract context from unstructured sources, such as emails, contracts, tenders and call transcripts, and write it into HubSpot as structured data with actions attached. We also build Claude-based processes that read from and write to ERPs like Business Central through secure middleware. Our team includes more than 10 Claude Certified Architects.
Simple connections can be. Business-critical integrations shouldn't be, because your systems, your business and AI all keep changing. We build them to evolve and keep improving them through customer success programs and embedded RevOps.
Usually not. Most broken integrations can be fixed by cutting unnecessary fields, repairing the matching logic and moving fragile connections onto proper middleware. A full rebuild only makes sense when the design is wrong at its core.
We typically work on a time and materials basis. Cost depends on the number of systems, data volume, complexity of the business rules and how much cleanup is needed. Because we build only what earns its place, our integration projects are often smaller than clients expect.
Whether you’re connecting SAP or Business Central for the first time, replacing a connector your business has outgrown, or trying to work out which of your integrations are actually worth having, tell us where you are and where you need to get to. We’ll tell you honestly what should come into HubSpot, what shouldn’t, and how we’d build it.
