In short: "integrating HubSpot with Dynamics 365" can mean two different jobs. Connecting HubSpot with Dynamics 365 Sales is a CRM-to-CRM sync of contacts, leads, and opportunities that aligns marketing and sales. Connecting HubSpot with Dynamics 365 Business Central is a CRM-to-ERP sync of orders, items, prices, and invoices for lead-to-cash. Either way, there are three approaches: the native HubSpot Data Sync connector (best for syncing only contacts and deals), a purpose-built iPaaS such as Rapidi (best for full sync with no code and no HubSpot Data Hub subscription, the add-on formerly called Operations Hub), or a custom API build (best for large, regulated enterprises with a standing engineering team).
If you run Microsoft Dynamics 365 and your marketing or sales team has standardized on HubSpot, you already know where the friction lives. The moment a deal is won in HubSpot, someone has to rekey the customer, the order, and the line items into Dynamics by hand. That manual handoff is where duplicate records appear, where pricing drifts, and where the numbers your sellers see stop matching the numbers in your ERP.
Integrating HubSpot CRM with Microsoft Dynamics 365 closes that gap at the source. Done properly, it gives you automatic synchronization between the two systems, clean lead-to-cash handoffs, and a single, trustworthy view of every customer. The question is not whether to connect them, but how. There are three realistic paths, and the right one depends on how complex your data is, how much you want to maintain, and how quickly you need to be live.
First, decide which Dynamics 365 you are integrating: Sales or Business Central
Dynamics 365 is a family of products, and "integrating HubSpot with Dynamics 365" can mean two different jobs depending on which one you run. Getting this clear up front saves a lot of rework, because the records you sync and the direction they flow are not the same in each case.
HubSpot and Dynamics 365 Sales integration (CRM to CRM)
If your sellers work in while marketing runs campaigns in HubSpot, the goal is alignment rather than fulfillment. You want marketing and sales to share one picture of every prospect, so leads do not fall through the cracks between the two teams.
In this scenario, the integration keeps the core CRM records in step: leads and contacts, HubSpot companies mapped to Dynamics accounts, and HubSpot deals mapped to Dynamics opportunities. Marketing campaigns can also flow from HubSpot into Dynamics 365 Sales, and any other standard or custom object can be added to the sync. Rapidi syncs these bi-directionally and in real time, and you decide whether HubSpot or Dynamics 365 Sales is the system of record for each object, or whether a given field flows both ways. The practical result is that marketing engagement and lead scoring in HubSpot are linked to the seller in Dynamics 365 Sales, while pipeline and opportunity status flow back to marketing so campaigns can be measured against real revenue.
Best for: teams that want a tight marketing-to-sales handoff and a shared view of the pipeline, without yet touching ERP data such as orders and invoices.
HubSpot and Dynamics 365 Business Central integration (CRM to ERP)
If the records that matter are orders, items, prices, and invoices, you are integrating HubSpot with , the ERP. Here, the goal is lead-to-cash: as deals close in HubSpot, they become sales orders in Business Central, and financial data such as posted invoices and credit memos stays consistent across both systems. Most of this guide focuses on that scenario, and the three methods below apply to it.
Three ways to connect HubSpot and Microsoft Dynamics 365
Most organizations choose between a native connector, a purpose-built integration platform, or a custom-coded build. Each solves the same problem, but the trade-offs in cost, control, and time to value are very different.
1. The native HubSpot Data Sync connector
HubSpot offers its own through Data Hub (the add-on it renamed from Operations Hub in 2025), mapping CRM objects between HubSpot and Dynamics 365. For straightforward needs it is the lowest-friction starting point.
Strengths: simple, mostly point-and-click setup inside HubSpot; keeps core CRM objects such as contacts, companies, and deals in step; supported and updated by HubSpot.
Limitations: it requires a paid HubSpot Data Hub subscription; it is built for CRM-to-CRM style syncing, so it struggles with genuine ERP objects such as sales orders, items, prices, and posted invoices; field mapping and workflow logic are limited.
Best for: small teams that only need contacts and deals aligned and never push orders or invoices into Dynamics.
2. A purpose-built integration platform (iPaaS)
An integration platform as a service sits between HubSpot and Dynamics 365 and runs the synchronization as a managed service. For most mid-market and enterprise Dynamics users, this is the sweet spot because it covers the complete business process of handling the ERP data that the native connector cannot, while remaining no-code.
This is the category was built for. As deals close in HubSpot CRM, they instantly become sales orders in Dynamics 365 Business Central, so your operations team can begin fulfilling without anyone retyping data. The integration synchronizes the full lead-to-cash picture, bi-directionally: contacts, leads, companies, opportunities and deals, items, prices, sales orders, posted invoices, and credit memos, plus any custom fields and objects you need to map.
Strengths: a no-code platform with pre-built, best-practice templates drawn from more than 30 years of integration experience, so projects deploy quickly; real bi-directional sync of both CRM and ERP objects; no HubSpot Data Hub subscription required, which removes a recurring license cost; custom fields and objects can be tailored to your processes without overhauling either system; a fixed price for a complete solution.
Limitations: a platform subscription is still a line item, though it typically offsets the cost of the Data Hub it replaces; you are partnering with a specialist rather than building entirely in-house, which suits teams that value speed and support over full do-it-yourself control.
Best for: companies that need orders, invoices, and pricing to flow reliably between CRM and ERP without hiring developers or maintaining code.
3. A custom API integration
Do you have an experienced in-house team that knows both systems and how to code integration? You can opt for a custom-coded API integration. Both platforms expose APIs, so a development team can build a bespoke integration from scratch. On the HubSpot side, that means the (objects, associations, properties, search, and imports). On the Microsoft side, it depends on the product: Dynamics 365 Sales uses the (a RESTful OData v4 service), while Dynamics 365 Business Central exposes and OData v4 web services.
Strengths: total control over every object, field, and rule; the ability to model the most unusual or tightly regulated workflows exactly; no third-party platform in the data path.
Limitations: high upfront cost and long build time; an ongoing maintenance burden, because every HubSpot or Dynamics API change can break the integration; a permanent need for in-house or contracted developers.
Best for: large enterprises in heavily regulated industries with highly unusual requirements and a standing engineering team to own the integration for its full lifecycle, as well as the time it takes to build the integration.
Comparing the three methods at a glance
| Factor | Native HubSpot connector | iPaaS (Rapidi) | Custom API build |
|---|---|---|---|
| Setup effort | Low | Low to medium | High |
| Coding required | None | None | Extensive |
| ERP objects (orders, invoices, items) | Limited | Full | Full |
| Real-time deal to sales order | No | Yes | Possible |
| Ongoing maintenance | Vendor-managed | Vendor-managed | Your team |
| Data Hub subscription (formerly Operations Hub) | Required | Not required | Not required |
| Time to value | Fast | Fast | Slow |
| Best fit | Small, CRM-only sync | Mid-market to enterprise lead-to-cash | Large, regulated, custom |
How to choose the right approach
Start with your data, not the tool. Write down exactly which records have to move between the two systems and in which direction. If the answer is only contacts and deals, the native connector may be enough. The moment sales orders, items, prices, or posted invoices enter the picture, you have crossed from a CRM sync into real CRM-to-ERP integration, and that is where a purpose-built iPaaS earns its place.
Then weigh three things: total cost over time, not just the first invoice; how much maintenance you are willing to own; and how quickly you need to be live. A custom build offers the most control but requires the most money, time, and ongoing engineering attention. An iPaaS such as Rapidi gives you ERP-grade coverage and real-time order flow with no code and a fixed price, which is why most companies connecting HubSpot to Dynamics 365 land here.
Whichever path you pick, validate your field mapping and clean your data before you go live. The integration faithfully copies whatever you give it, so a tidy starting point is the cheapest insurance you can buy.
Frequently asked questions
What is the difference between integrating HubSpot with Dynamics 365 Sales and Dynamics 365 Business Central?
Dynamics 365 Sales is the CRM, so that integration aligns marketing and sales by syncing contacts, leads, companies, and opportunities. Dynamics 365 Business Central is the ERP, so that integration handles lead-to-cash, turning closed HubSpot deals into sales orders and keeping invoices consistent. Rapidi supports both, individually or together.
Which Microsoft Dynamics products can integrate with HubSpot?
Rapidi connects HubSpot with Dynamics 365 Business Central, Finance and Operations, Sales, and the older NAV, GP, and AX platforms, so you are covered whether you run a modern or legacy Dynamics ERP.
Do I need HubSpot Data Hub (formerly Operations Hub) to integrate with Dynamics 365?
Not with Rapidi. HubSpot renamed Operations Hub to Data Hub in 2025. The native HubSpot Data Sync connector requires a paid Data Hub subscription for advanced mappings, but the Rapidi solution handles the integration without it, removing that recurring cost.
Is the integration real-time?
Yes. With Rapidi, a deal closed in HubSpot becomes a sales order in Dynamics 365 Business Central right away, and the sync runs continuously and bi-directionally.
Do I need developers to set it up?
No. Rapidi is a no-code platform with pre-built templates, so you configure mappings rather than write code. Custom fields and objects can still be added when your processes need them.
How long does it take to go live?
Because Rapidi starts from best-practice templates refined over 30 years of integration work, most projects deploy far faster than a custom-coded build, which can take months.
What data can I sync between HubSpot and Dynamics 365?
Contacts, leads, companies, opportunities and deals, items, prices, sales orders, posted invoices, and credit memos are supported out of the box, and you can map custom fields and objects on top.
Connect HubSpot and Dynamics 365 the simple way
If your goal is clean, real-time flow from won deal to fulfilled order without rekeying or extra subscriptions, a purpose-built iPaaS is the shortest path. , then tailor it to your process.
About Rapidi
Rapidi makes data integration easy. For more than 30 years, we have connected CRM and ERP systems, including HubSpot and Microsoft Dynamics 365 Business Central, with no-code, pre-built templates and a fixed price for a complete solution. Rapidi has been a Microsoft Partner since 1987 and a Salesforce Partner since 2007. Learn more and book a demo at .
