Would you like to have consistent and accurate customer data in HubSpot and SAP S/4HANA at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of HubSpot and SAP S/4HANA is ready to use in just a few days and grows flexibly with your requirements.
And the best part: we handle the integration for you. Our experts set up your HubSpot SAP S/4HANA interface on your behalf or together with your team.
Important note: The video shows the integration of HubSpot with SAP C4C. Of course, connecting to HubSpot with SAP S/4HANA and many other systems is also possible.
HubSpot is the customer platform that keeps marketing, sales, and service in sync. SAP S/4HANA is the ERP backbone that runs finance, supply chain, and operations. Separately, both systems are excellent. Together, they unlock a level of consistency and speed that neither achieves alone.
The HubSpot SAP S/4HANA integration connects your customer-facing teams with the operational core of your business. Business Partners, products, pricing, orders, and invoices flow bidirectionally and in real time, so every department works with the same trusted data. No exports, no middleware chaos, no waiting until Monday morning for yesterday’s numbers.
Here are six use cases we see most often. Each one eliminates a manual handoff that costs your teams time and your business accuracy.
Bidirectional master data sync. Business Partners in SAP S/4HANA automatically appear as Companies and Contacts in HubSpot, complete with addresses, roles, and custom attributes. Changes on either side flow back in real time. Your sales team works with verified, up-to-date records without ever touching a spreadsheet.
Products and pricing from a single source. Material masters, price lists, and customer-specific conditions sync from SAP into HubSpot automatically. When your sales reps build quotes, they pull from the same pricing logic that finance uses. No more “the price changed last week” surprises after the deal closes.
Deals to sales orders, without the detour. When a deal is won in HubSpot, it becomes a sales order in SAP S/4HANA. Line items, prices, taxes, and partner roles are mapped automatically. What used to take your back office half a day now happens in seconds.
Invoice and payment visibility for customer-facing teams. Open items, invoice status, and payment behavior from SAP FI become visible on the HubSpot Company record. Your sales reps and CSMs can answer billing questions on the spot, without pinging finance or logging into SAP.
Lead to cash as one continuous process. From the first marketing-qualified lead to the final invoice, data moves through HubSpot and SAP without manual intervention. Status changes trigger the next step automatically: MQL to SQL, deal to quote, order to delivery, delivery to invoice.
Golden Records across systems. With clear ownership per field and unique identifiers, you establish a master data strategy that survives beyond the next system update. SAP leads on financial and product data. HubSpot leads on engagement and pipeline. MARINI keeps both in sync and resolves conflicts by rule.
The use cases on this page are not theoretical, but implementing them requires experience. You can set up integration and data management yourself through MARINI’s no-code interface, or have our team configure it for you. For implementation in your systems, we work collaboratively with you and your service providers. If you don’t yet have a suitable service provider, we’re happy to recommend an appropriate partner from our network.
Andreas Gozian, Chief Sales Officer at MARINI
Country Lead Germany & Director Corporate DACH at HubSpot Inc.
MARINI serves as a crucial partner, perfectly extending HubSpot’s capabilities for companies with complex system landscapes. Through seamless integration of SAP, legacy systems, and diverse data sources, we collectively create a true single source of truth. Particularly valuable: Our mid-market customers can retain their established IT structures while still leveraging HubSpot’s full power – with clean data, automated processes, and a 360-degree customer view that delivers measurable business results.
Principal Enterprise Account Executive DACH at HubSpot Inc.
With MARINI, our customers can get started quickly and easily, implementing their first integrations in the shortest possible time. At the same time, the platform offers the flexibility to gradually map even very complex use cases step by step. This enables us to seamlessly integrate HubSpot even in the most demanding system landscapes and deliver real added value for our customers.
Principal Partner Manager & Team Lead at HubSpot Inc.
For us at HubSpot, integrations with ERP systems like SAP S/4HANA are a daily topic. With MARINI, we have found a reliable partner for this. The connection between HubSpot and SAP S/4HANA is just one of the projects where we have brought customers to success through excellent collaboration.
For: C-Level, Executive Leadership, Business Development
Faster time to revenue. When deals convert to orders automatically and invoices flow back to the CRM without delay, your quote-to-cash cycle shrinks measurably. Fewer handoffs mean fewer errors, and fewer errors mean faster payments. The HubSpot SAP S/4HANA connector removes friction from the process your revenue depends on.
Data consistency as a strategic asset. Inconsistent master data between CRM and ERP erodes trust in your reporting. When finance sees different numbers than sales, forecasting becomes guesswork. A bidirectional integration ensures one version of the truth, from pipeline to P&L.
Scalability without proportional headcount. As your business grows, the volume of data moving between systems grows with it. Manual processes that work for 500 customers break at 5,000. Automated, real-time synchronization scales with your business, not your headcount.
For: Marketing, Sales, Customer Success, Operations
Sales sees what finance knows. Before the integration, checking an invoice status meant switching to SAP or sending an email to accounting. Now, open items and payment history appear directly on the HubSpot Company record. Your reps walk into customer conversations prepared, not guessing.
Marketing targets with real purchase data. When order history and product data from SAP are available in HubSpot, your marketing team can segment by actual buying behavior, not just form fills. Upsell and cross-sell campaigns become specific and relevant, because they are grounded in what customers actually purchased.
No more “who creates the customer?” New business partners created in HubSpot flow into SAP with validated fields, duplicate checks, and correct partner roles. The back-office bottleneck of manually entering new customers disappears. And the data quality improves because validation rules catch issues at the point of entry.
Customer Success teams get the full picture. Order status, delivery updates, and invoice history from SAP combine with the engagement timeline in HubSpot. When a customer calls about a delayed shipment, your CSM already sees the status without toggling between systems.
For: IT, Development, System Architects, Admins
Direct API connection, no middleware stack required. MARINI connects to SAP S/4HANA via OData APIs and to HubSpot via REST API, using OAuth 2.0 on both sides. There is no installation required in either system. On-premise SAP environments are fully supported. The entire setup runs as a managed service in ISO 27001-certified EU data centers.
Visual mapping with transformation logic. The no-code interface lets you map fields between Business Partners and HubSpot Companies/Contacts, including custom properties. You can apply format conversions, value calculations, and validation rules visually. SAP uses a single Business Partner entity with type attributes. HubSpot separates Companies and Contacts. MARINI handles this structural difference automatically.
Conflict resolution and duplicate handling built in. When the same record is updated in both systems simultaneously, configurable rules determine which value wins, per field if needed. Duplicate detection runs during sync, so you avoid creating redundant records on either side. Every sync event is logged with full audit trails.
Real-time sync, event-driven or scheduled. Data synchronization runs bidirectionally in real time, triggered by create and update events on either side. For batch scenarios or initial loads, scheduled sync plans are available. Monitoring dashboards, alerts, and detailed logs give you full visibility into every data movement between systems.
Business-critical data deserves maximum reliability. At MARINI, security isn’t an add-on—it’s our lived standard. Our security architecture at a glance:
This keeps your central data infrastructure stable, protected, and scalable at all times. Together, we’ll find the right integration and tailor it precisely to your requirements.
The integration covers all commonly used objects: Business Partners (as Companies and Contacts in HubSpot), material masters, price conditions, sales quotations, sales orders, deliveries, invoices, and open items. Custom Objects and custom fields are fully supported on both sides.
MARINI supports all SAP S/4HANA deployment variants: Cloud Public Edition, Cloud Private Edition, and on-premise. No installation is required in your SAP system. The connection is established through the available APIs, regardless of where your SAP runs.
MARINI offers a rapid integration for SAP S/4HANA: with functioning credentials, a basic bidirectional sync of master data can be running within three days. More complex scenarios with additional data objects and custom logic are typically extended in subsequent iterations.
SAP S/4HANA uses a unified Business Partner entity where the type attribute distinguishes accounts from contacts. HubSpot separates these into Companies and Contacts. MARINI maps this automatically, including the relationships between them, using dedicated sync plans for each entity and their associations.
No. MARINI connects directly to the SAP S/4HANA OData APIs. There is no dependency on SAP CPI, SAP Integration Suite, or any other middleware. This simplifies the architecture and reduces both cost and implementation time.
MARINI operates exclusively in ISO 27001-certified data centers within the EU. All data transfer is encrypted, and the platform is fully GDPR compliant. Comprehensive audit trails log every sync event, giving you full traceability for internal governance and external audits.
Data is only the gold of the digital age when it is integrated and consistently translated into decisions. That is exactly what MARINI stands for: we connect data sources, make data actionable, and enable purpose-driven, model-based analytics—fully aligned with the principles of Robotic Selling.
We have been working with MARINI for a long time and are very satisfied with the collaboration. We particularly appreciate their high level of flexibility, excellent communication, and fast response to our requirements. The platform integrates seamlessly into our dynamic environment and helps us achieve our goals efficiently. MARINI is a reliable partner, and we recommend them without reservation.
With MARINI, we use a reliable interface between our existing ERP system and HubSpot. The data exchange works seamlessly and delivers tangible added value in our day-to-day operations. We are particularly impressed by the platform’s clear structure as well as the direct and straightforward communication with the support team.
We support you in integrating HubSpot and SAP S/4HANA. Personalized. Tailored to your goals.
