Would you like to have consistent and accurate customer data in HubSpot and SAP Sales Cloud V2 at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of HubSpot and SAP Sales Cloud V2 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 Sales Cloud V2 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 Sales Cloud V2 and many other systems is also possible.
HubSpot is the customer platform for marketing, sales, and service: seven hubs, one central database, powerful automation. SAP Sales Cloud V2 is SAP’s next-generation CRM built on the Business Technology Platform: AI-powered, with a modern UX and seamless S/4HANA connectivity. Two systems that each work brilliantly on their own.
The HubSpot SAP Sales Cloud V2 integration connects these two worlds into one seamless lead-to-sales process. Contacts, companies, and deals in HubSpot sync with accounts, contacts, and opportunities in SAP. Lifecycle stages trigger automatic handoffs. And both teams finally work with the same, up-to-date data.
Linking both systems opens up a wide range of possibilities. Here are the most common use cases:
Automatically hand off marketing qualified leads. As soon as a contact in HubSpot reaches the MQL stage, they’re created as a lead in SAP Sales Cloud V2. Scoring, activity history, and campaign attribution flow along with them. Sales starts with full context.
Sync accounts and companies bidirectionally. No matter where a company is created first, the master data stays consistent. HubSpot companies become SAP accounts, changes flow in both directions. No duplicates, no outdated addresses.
Convert SQLs to opportunities in SAP. When HubSpot marks a contact as sales qualified, an opportunity is automatically created in SAP. Pipeline stage, expected value, and owner are transferred. The sales process starts without any friction.
Make activities and engagement visible. Email opens, meeting bookings, and form submissions from HubSpot appear in the SAP timeline. Field sales sees what the contact has been engaging with before making the call.
Use products and price lists from SAP. The HubSpot product catalog feeds from SAP. Quotes in the CRM are based on real prices and availability. No manual exports, no outdated terms.
Report back on closed deals. When a deal in SAP Sales Cloud V2 is set to “Won,” the HubSpot deal updates automatically. Marketing attribution and revenue reporting stay aligned.
Beyond these, many more scenarios are possible. The integration grows with your requirements.
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
Shorter sales cycles through seamless handoffs. When marketing-qualified leads reach sales without delay, time to close shrinks measurably. The HubSpot SAP Sales Cloud V2 integration eliminates manual handoff processes and accelerates the entire funnel.
Transparent pipeline across both systems. Whether in the HubSpot dashboard or SAP reports, the numbers match. Forecasts are based on a shared data foundation. Decisions become more informed, surprises less frequent.
Marketing ROI becomes measurable. When campaign attribution and revenue data come together, you can finally quantify which marketing activities actually generate revenue. Budget decisions become data-driven.
For: Marketing, Sales, Customer Success, Operations
Marketing hands off leads with full context. No more copy-paste, no more spreadsheets. When a lead hits the scoring threshold, they appear automatically in SAP: with activity history, campaign attribution, and all relevant properties.
Sales sees marketing engagement before the first call. The timeline in SAP shows which emails were opened, which pages visited, which downloads completed. Field sales starts conversations with knowledge, not assumptions.
Customer success works with current customer data. Changes to accounts in SAP appear in HubSpot. Service tickets, contract details, and revenue history are visible across systems. The 360-degree view becomes reality.
RevOps defines the rules, MARINI executes them. Which fields sync? In which direction? Under what conditions? The no-code interface makes complex logic configurable without requiring developers to intervene.
For: IT, Development, System Architects, Admins
Modern APIs on both sides. HubSpot offers a comprehensive REST API with webhooks. SAP Sales Cloud V2 uses OData v4 on the Business Technology Platform. MARINI connects both via secure cloud connectors, without any installation in the source systems.
Flexible mapping for complex data models. HubSpot calls companies “Companies,” SAP calls them “Accounts.” Contacts have different required fields. Custom objects on both sides? No problem. The mapping adapts, not the systems.
Conflict management and error handling. What happens when the same record is modified in both systems simultaneously? MARINI offers configurable rules, comprehensive logging, and alerts. Conflicts become visible before they become problems.
GDPR-compliant, hosted in Germany. Hosting exclusively in the EU, ISO 27001 certified, no data processing outside Europe. The integration meets the requirements without you having to worry about it.
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.
Typically, contacts, companies, and deals from HubSpot are synchronized with contacts, accounts, and opportunities in SAP Sales Cloud V2. Beyond that, MARINI also supports products, activities, and custom objects on both sides. The mapping is fully configurable.
Yes, synchronization can occur in both directions and is triggered in real time. Webhooks on the HubSpot side and event notifications in SAP Sales Cloud V2 enable event-based processing. You decide per field and object which direction to sync.
No. MARINI works completely installation-free. The connection is made via the official APIs of both systems. No add-ons in HubSpot and no deployments in SAP are required. Connecting via SAP CPI is also not necessary.
SAP Sales Cloud V2 is a complete rebuild on the SAP Business Technology Platform. It offers a more modern UX, enhanced AI capabilities, and an improved API architecture with OData v4. V1 (also known as C4C) continues to be supported. Not all customers have migrated yet.
With working API credentials and a clear scope, a basic integration can go live within a few days. More complex scenarios with custom objects, multiple sync directions, and custom rules require correspondingly more time. MARINI offers full-service or co-creation, depending on your preference.
MARINI offers configurable conflict rules: you define which system wins in a collision, or whether manual review is required. Comprehensive logging and alerts ensure nothing goes unnoticed. Errors become visible before they escalate.
The integration of our marketing automation (Evalanche) and Salesforce via MARINI takes our data quality to a new level and provides the basis for successful account-based marketing.
With MARINI’s integration solutions, we eliminate customer data silos and orchestrate marketing automation campaigns seamlessly across systems.
With MARNI, we were able to successfully optimize our digital sales processes. We were particularly impressed by the flexibility and scalability of the platform, which helped us to implement our projects quickly and efficiently.
We support you in integrating HubSpot and SAP Sales Cloud V2. Personalized. Tailored to your goals.
