Would you like to have consistent and accurate customer data in Odoo at all times without any IT projects? That’s exactly what MARINI is for.
With 80+ modules, Odoo delivers an impressively broad business suite: CRM, ERP, e-commerce, accounting, inventory management and more. Yet many companies rely on specialized systems alongside Odoo — a dedicated CRM like HubSpot or Salesforce, a marketing automation platform, or an external webshop. The result: data lives in silos, and manual exports replace real processes.
MARINI connects Odoo with exactly these specialized systems. Bidirectionally, in real time, and without any installation in Odoo. The platform understands the specifics of the Odoo data model: res.partner as the central contact object, Custom Models via Studio, Community and Enterprise Edition. Cloud and on-premise.
Odoo’s modular approach is both a strength and a challenge. The breadth of functionality means a company can run CRM, inventory management, and webshop in a single interface. In practice, however, specialized tools often go deeper in individual disciplines: more sophisticated lead scoring in marketing, more differentiated sales pipelines in CRM, or more powerful storefronts in e-commerce.
The key question is not “Odoo or specialized system” but: How can both worlds be connected without duplicate data maintenance and without process breaks? This is exactly where the real value of integration emerges. When order data from Odoo is automatically visible in the specialized CRM, when marketing leads land directly as crm.lead in Odoo, and when company data from external sources validates res.partner records — then the ecosystem works as a whole.
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.
European Lead Center of Excellence Manufacturing at Dun & Bradstreet
With MARINI, we have found a flexible and reliable partner for data integration with our customers. In today’s environment, we’re dealing with countless systems. At the same time, resources, especially in IT, are becoming increasingly scarce. Through MARINI, we conveniently deliver our data to any of our customers’ systems, whether CRM, ERP, or MDM – quickly and securely.
The following lists show a selection of the most popular Odoo integrations with dedicated landing pages. MARINI can connect significantly more systems and also offers the ability to develop custom adapters for custom systems, on-premise solutions, or applications not yet listed.
Synchronize customers, opportunities, and orders between Odoo and an external CRM. This way, sales and back office work with the same data — even when res.partner and CRM contacts are structured differently.
Connect external shops with Odoo inventory and warehouse management. Orders, stock levels, and product data flow automatically between storefront and ERP backend.
Provide customer data and purchase history from Odoo for personalized campaigns. Qualified leads flow back into Odoo CRM as crm.lead.
Data quality, lead routing, and translation: validate res.partner with external company data, automatically distribute leads to partners, or provide content in multiple languages.
Explore the available standard integrations for Odoo and activate them directly through your MARINI account.
MARINI builds custom integrations for any system with an API — proprietary developments, on-premise solutions, or unlisted systems. Delivered within days.
The integration map above shows which systems can be connected with Odoo. The following use cases describe why: typical business processes that need to work across system boundaries.
Lead-to-Cash: From marketing contact to paid invoice. A lead originates in the marketing automation platform, gets qualified through lead scoring, and lands as crm.lead in Odoo. Sales converts it into an opportunity, then a quote, and finally an order. MARINI ensures the entire process remains traceable: the specialized CRM sees the order status, the marketing platform knows the customer lifecycle status, and Odoo handles the accounting. No manual data exports, no information gaps between departments.
Order-to-Cash: From webshop click to payment receipt. An order in the external Shopware or Magento shop is automatically created as a Sales Order in Odoo. Stock levels update in real time, invoices are generated, and the payment status flows back to the shop. This eliminates manual order entry and reduces error rates. Particularly relevant for companies with multi-channel sales, where Odoo serves as the central inventory management system and the external shop provides the storefront.
Golden Record: One reliable customer view across all systems. res.partner is the central object in Odoo for customers, suppliers, and contacts. When the same company exists in HubSpot as a Company, in Shopware as a customer account, and in Odoo as res.partner, inconsistencies arise. MARINI synchronizes these records bidirectionally, detects duplicates, and enriches master data with external sources like Dun and Bradstreet. The result: a consistent record, regardless of which system an employee looks in.
Partner and Channel Management: Distribute leads to decentralized sales partners. Companies with indirect sales generate leads centrally but need to pass them on to regional partners. MARINI connects Odoo with lead routing systems like leadtributor: leads are assigned based on defined rules, processing status flows back to Odoo, and central reporting remains complete. This lets manufacturers keep control over their funnel without giving partners access to their own Odoo instance.
Whether it’s a single process or a complex system landscape: We work with you to align your use cases and identify the right integration strategy. I look forward to the conversation.
Andreas Gozian, Chief Sales Officer at MARINI
Odoo integration is not an industry-specific topic — it is a process-driven one. That said, the concrete requirements vary considerably: in the financial sector, the focus is on compliance, KYC processes, and regulated data flows. In mechanical engineering and manufacturing, the priorities lie in partner sales, aftermarket processes, and complex customer structures with hierarchical relationships. In the media industry, it is subscriptions, reader engagement, and multi-channel distribution that drive integration needs. The following industry pages demonstrate how MARINI addresses these requirements in practice.
Odoo can be connected to other systems in various ways. The choice of integration approach determines how maintainable, flexible, and future-proof the solution will be.
Native Connectors vs. Integration Platform. For individual Odoo modules, native connectors and community plugins exist. They cover simple scenarios, such as a unidirectional contact export. As soon as bidirectional synchronization, field mapping, duplicate detection, or connecting multiple systems simultaneously are required, they reach their limits. An integration platform like MARINI orchestrates data flow centrally: with monitoring, logs, error handling, and a consistent rule set across all connected systems.
Custom Development vs. Lasting Platform. Odoo offers powerful APIs with XML-RPC and JSON-RPC. Point-to-point integrations via custom code work but create technical debt. Every API update, every new module, every change to the data model requires development effort. A platform abstracts this complexity: adapters are maintained centrally, updates are applied, and new systems are connected without jeopardizing existing integrations. This saves development resources in the long run and reduces the risk of outages.
Generic iPaaS vs. Specialized Solution. Large iPaaS platforms offer thousands of connectors but often only superficial connections. MARINI specializes in B2B data integration and understands Odoo specifics in detail: res.partner as the central object with is_company and customer_rank, Custom Models via Studio, the differences between Community and Enterprise Edition. Add to that EU-only hosting, GDPR compliance, and an ISO 27001-certified data center. No installation in Odoo required, cloud and on-premise connectable.
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 (res.partner), Leads and Opportunities (crm.lead), Products, Sales Orders, Invoices, Inventory, and Helpdesk Tickets are synchronized. Beyond that, MARINI also supports Custom Models created via Odoo Studio or custom development. As a general rule: anything accessible through the Odoo API can be integrated.
Odoo offers XML-RPC and JSON-RPC as standard APIs for all modules. Starting with version 14, API Keys are available as an authentication method. MARINI uses these APIs directly, without requiring any plugin or module to be installed in Odoo. The connection works for Odoo Online and Odoo.sh as well as for on-premise installations, as long as the API is accessible.
Yes. Odoo allows the creation of custom data models (Custom Models) via Studio or custom development. As long as these models are accessible through the API, MARINI can include them in the integration. This applies to both reading and writing data, including field mapping and validation rules.
Yes. MARINI supports real-time synchronization with Odoo. Automated Actions (Base Automation) in Odoo can trigger webhooks that notify MARINI immediately. Alternatively, MARINI works with configurable polling intervals. Which approach makes sense depends on the use case: inventory levels and orders benefit from real time, while a nightly master data sync is often sufficient.
In Odoo, res.partner is the central object for customers, suppliers, contacts, and companies. The distinction is made via flags like is_company, customer_rank, and supplier_rank. Many CRM systems, by contrast, separate into Companies and Contacts. MARINI handles this mapping automatically: a res.partner with is_company=true is created as a Company, associated contacts as separate Contact records. This keeps relationships correct without manual assignment.
Yes, MARINI supports both editions. The Community Edition offers the same API access (XML-RPC, JSON-RPC) as the Enterprise Edition. Some modules like Helpdesk or Studio are only available in the Enterprise Edition. The integration via MARINI works with all modules included in the respective edition and accessible through the API.
That depends on the data object. Odoo is typically the leading system for inventory management, orders, invoices, stock levels, and accounting. For marketing data such as lead scoring or campaign engagement, the marketing automation system takes the lead. For pure CRM usage, the specialized CRM can also be the leading source. MARINI allows data ownership to be defined individually per object and per field.
MARINI hosts exclusively in the EU, and the data center is ISO 27001-certified. Data transfer is encrypted. For companies in Switzerland, compliance with the revDSG is also ensured. No software is installed in Odoo: the connection is made via the standard API with API Key or session-based authentication. All data flows are traceable through logs and monitoring.
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.
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.
We support you in integrating Odoo with other systems. Personalized. Tailored to your goals.
