HubSpot SugarCRM Integration | SyncCloud by Exelement

Overview

HubSpot and SugarCRM often run side by side, during a migration from one to the other, or because different teams settled on different tools. Either way, the two have to agree: a contact updated in one should be correct in the other, and a deal in SugarCRM should be visible to marketing in HubSpot. Off-the-shelf options tend to handle the standard objects and stop at the custom modules and field logic that most SugarCRM implementations actually rely on. SyncCloud builds and runs the HubSpot and SugarCRM integration as a managed service, directly against both REST APIs. Contacts, accounts, opportunities, and custom modules sync in the directions you define, with deduplication and the field mapping your data model needs, whether SugarCRM runs in the cloud or on-premises.

What you can do

Use cases

Keep contacts and accounts aligned both ways

Contacts and accounts created or updated in HubSpot or SugarCRM are matched and kept consistent across both, with deduplication so the same record is not created twice.

Bring SugarCRM opportunities into HubSpot

Opportunity stage, value, and owner from SugarCRM flow into HubSpot, so marketing can segment and score on live pipeline data without opening SugarCRM.

Map custom SugarCRM modules

Custom SugarCRM modules and fields are mapped into HubSpot and back, so the integration fits your data model rather than only the standard objects.

Custom sync rules, kept running

You define which records sync, in which direction, and which system wins on a conflicting change. SyncCloud uses near real-time triggers, and Exelement monitors the integration and resolves errors before they accumulate.

The managed service

How SyncCloud works

SyncCloud starts with a scoping session across both data models, including any custom SugarCRM modules. We build the field mapping, routing, and error handling, test against sandboxes on both sides, and move to production. SyncCloud connects through the HubSpot and SugarCRM REST APIs directly, syncs on specific data value changes for near real-time updates, and applies custom sync rules including which system wins on a conflicting change. Exelement runs it as a managed service with monitoring and a named contact.

Setup and requirements

Technical notes

SugarCRM exposes a REST API, and its capabilities differ between the cloud and on-premises editions and across versions. On-premises SugarCRM needs a separate technical assessment during scoping. SyncCloud connects through the SugarCRM REST API and the HubSpot API directly, so standard objects, custom modules, and deeper field logic are all in scope, with deduplication on matching. A SugarCRM sandbox and a HubSpot sandbox are recommended before implementation.

Bi-directional · 3–6 weeks setup

Ready to connect HubSpot with SugarCRM?

Book a free consultation with our integration team. We'll scope the project and have a proposal ready within a week.

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A B2B company running HubSpot for marketing and SugarCRM for sales connected the two through SyncCloud, keeping accounts and custom modules aligned during a multi-team rollout.

What our clients are saying.

“We can finally trigger personalized engagement campaigns based on CRM changes, not just marketing activities – improving our campaigns for onboarding, cross-sell, up-sell and re-engagement.”

“Lead follow-ups that used to take days now happen within minutes, thanks to seamless handoff between marketing and sales.”

“Exelement always have great solutions and quick help when it comes to HubSpot sales processes and automation!
The service is on top!”

“Since integrating our CRM and marketing automation, we've achieved accuracy in campaign ROI reporting—finally making data-driven budget decisions.”

“Our sales team now sees the entire buyer journey—email clicks, page views, webinar attendance—leading to a 30% higher conversion rate from MQL to SQL.”

“With marketing activity tracking in our CRM, our sales reps are 40% more likely to engage with leads at the right moment.”

“Lead scoring is finally aligned between teams, and it's increased qualified lead velocity by 35%.”

“We now see campaign performance right inside our CRM, reducing reporting time by 70%."”

“We’ve gone from siloed metrics to unified funnel reporting, which improved our forecasting accuracy significantly”

“Integration brought our sales and marketing teams together—now we actually share the same pipeline goals and KPIs.”

“We've automated lead stages and reduced manual processing time by over 50%.”

“Personalization got a serious upgrade—using up to date CRM data, we increased email engagement by 60%.”

Featured case study

HubSpot and SugarCRM, connected and kept in sync