What Salesforce, HubSpot and Dynamics 365 Integration Can Connect

Salesforce, HubSpot and Microsoft Dynamics 365 sit at the centre of sales and customer operations in many mid-sized UK businesses, and each becomes far more useful once it’s connected to the systems around it. On its own, a CRM only knows what someone has typed into it. A Salesforce integration, HubSpot connection or Dynamics 365 link lets it draw on invoices, orders, website enquiries and email activity automatically, and planning those connections is a core part of the CRM and systems integration for UK businesses that Priority Pixels provides.

The three platforms take different approaches to integration, from large marketplaces of ready-made apps to close ties with Microsoft 365. Understanding what each one connects to most naturally helps you decide where a native connector will do the job and where a custom build is the better choice. If you’re still choosing a platform, our comparison of B2B CRM software covers the wider decision.

What Salesforce, HubSpot and Dynamics 365 Integration Can Connect

Most CRM integrations fall into four groups, whichever platform you use. Finance connections move customers, invoices and payment status between the CRM and accounting software, website connections capture enquiries and orders, Microsoft 365 connections link email and calendars, and operations connections pass won deals to the systems that deliver the work.

Each platform brings its own character to those connections. The summary below reflects how each is typically set up for integration, although any of the three can be connected to almost any system with a documented API.

Whichever platform you run, the same principles apply. Each connection needs a clear purpose, an agreed direction of sync and a plan for what happens when a transfer fails, and our explainer on how API integration works covers those foundations.

Salesforce Integration With Finance and Operations

Salesforce integration usually starts with the flow from won opportunity to invoice. When a deal closes, customer and order details pass to the finance system, and payment status comes back so account teams can see which customers are up to date. Operations connections follow the same pattern, creating projects, jobs or orders in the delivery system once a deal is confirmed.

Salesforce provides several APIs for different kinds of work, and its guide to the Salesforce platform APIs explains when each one fits, from the REST API for everyday reads and writes to the Bulk API for loading and querying large data sets. Choosing the right API also affects how much of the platform’s API allowance an integration uses, which matters for businesses with high volumes of records.

HubSpot Integration Services for Website and Marketing Data

HubSpot’s strength lies in marketing, so many HubSpot integrations focus on getting website and campaign data into the CRM with its source intact. Form submissions, quote requests and online orders can arrive with their campaign and referrer details recorded, which gives marketing and sales teams a reliable view of which activity produces revenue. Our article on connecting a WordPress website to your sales pipeline looks at this in more detail.

Finance and operations connections matter just as much for HubSpot users, since the CRM is only as useful as the account information it holds. HubSpot versions its APIs by date, and its API reference notes that each earlier version keeps working until its end-of-life date, so integrations built today need a plan for moving to newer versions over time. That’s one reason HubSpot integration services should include ongoing support rather than ending at launch.

Dynamics 365 Integration With Microsoft 365

Dynamics 365 has a natural advantage for businesses already on Microsoft 365, because users sign in with the same Microsoft accounts and the CRM sits on the same wider platform. Microsoft’s overview of Dynamics 365 Sales explains that it runs on Microsoft Dataverse, and the Dataverse Web API gives other systems a standard way to read and write sales records.

Many Dynamics 365 integration projects use a mix of approaches. Simple automations can run through Power Automate, which creates workflows between Microsoft and third-party services, while connections to finance or industry platforms with specific rules usually need custom code. Deciding which flows belong where is part of the design work, because running business-critical data through several tools without clear ownership makes problems harder to trace.

Native Connectors Versus Custom Builds

All three platforms offer native connectors and marketplace apps, and for standard needs they can be quick and inexpensive to set up. A connector that syncs contacts to your accounting package or logs emails against records may be all a smaller team needs. The difficulty comes when your process includes custom objects, several business units or an industry system the connector’s author never anticipated.

Before relying on a native connector, it’s worth checking how it behaves in the situations that cause most integration problems. The questions below help show whether a connector will cope with your process or whether a custom build against each platform’s API is the safer route.

• Which fields it syncs, and whether custom fields and objects are supported.
• Which way each field flows, and what happens when the same record changes in two places.
• How failed records are reported and who is told about them.
• What it logs, and how long those logs are kept.
• How it handles API version changes and who is responsible for updates.

Custom builds cost more at the start, but they move exactly the data your process needs and give you full visibility of every transfer. For many businesses the right answer is a mix, with native connectors for simple flows and custom integration or process automation for the flows the business depends on.

Who Owns the Data Once Your CRM Is Connected

Connecting a CRM to other systems raises questions about ownership in two senses. The first is operational, meaning which system holds the master copy of each record, so that customers, prices and payment status are only ever changed in one place. The second is legal, because the business remains responsible for personal data wherever it flows.

Under UK GDPR your organisation is usually the controller for customer data held in the CRM, while platform vendors and integration suppliers typically process it on your behalf. The ICO’s guidance on controllers and processors explains the difference and what each is responsible for.

Priority Pixels designs integrations so only the fields the job needs are moved and everything moved is logged, which gives you a clear audit trail of what has passed between systems and when. If you’re planning a Salesforce integration, a HubSpot connection or a Dynamics 365 project, a short discovery call about the systems involved and the data each one should own is a practical first step.