One-way sync with campaign influence tracking
The challenge they faced
A healthcare data interoperability software company that connects, converts, and manages clinical and financial data across the healthcare ecosystem, the team operated with marketing and sales data fragmented across two separate systems. As these systems had evolved independently, neither sales nor marketing could access a complete view of customer interactions. This siloed approach meant marketing lacked visibility into sales activity for segmentation, while sales couldn't see the full marketing context influencing opportunities. The team recognized they needed unified data infrastructure to break down these barriers and enable coordinated go-to-market efforts.
The strategy we mapped
We prioritized the integration architecture first to ensure reliable data flow and prevent the siloing that had plagued prior efforts. The core challenge was establishing trustworthy, directional sync rules: Salesforce would be the source of truth for sales data, while HubSpot would ingest and enrich for marketing purposes, with no back-writes to Salesforce that could corrupt the source system. We built custom objects to model Salesforce campaigns and opportunity influence–two entities without native HubSpot equivalents–so marketing could segment and attribute impact without forcing data into mismatched fields.
Early discovery revealed that HubSpot's native Salesforce integration had just introduced granular controls for company and owner sync directionality; we seized that to unblock stalled work. The integration was sequenced before contact import and email send to establish clean, dependable foundations before marketing operations went live.
The solutions we executed
We built the native Salesforce integration with field mappings across Contacts, Leads, Accounts, and Opportunities, configured to flow Salesforce data into HubSpot while preventing HubSpot from writing back to Salesforce. A critical discovery surfaced a new HubSpot feature that let us set company sync to one-way (Salesforce to HubSpot only), which unblocked a prior issue where HubSpot's automatic company creation was polluting the Salesforce database. We also created a custom Salesforce Owner field to give the team visibility into sales ownership in HubSpot without risking accidental overwrites of the record owner field itself.
Two custom objects–Campaign and Opportunity Campaign Influence–bridged the gap between Salesforce's campaign model and HubSpot's marketing attribution. These objects capture which campaigns influenced each opportunity and which events shaped the customer journey, so marketing can connect engagement touchpoints to pipeline and forecast ROI. We then built associations between these objects and HubSpot's native Contact and Company records, and connected the influence data to HubSpot Campaigns for unified reporting.
What changed after the engagement.
The team now operates from a single source of truth for sales and marketing data. Salesforce remains the authoritative system for sales records, while HubSpot ingests and enriches that data for marketing segmentation and attribution without risking data corruption through back-writes. Custom objects model Salesforce campaigns and opportunity influence, enabling marketing to connect engagement touchpoints to pipeline and measure campaign ROI.
The integration's one-way sync architecture, combined with granular field-level controls and a custom Salesforce Owner field, ensures reliable owner visibility in HubSpot while protecting Salesforce's data integrity. Marketing and sales now operate from unified contact, account, and opportunity records, eliminating the fragmentation that previously siloed their activities.
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