There are three ways to connect HubSpot and Dynamics 365: HubSpot's own Microsoft Dynamics 365 app from the App Marketplace, an integration platform such as Power Automate or Make, or custom work via the APIs. For most companies the standard app is the best starting point.
Most of the work is not in the technology but in the agreements: which system leads for which data, how to prevent duplicate records and what happens when there is a conflict.
When do you connect HubSpot and Dynamics 365?
An integration makes sense when each system has a clear job of its own. The situations we see most often:
- Marketing in HubSpot, sales or service in Dynamics 365. Marketing wants HubSpot's forms, email and lead scoring, while sales and service already work in Dynamics.
- Sales in HubSpot, orders and finance in Dynamics 365. The commercial side runs on HubSpot, order handling and invoicing in a Dynamics environment.
- A phased switch. During a migration both systems run side by side for a while and the data has to stay in sync.
If both systems largely do the same thing, an integration is often more expensive and complex than choosing one platform. Not sure? Read HubSpot vs. Dynamics 365 first.
The three ways to connect
| Approach | Suited to | Watch out |
|---|---|---|
| HubSpot's standard app | Common objects such as companies, contacts, deals and activities, one way or two ways | Custom field mapping requires Data Hub. Less freedom for unusual logic |
| Integration platform (for example Power Automate or Make) | Specific flows, such as a won deal that creates an order | You build and maintain the logic yourself. Don't forget error handling and monitoring |
| Custom work via the APIs | Complex data models, large volumes or logic that fits nowhere else | Most flexibility, but also the most maintenance and dependence on a developer |
Our advice: start with the standard app and only add an integration platform or custom work where the process really needs it.
What does the standard app sync?
According to HubSpot's documentation (as of October 2026), the Microsoft Dynamics 365 app connects, among other things:
- Company with account, contact with contact and lead, and deal with opportunity.
- Products, orders and appointments.
- Notes, tasks, emails and calls.
- Custom objects with entities in Dynamics.
You choose one way or two ways per object. Also: Dynamics 365 has to be cloud-hosted on a dynamics.com domain, the integration user needs read permissions and, for two-way sync, write permissions too, and you can connect at most two Dynamics environments. Check the current requirements in HubSpot's knowledge base before you start.
Pitfalls we see in practice
- No leading system per data point. If both systems may change the same field, they overwrite each other. Decide per object and per field which system is the source.
- Duplicate records. Decide up front how records are matched, such as email address for contacts and domain for companies, and clean up duplicates before the first sync.
- A lead is not a lead. Dynamics has a separate lead entity, HubSpot uses a contact's lifecycle stage. Agree what happens on qualification and conversion.
- Picklists that don't match. An industry, status or country with different values in each system causes sync errors or empty fields.
- Owners. Users must be recognisable in both systems, otherwise records arrive without an owner.
- Marketing contacts. If you sync every contact from Dynamics to HubSpot, your Marketing Hub bill can go up. Decide which contacts really receive marketing. See also what HubSpot costs.
- Consent and unsubscribes. Make sure an unsubscribe in one system is respected in the other.
Five-step plan
- Goal and scope. Which process needs to run better, and which objects does that need? Start small.
- Data model and ownership. Record the direction, the leading system and the matching rule per object and field.
- Clean the data. Remove duplicates and outdated records and align picklists.
- Test. Test with a small set of records, ideally in a sandbox or test environment, including conflicts and deletions.
- Go live and monitor. Switch the integration on, check the sync errors daily for the first weeks and agree who fixes them.
Migrating data as well? Use the CRM migration checklist.
What does an integration cost?
The cost has three parts: any extra licences (such as Data Hub for custom field mapping, or an integration platform), configuration and testing, and ongoing management. How much configuration work it takes depends mainly on the number of objects, the sync direction, the state of your data and how much custom logic the process needs.
Frequently asked questions
Can you connect HubSpot with Microsoft Dynamics 365?
Yes. HubSpot offers its own Microsoft Dynamics 365 app in the App Marketplace that syncs companies, contacts, deals, products and activities, among other things, one way or two ways. You can also connect them through an integration platform or with custom work via the APIs of both systems.
Is the HubSpot Dynamics 365 integration free?
According to HubSpot, the Dynamics 365 app is available on all plans. Custom field mapping does require Data Hub, and deal-based workflows need a Professional or Enterprise subscription. On top of that you pay for configuration and testing.
Does the integration sync both ways?
You choose per object: one way or two ways. For two-way sync, the integration user in Dynamics 365 needs read and write permissions on each record type.
Can I connect HubSpot with Dynamics 365 Business Central?
HubSpot's app is aimed at a cloud-hosted Dynamics 365 environment on a dynamics.com domain. For Business Central there are separate connectors from other vendors in the HubSpot Marketplace, or you connect through an integration platform. Check for each option exactly which data is included.
Shouldn't I just choose between HubSpot and Dynamics 365?
Sometimes, yes. An integration makes sense when each system has a clear job of its own, for example marketing in HubSpot and orders or service in Dynamics 365. If they largely do the same thing, one system is often cheaper and simpler.