What to Connect First

1. Website → CRM

Contact forms

• Lead from form → New contact in CRM
• All fields mapped automatically
• Owner assignment based on rules

Chat widget

• Conversations logged in CRM
• Lead scoring updated
• History available for sales

Behavior tracking

• Pages visited → Timeline in CRM
• Downloads → Properties updated
• Dynamic lead scoring

2. Email → CRM

Inbox sync

• Emails sent/received logged automatically
• No manual copy-paste
• Complete communication history

Email campaigns

• Opens/clicks → CRM
• Unsubscribes → Status updated
• Engagement scoring

3. Calendar → CRM

Meeting scheduling

• Meetings from Calendly/Cal.com → CRM activity
• Automatic reminders
• Follow-up triggers

4. Telephony → CRM

Call logging

• Calls logged automatically
• Recordings attached
• Duration and outcome tracked

Workflows That Bring Immediate Value

Lead Management

Automatic lead routing

Trigger: New lead in CRM
Conditions: Industry = Tech, Revenue > 1M
Action: Assign to Senior AE, Slack notification

Lead nurturing

Trigger: Lead not contacted for 7 days
Action: Automatic email, task for SDR

Lead scoring updates

Trigger: Lead visits pricing page
Action: +20 points, notify owner

Deal Management

Stage change notifications

Trigger: Deal moved to Negotiation
Action: Alert manager, create task for contract

Stale deal alerts

Trigger: Deal with no activity for 14 days
Action: Email reminder, escalate if continues

Customer Success

Automatic onboarding

Trigger: Deal marked Won
Action: Create in onboarding system, welcome email sequence

Renewal reminders

Trigger: 60 days until contract expiration
Action: CSM task, email client with renewal options

Practical Guide for HubSpot

Native Integrations

HubSpot has 1000+ native integrations in the App Marketplace:

Top used integrations:

• Gmail/Outlook - email sync
• Slack - notifications
• Zoom - meeting logging
• Stripe - payment tracking
• WordPress - form submissions

Setup: Marketplace → Find app → Connect → Authorize

Custom Automations

For what's not in Marketplace or for complex logic:

Connection with automation platforms

1. Create private app in HubSpot (Settings → Integrations → Private Apps)
2. Define necessary scopes (contacts, deals, etc.)
3. Copy access token
4. Connect with your chosen automation platform

Workflow examples:

Sync with non-integrated tool

Trigger: HubSpot webhook - New deal
Action: Create record in custom system via API

Automatic enrichment

Trigger: HubSpot - New contact
Action: Clearbit lookup → Update HubSpot properties

Multi-system orchestration

Trigger: HubSpot - Deal won
Actions: 
  - Create client in Stripe
  - Add to Slack channel
  - Create project in Asana
  - Send welcome email via SendGrid

Practical Guide for Salesforce

AppExchange Integrations

Salesforce AppExchange offers thousands of apps:

Popular categories:

• Sales productivity
• Marketing automation
• Analytics & reporting
• Document management

Installation: AppExchange → Find app → Get It Now → Choose org

Salesforce + Automation Platforms

Connection configuration

1. Salesforce Setup → Apps → Connected Apps
2. New Connected App with OAuth settings
3. Consumer Key + Secret
4. Connect with automation platform via OAuth flow

Advanced workflows:

Lead to Account conversion tracking

Trigger: Salesforce - Lead converted
Actions:
  - Log conversion in analytics
  - Update marketing attribution
  - Notify SDR manager

Opportunity stage sync

Trigger: Salesforce - Opportunity updated
Condition: Stage changed to Closed Won
Actions:
  - Create customer in billing system
  - Provision access in product
  - Kick off onboarding workflow

Salesforce Flows vs External Automation

Use Salesforce Flows when:

• Internal Salesforce logic
• Compliance requirements
• Moderate complexity

Use external platforms when:

• Cross-system orchestration
• Non-Salesforce systems involved
• Maximum flexibility needed

Keeping Data Clean

Common Problems

Duplicate contacts

• Same lead enters from multiple sources
• Different versions of name/email
• Merge difficult to do correctly

Outdated information

• Emails that bounce
• Old phone numbers
• Changed job titles

Inconsistent data

• "Romania" vs "România" vs "RO"
• Different phone formats
• Empty fields vs "N/A" vs "Unknown"

Solutions Through Automation

Automatic deduplication

Trigger: New contact created
Action: Search for existing by email/phone
If found: Merge or flag for review

Data enrichment

Trigger: Contact missing company info
Action: Lookup via Clearbit/Hunter
Update: Company, role, LinkedIn

Standardization

Trigger: Any contact update
Actions:
  - Capitalize name properly
  - Format phone to standard
  - Map country to ISO code

Bounce handling

Trigger: Email bounce notification
Action: Update contact status, remove from sequences

Bidirectional Sync

When you have data in multiple systems:

Define source of truth per field:

• Email: CRM is master
• Subscription status: Email tool is master
• Deal value: CRM is master

Conflict resolution:

• Timestamp-based (most recent wins)
• Source priority (CRM > others)
• Manual review queue

Protect Customer Data

GDPR Considerations

Consent management

• Tracked in CRM: when, how, for what
• Synced to all integrated systems
• Withdrawal propagated instantly

Right to deletion

• Automation that deletes from all systems
• Audit trail of deletion
• Confirmation notification

Data portability

• Automatic export on request
• Standard format (CSV, JSON)
• All associated data

Access Control

Principle of least privilege

• Integrations have only necessary permissions
• Periodic review of access
• Revoke for unused integrations

API key management

• Periodic rotation (quarterly)
• Secrets in vault, not in code
• Monitoring for abnormal usage

Audit and Logging

What to log:

• All data synchronizations
• Errors and retries
• Access to sensitive data

Retention:

• Logs kept according to policy
• Automatic deletion after period
• Backup for compliance

Integrated CRM = Accelerated Business

An isolated CRM is a missed opportunity. Properly integrated, it becomes the central nervous system of the business, connecting all functions and automating critical flows.

Integration Checklist

Foundation: ✓ Website forms → CRM ✓ Bidirectional email sync ✓ Calendar integration

Core automations: ✓ Automatic lead routing ✓ Deal stage notifications ✓ Task creation triggers

Advanced: ✓ Cross-system workflows ✓ Data enrichment ✓ Predictive actions

Mistakes to Avoid

✗ Sync without deduplication ✗ Ignoring data hygiene ✗ Too many maintenance-intensive integrations ✗ Lack of documentation

Typical ROI

• 20-30% sales productivity increase
• 50% data entry time reduction
• 15% win rate improvement (complete data)

How Accelebit Can Help

The Accelebit team has experience integrating all major CRMs:

• Audit - We evaluate current setup and identify gaps
• Architecture - We design the optimal integrated ecosystem
• Implementation - We build and test integrations
• Training - We teach your team to use and maintain

Contact us for a free audit of your CRM integrations.