HubSpot Integration with Microsoft Dynamics CRM
Transforming marketing automation with a HubSpot x Dynamics ecosystem built for growth.
Challenge
A global intelligent transportation system company relied on ClickDimensions as a marketing automation plug-in within Microsoft Dynamics CRM. However, the tool limited automation capabilities, slowed campaign execution, and created inefficiencies in marketing and sales workflows.
With growing demand for more sophisticated strategies and tighter sales alignment, a new solution was needed without disrupting ongoing operations.
Solution
Replacing ClickDimensions with HubSpot was more than a system swap — it was a full redesign of how marketing and sales worked together. The project began with the technical foundation: setting up HubSpot and ensuring a seamless integration with Microsoft Dynamics CRM. This alignment unified marketing and sales data into one ecosystem, eliminating silos and enabling real-time visibility.
From there, the integration was carefully configured to support the entire demand generation process. Custom field mapping ensured that data flowed accurately and bidirectionally, while automation and workflows were built to manage campaigns, lead nurturing, and internal processes at scale. To capture demand at the source, website forms were directly integrated with HubSpot and Dynamics, feeding leads into the system instantly.
Once inside, leads were automatically routed to the right sales representatives through rules-based handling, reducing lag time and ensuring that nothing fell through the cracks. Sales handoff automation smoothed the transition from marketing to sales, accelerating response time and improving lead quality. To sustain performance, a reporting and optimization framework was put in place, creating transparency and a continuous improvement loop across teams.
The project delivered a scalable foundation for demand generation and continuous optimization, enabling marketing and sales to collaborate more effectively and build long-term growth on a modernized tech stack.
Results
The integration transformed more than just the company’s marketing technology stack — it reshaped how teams worked together and delivered results from day one. With HubSpot and Microsoft Dynamics operating as a unified ecosystem, lead handoff times dropped by 40%, giving sales faster access to qualified opportunities and improving pipeline velocity. Campaign execution also accelerated, with deployment speed increasing by 30%, allowing marketing to launch more targeted initiatives in less time.
Equally important, the transition was seamless. The project maintained 100% operational uptime, ensuring no disruption to business operations during the changeover. Within the first quarter post-implementation, the impact was clear: pipeline attribution from campaigns rose by 50%, demonstrating the combined power of automation, integration, and cross-team alignment.
The result was not just a functional integration, but a scalable system that reshaped how marketing and sales collaborated — turning technology into a growth engine rather than just a tool.
The impact of this integration reflects a repeatable approach to building scalable, automated systems that bridge marketing and sales. The same principles are captured in our CRM Integration Playbook — a clear framework that translates complex system integrations into streamlined, repeatable processes. It shows how to align platforms, configure workflows, and create an automated ecosystem that bridges marketing and sales. Ready to unlock the full potential of your MarTech? Download your copy below 👇
