SAP ERP and HubSpot Service Hub Integration: Order Processing Case Study

Project Overview

Binzagr Trading Company sought to streamline their order-to-cash process by integrating their SAP ERP (ECC 6) system with HubSpot Service Hub. The objective was to establish a unified workflow with bi-directional data synchronization to enhance real-time visibility, automate notifications, enforce SLA compliance, and optimize operational efficiency through systematic data exchange between the two platforms.

Client Challenges & Technical Landscape

Prior to integration, Binzagr operated with a siloed architecture that created significant technical challenges:

01

Fragmented Data Architecture: Customer data stored separately in SAP ECC 6 and email systems without unified reference models

02

Manual ETL Processes: Data extraction from emails and manual entry into SAP systems created latency and error risk

03

Asynchronous Status Updates: No real-time mechanism for propagating SAP transaction status to customer-facing systems

04

Limited API Utilization: Existing systems operated with minimal interface connectivity

05

Absent Webhook Infrastructure: No event-driven architecture to trigger cross-system workflows

06

Siloed Data Repositories: Critical business data trapped in system-specific formats without normalization

Legacy Data Architecture

The legacy architecture relied on manual processes and disparate systems:

Data Flow Bottlenecks

System

Data Storage

Integration Mechanism

Limitations

Email Server

Unstructured PO data

Manual extraction

No automated parsing

SAP ECC 6

Relational database

Manual data entry

Time lag, human error

Excel Reports

Local spreadsheets

Manual export/import

No real-time visibility

Paper Documentation

Physical storage

Manual filing

Difficult to track/retrieve

System

Email Server

Data Storage

Unstructured PO data

Integration Mechanism

Manual extraction

Limitations

No automated parsing

System

SAP ECC 6

Data Storage

Relational database

Integration Mechanism

Manual data entry

Limitations

Time lag, human error

System

Excel Reports

Data Storage

Local spreadsheets

Integration Mechanism

Manual export/import

Limitations

No real-time visibility

System

Paper Documentation

Data Storage

Physical storage

Integration Mechanism

Manual filing

Limitations

Difficult to track/retrieve

Key Object Models & Relationships (Legacy)

SAP ECC 6 Data Model (Simplified):

VBAK: Sales Document Header
VBAP: Sales Document Item
LIKP: Delivery Document Header
LIPS: Delivery Document Item
VBRK: Billing Document Header
VBRP: Billing Document Item

No formal relationship existed between these SAP objects and external communications or tracking systems, necessitating manual correlation by staff members.

Solution Architecture & Data Integration

We engineered a comprehensive integration between SAP ERP (ECC 6) and HubSpot Service Hub utilizing middleware components, API services, and custom data transformation layers.

Technical Components Implemented

01

API Gateway Layer: Implemented REST API endpoints for bidirectional communication

02

ETL Processing Engine: Custom data extraction and transformation service

03

Event Bus: Message queue for asynchronous processing of system events

04

Middleware Integration Server: Orchestration layer managing data flow between systems

05

Authentication Service: OAuth 2.0 token management for secure system access

06

Data Normalization Framework: Standardization of data formats across systems

New Integrated Data Architecture

The new architecture implemented these key technical elements:

Data Mapping Framework

SAP Object

HubSpot Object

Synchronization Direction

Key Fields Mapped

KNA1 (Customer Master)

Company

Bi-directional

KUNNR ↔ Customer ID, NAME1 ↔ Company Name, STRAS ↔ Street Address

VBAK (Sales Document Header)

Deal

SAP → HubSpot

VBELN ↔ Sales Order Number, KUNNR ↔ Customer ID, NETWR ↔ Amount

LIKP (Delivery Document)

Custom Object

SAP → HubSpot

VBELN ↔ Delivery Number, LFART ↔ Delivery Type, WADAT ↔ Planned Delivery Date

VBRK (Billing Document)

Line Item

SAP → HubSpot

VBELN ↔ Invoice Number, FKDAT ↔ Billing Date, NETWR ↔ Net Value

SAP Object

KNA1 (Customer Master)

HubSpot Object

Company

Synchronization Direction

Bi-directional

Key Fields Mapped

KUNNR ↔ Customer ID, NAME1 ↔ Company Name, STRAS ↔ Street Address

SAP Object

VBAK (Sales Document Header)

HubSpot Object

Deal

Synchronization Direction

SAP → HubSpot

Key Fields Mapped

VBELN ↔ Sales Order Number, KUNNR ↔ Customer ID, NETWR ↔ Amount

SAP Object

LIKP (Delivery Document)

HubSpot Object

Custom Object

Synchronization Direction

SAP → HubSpot

Key Fields Mapped

VBELN ↔ Delivery Number, LFART ↔ Delivery Type, WADAT ↔ Planned Delivery Date

SAP Object

VBRK (Billing Document)

HubSpot Object

Line Item

Synchronization Direction

SAP → HubSpot

Key Fields Mapped

VBELN ↔ Invoice Number, FKDAT ↔ Billing Date, NETWR ↔ Net Value

Event-Driven Architecture

We implemented a comprehensive event system to trigger actions across platforms:

Event Source

Event Type

Trigger Condition

Target Action

Email Server

New PO Email

Pattern match in subject & attachment

Create HubSpot Ticket + Notification

SAP

Sales Order Creation

INSERT

Update HubSpot Deal Status + Notification

SAP

Outbound Delivery

INSERT

Update Status + Generate Picking List

SAP

Goods Issue

Transaction

Update Status + Trigger Invoice Creation

HubSpot

SLA Alert

Time threshold exceeded

Generate Alert + Escalation Workflow

Event Source

Email Server

Event Type

New PO Email

Trigger Condition

Pattern match in subject & attachment

Target Action

Create HubSpot Ticket + Notification

Event Source

SAP

Event Type

Sales Order Creation

Trigger Condition

INSERT

Target Action

Update HubSpot Deal Status + Notification

Event Source

SAP

Event Type

Outbound Delivery

Trigger Condition

INSERT

Target Action

Update Status + Generate Picking List

Event Source

SAP

Event Type

Goods Issue

Trigger Condition

Transaction

Target Action

Update Status + Trigger Invoice Creation

Event Source

HubSpot

Event Type

SLA Alert

Trigger Condition

Time threshold exceeded

Target Action

Generate Alert + Escalation Workflow

Implementation Technical Phases

The project execution followed a structured technical implementation roadmap:

Technical Discovery:
- SAP table structure analysis
- HubSpot object model mapping
- API capability assessment
- Authentication mechanism selection
Architecture Design:
- Data flow diagram creation
- Interface specification documentation
- Security model implementation
- Error handling strategy development
Development:
- API endpoint construction
- Custom extractors for SAP tables
- HubSpot custom object creation
- Webhook configuration and testing
Data Migration & Synchronization:
- Master data harmonization
- Initial data load protocols
- Consistency verification routines
- Data quality validation scripts
Testing:
- Unit testing of transformation logic
- Integration testing with sandbox environments
- Load testing with simulated traffic volumes
- Failure scenario simulation and recovery

Technical Outcomes & Performance Metrics

The integration delivered quantifiable technical improvements:

Metric

Before Integration

After Integration

Improvement

Order Processing Latency

47 minutes

3 minutes

93.6% reduction

Data Entry Errors

8.2%

0.3%

96.3% reduction

System Synchronization Delay

24 hours

5 minutes

99.7% reduction

API Calls per Order

Modernized architecture

Data Consistency Rate

87%

99.7%

12.7% improvement

Metric

Order Processing Latency

Before Integration

47 minutes

After Integration

3 minutes

Improvement

93.6% reduction

Metric

Data Entry Errors

Before Integration

8.2%

After Integration

0.3%

Improvement

96.3% reduction

Metric

System Synchronization Delay

Before Integration

24 hours

After Integration

5 minutes

Improvement

99.7% reduction

Metric

API Calls per Order

Before Integration

After Integration

Improvement

Modernized architecture

Metric

Data Consistency Rate

Before Integration

87%

After Integration

99.7%

Improvement

12.7% improvement

Data Governance & Security Implementation

The integration implemented robust data governance protocols:

01

Field-Level Security: Sensitive customer data protected via field-level encryption

02

Audit Logging: Comprehensive activity tracking across the integration layer

03

Access Control: Role-based permissions for integration management

04

Data Retention Policy: Automated purging of transient data based on configurable retention periods

Conclusion

The Binzagr SAP-HubSpot integration project demonstrates the technical feasibility and business value of creating seamless interoperability between enterprise ERP systems and modern CRM platforms. By implementing a robust middleware layer with sophisticated data transformation capabilities, event-driven architecture, and comprehensive error handling, we established a resilient and scalable solution that has transformed Binzagr's order processing capabilities while laying the foundation for future digital transformation initiatives.