Data Hub
Every data source. One clean CRM.
— Connect, clean, and control every data source, inside HubSpot.
SOUND FAMILIAR?
Your data exists.
In five places
Three problems we fix on every Data Hub engagement, before they silently corrupt every report your leadership looks at.
Every tool has its own version of the customer.
Salesforce has one account record. HubSpot has another. The data warehouse has a third. Nobody is sure which is current. Reports built on each give different answers to the same question.
Data quality is a project. Not a process.
Duplicates cleaned in a big sprint once a year. Property values formatted inconsistently. Required fields blank. By the time the next cleanup happens, the database is just as messy as before.
BI tools and the CRM don't talk.
Analysts pull data from HubSpot into Snowflake or BigQuery manually. Reports in Looker or Tableau built from stale exports. CRM users and BI users looking at different numbers, assembled at different times.
Not just integrations.
Your entire data infrastructure, unified.
HubSpot Data Hub connects every external data source to your CRM, with bidirectional sync, native data warehouse integration, automated data quality enforcement, and a dataset builder that makes CRM data directly accessible to BI tools. One clean, connected source of truth for every team.
Bidirectional sync with 200+ platforms
Every tool in your revenue stack syncs to HubSpot in real time, Salesforce, NetSuite, Snowflake, BigQuery, Stripe, Jira, Zendesk, and 200+ more. Custom field mapping, conflict resolution rules, and filter logic ensure data flows the right way, not every field to every system.
Native data warehouse integration
HubSpot Data Hub connects natively to Snowflake and Google BigQuery, no ETL pipeline to maintain, no scheduled exports to manage. CRM data flows into the warehouse in real time. Warehouse data writes back to CRM properties automatically. BI tools built on top of the warehouse access always-current HubSpot data.
Automated data quality, continuously
Duplicate detection runs continuously, not in annual cleanup sprints. Property formatting workflows standardise data on record creation. Data quality score tracked over time so you can see the CRM getting cleaner, not dirtier, as it grows. Proactive alerts flag emerging quality issues before they become systemic.
Bidirectional Data Sync
Two-way sync with 200+ platforms, field-mapped, filtered, and conflict-resolved. Every connected system reads from the same data in real time.
Data Warehouse Integration
Native Snowflake and BigQuery connectors. CRM data in the warehouse in real time. Warehouse data writing back to CRM properties automatically.
Automated Data Quality
Continuous duplicate merging, property formatting, and standardisation, running automatically without manual cleanup sprints.
Dataset Builder
Pre-structured, reusable datasets combining CRM objects, custom fields, and calculated properties, ready for BI tools and reporting without complex joins.
Data Health Monitoring
Data quality score tracked over time with proactive alerts when a new import, sync, or form introduces quality issues.
— Key Features
Every data tool your revenue team needs.
Every Data Hub feature connects to the same CRM database your marketing, sales, and service teams already use. No separate data layer, no sync to manage between your data infrastructure and your CRM.
Bidirectional Data Sync
Two-way real-time sync with Salesforce, NetSuite, Microsoft Dynamics, Pipedrive, Zendesk, Jira, Stripe, QuickBooks, Google Sheets, Snowflake, BigQuery, and 200+ more. Custom field mapping per integration, so Account Name in Salesforce maps correctly to Company Name in HubSpot. Filter logic controls which records sync and in which direction. Conflict resolution rules define which system wins when the same field is updated simultaneously.
Data Warehouse Connectors
Native connectors for Snowflake and Google BigQuery, no ETL pipeline to build and maintain. HubSpot CRM data flows into the warehouse in real time. Warehouse data, product usage metrics, financial data, support scores, writes back to HubSpot CRM properties automatically. BI tools built on the warehouse access always-current CRM data without a separate sync job.
Automated Data Quality
Duplicate detection runs continuously, contacts and companies matched on configurable criteria (email domain, name, phone, company name) and merged using custom priority rules. Property formatting workflows standardise phone numbers, country codes, job title capitalisation, and lifecycle stage values on contact creation. Data quality score tracked as a dashboard metric, visible to every team that depends on CRM data accuracy.
Dataset Builder
Pre-structure CRM data into curated, reusable datasets, combining objects, associations, calculated fields, and filters before the report or BI query is built. Datasets shared across teams so the same complex join isn't recreated 14 times. BI tools connected to datasets access structured, filtered CRM data without direct database access. Reports built on datasets run faster and stay accurate when the underlying data changes.
Custom Object Data Modelling
Model your specific business data inside HubSpot's CRM, Subscriptions, Locations, Projects, Products, Invoices, Assets. Custom objects associate to standard objects, appear in workflows, surface in reporting, and display in contact and company records. Every custom object syncs to connected data warehouse tables. External data sources can write to custom object records via API or native sync.
Proactive Data Health Monitoring
Breeze AI monitors your data quality score continuously and flags emerging problems before they become systemic, a new import that introduced 500 duplicates, a sync that started sending blank values to a required field, or a form that stopped capturing company name. Alerts route to the data quality command centre and optionally to Slack. Data health reviewed monthly as a tracked metric, not discovered in a quarterly audit.
LIVE DATA SYNC, MULTI-PLATFORM ARCHITECTURE
Salesforce account updated
Account Name change syncs to HubSpot Company record in real time, conflict resolution rules applied
Snowflake: product usage data written to CRM
Usage score property updated on contact record, triggers health score recalculation
Duplicate detection: match found
Two contacts matched on email domain, merge priority rules applied, winning record preserved
Dataset builder: BI query prepared
Pre-structured dataset serves Looker dashboard with always-current CRM data
Data quality alert: blank required field detected
Proactive alert routes to data quality dashboard and Slack, before downstream reports are affected
Data quality score updated
Score improves as duplicates resolved and formatting workflows process new records
DATA SYNC
Every platform
One shared reality.
HubSpot Data Hub eliminates the copies of your customer data that exist in every tool your team uses. One record, one truth, every system reading from the same source.
Bidirectional with custom field mapping
Data flows both ways, a deal won in HubSpot updates the account in Salesforce, and a payment confirmed in Stripe updates the deal amount in HubSpot. Custom field mapping handles the fact that every system uses different property names for the same data.
Filter logic and sync direction control
Not every record should sync to every system. Filter logic controls which contacts, companies, and deals are eligible to sync per integration, based on lifecycle stage, deal stage, owner, or any CRM property value. Sync direction can be set independently per field, not just per connection.
Conflict resolution that makes sense
When the same field is updated in two systems simultaneously, a conflict resolution rule defines which system wins, always HubSpot, always the other system, or most recently updated. No silent data overwrites. Conflicts logged and reviewable in the sync dashboard.
Historical data backfill on connection
When a new integration is connected, historical records are backfilled automatically, so contacts that existed in Salesforce before the sync was configured appear in HubSpot with correct field values, not just as new records created at the point of connection.
Data Quality Command Centre
Duplicate contacts
Auto-merged 238 duplicates today · 12 queued
Required properties filled
Job title, company size, lifecycle · 2,891/3,040
Phone number format
E.164 standard · 41 records pending
Email deliverability
Valid & unsubscribed separated · 1.2% bounce
Warehouse Sync Status
Snowflake: Active · BigQuery: Healthy · 2m ago
Clean data isn't a project. It's an automated process.
—
Continuous duplicate detection and merging
Duplicate detection runs continuously, not as a one-time cleanup project. Contacts matched on configurable criteria: email domain, phone number, first and last name, company name, or any custom property. Merge priority rules define which record's field values win. Merges logged with a full audit trail.
Property formatting on record creation
When a new contact is created, via form, import, sync, or API, formatting workflows run immediately: phone numbers converted to E.164 standard, country names standardised, job titles capitalised consistently, lifecycle stage set based on lead source, and blank required properties populated from associated company records where available.
Data quality score, tracked over time
A configurable data quality score tracks completeness, accuracy, and consistency across your contact and company database, updated daily. Dashboard widget shows trend over 30, 60, and 90 days. Teams with poor data quality identified at the owner level. Quarterly reviews show whether your CRM is getting cleaner or dirtier as it scales.
Proactive data health alerts
Breeze AI monitors your data quality score continuously and flags emerging problems before they become systemic, a new import that introduced duplicates, a sync that started sending blank values, or a form that stopped capturing required fields. Alerts appear in the data quality command centre and optionally route to Slack.
HubSpot data in your warehouse.
Warehouse data in your CRM.
Data Hub's native Snowflake and BigQuery connectors eliminate the ETL pipeline between your CRM and your data infrastructure, so BI tools always read from current CRM data, and warehouse insights write back to the CRM records that trigger action.
Snowflake Native Connector
HubSpot CRM data flows into Snowflake in real time, contacts, companies, deals, activities, custom objects. No ETL pipeline to build or maintain. Schema documented and consistent. Snowflake tables always current. BI tools built on Snowflake access CRM data without a scheduled export or a sync job to monitor.
Google BigQuery Connector
HubSpot data synced to BigQuery in real time. Looker, Tableau, and Data Studio reports built on always-current CRM data. Historical data available for trend analysis without manual exports. Write-back from BigQuery to HubSpot CRM properties configured for product usage scores, financial metrics, and custom calculated values.
Warehouse Write-Back to CRM
Data calculated in the warehouse, product usage scores, financial health metrics, customer lifetime value, propensity models, written back to HubSpot CRM contact and company properties automatically. Sales and CS teams see data science outputs directly in the CRM record, triggering workflows and surfacing in dashboards without any manual transfer.
Dataset Builder for BI
Pre-structure HubSpot CRM data into curated datasets before exposing to BI tools. Combine objects, define associations, apply calculated fields, and set filters, so analysts query clean, structured data rather than raw CRM tables. Datasets versioned and maintained so BI reports don't break when the CRM schema evolves.
Historical Backfill
When a new warehouse connector or CRM integration is configured, historical records are backfilled automatically, so the full relationship history is available from day one, not just data created after the connection was established. Backfill scope and date range configurable per integration.
ETL & Reverse ETL Support
For teams with existing ETL pipelines, Data Hub integrates with Fivetran, Stitch, and Airbyte, so HubSpot becomes a source and destination in your existing data infrastructure without rebuilding what's already working. Reverse ETL from the warehouse to HubSpot configured for data science outputs and enrichment data.
DATA REPORTING
One source of truth.
For every team.
Data Hub reporting connects CRM data, warehouse data, and external system data into dashboards every team reads from the same source, no separate BI tool for analysts, no different numbers in every meeting.
Data Quality Dashboard
Completeness, accuracy, and consistency scores tracked per object type, contacts, companies, deals, and custom objects. Trend over 30, 60, and 90 days. Properties with the highest blank rate identified. Imports that degraded quality flagged. Teams with the poorest data hygiene surfaced by owner. CRM health reviewed as a metric, not discovered in a crisis.
Integration Health Monitoring
Every active data sync connection monitored in real time, sync status, error rate, last successful sync, and field-level conflict log. Stalled syncs and field mapping errors surfaced before they cause downstream reporting failures. Integration health reviewed monthly as part of ongoing RevOps management.
Cross-System Revenue Reporting
Revenue data from Stripe, NetSuite, and billing systems connected to CRM deal and contact data, MRR, ARR, and payment history visible alongside pipeline and engagement data. Finance and sales reading from the same revenue number. No monthly reconciliation meeting to align on what actually closed.
Custom Object Reporting
Custom objects, Subscriptions, Projects, Locations, Invoices, fully reportable alongside standard CRM objects. Multi-object reports connecting custom object data to contacts, companies, and deals in a single view. Custom object metrics tracked in dashboards and scheduled to email inboxes automatically.
Warehouse-Powered Dashboards
Dashboards built on HubSpot dataset builder reading from Snowflake or BigQuery, combining warehouse-calculated metrics with CRM activity data. Data science outputs, propensity scores, LTV predictions, churn models, surfaced in HubSpot dashboards without a separate BI environment for non-technical stakeholders.
Data Governance & Audit Trail
Every schema change, property update, and object modification logged with user, timestamp, and change detail. Duplicate merge history preserved. Sync conflict log maintained per integration. Data governance report available for compliance review, showing who changed what, when, and what rules were applied.
WHAT WE DELIVER
Three engagement shapes. Every Data Hub service.
We scope the right engagement based on where you are, building data infrastructure from scratch, fixing broken integrations and dirty data, or running and evolving an existing data operations setup.
Net-new Data Hub implementation
Greenfield data infrastructure scoped from your revenue stack. Integration architecture, field mapping documentation, conflict resolution rules, data quality framework, warehouse connector setup, and reporting dataset build. Delivered in structured phases with a formal sign-off gate at each milestone.
Integration architecture & sync setup
Every integration in your stack scoped, mapped, and tested from scratch. Field mapping documented per connection. Conflict resolution rules defined. Filter logic configured. Bidirectional sync tested with a representative sample before go-live. Historical backfill managed for all records that existed before the sync was connected.
Data warehouse connector setup
Snowflake or BigQuery connector configured and tested. CRM schema documented and exposed to the warehouse. Real-time sync validated. Write-back from warehouse to CRM properties configured for data science outputs. BI tool connections tested against live warehouse data before go-live.
Data quality framework
Duplicate detection logic configured. Merge priority rules defined with sales and marketing alignment. Property formatting workflows built for phone, country, job title, and all required fields. Data quality score dashboard configured and baselined. Ongoing monitoring alerts set up before the framework is handed over.
Custom object schema design
Business model assessed against HubSpot's standard objects. Custom objects designed where standard objects don't fit. Association logic defined, properties structured, reporting datasets built. Every custom object connected to warehouse tables and reportable in dashboards.
RevOps reporting & dataset build
Custom datasets built for the metrics each team actually uses. Multi-object reports connecting CRM, warehouse, and external system data. Data quality dashboard configured. Revenue forecast model set up. Board and leadership dashboards scheduled to email inboxes automatically.
WHY UNTANGLE IT
Data infrastructure expertise. Not just integration setup.
We don't just connect tools, we design the data architecture behind your revenue stack. Clean data, connected systems, and reporting that every team reads from the same source.
Data quality that runs automatically
We configure continuous duplicate detection, property formatting, and data health monitoring, so the CRM gets cleaner as it grows, not dirtier.
Warehouse integration without ETL overhead
We connect Snowflake and BigQuery natively, real-time sync in both directions, no pipeline to build or maintain, BI tools always reading current data.
Schema designed for scale
We design the CRM data model, objects, properties, associations, and custom objects, to support your business model now and as it evolves.
One source of truth for every team
We build the integration architecture so sales, finance, marketing, and data teams all read from the same record, not five different exports assembled on different days.
4.9
Average client satisfaction score
Across all Data Hub implementations
99.9%
Average sync uptime maintained
Across all active integration connections
0
Data loss incidents
100% of migrations completed without record loss
30d
Post-launch support included
Every implementation. No extra charge.
INTEGRATIONS
200+ native connectors. We configure the right ones.
Data Hub connects to every major CRM, ERP, data warehouse, billing system, and support platform, natively, without middleware.
Snowflake
Data warehouse
BigQuery
Warehouse sync
Salesforce
Bidirectional CRM
NetSuite
ERP sync
Stripe
Revenue data
Fivetran
ETL pipeline
Zendesk
Support sync
Jira
Dev tickets
Clearbit
Enrichment
Slack
Data alerts
G Sheets
Data export
Custom API
Any system
HubSpot App Marketplace has 1,500+ integrations. We scope the right ones for your stack, not every available option.
IMPLEMENTATION PROCESS
Five phases.
Zero data surprises.
Every Data Hub implementation follows the same structured delivery, with a sign-off gate at each phase and a formal data validation step before go-live.
Discovery
RevOps data audit, current stack review, warehouse assessment, integration mapping, data quality baseline, and tier selection
Architecture
Object schema design, property taxonomy, integration field mapping, warehouse connector design, and conflict resolution rules
Configuration
Data sync connections, warehouse connectors, data quality automation, custom objects, and reporting datasets built and tested
Validation
End-to-end data validation against source systems, sync error testing, warehouse data accuracy confirmed, quality baseline measured
Enablement
Role-based training for ops, admins, data team, and leadership. Go-live monitoring and 30-day post-launch support included
DATA HUB TIERS
Free to Enterprise, which fits your data stack?
We scope the right tier based on your integration complexity, data volume, warehouse requirements, and automation needs.
Free
£0, forever
Basic data sync with a handful of native connectors and standard workflow automation. Good for testing integrations before committing to a paid tier.
- Data sync (limited connectors)
- Standard workflow automation
- Basic contact management
- Standard properties
Starter
From £15/mo
Expanded data sync connectors and basic automation. Right for small teams with a straightforward integration requirement.
- Data sync (100+ connectors)
- Standard workflow automation
- Basic data formatting
- Email logging
Professional
From £634/mo
Programmable automation, data quality tools, custom code actions, dataset builder, and warehouse connectors. The tier most scaling data teams need.
- Programmable workflows
- Custom code actions (JS & Python)
- Data quality automation
- Dataset builder
- Snowflake & BigQuery connectors
- Scheduled workflows
- 200+ sync connectors
Enterprise
From £1,584/mo
Custom objects, multi-object reporting, advanced data governance, sandbox, and dedicated support for complex multi-team data organisations.
- Everything in Professional
- Custom objects (unlimited)
- Multi-object reporting
- Advanced data governance
- Sandbox environment
- Advanced permissions & SSO
- Dedicated support
WHO IT'S BUILT FOR
One platform.
Every data role covered.
Data Hub serves every person who depends on clean, connected CRM data, from the RevOps manager maintaining integrations to the CTO who wants engineering out of CRM maintenance.
RevOps Manager
One platform to manage all CRM integrations, data quality processes, and automation workflows, without opening five different admin consoles. Data quality dashboards show the CRM getting cleaner, not dirtier, as the business grows. Schema changes deployed without raising an engineering ticket. Integration health monitored from a single dashboard.
Data Engineer
Native Snowflake and BigQuery connectors eliminate the ETL pipeline between HubSpot and the warehouse. Real-time sync in both directions. Schema documented and consistent. Write-back from warehouse to CRM configured for model outputs. No custom connector to build or maintain. Data pipeline complexity reduced significantly.
Data Analyst
Dataset builder exposes structured, pre-filtered CRM data without direct database access. Always-current data in the warehouse means no waiting for a scheduled export to run analysis. Multi-object reports connect contacts, deals, and custom objects in a single query. BI tools read from clean, consistent data, not from raw CRM tables with inconsistent naming.
Marketing Operations
Contact data arriving from every channel, forms, ads, enrichment APIs, event platforms, cleaned and standardised automatically before marketing automation touches it. Attribution reporting works because UTM and source data is captured consistently at record creation. Campaign performance tied to real pipeline, not estimated from ad platform metrics.
Sales Operations
Lead routing logic runs on clean, formatted data, territory assignment, account ownership, and time-zone-aware distribution works correctly because the underlying contact data is standardised. Deal data syncs to Salesforce or any parallel CRM in real time. Revenue forecast driven by actual CRM data, not manually adjusted estimates.
CTO & VP Engineering
CRM schema managed without DBA involvement. Integrations maintained without custom connector code. Data quality enforced by automated workflows, not by engineering tickets. Warehouse sync running natively without a pipeline to host and monitor. Engineering team's time spent on product, not on CRM maintenance and data cleanup sprints.
— FAQ
Frequently asked questions
Straight answers to what most teams ask before getting started.