A practical integration between HubSpot and Microsoft Dynamics NAV

ANKÖ needed to connect HubSpot with Microsoft Dynamics NAV (Navision) and create a synchronization model that could be configured correctly from the start. As with many ERP integration projects, the main challenge was not just turning on a sync. The real complexity was identifying the right source tables, defining proper field mappings, understanding how records had to be distinguished inside Navision, and configuring the system in a way that would remain reliable over time.

But there was also a broader operational question behind the implementation: once the data reached HubSpot, how could it become genuinely useful for the people working in CRM and marketing? That is where the project gained a more concrete business direction. In Ankö’s case, that perspective helped keep the integration focused not only on technical correctness, but on the quality and usability of the data inside HubSpot.

This made the project more meaningful. The goal was not simply to move information from one system to another, but to create a setup that would support clearer processes, better visibility and more confident day-to-day use of HubSpot.

HubSpot had to become the CRM layer where ERP data could be surfaced in a usable and structured way, while Microsoft Dynamics NAV (Navision) remained the operational source of truth. 

To support this goal, the project required:

• configuration of the ERP Bridge connection to the Navision environment

• selection of the correct ERP tables and views for synchronization

• definition of field mappings between Navision fields and HubSpot properties

• support for ERP-specific logic, including the distinction between debtor and creditor data

• operational guidance during installation and configuration

• monitoring and troubleshooting of synchronization execution through the ERP Bridge Agent

• a setup model that could be maintained and expanded over time

Just as important, the integration had to produce a cleaner and more dependable data foundation inside HubSpot. The value of the project depended not only on sync reliability, but on whether the resulting information could support better CRM and marketing execution.

ERP Bridge was configured as the synchronization layer between HubSpot and Microsoft Dynamics NAV (Navision), with the setup structured around a series of core implementation steps.

The process started with technical connection and database-level preparation, including source selection and the identification of the Navision tables relevant for synchronization. From there, the project moved into field mapping, where ERP fields were aligned with the corresponding HubSpot properties.

Particular care was given to selecting the right business entities and building the right mapping logic. This included support for scenarios where the customer needed to distinguish between different ERP record types, such as debtors and creditors, before exposing the data in HubSpot.

Once the sync logic was configured, the integration relied on the ERP Bridge Agent running in the customer environment. This allowed ERP Bridge to communicate with the Navision source and process synchronization operations.

During the lifecycle of the project, the agent and its execution logs also became a key point for troubleshooting and support whenever sync behavior needed to be verified.

What gave the project additional value was the attention paid to how this structure would be used after setup. The integration was not treated as an isolated technical layer, but as something that had to improve the quality of work inside HubSpot.

In that sense, Enes Seljubac’s contribution was part of what kept the project anchored to practical outcomes rather than purely technical ones.

With ERP Bridge, ANKÖ implemented a structured HubSpot–Navision integration supported by a hands-on onboarding and configuration process.

Rather than leaving the customer alone with a generic connector, the project was managed through practical implementation guidance: table selection, field mapping, clarification of ERP logic, validation of setup choices, and support in diagnosing technical issues when needed.

This made it possible for ANKÖ to:

• connect HubSpot to Microsoft Dynamics NAV (Navision) with a guided setup process

• configure the sync based on the right source tables and business logic

• structure field mappings in a clear and maintainable way

• manage Navision-specific distinctions such as debtor and creditor selection

• monitor the sync through the ERP Bridge Agent and resolve execution issues when necessary

• create a stronger data foundation for CRM and marketing activities