HubSpot + ERP Integration for Greater Efficiency, Better Collaboration—and More Enjoyable Work

Many companies digitize their existing processes. SpotCom wanted more: less administrative effort, greater transparency, sustainable processes, better collaboration between teams, and above all, more time for the actual work with customers.

Together with SalesPlaybook, SpotCom implemented HubSpot as its central CRM and integrated it into the existing ERP landscape. The focus was not on “even more software,” but on finally doing the same work better.

Starting Point

SpotCom already had functioning processes, but many workflows depended heavily on individual people. Knowledge often lived in people’s heads instead of the system.
Follow-ups were organized manually. Lists, reminders, and pipeline overviews were created individually.

As the business grew, it became clear that this way of working would not scale.

“We were already doing an incredible number of things the same way we do them now—but always through our own individual effort. Eventually, you reach the limits of that approach.”
— Isabel Kiehne, Authorized Officer / Head of Account Management & Consulting

Transparency was also missing:

• Which deals are open?
• Which products perform well?
• Where do responsibilities lie?
• Which processes genuinely work?

The Challenge: Connecting CRM and ERP Meaningfully

Integrating the existing ERP system was particularly important to SpotCom. The ERP remained the leading platform for operational and accounting processes. HubSpot was intended to modernize customer relationship management alongside it—without unnecessarily replacing existing workflows.

This was not only a technical question. It required clear responsibilities, clean interfaces, and a consistent customer journey across Sales, customer management, and operational processes.

“The most important thing was for the two systems to work together. Where are the interfaces? What communication do we actually need? Not only between the tools, but within the team as well.”
— Julica Samy

The ERP integration presented particular requirements:

• an existing on-premises system,
• complex media and project processes,
• flexible proposal and order structures,
• ongoing changes within customer projects.

A standard CRM process designed for a typical B2B software company would not have worked here.

The Approach: SpotCom First, Then HubSpot

Instead of simply mapping a standard process in HubSpot, SpotCom and SalesPlaybook first challenged the company’s own workflows. Every process step was reassessed:

• Which information is genuinely required?
• Which stages make sense?
• Where is unnecessary work created?
• Which automations actually help?

“We did not just implement a new tool; we challenged our processes from the ground up.”
— Julica Samy

The result was not an off-the-shelf CRM, but a setup aligned with the way the company actually works.

It was especially important to avoid:

• unnecessary complexity,
• overloaded mandatory fields,
• processes that exist only “for the system.”

More Time for Conversation Instead of Data Maintenance

A central objective of the implementation was to relieve employees of repetitive tasks. Many activities already took place before the change—but manually:

• setting reminders,
• maintaining lists,
• tracking sales opportunities,
• organizing follow-ups,
• transferring data between systems.

Automation in HubSpot and the ERP integration made these processes significantly more efficient. The result:

Teams spend less time on administration—and more time with customers, projects, and one another.

“We wanted to use technology to take work off people’s shoulders—not to introduce even more technology.”
— Isabel Kiehne

Greater Transparency and Satisfaction

Another outcome was a new level of transparency within the teams. Today, not only leaders but employees themselves gain better insight into:

• sales processes,
• task status,
• responsibilities,
• activities,
• and shared objectives.

This created a stronger shared understanding of processes and priorities.

“You can really feel that sense of having a shared objective and developing together.”
— Julica Samy

Most importantly, the transparency was not perceived internally as control, but as support.

“Employees can now see more clearly why certain data matters and how they benefit from it themselves.”
— Isabel Kiehne

HubSpot + ERP: Flexible Rather Than Rigid

In SpotCom’s media environment, customer requirements often change dynamically. The CRM therefore had to remain flexible.

Proposals, services, or projects can change continuously—unlike conventional, standardized sales processes. The teams therefore built a system that can grow with the company.

“The process was a learning experience for us as well. At the beginning, we did not know exactly how everything would work.”
— Julica Samy

This combination created a sustainable foundation for future growth:

• a flexible HubSpot setup,
• a functioning ERP integration,
• clear responsibilities,
• and continuous development.

The Result

Today, SpotCom works with:

• clearer processes,
• better data quality,
• automated workflows,
• greater transparency,
• and significantly less administrative effort.

Particularly noteworthy is that the teams do not feel they are doing “more CRM work.” The opposite is true—and over time, that also improves motivation, collaboration, and talent retention.

“Working with HubSpot is simply more enjoyable.”
— Julica Samy

Conclusion

Introducing HubSpot at SpotCom was far more than a CRM project. Its intelligent integration with the existing ERP system created a modern sales and process landscape that:

• relieves people,
• connects teams,
• creates transparency,
• standardizes processes,
• and remains flexible at the same time.

Or, as SpotCom puts it:
“Today, we do the same things as before—just significantly better.”

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