topic App for Microsoft Business Central doesn't sync companies in HubSpot Native Apps

App for Microsoft Business Central doesn't sync companies

LSørensen — Wed, 05 Mar 2025 12:45:41 GMT

Hi,

We are changing our ERP to Microsoft's Business Central and were expecting to use the HubSpot App for syncing data between the systems, as it looked like it might do the trick.

However, now that we are testing it, we can only connect contacts and not companies in the app.

Anybody with experience in solving this issue?

How have you managed to handle this? We only do B2B and therefore will always have a company as the customer before the actual contact.

Re: App for Microsoft Business Central doesn't sync companies

kennedyp — Wed, 05 Mar 2025 17:45:48 GMT

Hey @LSørensen! According to the Microsoft Business Central integration page, the default objects do not include the Company, but I do see that they list the associated company name on the contact.

Maybe @DMA can suggest something aligned with their custom ERP integration mentioned in this thread: Microsoft Business Central - HubSpot integration

Best,

Kennedy

Re: App for Microsoft Business Central doesn't sync companies

FFabbri — Thu, 06 Mar 2025 05:20:15 GMT

Hi @LSørensen,

thanks @kennedyp for the mention. 🙂

With ERP Bridge you can built a 2-way data sync solution between HubSpot CRM and Microsoft Business Central, both if you have BC installed on-premise or in cloud.

We use OData to integrate and you can map and sync all these objects (and also managing the association between objects):

Contacts,
Companies,
Tickets,
Deals,
Orders,
Products,
Line items,
Quotes,
Invoices,
Any custom object you want (provided that you have HS Enterprise)

If you are interested you can have a look at our website:
https://erpbridge.dma.it/
or directly in HubSpot marketplace here:
https://ecosystem.hubspot.com/marketplace/apps/marketing/data-management/erp-to-hubspot-by-dma-srl-2...

I hope this helps!

Francesco Fabbri

CEO @ DMA

HubSpot Platinum Solutions Partner

Re: App for Microsoft Business Central doesn't sync companies

LSørensen — Thu, 06 Mar 2025 07:20:01 GMT

Thanks for this. I was however looking more for the free solution provided by HubSpot as we are only intending to sync Companies and Contacts.

I was just so surprised to find out that it doesn't sync Companies as a standard. Seems strange to only work based on contacts when many companies (such as mine) work B2B and therefore will never just have a contact created as a customer.

There must be other HubSpot users out there who have found a workaround to this issue ...

Re: App for Microsoft Business Central doesn't sync companies

IFarafonov — Wed, 19 Mar 2025 06:18:23 GMT

Hi, asked Dynamics 365 Development team about your problem, here's some additional info.

This is pretty normal when you're dealing with B2B stuff, since companies are usually set up before contacts.

One way to fix it is by setting up a custom flow using Power Automate to sync both companies and contacts. It's pretty adaptable, and you can set it up to take action whenever something changes with your company records in Business Central. Like, when a company is made or updated in Business Central, it can automatically make or update the same company in HubSpot. This gives you way more control over how the information is syncing, and you can make it work for you.

Another option is checking out third-party tools such as Zapier or Scribe. They might offer better syncing. These can help link Business Central and HubSpot, making sure the company and contact info stay in sync.

If you don't like the thought of setting up a custom flow, then I'd say get in touch with Microsoft Business Central or HubSpot support. They might be able to give you advice or updates that could fix your problem.

Ivan Farafonov

https://www.hiredynamicsdevelopers.com/

Re: App for Microsoft Business Central doesn't sync companies

LSørensen — Wed, 19 Mar 2025 07:07:56 GMT

Hi Ivan,

Thank you for replying.

The solution we have today runs through Power Automate, and it just isn't that robust of a solution (perhaps mainly because our ERP system is too old to do smooth integrations). So we get many errors in the transfer of data.

The app already built by the HubSpot team would be the preferred method (if it was to include companies), as it it easy to implement and doesn't require too many "in between agents".

We will probably end up getting our Business Central consultants to build us a connection/integration using the HubSpot API. It's just such a shame when something is "almost" already built by HubSpot themselves.

Re: App for Microsoft Business Central doesn't sync companies

Ivan_Karp — Wed, 16 Jul 2025 10:44:18 GMT

Hi @LSørensen

Totally understand your frustration that syncing only contacts doesn’t cut it for B2B setups where companies come first.

One alternative worth checking out is SyncMatter (HubSpot & MS Dynamics Business Central). It offers a smarter, no-code integration between Business Central and HubSpot, and crucially it syncs companies first, not just contacts. You can set logic to:

Match and update companies based on Business Central records.
Auto-associate contacts with the right companies.
Filter and transform data without needing Power Automate.

it even uses AI to tag, enrich, and route records intelligently: super helpful for keeping your CRM clean and structured.

If you're aiming for a reliable B2B sync without building from scratch, SyncMatter could be a great fit.

Happy to share more if you're curious!

Best,
Ivan from SyncMatter