Hey @JoeWu123 ,
Carolina gave you a solid breakdown of how the native integration works. The inclusion list behavior is one of those things that trips up a lot of teams during migration because it seems like the sync should just work both ways but theres actually conditional logic under the hood.
On your first question, yeah the native sync will work bidirectionally once the record meets your inclusion criteria. But the tricky part is that gap period where Salesforce creates a lead and HubSpot has the contact but updates arent flowing. Depending on your sales process that window can cause real problems, especially if reps are updating fields in Salesforce expecting marketing to see them immediately.
For the company duplication issue, Carolinas advice is spot on. Letting Salesforce handle account assignment and disabling auto company creation in HubSpot is the safest approach with the native connector. The alternative is a lot of cleanup work and merge operations that nobody wants to deal with.
One thing worth knowing is that these limitations exist because the native integration wasnt really built for complex bidirectional scenarios. If you find the inclusion list rules too restrictive or you need true real time sync without the conditions, tools like Stacksync can handle that by syncing through a database layer where you control the logic completely. We see a lot of teams hit exactly these pain points after migration and wish theyd known the constraints earlier.
What does your current lead flow look like? Are sales reps creating most new records in Salesforce or do they mostly come through marketing in HubSpot first?