What’s New in the HubSpot–Genius ERP Integration

If your sales team lives in a CRM and your quotes and orders live in your ERP, someone is probably retyping data between the two. In this session, Frank invited the team at Lakhos, a CRM implementation firm focused on manufacturing and industrial companies, to walk through the native connector between HubSpot and Genius ERP. Simon shows it live, and Anthony answers technical questions in the Q&A.

The audience polls set the tone. Most attendees said they lose two to five hours a week to double entry, and quote follow-up, order status and reporting across both systems all came up as pain points. From there, the session covers what the connector syncs (customers, deals and quotes, sales orders) and what’s new, including linking existing records and syncing sales orders back into HubSpot. Then come three demos: marketing lists built from order data, quote creation from a deal, and a service help desk that sees the customer’s order. It closes with HubSpot’s AI tools and the MCP server, how conflicts between systems get resolved, and what’s coming next from Genius.

What You’ll Learn in This Webinar

Chapter 1 — Why add a CRM when you already have an ERP?

Simon described HubSpot as an all-in-one platform for marketing, sales and service, with more than 300,000 customers in about 135 countries and over twenty years in the market. His point was that an ERP is built to manage resources: products, quotes in an engineering-to-order model, sales orders, shipping and accounting. A CRM is built to centralize customer data, connect to the email inbox, track a sales pipeline and keep sales aligned with marketing. In the poll, most attendees said they lose two to five hours a week moving data between systems, and several didn’t know how much.

“You’re not managing orders inside HubSpot. HubSpot is not an ERP system.” — Simon

Chapter 2 — How the connector works: three core flows

Simon laid out three objects that move between the systems. Companies and customers can be created in either direction. A deal in HubSpot can trigger a quote in Genius, and the quote’s status syncs back so sales reps can follow up. Once a quote becomes a sales order in Genius, it appears in HubSpot as an order record for a full view of the customer. The poll on where sales and operations disconnect drew votes across order and shipping status, quote follow-up, customer contact data and reporting in both systems.

Chapter 3 — What’s new in the connector

Simon listed four updates:

• Existing customers and quotes can now be linked or unlinked.
• Quote PDFs can be downloaded from HubSpot.
• Sales orders sync back to a HubSpot record, which he called the most important addition.
• The admin interface is improved, with easier property sync, rules for conflicts between the two platforms, and simpler log settings.

Chapter 4 — Marketing: turning order data into targeted campaigns

Leads can come into HubSpot from embedded forms, trade show scans or Excel imports, then move through a deal pipeline. Once a quote becomes a sales order in Genius, details like territory, line items and customer type flow back into HubSpot. In the demo, Simon showed a CRM card on an order record listing what the customer bought and what’s in production. That data can feed dynamic lists for trade show invitations, reorder outreach or other segmented email campaigns.

Chapter 5 — Sales: creating and following up on quotes from a deal

From a HubSpot deal, a rep can create a new quote in Genius or link an existing one. The ship-to defaults from the customer record and can be changed, and notes can be added. The quote opens in Genius from a link, its status syncs back to HubSpot, and the PDF can be attached to the deal. Simon showed overdue-task flags and workflows that move deal stages or send notifications. Frank added that HubSpot shows when a customer has opened or downloaded a quote, and can flag a deal with no action for a set number of days, for example when the PO never arrived. If a customer doesn’t exist in Genius yet, the connector can create it from HubSpot or link an existing one, since a quote can’t be created without a customer.

Chapter 6 — Service: a help desk that sees the order

HubSpot’s help desk is a shared inbox that pulls email, chat and other channels together. Because sales orders sync back from Genius, a ticket can be associated with the order and the contact, giving the service team context for routing it as a sales opportunity, a parts order or a support request. Frank noted that Genius itself has no help desk, so HubSpot covers that front end, and the team uses it internally. Service-type sales orders with a service line or spare part already sync back. Simon said they’re working on creating a service or work order in Genius directly from a HubSpot ticket, the way a quote is created from a deal. Frank added that extra Genius data, such as an equipment serial number, could be synced beyond what the connector does out of the box.

Chapter 7 — AI in HubSpot and the MCP server

Simon described three layers of AI in HubSpot: ready-to-use tools such as Breeze Assistant and agents for prospecting, customer chat and knowledge-base answers; the Agent Hub for building your own agents; and an MCP server with native connections to Claude, Microsoft Copilot and ChatGPT. Frank said Genius has also released its own MCP to customers. With both sets of data connected, a user can ask plain-language questions in an LLM, such as who bought a type of product last month, or who to follow up with after meeting at a show.

Quotes slipping through the cracks between HubSpot and your ERP? Talk to Sales about connecting your CRM and Genius ERP.

Chapter 8 — Setup, sync rules and the projects question

The new admin interface shows the three main objects (company, deals and orders), the related data synced under each, and the direction of each sync. Simon explained that when a field such as a name changes in one system, you set which side wins so you don’t create duplicates or overwrite data. A log helps track down sync issues. Frank noted that on activation the connector can sync all existing orders from Genius into HubSpot, so a new user keeps the history, and that customers can be linked, unlinked or created as needed. In the Q&A, the team explained that “project” means different things in the two systems. Project names or references on synced quotes and sales orders can still be synced, and orders can be associated with a project in HubSpot.

Chapter 9 — Events and upcoming webinars

Early-bird pricing is available for Synapse, Genius’s annual event. Frank said the next edition is in April 2027, over two days, with the second day the main one. It will include workshops, booths, discussion groups and product feedback sessions. Lakhos will attend as a partner and will also be with Genius at the FabTech Expo in Las Vegas. Frank also mentioned an upcoming customer webinar on the Genius 18.1 release (purchasing in the web and the multi-level tree view) and a webinar on scheduling the following month.