Datawords HubSpot x NetSuite Integration

Datawords' HubSpot Integration: Unifying Sales Across 25 Countries

Industry: Professional Services, Digital Content & Localization
Company Size: Large company (1,000+ employees)
Services: Business Assessment, HubSpot Integration, Sales & Marketing Hub Implementation, RevOps Setup

Summary

Datawords overcame fragmented systems and budget tracking challenges and gained complete sales visibility. Now equipped with integrated NetSuite and HubSpot platforms, Datawords can track customer relationships and revenue across 25 countries from a single system.

Centralize customer visibility across global operations

Track estimated budgets against actual consumption

Eliminate dependency on ERP for daily sales activities

The challenge

Global Ambition, Fragmented Systems

As a global digital content and localization provider serving major brands across 25 countries, Datawords needed enterprise-grade visibility into customer relationships and revenue. Their commercial teams operated in silos, making it impossible to understand the full customer picture.

No Cross-Company Customer Visibility

Sales teams operated in Excel and Pipedrive, creating data silos that prevented understanding the full customer picture across regions and business units.

Impossible Budget Tracking

With estimated budgets signed upfront, there was no way to monitor how much had been consumed, making revenue forecasting and client management difficult.

ERP-Dependent Sales Proces

Sales reps had to log into NetSuite daily to manage quotes, sales orders, and invoicing, slowing down the entire sales cycle and adding friction to customer interactions.

A Digital Transformation, Not Just a CRM Swap

Datawords needed more than just a new CRM tool; they required a complete commercial operations platform that would:

Unify customer data across 25 countries and multiple business units
Provide real-time visibility into budget consumption and revenue
Free sales teams from ERP dependency for daily activities
Enable standardized processes while respecting complex business logic

1. Understanding Business Complexity

We conducted stakeholder interviews across sales, marketing, and IT teams to map their unique business processes. The discovery revealed significant complexity around project management in NetSuite, requiring careful attention to object dependencies and data flow sequencing.

2. HubSpot Sales & Marketing Hub Setup

We configured Sales Hub Professional and Marketing Hub Professional to reflect Datawords' multi-country sales process. Custom pipelines, properties, and workflows were built to support their estimated budget model and complex deal structures across different regions and business units.

3. NetSuite Integration Architecture

The integration required connecting multiple NetSuite objects (contacts, companies, projects, quotes, sales orders, invoices) with HubSpot. Given the business process complexity, Datawords implemented the integration using their internal middleware (tray.io), with Elixir providing close monitoring and expertise to ensure proper data flow and business logic alignment.

4. Global Team Enablement

We trained approximately 60 users across 9 countries (France, Belgium, US, Japan, China, Luxembourg, Korea, Italy, Hong Kong). Training was adapted for different regions, with particular attention to cultural communication preferences in Asian markets.

Smart Automation for Complex Business Logic

To support Datawords' intricate sales process, we designed intelligent automation that respected their business rules while enabling smooth data flow between systems.

Sequential Record Creation: Automated the correct order of record creation (company, contact, project, quote) to ensure smooth integration with NetSuite while maintaining data integrity across systems.
Dynamic Deal Management: Built workflows that automatically set deal currency based on company location and updated business unit classifications based on closed won deals, reducing manual work and improving data accuracy.
Budget-Based Deal Creation: Created automatic deal generation from estimated budgets, giving sales teams immediate pipeline visibility without manual data entry.

This approach allowed Datawords to maintain their complex, project-based business model while gaining the efficiency benefits of CRM automation, letting their teams focus on serving global clients rather than managing data.

Main Results

Datawords now operates with a unified commercial platform connecting HubSpot and NetSuite. Sales teams across 25 countries work in a single CRM, with automated data flow eliminating manual ERP access for daily activities. The organization has complete visibility into customer relationships, budget consumption, and revenue performance across all markets.

Take the next step

Are you ready to connect your business systems?

Book a consultation with our integration specialists to learn how connecting NetSuite and HubSpot can unify your global sales operations. We'll show you what's possible.

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