Knauf’s HubSpot–Salesforce Integration to Unify Global Lead Management
- Industry: Construction/Building Materials
- Company size: Large company (5,000+ employees)
- Services: HubSpot Marketing Hub and Salesforce Sales Cloud integration

Summary
Knauf overcame misaligned marketing and sales operations across 90+ countries and gained scalable lead management with HubSpot Marketing Hub integrated with Salesforce Sales Cloud. Now equipped with unified data synchronization, streamlined global processes, and enhanced cross-functional collaboration, Knauf can deliver consistent customer experiences while maintaining local market flexibility.

The challenge
What has held ADXpert back?
ADXpert, a leading career counseling company, was stuck.
Although the company provides world-class employee satisfaction and reintegration services, its marketing efforts were not hitting the mark.
The team had the necessary expertise, but lacked the right tools and framework to share it with the world.
- Scale & innovate
- Grow & Develop
- Cultivate & profit
The challenge
When Global Success Creates Operational Complexity
Disconnected Marketing and Sales Systems
Knauf's marketing teams using HubSpot and sales teams using Salesforce created data silos that prevented effective collaboration. This separation led to inconsistent customer experiences and missed opportunities for coordinated growth strategies.
Fragmented Global Brand Management
With diverse brands and localized processes across multiple markets, Knauf struggled to maintain consistent lead qualification standards. Each market operated independently, creating inefficiencies and preventing the company from leveraging global customer insights effectively.
Complex Integration Requirements
Existing system setups required maintaining operational continuity while implementing complex automation and integration requirements. The technical challenge of connecting disparate systems without disrupting daily operations created significant implementation barriers.
From Integration to Global Lead Management
Knauf needed more than just system connection, they required a comprehensive global lead management ecosystem that would:
- Create standardized yet flexible lead qualification processes across all markets
- Enable real-time data synchronization between marketing and sales systems
- Maintain operational continuity during complex system integration
- Support scalable growth as new markets and processes are introduced

How We Make It Happen
Scalable Lead Management Process
To enable a standardized yet agile lead management approach, we engineered a solution that balances consistency with adaptability:
Global Consistency, Local Relevance: A unified lead qualification and marketing framework ensures operational excellence worldwide, while empowering teams to adapt processes to local market realities.
Scalable by Design: The system is architected for rapid updates and seamless expansion, supporting new market rollouts and evolving business requirements.
Strategic Collaboration: Through dedicated workshops with Marketing and Sales stakeholders, we aligned objectives, optimized segmentation, and established a lead management and integration framework that supports high-performance, cross-functional execution.
Enterprise-Grade HubSpot & Salesforce Integration
To drive this advanced commercial alignment, we unified HubSpot Marketing Hub with Salesforce Sales Cloud through a robust native integration. This empowered Knauf with:
Unified Data Flow: Contacts and leads move seamlessly between systems, ensuring Marketing and Sales operate as a single, coordinated team.
Process Automation: Advanced automations maintain continuously synchronized data, supporting transparent, efficient operations at scale.
Collaborative Implementation: Our experts partnered cross-functionally to rigorously test and validate every stage of the deployment, securing a flawless, future-ready integration.
- Seamless Data Sync: Contacts and leads are effortlessly synced between systems, ensuring smooth alignment of sales and marketing efforts for better collaboration.
- Automated Processes: Automations were enabled to keep processes in sync and ensure data is consistently updated in both systems, promoting transparency and efficiency.
- Collaborative Execution: The integration was executed in partnership with an external team, including rigorous testing before final validation and deployment to ensure a smooth implementation.

Main Results
Knauf's transformation created a unified global lead management system that maintains consistency across 90+ countries while preserving essential local market flexibility. Their marketing and sales teams now operate from synchronized data, enabling coordinated strategies that drive growth while delivering consistent customer experiences worldwide.

What Success Looks Like
Enhanced Marketing and Sales Collaboration
Before: Separate systems created data silos and prevented effective coordination between teams
After: Unified lead management process with synchronized data enables coordinated strategies and improved communication
Streamlined Global Operations
Before: Inconsistent processes across markets created inefficiencies and scaling challenges
After: Standardized yet flexible lead management system that adapts to local needs while maintaining global consistency
Unified Global Customer Data
Before: Fragmented customer information across multiple systems and markets hindered decision-making
After: Single source of truth for customer data with real-time synchronization across all regions and teams
Better marketing fundamentals
The solution also brought unexpected benefits:
- Intelligent customer segmentation for targeted campaigns
- Optimized product launch opportunities
- Improved market penetration through data-driven insights

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