Unified lead management and integration HubSpot x Salesforce

Knauf integrates HubSpot-Salesforce to unify lead management worldwide

Industry: Construction/Building materials
Company size: Large company (5,000+ employees)
Services: Integration of HubSpot Marketing Hub and Salesforce Sales Cloud

Summary

Knauf has overcome misaligned marketing and sales operations in over 90 countries and benefited from scalable lead management with HubSpot Marketing Hub integrated with Salesforce Sales Cloud. With unified data synchronization, streamlined global processes and improved cross-functional collaboration, Knauf can now deliver consistent customer experiences while retaining local market flexibility.

Evolution of the lead management process

Unified marketing and sales alignment

Streamlining global operations

The challenge

When global success breeds operational complexity

While Knauf was the trusted partner for building materials in over 90 countries, its internal sales teams were faced with fragmented operations and inefficient processes.

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 in several markets, Knauf struggled to maintain consistent lead qualification standards. Each market operated independently, creating inefficiencies and preventing the company from effectively leveraging global customer information.

Complex integration requirements

Configuring existing systems meant maintaining operational continuity while implementing complex automation and integration requirements. The technical challenge of connecting disparate systems without disrupting day-to-day operations created significant implementation hurdles.

From integration to global lead management

Knauf needed more than just a system connection, it needed a global lead management ecosystem that would enable it to

create standardized yet flexible lead qualification processes across all markets
ensure real-time data synchronization between marketing and sales systems
maintain operational continuity when integrating complex systems
support scalable growth as new markets and processes are introduced.

How we do it

Evolution of the lead management process

To enable a standardized yet agile approach to lead management, we have designed a solution that balances consistency and adaptability:

Global consistency, local relevance: A unified lead qualification and marketing framework ensures operational excellence on a global scale, while enabling teams to adapt processes to local market realities.

Scalable by design: The system is designed for rapid updates and seamless expansion, to support the roll-out of new markets and changing business needs.

Strategic collaboration: Through dedicated workshops with marketing and sales stakeholders, we have aligned objectives, optimized segmentation, and established a lead management and integration framework that promotes efficient, cross-functional execution.

Enterprise-level integration of HubSpot and Salesforce

To achieve this advanced sales alignment, we unified HubSpot Marketing Hub with Salesforce Sales Cloud through a robust native integration. This has enabled Knauf to enjoy the following benefits

Unified data flow: contacts and leads flow seamlessly between systems, ensuring that marketing and sales operate as a single, coordinated team.

Process automation: Advanced automation enables data to be constantly synchronized, promoting seamless, efficient operations on a large scale.

Collaborative implementation: Our experts worked cross-functionally to rigorously test and validate each stage of deployment, ensuring seamless, future-ready integration.

Seamless data synchronization: contacts and prospects are effortlessly synchronized between systems, ensuring harmonious alignment of sales and marketing efforts for improved collaboration.

Automated processes: automations have been implemented to synchronize processes and ensure consistent data updates in both systems, promoting transparency and efficiency.
Collaborative execution: the integration was carried out in partnership with an external team, including rigorous testing prior to final validation and deployment to ensure a smooth implementation.

Sales cycles with HubSpotSalesforce integration

Main results

Knauf's transformation has created a unified global lead management system that maintains consistency across more than 90 countries while preserving essential local market flexibility. Marketing and sales teams now work from synchronized data, enabling coordinated strategies that drive growth while delivering consistent customer experiences worldwide.

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The impact

What does success look like?

Improved collaboration between marketing and sales

Streamlining global operations

Unified customer data worldwide

Improving marketing fundamentals

Moving on to the next step

Ready to begin your digital transformation?

Schedule a consultation with our integration specialists to find out how HubSpot-Salesforce integration can transform your business across multiple markets.

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