Dynamics 365 ↔ HubSpot
Custom Bi-Directional Sync
A custom integration approach for syncing contacts and static marketing list membership between Dynamics 365 and HubSpot.
SmartBug will design and build a custom integration between Dynamics 365 and HubSpot to keep contact records and static marketing list membership aligned across both platforms. This gives your teams better visibility, cleaner data flow, and a more reliable operational connection between CRM and marketing systems.
What this project solves
Today, Dynamics 365 and HubSpot need to stay aligned so teams can work from accurate contact and list data without relying on manual exports, spreadsheet updates, or duplicate data entry.
This project creates a custom sync layer between Dynamics 365 and HubSpot for:
- Contact creation and updates
- Contact field mapping
- Static marketing list creation and membership sync
- Bi-directional updates between systems
- Conflict handling based on agreed system-of-record rules
- Monitoring, error handling, and operational handoff
A custom sync built around your actual data model
This is not a basic plug-and-play connector project. The estimate assumes SmartBug will extend its Dataconnect architecture to support Dynamics 365 / Dataverse and enhance the existing HubSpot module to support contact and static list membership sync.
The work includes discovery, architecture, D365 module development, HubSpot API enhancements, sync logic, QA, deployment, documentation, and handoff.
The native HubSpot Data Sync connector for Dynamics 365 does not support marketing list sync. Discovery should confirm why the native connector was rejected so the custom solution is designed around the actual gap.
The world's most decorated HubSpot partner.
SmartBug Media is an Elite HubSpot Solutions Partner and the only agency to be named HubSpot North America Partner of the Year four times. We've delivered thousands of HubSpot implementations, integrations, and growth programs — and we're the highest-rated solutions partner in the HubSpot ecosystem.
Named HubSpot North America Partner of the Year four times — more than any other agency in the ecosystem. Multi-year Global, Inbound Excellence, and Customer-First award winner.
Top tier in the HubSpot Solutions Partner Program with accreditations across Onboarding, CRM Implementation, Custom Integration, Data Migration, and Solutions Architecture Design.
The most-reviewed and highest-rated solutions partner in the HubSpot ecosystem — hundreds of verified client reviews on the HubSpot Solutions Directory.
300+ team members spanning strategy, RevOps, integration engineering, web development, paid media, SEO, and creative — all focused on HubSpot-powered growth.
The SMARTBUG Methodology™
Every SmartBug engagement — onboarding, integration, or growth program — runs through the same eight-step framework. It's how we keep complex builds on rails from strategy through go-live and ongoing optimization.
S — Strategize
Align on goals, KPIs, and the role this integration plays in your broader CRM and marketing stack.
- Stakeholder interviews
- Success metrics
- System-of-record alignment
M — Map
Map Dynamics 365 and HubSpot data models, list structures, and sync direction across every object and field.
- Field-by-field mapping
- Object model definition
- Conflict & priority rules
A — Assemble
Build the Dataverse module, extend the HubSpot module, and stand up the bi-directional sync engine.
- Dataverse module build
- HubSpot Lists v3 integration
- Sync engine scaffolding
R — Refine
Refine the sync against real records — loop prevention, retries, delta tokens, and conflict resolution tuning.
- Loop & retry tuning
- Delta token state
- Error queue + sync ledger
T — Train
Operational handoff so your team knows how to monitor sync health, triage errors, and update mappings.
- Operational runbook
- Hands-on working sessions
- Recorded walkthroughs
B — Boost
Launch into production with monitoring, alerting, and a hypercare window so issues are caught fast.
- Cutover plan
- Monitoring & alerting
- Hypercare support
U — Understand
Help you understand sync health, throughput, and any drift so the integration stays trustworthy.
- Sync health dashboards
- Throughput reporting
- Error trend analysis
G — Grow
Roadmap the next-phase improvements — additional objects, dynamic list snapshots, or real-time triggers.
- Phase 2 backlog
- Object expansion plan
- Optimization roadmap
Eight workstreams, end-to-end
Each workstream below represents an estimated effort band. Hours flex during discovery based on actual schema, list structure, and sync rules.
Discovery & Architecture
- Confirm Dynamics 365 product and environment
- Audit contact entity, custom fields, and schema
- Inventory static vs. dynamic marketing lists
- Define field mappings
- Define system-of-record rules
- Decide sync architecture: scheduled, event-driven, or hybrid
- Document data mapping and architecture
Dynamics 365 / Dataverse Module
- Build new Dataverse module for Dataconnect
- Azure AD OAuth 2.0 authentication
- OData v4 client layer
- Contact source and destination adapters
- Marketing list and list member adapters
- Retry logic, error handling, and structured logging
HubSpot Module Enhancements
- HubSpot Lists v3 API integration
- Manual list creation
- Membership add/remove logic
- Webhook listener for contact changes
- Scheduled polling for list membership changes
Bi-Directional Sync Engine
- Loop prevention
- Conflict resolution
- Sync state management
- Delta token storage
- Processed record tracking
- Staging database schema
- Error queue and sync ledger
List Membership Sync Logic
- D365 → HubSpot static list membership sync
- HubSpot → D365 static list membership sync
- Add/remove membership logic
- Dynamic list detection and exception handling
Testing & QA
- End-to-end contact sync testing
- List membership validation
- Rate limit and batch testing
- Simultaneous update testing
- Data integrity spot checks
Deployment & Operations
- Hosting setup
- Cron jobs for scheduled sync
- Webhook endpoint deployment
- D365 registration
- Monitoring and alerting
PM, Documentation & Handoff
- Project management
- Operational runbook
- Error handling documentation
- Training and handoff session
Estimated investment
Three estimate bands so you can see the range. Final pricing locks after discovery.
All estimates are based on $225/hour and are pre-discovery. Final scope may adjust based on Dynamics 365 product variant, schema complexity, record volume, list structure, and sync rules.
What needs to be clear before we build
These are real platform limits worth aligning on early — not blockers, but design decisions.
Dynamic list sync is not feasible as true bi-directional membership sync
Dynamics 365 dynamic marketing lists and HubSpot active lists use different underlying filter/query logic. Because those systems do not share a common dynamic list language, true bi-directional dynamic list membership sync is not feasible. Static marketing lists can be synced bi-directionally. Dynamic lists can only be handled as a one-way snapshot approach — computed membership is periodically flattened and pushed as a static list. That introduces timing delay and should be treated as a separate design decision.
HubSpot does not provide native webhooks for list membership changes
HubSpot does not currently provide a direct webhook event for list membership changes. The recommended approach is scheduled polling of list membership and comparison against the last-known state.
Dynamics 365 module is net-new development
The Dynamics 365 / Dataverse module is the highest-risk portion of the project because it is new development. Hours may increase if the client's Dynamics environment has heavy customization, unusual relationships, unexpected API behavior, or rate limit issues.
What this estimate assumes
Every assumption gets validated (or revised) during discovery.
- Client is using Dynamics 365 Sales / Customer Engagement on Dataverse
- Scope is limited to contacts and static marketing lists
- Dynamic lists are excluded from true bi-directional sync
- HubSpot portal is Marketing Hub Professional or Enterprise
- Contact matching is based on email
- No activities, notes, meetings, tasks, or emails are included
- Scheduled batch sync is acceptable
- Client can provide Azure AD App Registration and API access
- Client can provide access to a Dynamics sandbox or schema export
- System-of-record rules will be defined during discovery
Before we finalize scope
The answers to these questions determine where the project lands in the estimate range — and whether scope needs to flex.
Known risks & how we mitigate them
A phased delivery plan
Discovery & Architecture
Confirm systems, data model, list structure, field mappings, sync rules, hosting, and technical feasibility.
Integration Build
Develop the Dynamics 365 / Dataverse module, HubSpot module enhancements, sync engine, and list membership logic.
Testing & QA
Validate contact sync, list membership sync, edge cases, error handling, and data accuracy.
Deployment & Handoff
Deploy the sync, configure jobs and monitoring, document the process, and train the client team.
SmartBug recommends a conditional go-forward approach
The project is technically feasible for contacts and static marketing lists, but the final scope should not be locked until discovery confirms the Dynamics 365 product, schema complexity, list structure, record volume, HubSpot tier, and system-of-record rules.
The biggest expectation to align early is dynamic list behavior. Static lists can be synced bi-directionally. Dynamic lists cannot be synced as true bi-directional membership lists and should either be excluded or handled through a one-way snapshot model.
Discovery & Technical Validation
Before finalizing the SOW, SmartBug recommends a focused discovery and architecture phase to validate the client's Dynamics 365 environment, HubSpot portal, marketing list structure, field mappings, system-of-record rules, and sync expectations.