HubSpot Sage Integration Guide [2026 Updated]

Connecting your HubSpot CRM with your Sage accounting software can feel like trying to solve a puzzle with a missing piece. HubSpot doesn’t offer a built-in connector for Sage, but linking the two is still achievable—and incredibly valuable. This guide walks you through the best methods available in 2026 to sync your sales and finance data, eliminate manual entry, and give your teams a unified view of your customers.

Why Integrate HubSpot and Sage?

Integrating HubSpot and Sage bridges the gap between your front-office sales activities and your back-office financial management. When your teams work from separate, disconnected systems, you create information silos that lead to duplicate data entry, invoicing delays, and an incomplete picture of customer health. By connecting the two, you create a single source of truth that benefits everyone.

Imagine this common scenario: A salesperson closes a deal in HubSpot. Without an integration, they must then message the finance team, who manually re-enters the customer's details, deal amount, and payment terms into Sage to create an invoice. If a detail is mistyped, the invoice is wrong. If the salesperson forgets to notify finance, the invoice is late. The entire process is slow, inefficient, and prone to human error.

An integration automates this entire workflow. When a deal is marked "Closed Won" in HubSpot, an invoice is automatically created and sent from Sage. When the customer pays, the invoice status updates in both systems. Your sales team can see which clients have outstanding balances directly in the HubSpot contact record, and your finance team always has the most up-to-date customer information for billing. This connection gives you:

• Reduced Manual Work: Stop wasting time on double-entry. Automating data transfer frees up your teams to focus on revenue-generating activities and financial analysis.
• Improved Accuracy: Automation eliminates typos and data entry mistakes, ensuring your invoices and financial records are always correct.
• Faster Invoicing and Cash Flow: Invoices are generated and sent the moment a deal is won, shortening the time it takes to get paid.
• A 360-Degree Customer View: Both sales and finance teams have complete visibility into a customer's history, from initial lead contact to their full payment record.

Choosing Your Integration Method

Because there is no official, native integration from either HubSpot or Sage, you'll need to use a third-party solution to act as a bridge. The method you choose depends on your budget, your technical comfort level, and the complexity of your workflow needs.

1. Middleware Connectors (The Most Common & Flexible Method)

These are no-code or low-code automation platforms that specialize in connecting different web applications. They are the most popular and flexible way to integrate HubSpot and Sage for most businesses.

• How it works: You create automated workflows called "Zaps" or "Scenarios" that are based on triggers and actions. A trigger is an event that starts the workflow (e.g., a new deal is created in HubSpot), and an action is the event that completes it (e.g., create a new customer in Sage).
• Top Tools: The two leading platforms in this space are Zapier and Make (formerly Integromat). Both support HubSpot and various versions of Sage, including Sage Business Cloud Accounting and Sage 50.
• Best for: Businesses that want powerful, customizable workflows without writing any code. It's perfect for automating common tasks like creating invoices from deals, syncing contacts, and updating payment statuses.
• Considerations: These platforms come with a monthly subscription fee based on usage (the number of tasks or operations you run).

2. Dedicated Integration Apps from the HubSpot Marketplace

The HubSpot App Marketplace hosts apps built by other companies specifically designed to connect HubSpot with other software. You can often find connectors built for popular Sage products.

• How it works: You search the marketplace for a Sage connector. These apps are typically purpose-built for one job: syncing specific data between the two platforms. After installing the app, you configure your settings within HubSpot to map the correct data fields.
• Best for: Companies looking for a straightforward, plug-and-play solution focused on a specific goal, like contact syncing.
• Considerations: These apps can be less flexible than middleware platforms. They may only sync certain types of data or lack advanced customization options. They usually come with their own subscription costs.

3. Custom API Integration (The Power User Option)

For large organizations with highly specific or complex needs, a custom integration built by developers might be the answer. Both HubSpot and Sage offer robust Application Programming Interfaces (APIs) that allow developers to build tailored solutions from the ground up.

• How it works: A developer uses the HubSpot API and the Sage Developer Portal to write code that transfers and transforms data exactly how your business needs it to.
• Best for: Enterprises with unique workflows, custom data fields, or a need for high-volume, real-time data synchronization that off-the-shelf tools can't handle.
• Considerations: This is by far the most expensive and time-consuming option. It requires developer expertise, ongoing maintenance, and significant upfront investment.

Step-by-Step Guide: Connecting HubSpot and Sage with Zapier

For this walkthrough, we’ll use Zapier as our example, as it's one of the most user-friendly and popular choices. The general principles apply to Make and other middleware tools as well. Our goal will be to build a classic workflow: when a HubSpot deal is marked as 'Closed Won,' a new sales invoice is automatically created in Sage.

Step 1: Get Your Accounts Ready

Before you start, make sure you have everything you need:

• An active HubSpot account with admin permissions.
• An active Sage account (e.g., Sage Business Cloud Accounting) with admin permissions.
• An active Zapier account (a free plan can work for simple Zaps, but you'll likely need a paid plan for multi-step workflows or higher volume).

Step 2: Authenticate Your Apps in Zapier

First, you need to connect both HubSpot and Sage to your Zapier account so the platform has permission to access your data.

1. Log in to Zapier and navigate to "My Apps."
2. Click "Add connection" and search for HubSpot. Follow the on-screen prompts to authorize Zapier by logging into your HubSpot account.
3. Repeat the process for Sage. Search for your version of Sage and follow the authorization steps, which typically involve logging in to your Sage account.

Step 3: Create Your Zap - The Trigger

Now, let's build the workflow. Every Zap starts with a trigger. Our trigger is the deal closing in HubSpot.

1. In your Zapier dashboard, click "Create Zap."
2. For the Trigger step, search for and select HubSpot.
3. Under "Event," choose the trigger "Updated Deal Stage." This tells Zapier to watch for any deal that moves to a new stage in your pipeline. Click "Continue."
4. Connect the HubSpot account you authenticated earlier.
5. Now, set up the trigger. In the "Pipeline" field, select the sales pipeline you want to monitor. In the "Deal Stage" field, select your "Closed Won" stage (or whatever you call it). This ensures the workflow only runs for successfully closed deals.
6. Test your trigger. Zapier will look for a recent deal in your selected stage to make sure it can pull the data correctly.

Step 4: Create Your Zap - The Action

With the trigger set, it's time to define the action: creating an invoice in Sage.

1. After the trigger step, click the (+) icon to add an Action.

2. Search for and select Sage Business Cloud Accounting (or your version).

3. Under "Event," choose "Create Sales Invoice." Click "Continue."

4. Select the Sage account you connected earlier.

5. This is the most important part: mapping the data fields. Zapier will show you all the fields available for a Sage invoice (Contact, Invoice Date, Due Date, Line Items, etc.). Your job is to pull in the corresponding data from the HubSpot trigger.

   • For the Sage "Contact" field, select the "Associated Contact ID" or "Contact Name" from the list of HubSpot data.
   • For descriptive fields like "Details" or "Notes," you can pull in the HubSpot "Deal Name."
   • For financial fields like "Total," select the HubSpot "Amount" property. If your deals use line items, you'll need to map those as well.

   Take your time here. Correct mapping is the key to accurate invoices.

Step 5: Test and Activate Your Zap

Before turning it on, run a final test to ensure everything works as expected.

1. Click "Test & Continue" at the end of the Action setup. Zapier will attempt to send a test invoice to your Sage account using the data from the test deal it found earlier.
2. Open Sage and verify that the test invoice was created with the correct information. If something is wrong, go back and adjust your field mappings.
3. Once you're happy with the result, name your Zap something descriptive (e.g., "HubSpot Won Deal -> Sage Invoice") and click "Publish" or toggle it on.

Your integration is now live! Every new deal that moves to your "Closed Won" stage in HubSpot will automatically generate a corresponding invoice in Sage moments later.

What Should You Sync? Common Data Flows

Creating invoices from deals is just one possibility. Some other high-value data flows to consider setting up include:

• Sync new customers: When a new contact or company is created in HubSpot, create a corresponding customer record in Sage. This keeps both your CRM and accounting customer lists aligned.
• Update payment status: When an invoice is marked as "Paid" in Sage, update a custom property on the HubSpot contact or deal record. This gives your sales and success teams visibility into payment history.
• Log invoices in the HubSpot timeline: When a new invoice is created in Sage, create a timeline event on the associated HubSpot contact record. This provides a running history of all financial touchpoints directly within your CRM.

Common Roadblocks and How to Solve Them

As with any integration, you might hit a few bumps. Here are some common ones and their solutions:

• Issue: Incorrect or Missing Data. If your invoices show the wrong amount or are missing information, the problem is most likely in your field mapping.
  • Solution: Go back into your Zap editor and carefully review every field mapping. Make sure you selected the correct HubSpot property for each Sage field. Run new tests to confirm.
• Issue: The Zap Fails to Run. You might see errors in your Zap History, often related to permissions.
  • Solution: The connection tokens for HubSpot or Sage may have expired. Go to "My Apps" in Zapier and reconnect the app that's causing the error. This will re-authenticate it and usually resolves the issue.
• Issue: Creating Duplicate Contacts. If you're syncing contacts, you might accidentally create duplicates in Sage.
  • Solution: Use a multi-step Zap. Before the "Create Customer" action in Sage, add a "Find Customer" step. This will search Sage for a contact with the same email address first. You can then use filters to tell the Zap to only create a new customer if one wasn't found.

Final Thoughts

Connecting HubSpot and Sage eliminates the manual friction between your sales and finance teams. While it requires a third-party tool like Zapier or Make, setting up automated workflows for syncing contacts and invoices is a powerful way to improve efficiency, ensure data accuracy, and speed up your cash flow.

Perfecting these operational workflows is one piece of the puzzle; another is handling the complex tax questions that come with a growing business. When questions about sales tax nexus in a new state or the proper classification of revenue arise, getting fast, accurate answers is essential. We built Feather AI to give you tax research backed by authoritative IRS and state sources, so you can solve complex client issues in minutes, not hours.