Integrating HubSpot with your broader tech stack can either unlock operational gold—or become a chaotic mess. In this episode of SmartBug On Tap, host Casey Peddicord sits down with Justine Verrier, Technical Solutions Engineer at SmartBug Media, to demystify what it takes to build enterprise-grade integrations that actually scale.
From NetSuite and Salesforce to custom-built systems, Justine shares insights from a decade in the HubSpot ecosystem, walking through what works, what doesn’t, and how to avoid the most common integration pitfalls. They cover key concepts like data governance, source of truth, one-way vs. two-way syncs, and how AI is starting to enhance QA and planning phases. If you're facing integration complexity, this one’s for you.
📚 What You’ll Learn
- What makes an integration “enterprise-grade”?
- Governance and system of record planning
- Common reasons integrations fail (and how to prevent it)
- One-way vs. two-way syncs: when and why
- Middleware vs. custom builds: what enterprise teams should consider
- Real-world integration success (and failure) stories
- Where AI fits into the integration landscape
- Practical steps RevOps and Marketing Ops leaders can take today
🔑 Key Highlights & Timestamps
[01:55] What Makes an Integration “Enterprise-Grade”?
[03:09] The Overlooked Risk: Data Governance and Access
[05:18] Why Defining Business Goals Is Step #1
[06:21] Real-Life Success Story: Multi-System ERP + CRM Integration
[08:34] Why Phase Two (and Three) Integrations Get Abandoned
[12:17] Choosing a Source of Truth: Why It’s Critical
[12:59] One-Way vs. Two-Way Syncs Explained
[14:25] Middleware vs. Custom Integration: What’s Right for Enterprise?
[17:24] How AI Supports Integration QA and Strategy
[20:54] Practical Advice for RevOps & Marketing Ops Leaders
[22:52] “Is HubSpot Hard to Integrate?” — Busting the Myth
[24:02] Why SmartBug Can Tackle Any Integration
🔗 Want to Connect?
👉 Contact SmartBug: www.smartbugmedia.com/contact-us
👉 Contact Casey: peddicord@smartbugmedia.com
👉 Contact Justine: jverrier@smartbugmedia.com
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