A seamless HubSpot–Dynamics 365 integration, CRM clean-up, and streamlined workflows set Gunnebo up for growth

The Challenge

In mid-2024, Gunnebo’s Safe Storage division was struggling with their newly adopted HubSpot CRM, especially its integration with legacy Dynamics 365 (D365) systems shared across business units. Incoming leads in HubSpot were automatically flowing into D365 without proper controls, causing duplicate records in both the Entrance Control and Safe Storage accounts.

The security controls giant required a fix to prevent cross-division duplication and ensure leads sync only when and where intended (e.g. only Sales Qualified Leads to D365).

Gunnebo also sought to correct their workflow configurations which contributed to the sync issues between Dynamics 365 and HubSpot. Instead of a new third-party integration, the Gunnebo team sought SpotDev’s guidance on best practices to better align marketing and sales processes fixing and improving the existing integration.

The Solution

SpotDev began by auditing HubSpot’s workflows, forms, and data flows to uncover errors and identify opportunities for improvement. Beyond the immediate integration fix, Gunnebo lacked in-house HubSpot expertise. They wanted a reliable partner for ongoing support – from campaign assistance (emails, lists) to technical troubleshooting – to help their marketing team fully leverage HubSpot’s features.

SpotDev helped bridge the gap between Gunnebo’s marketing and sales operations. Sales teams in D365 now received only qualified, de-duplicated leads, and marketing had confidence that their HubSpot data was clean and sync’d properly – fostering better cross-team trust and efficiency.

✓ Immediate integration fix: SpotDev’s HubSpot experts first tackled the D365 sync problem. Only certain lifecycle stages (like Sales Qualified Leads) should sync to D365. The team then scoped out using HubSpot’s native Dynamics 365 data sync with custom field mappings to enforce this. Once in place, SpotDev configured the integration and mapped all required fields between HubSpot and D365. After internal approvals, SpotDev switched the integration on and confirmed it was functioning correctly.

*Custom field mappings refer to the process of manually linking specific data fields between two systems (like a CRM and an external platform) so that data flows correctly and consistently between them.

✓ HubSpot CRM audit & cleanup: Next, SpotDev performed a comprehensive audit of Gunnebo’s HubSpot portal. This included reviewing active workflows, forms, lead assignment rules, and data properties. They identified several workflow misconfigurations (the likely culprits for prior sync anomalies). In February 2025, SpotDev delivered a “Workflow & Forms Audit” report detailing errors and recommended fixes. The audit document highlighted where workflows were failing or could be optimised. This proactive analysis gave Gunnebo a clear roadmap to improve their HubSpot setup.

✓ Workflow reengineering & automation: Originally, Gunnebo had two general workflows handling all global leads, which was cumbersome. SpotDev cloned and segmented these into five regional workflows (Europe, Middle East & Africa, Americas, Asia-Pacific, etc.). SpotDev reordered the logic so each workflow catches inquiries for its region in sequence, and within each, listed countries alphabetically for easy management. This change streamlined lead routing, ensuring each inquiry goes to the appropriate regional team without manual sorting.

✓ Custom integration planning: In parallel, SpotDev recognised Gunnebo’s long-term need for a more robust integration than the quick fix. SpotDev’s solutions architect worked with Gunnebo to draft detailed user stories & acceptance criteria for a custom bi-directional HubSpot–D365 integration tailored to Gunnebo’s needs. For instance, one user story defined that when a contact’s lifecycle stage in HubSpot becomes an SQL, it should appear in D365 within an hour, and another outlined a two-way sync to keep data consistent between systems.

✓ Marketing & email support: As part of the support retainer, SpotDev also assisted Gunnebo’s marketing team with HubSpot campaign execution. This included hands-on help with email marketing – building out marketing emails and templates using Gunnebo’s existing HubSpot modules – and creating segmented contact lists for targeted communications. Additionally, they helped design and embed customer feedback forms and landing pages as needed (leveraging HubSpot’s CMS), which ties into improving Gunnebo’s customer marketing and data-gathering capabilities.

✓ Ongoing consultation & training: Throughout the engagement, SpotDev was highly responsive and collaborative. They scheduled regular check-ins and ad-hoc meetings with Gunnebo stakeholders SpotDev’s specialists effectively became an extension of Gunnebo’s team – providing on-demand training, troubleshooting, and strategic advice. Importantly, SpotDev helped bridge the gap between Gunnebo’s marketing and sales operations. Sales teams in D365 now received only qualified, de-duplicated leads, and marketing had confidence that their HubSpot data was clean and sync’d properly – fostering better cross-team trust and efficiency.

The Results

Over the 12-month collaboration, SpotDev delivered transformative results for Gunnebo’s Safe Storage unit:

• Seamless HubSpot–D365 integration: Hours of manual data cleanup was saved. The integrated systems now provide a “single source of truth” for sales and marketing.
• Optimised workflows & data management: Leads are automatically routed by region and business unit, meaning faster response times from the correct regional sales team and no confusion over ownership.
• Enhanced marketing initiatives: improved email templates and segmentation strategies implemented by SpotDev (e.g. creating dynamic lists and workflows for nurturing).
• Sales & marketing alignment: By integrating systems and cleaning data, SpotDev helped align Gunnebo’s sales and marketing efforts. The sales team in Dynamics now receives higher quality, vetted leads with proper context from HubSpot, improving their effectiveness.

Conclusion

Gunnebo’s experience shows that with the right expert support, even complex multi-system environments (like HubSpot + legacy Dynamics) can be streamlined to drive marketing and sales success.