IC Realtime is a leading provider of professional video surveillance solutions. With a fast-paced sales cycle and a dual-platform workflow, using HubSpot for CRM and NetSuite for ERP, the company needed a way to unify its sales and order processes. The lack of visibility between systems created friction between Sales and Operations, increased manual coordination, and limited reporting accuracy. They turned to BrokenRubik to design an integration that would bridge this gap and streamline the end-to-end order lifecycle.

Challenge

IC Realtime faced a key obstacle in aligning sales data between their CRM (HubSpot) and ERP (NetSuite). While sales reps used HubSpot Deals to track opportunities, Sales Orders were ultimately created and managed in NetSuite. This created a disconnect, making it hard to trace which NetSuite orders stemmed from HubSpot activities, and vice versa.

Moreover, the business experienced other pain points:

• No NetSuite Sales Order information was visible in HubSpot.

• Sales Order line items, taxes, shipping details, and tracking numbers were not mirrored across systems.

• HubSpot custom objects didn’t support line items via the UI, limiting their usability.

• Business processes involved multiple quotes for the same deal, adding to the complexity of establishing clear relationships.

This lack of visibility disrupted the flow between Sales Reps and the Order Approvals Team (OAT), increased manual coordination, and created potential gaps in customer experience and internal reporting.

Solution

We designed a Celigo-powered integration layer that bridges both systems, enabling a seamless and automated flow of information, both from HubSpot to NetSuite and vice versa.

The objective was to build a bidirectional integration that enables:

• Accurate migration of Sales Orders from NetSuite into HubSpot, reflecting full order details.

• Smooth creation of NetSuite Sales Orders from finalized HubSpot Deals.

• Automated updates of taxes, shipping info, tracking numbers, and more across systems.

• A process resilient to HubSpot's object model limitations and the realities of IC Realtime’s business logic.

Implementation

🔁 Flow 1: From HubSpot to NetSuite

1. Sales Reps Create Deals and Quotes:

   • Sales Reps (SRs) create Deals in HubSpot.

   • These Deals trigger the creation of NetSuite Opportunities via Celigo.

   • From the Deal, SRs generate a Quote, also migrated to NetSuite.

2. Final Quote Approval:

   • The Order Approvals Team (OAT) monitors NetSuite for “FINAL” quotes.

   • Once approved, they convert the Quote into a Sales Order, set shipping, calculate taxes, and apply the payment method.

3. Sales Order Approval:

   • The Sales Order is reviewed and approved.

   • A Celigo listener detects this status change and pushes key data back to HubSpot.

🔁 Flow 2: From NetSuite to HubSpot

1. SO Data Sync to HubSpot:

   • Once a Sales Order is approved in NetSuite, Celigo updates the corresponding HubSpot Deal or Quote.

   • Information synced includes:

     • Shipping level

     • Tax percentage

     • Payment method

     • Tracking numbers

2. Status Update in HubSpot:

   • The HubSpot Deal is marked as “Fully Complete”.

   • If a Quote was used as the main reference point, it is closed, while the Deal remains open to allow for future SOs from the same opportunity.

Workaround for HubSpot Limitations

HubSpot’s custom objects don’t support item-level associations via the UI, which made syncing detailed Sales Order data a challenge. To address this, we used Deals as the primary container for Sales Orders, leveraging their native support for line items without needing custom development.

To manage the 1 Deal → many Quotes relationship, we linked NetSuite Sales Orders to individual HubSpot Quotes instead of Deals, allowing the Deal to stay open for future orders.

While real-time sync isn't possible due to API rate limits, we implemented a near-real-time solution that ensures reliable and timely updates across both systems.

Development Plan & Execution

Celigo Flow Implementation

• Created Celigo flows to detect:

  • Processed order in NetSuite in order to flag HubSpot Deals as “Order Processed”.

  • A Quote is created from the Deal in HubSpot using “Final” in it’s name

  • The Quote is created in NetSuite and turned into a Sales Order

Testing

• End-to-end testing included quote creation, SO approval, tax/shipping sync, and tracking number visibility.

Deployment

• The solution was rolled out in stages, beginning with a pilot group before full deployment across the sales team.

Outcome

The integration empowered IC Realtime with:

• Two-way synchronization of sales data between HubSpot and NetSuite

• Full visibility of Sales Orders, line items, shipping, and taxes in both systems

• Streamlined processes for Sales Reps and Order Approval Teams

• Scalability for future growth without increased manual overhead

Conclusion

This case reflects how strategic integration and process refinement can overcome platform limitations. By connecting HubSpot and NetSuite with Celigo, our team transformed IC Realtime’s sales and order lifecycle from fragmented to fully unified. The result is faster operations, greater transparency, and more empowered teams on both the CRM and ERP sides.

Looking to connect your CRM and ERP for a more efficient, data-driven operation? Let’s build the right integration for your business. Contact us!