Customer Journey Mapping: HubSpot + SAP
What do customers do before they call or book? askotter reads HubSpot and SAP together and answers it for your business, by text.
How does customer journey mapping with HubSpot and SAP work for a small business?
askotter reads HubSpot and SAP side by side so it can map the path customers take across your accounts. The whole path in one view, with every visit and decision point on it.
Read the full answerShow less
The owner asks follow-up questions by text.
- From HubSpot
- Contacts and companies, Deal pipeline and stages, Email campaign performance.
- From SAP
- Financial accounting, Inventory and materials management, Production planning.
- Status
- Both connect today.
- Not for
- Replacing HubSpot or SAP. Both keep working exactly as they do now.
What do customers do before they call or book?
On paper the path is simple: someone sees an ad, visits the site and books. In real life they search twice, read reviews and come back days later on a different phone. Each tool sees only its own piece.
How askotter handles it
askotter reads HubSpot and SAP side by side, so it can map the path customers take across your accounts.
A person checks the result before it reaches you. This is part of our digital marketing services work.
How HubSpot and SAP records line up
HubSpot and SAP both store the customer's email address. askotter lowercases and trims it on both sides before matching, so the same person shows up as one customer across the two tools.
HubSpot and SAP both keep a company record. The match runs on the company's web domain first and falls back to a cleaned company name.
Shared between the two: the customer email address and the company or account.
What customer journey mapping uses from each
Customer journey mapping needs the order of events for one person.
From HubSpot that means lifecycle stage changes with their dates. From SAP it means first order date per customer account.
What each tool sees on its ownShow less
HubSpot on its own
HubSpot sees the contact and the deal. It cannot see money collected outside it, or ad spend on platforms it is not connected to.
Timing. HubSpot updates contact and deal properties as they change, and keeps the original source and first page seen on each contact.
Access. A HubSpot private app or OAuth connection with read-only CRM scopes.
SAP on its own
SAP holds the booked order, the invoice and the customer master. It has no record of the marketing that produced the order.
Timing. SAP data usually reaches outside systems in scheduled extracts, so it runs as current as the extract schedule your ERP team sets.
Access. Read-only OData services or scheduled exports set up with your ERP team.
Related guides
- LinkedIn Ads and HubSpot Attribution: Why the Numbers Disagree. HubSpot and LinkedIn are both reporting honestly. They just count different events over different windows.
- How to Measure Marketing ROI When You're Not a Data Scientist. The right questions can do the work of a data team.
Services that use these connections
Other analyses: HubSpot + SAP
Questions about HubSpot + SAP
Do I need a developer to connect HubSpot and SAP?
How is askotter's Customer Journey Mapping different from what HubSpot shows on its own?
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