Two Systems That Should Talk to Each Other But Don't

Your CRM is the system of record for customer relationships. Your cloud marketplace is where transactions actually happen. In most ISV organizations, these two systems do not talk to each other. The gap is filled by spreadsheets, manual exports, and institutional knowledge.

Five Revenue Problems from Disconnected Systems

1. Manual data entry errors: Contract dates entered wrong, ACV in wrong currency, account associations under wrong CRM account. Small errors compound into large reporting problems.
2. Missed renewals: When CRM and marketplace renewal dates diverge, teams operate on incomplete information. First signal is often a customer escalation.
3. No attribution: Without clear channel attribution, you cannot measure marketplace ROI or answer "how much ARR is marketplace-sourced."
4. Usage data stays siloed: Account managers make renewal and expansion decisions based on gut feel rather than actual consumption data.
5. Fragmented customer view: AEs and account managers living in CRM have a systematically incomplete picture of the customer.

What the Connected State Looks Like

When a customer accepts a private offer, the CRM is automatically updated: opportunity moves to Closed Won, contract value recorded, dates captured, marketplace attribution set. Approaching renewals surface as tasks automatically. Usage data flows into customer records for real-time visibility. Every transaction is tagged with channel, marketplace, and co-sell involvement.

Salesforce Integration

• Automatic opportunity updates from marketplace events
• Custom marketplace fields on Account and Opportunity objects
• Renewal task automation based on subscription expiration dates
• Usage data sync for metered subscriptions
• Co-sell pipeline data surfaced alongside CRM opportunities

HubSpot Integration

• Deal pipeline updates from marketplace subscription events
• Contact and company enrichment with subscription data
• Renewal workflow triggers based on expiration dates
• Revenue reporting with marketplace channel attribution

How Automatum Connects the Systems

Automatum acts as the integration layer between your CRM and all three cloud marketplaces. It receives marketplace events, normalizes them into a consistent data model, and syncs relevant data to Salesforce and HubSpot through native integrations. The sync is bidirectional: marketplace events flow into CRM, and CRM actions can trigger marketplace workflows.

Making the Internal Case

• Risk reduction: Even one missed renewal can cost more than the integration
• Headcount efficiency: Eliminate low-value manual data entry
• Revenue attribution: Protect marketplace budget justification
• Sales effectiveness: Complete customer data means better decisions

Book a session with the Automatum team to connect your Salesforce or HubSpot to your marketplace programs and see your renewal pipeline in one place.